Abstract A high level of customer perceived value is the key to customer loyalty and to the profitability of customers and companies. It is not enough to meet the customer's needs in order to win customer loyalty. Instead the aim for companies should be to try to delight customers. Customers are delighted when they feel that the product or service not only fulfils their needs and expectations, but also gives them unexpected additional value. Value has been studied widely and there are several different models and theories to describe customer perceived value. In the main, they tend to be too general or insufficient or they do not provide a useful guide for management practices. Therefore the aim of this thesis is to generate a theory for consumer perceived value which could be useful for managements trying to develop superior value so as to improve their customer loyalty. Pre-purchase consumer value was examined applying Grounded Theory methodology and by synthesizing the existing research results. The resulting theory from this synthesis consists of three main stages namely, gaining, sacrifice and purchase factors. The gaining stage has three sub elements: substance, reputation and interaction. All these sub-elements have the same four subcategories: emotional, social, functional and economical elements. What is novel about this research is its treatment of customer perceived value firstly, from the perspectives of the companies – based on three functionally different factors: substance, reputation and interaction – and secondly from the perspective of the customers based on the identified subjective outcomes (i.e. emotional, social, functional and economic factors). Based on this approach companies can develop products based on a better understanding of consumer perceived value.

Eco-labels impact consumers‟ likelihood to buy eco-labelled products and serve as a tool during the decision-making process that helps consumers make informed purchase choices. The textile industry is responsible for a large amount of pollution, but has started to follow a more holistic, eco-friendly approach. Information about their eco-friendliness is communicated to consumers via eco-labels. Consumers can influence the textile industry to include more eco-labelled textile products in their desired range of products, by buying and demanding eco-labelled textile products. However, international studies indicate that consumers do not understand textile eco-labels and the information that is found on these labels. A lack of understanding prevents consumers from including such products in their pre-purchase decision-making process. Yet some consumers, from developed and developing countries, are willing to buy eco-labelled products and pay more for such products. Limited research in this regard, within a South African context, is available hence, more research was required in this study field. Therefore, this study aimed to explore consumers‟ understanding and utilisation of textile eco-labels during pre-purchase decision-making. The research for the study was done using a convenience and purposive sampling method with a quantitative structured online questionnaire for data collection purposes. Findings suggest that respondents were environmentally conscious, but only to some extent. Most respondents objectively understood textile eco-labelled products, but not textile eco-labels or organic label information regarding cotton production processes. Respondents indicated that they do not use textile eco-labels when making a pre-purchase decision, yet they somewhat recognised the need to buy eco-friendly textile products, because they are aware of environmental implications. Regarding the information on eco-labels, respondents searched for information surrounding the quality of eco-labelled textile products, followed by the care instructions and the credibility of the eco-label on the product. Finally, there was a segment of respondents who buy and utilise textile eco-labelled products, and are willing to pay a higher price for these products. The higher price was the main factor that prevented other respondents from buying eco-labelled textile products. Consumers can benefit from education regarding environmental issues and how their purchasing choices can make a difference in protecting the environment. Furthermore, educating consumers about eco-labelled textile products might increase their awareness and utilisation of these products. In turn, this awareness about eco-labels might encourage consumers to include these kinds of products in their pre-purchase decision-making process. Additionally the industry can strive towards keeping eco-labelled products‟ prices relatively equal to regular product‟s prices to make it easier for consumers to choose between the different products, based on their environmental attributes and not price. Finally, the textile industry and manufacturers can focus on making textile eco-labels more attractive and attention-grabbing in order to focus consumers‟ attention on these labels. Furthermore, on these labels, symbols and words should be used together and all elements should correspond to enhance consumers‟ understanding. If all of these elements of an eco-label convey the same message, consumers might be able to understand the intended message by manufacturers and the industry better. / M Consumer Sciences, North-West University, Potchefstroom Campus, 2014

Background In the context of the deregulation in the pharmaceutical industry in Sweden, many new business chances have been created. The rising numbers of players in the market started up the race for gaining market shares and attracting customers with new products and services. One of the new players, GreenCross AB, introduced MiniApotek, a vending machine of non-prescription medicine, to the Swedish market. The business concept is to provide a new, secured and convenient way of buying non-prescription medicine to the Swedish society. However, there is a gap between the retailer’s business expectation and the customers’ perception of this new service. Purpose The purpose of this thesis is to investigation the different factors that affect potential customers’ trial behavior of self-service technology. Specifically, the researchers explore and examine the main factors that directly manipulate customers’ trial at MiniApotek. Method A quantitative approach is applied in this thesis to identify the key factors and explain their strong influence to trial. The empirical data collected from conducting a survey at Stockholm University, was combined with e-mail communication with GreenCross AB. These materials were analyzed in accordance with the three applied theories, the product concept, pre-purchase stage in consumers’ decision making process and model of customers’ trial of self-service technologies. Conclusion The researchers conclude that there is a strong influence of inertia, need for personal interaction, technology anxiety and perceived risk on the trial of potential customers at MiniApotek. It is found that these factors have a negative effect on the adoption process of MiniApotek in Swedish market. Consequently, the authors think GreenCross AB needs to get a better understanding of the real market need and take these factors into great consideration, as well as find a better strategy to improve the company’s business situation.

Eco-labels impact consumers‟ likelihood to buy eco-labelled products and serve as a tool during the decision-making process that helps consumers make informed purchase choices. The textile industry is responsible for a large amount of pollution, but has started to follow a more holistic, eco-friendly approach. Information about their eco-friendliness is communicated to consumers via eco-labels. Consumers can influence the textile industry to include more eco-labelled textile products in their desired range of products, by buying and demanding eco-labelled textile products. However, international studies indicate that consumers do not understand textile eco-labels and the information that is found on these labels. A lack of understanding prevents consumers from including such products in their pre-purchase decision-making process. Yet some consumers, from developed and developing countries, are willing to buy eco-labelled products and pay more for such products. Limited research in this regard, within a South African context, is available hence, more research was required in this study field. Therefore, this study aimed to explore consumers‟ understanding and utilisation of textile eco-labels during pre-purchase decision-making. The research for the study was done using a convenience and purposive sampling method with a quantitative structured online questionnaire for data collection purposes. Findings suggest that respondents were environmentally conscious, but only to some extent. Most respondents objectively understood textile eco-labelled products, but not textile eco-labels or organic label information regarding cotton production processes. Respondents indicated that they do not use textile eco-labels when making a pre-purchase decision, yet they somewhat recognised the need to buy eco-friendly textile products, because they are aware of environmental implications. Regarding the information on eco-labels, respondents searched for information surrounding the quality of eco-labelled textile products, followed by the care instructions and the credibility of the eco-label on the product. Finally, there was a segment of respondents who buy and utilise textile eco-labelled products, and are willing to pay a higher price for these products. The higher price was the main factor that prevented other respondents from buying eco-labelled textile products. Consumers can benefit from education regarding environmental issues and how their purchasing choices can make a difference in protecting the environment. Furthermore, educating consumers about eco-labelled textile products might increase their awareness and utilisation of these products. In turn, this awareness about eco-labels might encourage consumers to include these kinds of products in their pre-purchase decision-making process. Additionally the industry can strive towards keeping eco-labelled products‟ prices relatively equal to regular product‟s prices to make it easier for consumers to choose between the different products, based on their environmental attributes and not price. Finally, the textile industry and manufacturers can focus on making textile eco-labels more attractive and attention-grabbing in order to focus consumers‟ attention on these labels. Furthermore, on these labels, symbols and words should be used together and all elements should correspond to enhance consumers‟ understanding. If all of these elements of an eco-label convey the same message, consumers might be able to understand the intended message by manufacturers and the industry better. / M Consumer Sciences, North-West University, Potchefstroom Campus, 2014

Fast fashion brands provide consumers with constantly available opportunities to update,not only their wardrobes, but themselves. As our identities have become a constant projectto work on, consumption of fast fashion involves the possibilities of trial and error ofpersonal development. Consumers are predisposed to shape or change their personalities byusing brands as additional traits. This is conceptualized as Brand Engagement in SelfConcept (BESC) to explain how consumers build and express identities. Even if FastFashion is recognized to make trends available for a democratized audience who continuallyevolve temporary identities, it is a limited researched area where Brand Engagement in SelfConcept (BESC) is addressed. As this tendency to involve brands in consumers' self-concept(BESC) is defined as an individual trait to be measured, there is still no qualitative researchto our knowledge that provides deeper insights of how this subjective objective is displayedor affecting the pre-purchase stage within the context of fast fashion.The purpose of this degree project is to develop a deeper understanding of consumers'tendency to incorporate brands as a part of their self-concept and how brand engagement inself-concept (BESC) influences the pre-purchase stage in the decision-making process inthe context of fast fashion. In order to fulfil this purpose, a qualitative study wasimplemented by applying semi-structured interviews with six individuals with the propertyof being consumers of generation Z. Pursuant to previous research that states how thesegeneral tendencies of BESC varies amongst individuals, we were able to identify diversegeneral tendencies in the empirical findings of involving brands in self-concept.These various indications of involvements were represented by the identified themesreflecting how the consumers are applying the silent, but expressive languages of clothing,regarding their representation of themselves through what they wear, awareness of trendsand the extent of purchasing.With regard to these identified indications of involving brands in self-concept to differentextent, our empirical findings resulted in themes, addressing how the pre-purchase stagewas influenced in the context of fast fashion. Our results show how the pre-purchase stageis initiated by recognizing a need or opportunity congruent with the self-concept.Additionally, as information is searched, this stage is influenced by the involvement ofbrands in the self-concept by the identified themes: inspiration, coincidence and familiarity.As the evaluation of alternatives is made, the themes of “considerations to social context”and “the fit” are identified as being influenced by BESC. The consumers' self-concept hasbeen found to be defining the extent of influence, in terms of composing the reference tocompare fast fashion brand personalities with. Consequently, we draw the conclusion thatthe negative associations of fast fashion limited the involvement of fast fashion brands inthe self-concept as these personalities were considered unappealing by representing cheap,quick compliance, low quality and unethical values. Our results demonstrate how the needfor social consistency and approval motivates young consumers to involve fast fashionbrands in their self-concept. This is contradicting displayed in terms of buying the basicassortments with the absence of fast-moving trends.

Purpose: The purpose of this research is to explore how consumers of slow fashion experience value of apparel in relation to price, quality, appearance and style, awareness, and trust.Research questions: How do the extrinsic cues in relation to slow fashion influence the value journey of slow fashion consumers? What is the experienced value journey of slow fashion consumers from pre-purchase to post-purchase of apparel?Methodology: data was collected through semi-structured interviewing with eight participantsFindings: The research identified that slow fashion consumers undergo a value journey based on five components: their knowledge, altruistic concerns, personal investment, expectations, and their emotional connection. Their knowledge is formed by how much the slow fashion consumers know about the production process of the apparel, the material quality of the apparel, and themselves in terms of their personal preferences. Their altruistic concerns involve influences how they consume and use clothes based on their ethics. Their personal investment is determined by how much time, effort, and resources they are willing to spend on pieces of apparel. The slow fashion consumer then set an expectation on how well the piece of apparel satisfies these three components through its usage in a post-purchase context. If the piece of apparel exceeds their expectations, they form an emotional connection. This emotional connection again determines their next line of consumption of apparel in a pre-purchase context. These five components determine therefore the process of slow fashion consumers’ perceived value pre-purchase to the perceived value-in-use post-purchase.

本研究旨在了解不同類型的資訊搜尋對購買後的心理狀態的影響。首先，我們探討消費者的產品知識如何影響他們的搜尋量，包括線下購買前搜尋、線上購買前搜尋和持續性搜尋，再來探討這些搜尋行為如何影響消費者的購買後認知失調。本研究共收集了542份有效問卷，我們使用PLS結構方程模型來驗證研究模型。研究結果顯示，消費者產品知識對線下購買前搜尋、線上購買前搜尋和持續性搜尋有正向影響，對購買後認知失調有負向影響。在三種類型的搜尋中，只有線上購買前搜尋對購買後認知失調有負向影響。購買後搜尋對購買後失認知調亦有負向影響。對消費者搜尋行為以及消費者搜尋後心理狀態感興趣的研究者們，期望本研究的發現能為他們未來的研究帶來啟發與幫助。 / This study aimed to understand how different types of information search influences consumers’ post-purchase mental state. First we investigated how consumers’ product knowledge influence their amount of information search, including offline pre-purchase search, online pre-purchase search, and ongoing search. Then we investigate how these searching behaviours influence consumers’ post-purchase dissonance. Total of 542 valid online questionnaires were collected and PLS structural equation model was used to verify our research model. The result showed that consumer product knowledge had positive influence on offline pre-purchase search, online pre-purchase search, ongoing search, and had negative influence toward post-purchase dissonance. Among three types of information search, only online pre-purchase search had negative influence on post-purchase dissonance. Post-purchase search also had negative influence on post-purchase dissonance. For those who are interesting in consumers’ searching behaviours and post-search state of mind, these findings could be referenced in their future research.

本研究旨在從社會認知觀點探討顧客衣著線索與顧客購買行為線索對員工正向情緒表達之影響，以及探討員工知覺顧客社會地位與前期購買意願之中介效果。過去在員工正向情緒表達相關研究上，雖有探討顧客衣著線索與購買行為線索對員工正向情緒表達之影響，但並未深入探討其中之歷程，本研究認為認知心理學領域中之基模概念，可以解釋過去在情緒表達研究中，顧客外表與行為線索對第一線服務員工正向情緒表達影響關係的研究發現。 本研究以百貨公司化妝品專櫃之櫃員與其互動之顧客為研究對象，共觀察及記錄93筆交易互動，以實地場域之觀察法進行研究，研究結果發現，如同預期，顧客之衣著線索及購買行為線索對員工正向情緒表達皆有顯著的正向影響，顯示顧客若穿著愈高貴或是展現越多購買行為線索，員工會表現得越親切，研究結果驗證了過去情緒表達相關之研究發現；然而，員工知覺顧客社會地位與員工知覺顧客前期購買意願之中介效果並不如預期達顯著，顯示顧客衣著線索與購買行為線索並非透過激發員工對顧客社會地位與前期購買意願之基模影響員工正向情緒表達，而可能透過激發了別的基模來影響員工之正向情緒表達。整體而言，本研究所提之研究假說部分符合預期，而研究結果可對情緒表達與社會認知基模理論相關研究提供理論貢獻與實務意涵。 / According to social cognitive psychology, targets’ cues can arouse perceivers’ schemas, and then help perceivers to form an impression on the target person. This point of view can help explain the past related research on employee’s positive affective displays. According to the past researches’ research findings, customers’ clothing and behaviors have obvious effects on employees’ positive affective displays. Moreover, base on schema theory, customers’ clothing and purchase behavior cues are believed to arouse employees’ social status schema and pre-purchase intention schemas respectively, and make employees to have a perception on customers’ social status and pre-purchase intention, and therefore have different positive emotional expressions on different customers. Employees’ perception on customers’ social status and pre-purchase intention are believed to play mediator roles in those processes. This study examined the 93 face-to-face interactions between employees and customers in the department store cosmetics section. Results showed customers’ clothing and purchase behavior cues are positively related to employees’ positive affective displays, as predicted. In other words, the more dignity the customer dressed or the more purchase behaviors he/she displayed, the more positive affective displays the employee showed. However, the mediator roles of employees’ perceptions on customers’ social status and pre-purchase intention were not found in the research. Over all, part of hypothesizes are predicted. The results have both theoretical and practical contributions to emotional expression research and social cognitive research.