La presente investigación tiene como objetivo principal determinar los factores de las variables del marketing mix que inciden significativamente en la intención y decisión de compra de mujeres de 18 a 25 años de edad de los NSE A y B de la Zona 7 de Lima Metropolitana (Miraflores, San Isidro, San Borja, Surco, La Molina) en la industria de la moda de prendas de vestir, con un enfoque especial en los influencers como parte de la P de promoción. Para ello, se realizó un estudio con enfoque mixto, ya que fue tanto cualitativo como cuantitativo. Por un lado, se utilizó el análisis factorial para medir la influencia en la intención de compra; y por el otro, el análisis discriminante para medir la influencia en la decisión de compra. Utilizamos esta metodología para medir el impacto de cada uno de los factores de las variables del marketing mix (producto, precio, plaza y promoción) y especialmente para validar si los influencers generan un impacto significativo sobre la intención y decisión de compra como parte de la P de promoción. Se realizó una entrevista a profundidad a un experto del rubro de la moda para validar nuestros objetivos e hipótesis. Asimismo, se realizó un Focus Group para obtener información relevante del segmento. Finalmente, se aplicó una encuesta a una muestra de 415 personas con la que se obtuvo la información necesaria para realizar el análisis estadístico. / The main objective of this research is to determine the factors of marketing mix variables that significantly affect purchase intention and decision of women between 18 and 25 years old that belong to the A and B socioeconomic status from seventh zone of Metropolitan Lima (Miraflores, San Isidro, San Borja, Surco, La Molina) in the fashion and clothing industry, with an special focus on influencers as part of promotion P. For this, we make a mixed approach study, since it was both qualitative and quantitative. On one hand, factor analysis was used to measure the influence on purchase intention; and on the other, the discriminant analysis to measure the influence on purchase decision. We use this methodology to measure the impact of each one of the factors of the marketing mix variables (product, price, place and promotion) and especially to validate if influencers generate a significant impact on purchase intention and decision as part of promotion. An in-depth interview was conducted with an expert from the fashion industry to validate our objectives and hypotheses. In addition, a Focus Group was carried out to obtain relevant segment information. Finally, a survey was applied to a sample of 415 people with whom the necessary information was obtained to perform the statistical analysis. / Tesis

En base al constante crecimiento del mercado de videojuegos, diversas marcas buscan incorporar estrategias para diferenciarse del resto y poder potenciar la intención de compra de las personas en su beneficio, tal como las tiendas Phantom y Lawgamers, quienes buscan obtener la mayor cantidad de ventas posibles. Por tal motivo, la presente investigación tiene como finalidad encontrar la relación entre las variables de los elementos del windows display e intención de compra de videojuegos en Centros Comerciales en mujeres aficionadas de Lima Metropolitana. Así mismo, el trabajo de investigación busca responder a la pregunta de investigación formulada, la cual debate acerca de cuál de los elementos del windows display son más influyentes en la intención de compra y, así responder la hipótesis propuesta, la cual menciona que el sticker o la estatua tienen mayor influencia en la intención de compra. Además, esta investigación esta compuesta por una parte cualitativa y cuantitativa, la cual es de tipo correlacional porque se busca comprobar la relación de una variable con otra y con técnica mixta. Así pues, los resultados obtenidos de la investigación revelaron que el sticker y la estatua no son los elemento del windows display que más influyente en la intención de compra en el público objetivo. Por otro lado, el windows display cuenta con otros elementos, los cuales fueron jerarquizados según su grado de importancia, siendo los más importantes producto, color, sticker, iluminación y estatua. Por ultimo, se pudo concluir que el producto es el elemento del windows display que más influyente en la intención de compra en el público objetivo. / Based on the constant growth of the videogame market, several brands seek to incorporate strategies to differentiate themselves from the rest and to maximize the intention of people to purchase on their benefit, Stores like Phantom and Lawgamers, who seek to obtain as much sales as possible. For this reason, the purpose of this research is to find the relationship between The variable elements of windows display and the intention of buying videogames in shopping centers for amateur women in Metropolitan Lima. Likewise, the research work seeks to answer the question formulated, that discusses which of the elements windows display are most influential in the purchase intention and, answer the proposed hypothesis, which mentions that the sticker or the statue have a greater influence on the purchase intention. In addition, this research is composed of a qualitative and quantitative part, which is correlated because it seeks to verify the relationship of one variable with another and with mixed media. Thus, the results obtained from the investigation revealed that the sticker and the statue are not elements of the windows display that most influential in the purchase intention in the target audience. On the other hand, the windows display has other elements, which were ranked according to its importance, being the most important product, color, sticker, lighting, statue. Finally, it can be concluded that the product is the element of the windows display that is the most influential in the purchase intention in the target audience. / Trabajo de investigación

The aim of this study is to investigate what factors are important when implementing cause-related marketing within the Swedish fashion retail market, in order to change the purchase intention of customers. Cause-related marketing (CRM) is a widely used marketing tool within the Swedish fashion industry. There has been an increasing trend of using cause-related marketing as part of corporate social responsibility strategy. Companies increasingly believe that associating their corporate identity with good causes can be an effective marketing tool. There is limited research about CRM with a bearing on the Swedish market and the fashion industry. This has given the authors an interesting field for research and analysis. A quantitative method was used to collect primary data. A survey was conducted among customers of H&M, Lindex, Mango and Indiska. These companies were chosen after the observation of a large amount of Swedish based fashion retailers and their involvement within CRM. The results indicate that there is a link between cause-related marketing and customer purchase intentions. CRM campaigns have positive effects on customers by increasing their purchase intentions. Marketing communication, price, customer attitude and fit are important factors that affect the purchase of CRM products. A further investigation can be useful for companies and researchers in the field of marketing strategies.

In recent years, the internet shopping development is quite developed, what every shopping website developed is quite ripe too, and 3C products occupy sizable rates in the internet shopping. So I want to study that 3C shopping website influences factor that influencing consumers¡¦ will to use the internet shopping. This research base on demography and knowledge about 3C products to create the cause-effect model of electronic service convenient, electronic service quality, customer satisfaction, and purchase intention. Through statistics software, probe into the relationship, electronic service convenient, electronic service quality, customer satisfaction, and purchase intention in the internet. In order to have close look to on customer needs is essential. Overall, the entire model fit is acceptable. It is pointed that the whole theory model of this study completes the standard of the fit test. To sum up, the results shows the indeed influential relationship among the four concepts.The customer satisfaction is the most important factor that negative effect purchase intention in the entire model. The second factor is electronic service quality. And electronic service convenient only leads a positive effect on purchase intention via electronic service quality and customer satisfaction. However, the effect is very small.

This study examines the personalization of shown travel destination visual images using professional photography upon travel motivations, feelings, and purchase intentions of consumers in the online environment. The research design was experimental and used data from a questionnaire via Qualtrics. A pilot test of the instrument was conducted. The final questionnaire contained 25 items. A total of 194 questionnaires were collected and participants were randomly assigned to one of four groups. Each group of 50 participants was exposed to a specific set of travel destination visual images. Further, several hypotheses related to the effects of personalization, professional photography toward travel motivation, emotion, and purchase intention were tested. The results indicated that: (1) travel motivation was affected by both personalization, and professional photography of travel destination visual image; (2) personalization had an influence on positive emotion, but professional photography did not; (3) it was expected that personalization would act as a “push” factor on travel motivation, and professional photography would influence the “pull” factor on travel motivation, but these two hypotheses were not supported; (4) travel motivation and emotion positively affected purchase intention, however this was only partially supported. Furthermore, the results of the present study implied that the “push – pull” travel motivation theory was considered not entirely separate. Practical recommendations are presented for online tourism marketers to enhance their service.

Title: Purchasing Intentions of Young Thai Male towards Men's Skin Care Products Problem: Men concern more about their image than ever before. This behavior is becoming a new trend in cosmetic market. Moreover, Thailand is one of the fast growing cosmetics industry, particularly male skin care market within countries in Asia-Pacific region. However, most of the literatures have just studied on women cosmetic products. There are a few studies within male cosmetic market, despite the demands of cosmetic products are increasing among men as well as women. Purpose: This study aims to discuss the relationships between dimension of brand equity, overall brand equity, brand preference and purchase intention of men‟s skin care products among young Thai male in Bangkok. The study measures the equity of brand and identifies the impact of brand equity on brand preference and purchase intentions. Research Question: How does brand equity associate with purchasing intention of young Thai male towards skin care products? Method: Quantitative research method interpreted by the authors is applied in this research. A questionnaire-based survey is used as a tool to collect the data and the specific variables used in this paper: the dimension of brand equity, overall brand equity, brand preference, and purchase intention. Both primary and secondary types of data collection were used for this research. Conclusion: The results reveal that each dimension of brand equity, which consists of brand loyalty, brand awareness, brand association, and perceive quality have a significant impact on overall brand equity. However, brand loyalty and perceive quality have a bigger impact on brand equity than brand association and brand awareness. The impact of brand equity in itsIIconsequences supported the direct positive impact on brand preference and purchase intention. This predicate that brands with higher levels of brand equity would generate higher levels of customer brand preference. Moreover, the customers, who have high level of brand preference indicated that they have more willingness to continually purchase the specific men‟s skin care brand and this can build higher purchase intention. Last but not least, this current research also figure out that using celebrity may not be the most effective strategy to stimulate consumer purchasing intentions toward men‟s skin care product among young Thai males in Bangkok.

Problem Discussion: The rapid development of the smartphone market led formerly well-established brands to subdue to new entrants. Understanding what drives brand preferences within the dynamic smartphone market is key to formulating marketing efforts that influence purchase intentions. Research Objective: To qualitatively explore how a brand's equity drives Uppsala University students brand preferences within the Swedish smartphone market. Furthermore, to suggest how to increase the level of brand preference that may lead to increased purchase intentions for smartphones. Research Question: a) What are the drivers of brand preferences for Uppsala University students within the Swedish smartphone market? b) How do these brand preferences influence purchase intentions? Method: A qualitative approach is adopted through conducting semi- structured interviews with Uppsala University students. The empirical findings are set against a theoretical framework in order to identify drivers of brand preferences and how they influence purchase intentions. Conclusion: The findings indicate that the Swedish smartphone market appears to be functionally oriented. Perceived quality emerges as the main driver of brand preferences.

As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing. The purpose of this thesis is to explore how the use of guerrilla marketing affects consumer behavior in terms of brand attitude, brand image and purchase intention. Moreover, the effect on Word-of-Mouth will be explored, as this is a crucial implication if the guerrilla campaign is to be perceived as successful. Based on marketing theories and consumer behavior theories, an experiment is conducted through a focus group seminar, to determine if guerrilla marketing campaigns are perceived as being more creative and credible than traditional marketing campaigns. Furthermore, these determinants are used as instruments to study the effect on brand attitude, brand image and purchase intention. The study is exploratory and the chosen method is a qualitative data collection. The findings indicate that guerrilla marketing campaigns affect all consumer behavior elements, studied in our thesis, more than their equivalent traditional marketing campaigns. Suggestions for further research include studying if there is a cultural difference in how guerrilla marketing is perceived.   This thesis may be useful in increasing companies’ understanding of the concept of guerrilla marketing and how this can be used in a successful way.

This research is focus on how store image affects perceived risks and purchase intention in different private label brand (PLB) products. Because of 7-Eleven¡¦s positive store image and diverse product categories, this research takes 7-Eleven as the example to explore the difference among its PLB products. The conclusions as follow¡G 1. Positive store image is a necessary condition to develop PLBs. 2. Product category is a success factor to PLBs. 3. Consumers perceive different perceived risks when facing different products. According to the conclusion, suggestions are as bellow¡G 1. Keep maintaining and improving store image. 2. Focus on the products which are highly-related to the store image. 3. Managing perceived risk as a marketing strategy in diverse PLB product categories.

¡@¡@In recent years, Taiwan's industries actively seeking industrial restructuring in the way of increasing added value to products. That makes many convenience goods brands appeared on the market, but consumer-related studies is scanty; and theoretical studies have indicated that a product¡¦s image will affect the brand image. However, in domestic empirical research, the studies are primarily focus on product image and brand image, and consistency between brand image and product form, and seldom discuss the topic of the product design can enhance brand image. According to the background and motivation, the proposition of this study are as follows¡G (1) Understand the association of product image and brand image. (2) Using demographic variables as moderators to explore how the brand image and product prices affect the perceived value. (3) Analyzing relationships between customers¡¦ perceived value and purchase intention. In this study, product design and product prices are independent variables. First, uses the 24 groups of opposing adjectives that Ming-Chuen Chuang and Ching-Hang Kao (1997) sorted out to do semantic differential analysis on four brands of products to measure the respondents¡¦ feeling toward product form, color, texture, feel, and function. And then, discussing the relationship among product image, brand image, perceived value and purchase intention. The conclusions are summarized as follows¡G (1) Different product design has different effects on brand image. (2) The brand image and product price has a significant impact on the perceived value. (3) Some demographic variables have a moderating effect on brand products. (4) Perceived value has a significant effect on purchase intention. Keywords¡Gconvenience goods, product design, product image, brand image, perceived value, purchase intention