This research will discuss the effects of framing promotion messages to different price level products. Consumers will perceive the difference of significance of savings, and the different perceptions of retailer¡¦s tactics in price promotion: inflating the regular price before a promotion and a permanent price reduction. If it has differences on promote effects and purchase intentions when using the different promotion type. Finally, this research uses price consciousness to make deep investigation. To understand if consumers with different price consciousness have different perceptions on the subject of the effects of framing price promotion messages. In this research, we find that for the high-price product, consumers perceive a price reduction framed in dollar terms as more significant of savings than in percentage terms. For the low-price product, consumers perceive a price reduction framed in percentage terms as more significant of savings than in dollar terms. But the effects of framing price promotion messages have no significant effect on consumer¡¦s perception of whether retailers use tactics or not. It is no significant effects of promotion type ( coupon v.s discount ) on the perceived significance of the savings. Consumers consider that the lower likelihood of retailer¡¦s tactics using in coupon promotions. In purchase intentions, consumers are more likely to purchase in coupon promotions than in discount promotions. It is no significant difference on different price consciousness consumer to the subject of the effects of framing price promotion messages. We can¡¦t find that whether it has relationship between price consciousness and the effects of framing price promotion messages.

This dissertation consists of two essays that study the relevant boundary conditions to the relationship between the customer satisfaction and loyalty. Retaining current customers is critical to a firm's performance and has been well-established in the literature. Extant literature tells us that loyal customers are typically less price sensitive, spend more than non-loyal customers, less expensive to retain, and more importantly, provide new referrals through positive word of mouth. In the first essay, drawing from decision justifiability theory, I posit that consideration set size and price-consciousness moderate the relationship between satisfaction and loyalty. At higher levels of consideration set sizes, the positive relationship between satisfaction and loyalty is likely to be weakened. However, this two-way interaction effect is seen to impact high and low price-conscious consumers differently. Specifically, I show that satisfied, low price-conscious consumers with higher consideration set sizes will be more loyal vis-a-vis high price-conscious consumers with similar satisfaction levels and set sizes. These theoretical hypotheses are tested in four separate studies. Specifically, I use secondary data and three experimental studies. All my hypotheses including the mediating role of decision justifiability are supported. The second essay investigates the role of satisfaction on loyalty intentions for firms that offer both the product and the product-related augmented services. In the industry that I studied for this question, buying a product requires an extraordinarily high capital outlay; however, the profitability of the firm is dependent on the services offered to the customers. The services market is a very competitive market as well in this industry. So, how should a firm manage this portfolio that includes both products and services? I draw and extend the consumption system model proposed by Mittal, Kumar and Tsiros (Journal of Marketing, 1999). Specifically, I propose a curvilinear relationship for both product and services satisfaction on loyalty intentions and posit synergistic interactions between them. I test this model using longitudinal data spanning five years across multiple countries that were obtained from a multinational company. Analyses reveal support for the proposed hypotheses.

Syfte: Pay-What-You-Want (PWYW) är en kundstyrd prissättningsstrategi, där kunden bestämmer priset. Tidigare forskning visar att antalet kunder ökar vid tillämpning av prisstrategin. Studiens syfte är således att analysera samband och förklara ifall variablerna priskänslighet, rättvisa, riskkänslighet och nyfikenhet påverkar konsumentens attraktion till PWYW. Metod: Studien har ett deduktivt tillvägagångssätt för att analysera litteratur och vetenskapliga artiklar. Teorin har deducerat studiens hypoteser för att undersöka samband och kvantitativ metod har används där empirisk data har samlats in med en webbenkät. Resultatet analyseras i SPSS med en faktoranalys och korrelationsanalys. Detta redovisas genom tabeller och figurer samt diskussion. Resultat & slutsats: Studien visar positiva samband mellan attraktion till PWYW och priskänslighet, rättvisa samt nyfikenhet. Sambandet mellan attraktion till PWYW och riskkänslighet visar dock svag korrelation. Däremot indikerar resultatet att det finns fler variabler att ta hänsyn till. Förslag till fortsatt forskning: Resultatet indikerar att det saknas faktorer som påverkar konsumentens attraktion till PWYW. Det är av intresse att undersöka hur faktorerna kan nyttjas av företag samt om konsumentens attraktion påverkas ifall prisstrategin inte längre anses ovanlig. Uppsatsens bidrag: Studien är först med att studera konsumentens motivationer till PWYW innan köpmomentet. Studien bidrar med variabler som förklarar varför konsumenter attraheras av en kundstyrd prisstrategi. Studien bidrar likaså med kunskap för forskningen kring PWYW.

Informal markets for fashion are a growing phenomenon around the world and more specifically in the Democratic Republic of Congo. In different cities in the Democratic Republic of Congo, there are tents housing vendors who sell second-hand clothes. These markets are becoming the millennials' shopping hubs as millennials are on a quest for uniqueness, fashion trends and value for money. Limited research regarding the shopping patterns and purchase decisions of Congolese millennials and even less regarding the informal clothing market in the Democratic Republic of Congo is available. This research is aimed at investigating factors influencing millennials in the purchase of second-hand clothes in the informal markets in the Democratic Republic of Congo. The theoretical framework was guided by the theory of planned behaviour from which the researcher constructed an adapted model. The purchase of secondhand clothes is the behaviour that is preceded and influenced by the consumer's intention to purchase. In turn, the intention to buy clothing from informal markets is influenced by various factors. Five factors were added to the model, namely quality, clothing interest, peers' opinions, price consciousness and the need for uniqueness. The model was investigated through a qualitative case study analysis. The data was collected through face-to-face interviews and the thematic analysis was conducted and interpreted manually. The target population argued that second-hand clothes are unique, durable and affordable. These clothes allow them to shop the fashion trends they see on social media from around the world. Thus, it is important to have a valuable understanding of the factors influencing Congolese millennials to buy second-hand clothes. Retailers and marketers in the fashion industry of the Democratic Republic of Congo, particularly those in the informal clothing market, can consider the consumer insights acquired in this research and apply them to increase their advantage in the market place.