In education women outnumber men as teachers, but the top positions are almost entirely dominated by men. Shakeshaft (1987:20), using data collected for education systems in the United States of America noted that in 1984-5, only 3,0 percent of the district superintendents were women, although 50,1 percent of all secondary school teachers and 83,5 percent of all elementary school teachers were women. According to Blampied (1989), the data obtained from the 1987 statistical returns from government schools under the Natal Education Department indicated that the number of women in education administration was disproportionately lower than the number of men in congruent positions. It was decided that the situation deserved to be tested in schools administered by the KwaZulu Department of Education and Culture. According to the survey of secondary schools administered by the KwaZulu Department of Education and Culture, in respect of the 230 Junior Secondary schools in the sample, 86,5 percent of the school principals were male and the incidence of male principals was even greater in high schools (Thurlow 1993:32). The study of selected literature led to the finding of possible barriers to the career advancement of women educators. The barriers were classified into two broad categories - internal barriers, relating to psychological factors; and external barriers, which related to institutional, societal and organizational structures. A questionnaire was designed to attempt to ascertain if any congruency could be identified between the barriers perceived by other researchers and those which according to the respondents existed in schools administered by the KwaZulu Department of Education and Culture. The most commonly cited obstacle to the upward mobility of women was discrimination against them. There were suggestions that women were generally valued less than men. Women were treated as inferior in law, politics, religion and education as well as in society generally. Other barriers to promotion which were frequently alluded to related to the perception that some women were not interested in vertical career mobility but preferred to remain in the classroom rather than seek a position which would distance them from teaching. The evidence also suggested that although the larger proportion of the respondents were keen to receive a promotion, they thought they would not be promoted because they considered the allocation of promotions to be unfair. It was however noted that women educators who have made some progress on the promotional ladder perceived fewer obstacles to their advancement than unpromoted respondents. / Thesis (M.Ed.) - University of Natal, 1994.

Nowadays when users navigate in internet they find lots of types of communication scattered across diverse sites. Due to the lack of users’ interests in advertisements, primarily caused by not matching their preferences, today’s advertisements have a low rate of success. Recently, owing to semantic web generation, some companies started to use personalized marketing in communication as a way to turn the conversions around and thus increase customer retention and loyalty. As a matter of fact, the retention and loyalty stages on the internet are, on average, the least crafted of the whole cycle. The customers’ conception of one-to-one marketing is quite ambiguous as they conceive that they need to be more efficient while shopping online but at the same time they feel stalked due to privacy concerns, and oversaturated with non-valuable information. The purpose of this paper is to explore from a holistic view online personalized communication strategies and how they can be implemented in order to increase customer satisfaction thus retaining customers and, in the long-term, gaining their loyalty. The main communication areas the study treats ranges from onsite the online store, where the company wants to sell the product, to offsite advertisements in websites, social media platforms and via email. In the empirical section, the study carried out a quantitative online survey to investigate customers’ perception and complete it with the literature. To answer the research questions, the study identified 19 hypotheses comprising of all primary aspects that define the exploration. The result could be gold dust for e-shop managers to help them maximize the marketing communication factor using personalization. The authors identified potential improvements to motivate customers to register in the online shop, whether communication channels are suited to implementing the strategy or not, and possible aspects to adapt in order to obtain maximal benefits. There were some limitations in terms of an analysis of the companies’ point of view and the necessity to analyze every communication channel more in depth as the study is an initial step.

Submitted by Monica Antunes do Couto (monicaacouto@hotmail.com) on 2018-01-26T00:10:28Z No. of bitstreams: 1 Dissertação_Monica Couto.pdf: 1486661 bytes, checksum: 95cbd57f52daf59e08cc96172f62c855 (MD5) / Rejected by Mayara Costa de Sousa (mayara.sousa@fgv.br), reason: Boa tarde Monica, Alguns ajustes devem ser realizados conforme normas: 1. O nome GETULIO não tem acento; 2. O título do trabalho deve estar todo em caixa alta; 3. As palavras-chave do abstract devem ser separadas por ponto e vírgula; 4. Elementos pré-textuais não devem ser inseridos no sumário - somente da introdução em diante; 5. Lista de tabelas, lista de figuras entram antes do sumário; Att, Mayara 3799-3438 on 2018-01-26T20:50:14Z (GMT) / Submitted by Monica Antunes do Couto (monicaacouto@hotmail.com) on 2018-01-28T23:19:47Z No. of bitstreams: 1 Dissertação_Monica Couto.pdf: 1487098 bytes, checksum: 9f91f6546893867e1e2c1acb4e39b06f (MD5) / Approved for entry into archive by Mayara Costa de Sousa (mayara.sousa@fgv.br) on 2018-01-29T20:48:08Z (GMT) No. of bitstreams: 1 Dissertação_Monica Couto.pdf: 1487098 bytes, checksum: 9f91f6546893867e1e2c1acb4e39b06f (MD5) / Made available in DSpace on 2018-01-30T11:26:19Z (GMT). No. of bitstreams: 1 Dissertação_Monica Couto.pdf: 1487098 bytes, checksum: 9f91f6546893867e1e2c1acb4e39b06f (MD5) Previous issue date: 2017-12-18 / O presente estudo tem como objetivo investigar a sensibilidade do consumidor a preço após promoções com diferentes percentuais de desconto em produtos líderes e não líderes e com duas maneiras distintas de comunicação da oferta. Tal questão é relevante, pois um plano de oferta otimizado possibilita ganho dos dois lados da cadeia: consumidor e varejista. O consumidor reconhece e valoriza a oferta e o supermercadista não sofre com o desperdício de recursos financeiros, ou com a aplicação de recursos em produtos que trazem pouco retorno à empresa. Além disso, se a empresa compreende o comportamento do cliente em períodos promocionais é possível projetar melhor as receitas e o estoque. Algumas variações de desconto não são reconhecidas pelos clientes e, portanto, não resultam em aumento na quantidade comprada. Além disso, a maneira que uma oferta é comunicada desempenha um papel fundamental para o sucesso de uma promoção de preço, seja ela para produtos líderes ou não líderes. Os resultados dos experimentos foram medidos de maneira comparativa entre os produtos analisados. A pesquisa foi realizada em uma rede de supermercados no interior do Estado de São Paulo e é quantitativa experimental. Este estudo pretende contribuir para a prática empresarial e acadêmica. No plano corporativo, possibilita um melhor entendimento de como variações no percentual de desconto de preço influenciam de maneira diferente na quantidade vendida, oferece alternativas que possibilitam aos varejistas a implantação de políticas de oferta mais eficientes, ampliando o conhecimento da relação: precificação e respostas dos consumidores, e mostra que mudanças simples na maneira de comunicar a oferta geram impactos importantes na quantidade vendida. Já no plano acadêmico, agrega conteúdo à literatura de precificação no varejo. Os resultados deste estudo trazem implicações para os varejistas e a indústria alimentícia. / The present study aims to investigate the price sensitivity of consumers to price and promotions with different percentages of price reduction in leading and non-leading products and to two different ways of communicating the offer. This investigation is relevant, since optimized alternatives allow the gain of both sides: consumer and retailer. To the consumers, as they recognize and value the price promotion, and to the supermarkets, as they will not suffer from the waste of financial resources, or the application of resources in products that bring little return to the company. In addition, if the company understands customer behavior during promotional efforts, sales and inventories can be better predicted. Some price promotional discount variations are not recognized by customers and therefore do not result in an increase in the quantity purchased. In addition, the way an offer is communicated plays a key role in the success of a price promotion, whether for leading or non-leading products. An empirical research through experimental design was conducted, allowing valuable comparisons among different products and different price and promotional alternatives. The research was carried out in a supermarket chain in cities of the State of São Paulo. This study offers contributions not only to conceptual frameworks, but also to business applications. At the corporate level, it contributes to: a better understanding of how variations in the percentage of price discounts influence the quantity sold, offers alternatives for retailers to implement more efficient promotional policies, broadens the knowledge about the relationship between pricing and consumer responses, and shows that simple changes in the way to communicate promotions can have significant impacts on the quantity sold. In the conceptual context, it aggregates knowledge to the literature of pricing in the retail industry. The results of this study have therefore implications for retailers and for the food industry.

The thesis focuses on the analyse of the marketing communication in the micro region Veselsko. The aim of the diploma paper was to find what the methods of the marketing communication have been used in the concrete micro region in the tourism.

Due to the continual constant battle women have to face in order to progress in the workplace, it has become necessary to assess the degree of transformational change within the workplace within South Africa to try to establish just what these barriers are and how it can be overcome. To examine the main problem, three sub-problems were identified. The first sub-problem that had been identified dealt with what the women’s rights in the new South Africa. It was investigated by evaluating the situation in the New South Africa and what has changed from the past. Is there more gender equality or not. The second sub-problem looked at the barriers that women face in the workplace. It is evident that sexual harassment, male chauvinism, trying to balance work and family as well as organisational structure and culture were among the top barriers that are a hindrance to women’s advancement in the workplace. Finally, the third sub-problem investigated what the glass ceiling effect is and the effect that this has on women in the workplace. The investigation evaluated, and emphasised the difficulties that women face in order to progress in the hierarchy of not only management but other occupations as well. Results have shown that most females and males believe that the glass ceiling is prevalent in the workplace. Most people believe that women can however break through the glass ceiling but now there is a new phenomenon, “The Glass Cliff” which allows women to break through the glass ceiling but only of organisations that are already in trouble.

“Freemium” (Free + Premium) hat sich zu einem führenden Preismodell für digitale Güter entwickelt. Dabei kann die Basisversion eines Produkts, z.B. von Handy-Applikationen (“Apps”), unbegrenzt kostenlos genutzt werden und Firmen bieten Premium-Erweiterungen gegen Bezahlung an. Konsumenten haben in 2018 194 Milliarden mal Apps heruntergeladen und 101 Milliarden US-Dollar für In-App-Einkäufe ausgegeben. Beinahe 80% des Umsatzes auf App-Stores wird dabei durch Handyspiele generiert. 2,4 Milliarden Menschen haben in 2019 Handyspiele gespielt, was der Hälfte aller App-Nutzer im gleichen Zeitraum entspricht. Die Hauptthese dieser Dissertation ist, dass preisreduzierende Sonderangebote von großer Wichtigkeit für das Vermarkten von Freemium-Gütern sind: Obwohl Freemium bereits eine extreme Preis-Reduktion darstellt, indem es ein Produkt Konsumenten kostenlos zum Ausprobieren zur Verfügung stellt, können demnach Firmen durch die Nutzung weiterer Sonderangebotstaktiken höhere Profite generieren. Die Arbeit postuliert weiter (und beweist dies empirisch), dass lange angenommene Risiken in der Nutzung von Sonderangeboten, die vor allem bei klassischen Konsumgütern etabliert wurden, im Freemium-Bereich in dieser Form nicht zutreffen. Diese Perspektive entwickelt und vertieft der Autor über vier individuelle Papiere, die zusammen mit einer einleitenden Zusammenfassung die fünf Kapitel dieser Dissertation ausmachen. Die vorliegende Arbeit ist empirischer Natur und wendet “Advanced Analytics”, insbesondere Feldexperimente und maschinelles Lernen, in Zusammenarbeit mit Firmen an. Als repräsentativer Forschungsgrund dienen dabei Freemium-Handyspiele, in denen Firmen detaillierte Daten über Interaktionen mit Kunden sammeln. Anhand dieser Daten leitet der Autor neue Kenntnisse über Kundenverhalten ab und entwickelt Entscheidungsunterstützungssysteme, die es Firmen ermöglichen, höhere Gewinne beim Verkauf von Freemium-Gütern zu erzielen. / “Freemium” (free + premium) has become a workhorse pricing model in the digital economy: A basic version of a product or service, e.g., mobile applications (“apps”), can be used for free in perpetuity and premium upgrades are available against payment of a fee. Consumers downloaded apps 194 billion times in 2018 and spent $101 billion on in-app purchases in the same time period. Accounting for almost 80% of that revenue, gaming in particular has seen an unparalleled expansion of demand. It is estimated that 50% of mobile app users play games regularly and that a global total of 2.4 billion people will play mobile games in 2019. The core thesis of this dissertation is that promotions are essential to the marketing of freemium goods such as mobile apps and games. While freemium already represents a promotional pricing tactic in using a zero price for free sampling, the author conjectures that firms can operate their freemium offerings more profitably by using further promotional tactics, especially targeted and personalized promotions, to sell premium upgrades. The author also argues (and shows) that widespread concerns around the use of promotions, particularly developed in the setting of consumer packaged goods, do not apply in the same way in this setting. This thinking is qualified and developed across four chapters that represent individual papers after providing an introduction to the work in the first chapter. The work is empirical in nature and applies advanced analytics, in particular field experimentation and machine learning, in collaboration with firms. As representative of the freemium app economy, the collaborating firms observe dense user data that enable the author to both derive insights on consumer behavior that extend existing conceptual thinking in the field of marketing and to devise decision support and expert systems that allow firms to operate more profitably in this setting.

The diploma work is to serve as a basis for strengthening the competitiveness of the new company engaged in the provision of hairdressing services and evaluation of business activity in the services market.

Syfte: Syftet med studien är att undersöka om prisreducering, julhandel, känslor och erfarenheter på den svenska online-marknaden följer tidigare påvisat konsumtionsmönster i fysiska butiker kring Black Friday. Metod: Tvärsnittsstudien har utförts bestående av en enkätundersökning för att identifiera mönster och samband för Generation Z:s konsumentbeteende under Black Friday i förhållande till de fyra faktorerna. Totalt deltog 119 st studenter från Högskolan i Borås i enkätundersökningen från ett bekvämlighetsurval. Resultat: Studien visar på ett etablerat samband mellan vikten av prisreduceringar och julklappshandel. Vidare visade resultatet på en positiv relation mellan associationen av positiva känslor och tidigare positiva erfarenheter där stockout, tidseffektivitet och spontanshopping hade en större påverkan. Slutligen gick det även att observera en positiv relation mellan associationen av negativa känslor och tidigare negativa erfarenheter. Dock kunde ett undantag identifieras då tidseffektivitet visade på ett negativt samband där erfarenheten inte ökar associationen av negativa känslor. Originalitet/Värde: Då utformningen av marknadsföringen är vital för att generera en ökad försäljning blir det också viktigare att förstå vad som driver konsumenten till köp. Tidigare studier undersöker primärt den fysiska marknaden men då internet utgör en stor del av vardagen för Generation Z blir online shopping mer och mer relevant. Online-handeln i Sverige fortsätter att växa kontinuerligt och konkurrensen ökar avsevärt varje år. Studien har därför bidragit med en ökad förståelse för hur exempelvis företag, marknadsförare och e-handelsbutiker ska kunna anpassa marknadsföringen under Black Friday och liknande prispromotionshögtider för att möta konsumentens behov. / Purpose: The aim of the study is to investigate whether price reduction, Christmas shopping, emotions and experiences in the Swedish online market follow previously demonstrated consumption patterns in brick and mortar stores around Black Friday. Methodology: The cross-sectional study was conducted consisting of a survey study to identify patterns and relationships for Generation Z's consumer behavior during Black Friday in relation to the four factors. A total of 119 students from the University of Borås participated in the survey from a convenience sample. Findings: The study shows an established connection between the importance of price promotions and Christmas gift shopping. Furthermore, the results showed a positive relationship between the association of positive feelings and previous positive experiences where stockout, time efficiency and spontaneous shopping had a greater impact. Finally, a positive relationship between the association of negative feelings and previous negative experiences was established. However, an exception could be identified due to time efficiency showing a negative relationship where the experience does not increase the association of negative feelings. Originality / Value: As the design of marketing is vital for generating increased sales, it also becomes more important to understand what drives the consumer to make a purchase. Previous studies primarily examine the physical market, but as the internet forms a large part of everyday life for Generation Z, online shopping is becoming more and more relevant. Online commerce in Sweden grows continuously and competition increases significantly every year. The study has therefore contributed to an increased understanding of how for example companies, marketers and e-commerce stores can adapt marketing during Black Friday and similar price promotion holidays to meet consumer needs.This thesis is written in Swedish.

El presente trabajo es analizar este comportamiento, a través de las variables del modelo TAM respecto en las plataformas e-commerce y su relación con la intención de compra en la categoría de supermercados online. De esta manera, se recopilaron diferentes papers para profundizar en el modelo desde su origen, y estudiar así, las variables permanentes del modelo como la actitud hacia el uso, utilidad percibida, facilidad e intención de uso de los usuarios respecto a las promociones en dichas plataformas e identificar las relaciones que se desarrollan con la intención de compra a través del modelo y así nos brindar una visión integradora. Para su realización además se contará con un estudio cuantitativo que consiste en una encuesta realizada a 400 personas que cumplen con las características de ser hombres y mujeres entre 25 y 35 años de edad que han comprado vía online en plataformas webs de los supermercados en el último año, esto servirá para responder a las hipótesis y objetivos planteados por parte de los autores. / The present work is to analyze this behavior, through the variables of the TAM model regarding promotions on e-commerce platforms and their relationship with purchase intention in the online supermarket category. In this way, different papers were compiled to delve into the model from its origin, and thus study the permanent variables of the model such as attitude towards use, perceived utility, ease and intention of use of users regarding promotions in said platforms and identify the relationships that are developed with the purchase intention through the model and thus provide us with an integrative vision. To carry it out, there will also be a quantitative study consisting of a survey of 400 people who meet the characteristics of being men and women between 25 and 35 years of age who have bought online on supermarket web platforms in the last year, this will serve to respond to the hypotheses and objectives raised by the authors. / Trabajo de investigación

El presente trabajo tiene como objetivo investigar la influencia de los rasgos del consumidor y las acciones de marketing de las empresas de retail, como lo son las exhibiciones y promociones, en las compras por impulso en una situación de pandemia como la actual. La investigación propone un modelo reflexivo de segundo orden, donde los rasgos del consumidor se presentan a través de tres dimensiones: tendencia de compras por impulso, tendencia de disfrute de compras y materialismo. El modelo propone que, en los actuales tiempos, los rasgos del consumidor tienen un impacto positivo en las compras por impulso por encima de algunas acciones de marketing. Los datos se obtuvieron a través de una encuesta virtual de 393 mujeres que habían comprado en retailers minoristas de ropa femenina de manera presencial. El modelo se estimó mediante la técnica de ecuaciones estructurales basada en la varianza (PLS-SEM). Los resultados demostraron que tanto los rasgos del consumidor como la exhibición de los productos tienen un efecto positivo en las compras por impulso; sin embargo, al contrario de lo que se puede prever, las promociones no tienen un efecto significativo sobre estas compras. Acto seguido, se presentan las implicancias, limitaciones y futuras investigaciones. / The objective of this work is to investigate the influence of consumer traits and the marketing actions of retail companies, such as exhibitions and promotions, on impulse purchases in a pandemic situation such as the current one. The research proposes a second-order reflexive model, where consumer traits are presented through three dimensions: impulse buying tendency, shopping enjoyment tendency, and materialism. The model proposes that, in current times, consumer traits have a positive impact on impulse purchases over some marketing actions. The data was obtained through a virtual survey of 393 women who had shopped at women's clothing retailers in person. The model was estimated using the variance-based structural equation technique (PLS-SEM). The results showed that both consumer traits and product display have a positive effect on impulse purchases; however, contrary to what might be expected, promotions do not have a significant effect on these purchases. Then, the implications, limitations and future research are presented. / Tesis / PE