Dissertations / Theses: 'Consumer behaviour; Brand buying; Product buying'

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Sohani, Armin, and Tarek Fahmy. "The impact of a pandemic on brand preference in purchasing decisions of food and hygiene products: a COVID-19 perspective." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20741.

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The uncontrolled spread of COVID-19 pandemic has surpassed all the expectations. Nations closed their boarders; the economy is going into recession and the whole world is suffering from the emerged pandemic. Although the effects of the pandemic economically and socially can be measured and estimated, thought the changes in the buying behaviour of customers is not easily predicted. As hygiene products demand went up and supply went down causing panic hoarding by some of the consumers. It became interesting for the researchers to explore the impact of the COVID-19 pandemic on the brand preferences in purchasing decisions for hygiene and food products. As a result, the main purpose of this master thesis is to broaden the scope of consumer behaviour as a field by adding a complementary empirical perspective to the current literature on how a pandemic affects brand preference in purchasing behaviour, since it is a topic lacking in empirical research. Furthermore, based on the branding theory and the consumer behaviour theory, the PMO model was built, which provided the bases for collecting empirical data needed for this dissertation. This dissertation was conducted using a qualitative approach with an abductive reasoning. Sixteen semi-structured interviews were conducted with Swedish customers. The findings indicated aspects of price, quality, risk and loyalty became tied to the pandemic in the context of the health aspect of the COVID-19 virus. While there were not much indicating large shifts in preferred brands, there were large changes in health consciousness and qualitative demands on brands due to the pandemic affecting brand preference.

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Furbeck, Josefine, and Sofia Sjödin. "Is frozen the new fresh? : An observational study of low-involvement product choices." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-137541.

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The world today faces many challenges in terms of sustainability and how the world will be able to continue to meet demands of future generations. Sustainability aspects are considered by customers and organizations to a greater extent today than ever before. Businesses need to find new ways forward to encourage sustainable consumption to be able to exist in the future. The increasing amount of food waste represents one of many sustainability challenges and is a stated problem in developed countries. In Sweden, the households stand for the biggest amount of food waste along the entire supply chain. Producing something that is later wasted is an inefficient use of resources. This study aims to identify barriers for consumers to act pro-environmentally when consuming products of low involvement and find ways for the industry to overcome them. The thesis is commissioned for a large bread company in Sweden, who is in the starting blocks of start selling frozen bread, something that is not done to a great extent today. Frozen bread is a more environmentally sustainable alternative than substitute products and it will serve as the low-involvement product in focus of this study. The theoretical framework is built on theories regarding consumer decision-making, consumer behavior, sustainability and sustainable consumption. Through in-store observations of customers accompanied by follow-up interviews, a solid amount of data was gathered which allowed the authors to address the gap between intentions and behavior. Semi-structured interviews with the manager of the grocery store and the commissioned company give insights to the industry perspective of sustainability and consumer behavior. The empirical findings are presented from each data collection instance and are later analyzed and discussed with regard to four sub-purposes and the theoretical framework. The results have shown that existing barriers relate to customers’ habits, inertia, attitudes and lack of knowledge. The industry has the opportunity to bring forward sustainable products without tradeoffs, to create a win-win situation. By appealing to the customers’ hedonic needs and informing them about environmental benefits it is possible to influence customer norms to achieve a pro-environmental behavioral change.

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Ellis, Katrina. "Private label buying behaviour." Thesis, London Business School (University of London), 1989. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.262224.

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Ramdharie, Priscilla, and Derk Brinxma. "A family business brand image: Associations affecting consumers’ buying behavior : A study on family business Dafgård, frozen foods." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18130.

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Family business research is a rapidly growing topic of interest. Nevertheless there has been little research explicitly dedicated to the connection between consumers’ and family businesses. This paper gives insight about the influence of the family business brand image and consumers’ purchase intentions. Hereby it was taken into consideration that low-involvement and product knowledge can influence this path. This was done by a combination of qualitative and quantitative approaches. The findings showed that consumers associate family business with high quality, passion, heritage, traditions, small companies and craftsmanship. In general these associations do not influence consumers buying behavior. However, specific target groups showed different results. Implications focus on using the family business as a secondary brand image and family businesses should deal with caution when using their origin as a primary brand image.

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Hamilton, Luzaan. "The influence of culture on students' impulsive buying behaviour in the Vaal Triangle area / Luzaan Hamilton." Thesis, North-West University, 2011. http://hdl.handle.net/10394/8516.

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Impulse buying or unplanned purchases by consumers constitute a major proportion of purchases in certain product categories. Studies in the United States widely reported that impulse consumer buying behaviour accounts for up to 80% of all purchases in certain product categories, and it has been suggested that purchases of new products result more from impulse purchasing than from prior planning. South Africa is a nation of shoppers with increasing numbers defined as impulse buyers who respond to glossy adverts such as „never to be beaten bargains‟ and „buy one get one free‟. Culture has a profound effect on why people buy. Culture affects the specific products people buy as well as the structures of consumption, individual decision-making and communication in a society. Since South Africa has quite a diverse group of different cultures, it has been of great importance to determine whether cultural differences had an influence on impulsive buying behaviour. The primary research objective was to assess the influence of different cultures on consumer impulsive buying behaviour of students. The findings of this research study did not clearly indicate if culture had an effect on students‟ impulsive buying behaviour.
Thesis (M.Com. (Business Management))--North-West University, Vaal Triangle Campus, 2011

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Variawa, Ebrahim. "Buying behaviour and decision-making criteria of Base of the Pyramid consumers : the influence of packaging on fast moving consumer goods customers’ brand experience." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/26572.

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Marketers increasingly face challenges in trying to understand the decision-making processes and behaviours of those consumers located at the Bottom of the Pyramid (BOP). It has been proven that 73% of fast-moving consumer goods (FMCG) purchases are made at the point-of sale, and product packaging has been found to play a strategic role in seven of the ten in-store purchase decision criteria. Packaging is, therefore, an important basis through which companies can differentiate products from the plethora of competing brands. On average, big retailers carry 50 000 items and the typical shopper passes 300 items per minute. The packaging must, therefore, perform many of the sales tasks, making an overall favourable brand impression and experience. The research has attempted to understand the constructs of packaging and brand experience as purchasing decision criteria for FMCG products. The researcher administered 250 surveys with low-income consumers in the Star Hyper supermarket in the mining town of Carltonville. The findings demonstrated how low-income consumers have an appreciation of all product packaging as they often re-use it once the product is consumed. Furthermore, lower income consumers enjoy a greater brand experience with 'premium' product brands when compared to their brand experience levels with what they perceive to be 'cheaper' brand products. Even though a statistical weak relationship between product packaging and brand experience was found, the qualitative findings support the notion of a strong relationship as lower income consumers gain more value/greater brand experience not just out of consuming 'premium' brand products, but also from the use of the packaging for other needs afterwards. Copyright
Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
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Hlela, Sinegugu. "The impact of brand equity on consumer buying behaviour among bottom of the pyramid consumers in South Africa: A case study of Parmalat yoghurt." Master's thesis, Faculty of Commerce, 2019. http://hdl.handle.net/11427/31580.

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There has been significant research done on the impact of branding on consumer buying behaviour over the years, however, consumers at the bottom of the pyramid (BoP) have been ignored and very little research has been done in the South African market. This study examines the impact of brand equity on purchase intention of Parmalat yoghurt in the South African BoP market using socio-economic status, price sensitivity and sales promotion as mediating variables. Data was collected from 289 South African BoP consumers residing in Soweto. The study tested six hypotheses using PLS- SEM. Data was analysed using SmartPLS software. The results show that of the six hypotheses tested, only three are supported, namely, the relationship between brand equity and socio-economic status, socio-economic status and purchase intention and price sensitivity and purchase intention. Socio-economic status as a mediator has the most significant impact on the relationship between brand equity and purchase intention. The findings of this study give some implications for managers and marketers of yoghurt brands. Brand equity influences on purchase intention of yoghurt products and socio-economic status has the strongest mediating influence suggesting that companies must build and maintain strong brand equity in order to create a positive influence on purchase intention for their brands. Managers need to understand the underlying reasons as to why consumers would choose a competitor’s brand. Based on this study, socio-economic status and price sensitivity are the two most influencing mediators in the purchase intention of yoghurt, thus it is imperative for managers to take this into consideration when devising and implementing branding strategies.

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Malindi, Happy Edward. "A framework to measure customers' perceptions on the quality of red meat / H.E. Malindi." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4461.

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This preliminary study investigated the factors which influence consumer choice of beef. A questionnaire and sensory evaluation considered the level of importance which consumers attached to the sensory (intrinsic attributes) properties of beef as compared to extrinsic factors. It was found that consumers use sensory properties to predict the freshness and overall eating quality, but they can also misinterpret the quality cues. Consumers made it clear that the freshness and the place of purchase played a prominent role in their decision to purchase red meat because they perceive the retailer to be an integral part of the overall quality assessment with regard to the purchase process of mutton and beef. The Total Food Quality Model is used as the frame of reference for analysing the way in which consumers perceive meat quality. The way in which consumers form expectations about the quality at the point of purcha7se, based on their own experience and information cues available in the shopping environment, is described as well as the way in which quality is experienced in the home during and after meal preparation. The relationship between quality expectations and quality experience and its implications for consumer satisfaction and repeat purchase intent is addressed. The study collected data by means of a questionnaire to evaluate the quality perceptions of beef. Cronbach alpha as reliability coefficient recorded high levels of reliability and the factor analysis revealed that only one factor, namely that of quality considerations is present in the analysis. Furthermore, the building on the insights obtained on subjective quality perception, possibilities for consumer–oriented product development in the meat sector are addressed. Issues dealt with here are branding, differentiation by taste, healthiness and convenience.
Thesis (M.Sc. (Computer Science))--North-West University, Potchefstroom Campus, 2011.

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Wallgren, Rosanna, and Cecilia Claesson. "En miljömärknings påverkan på varumärke & konsumentbeteende." Thesis, Linköping University, Department of Management and Engineering, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-11684.

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Det krävs att företag utvecklar sig för att vara konkurrenskraftiga på en ständigt föränderlig marknad. Ett sätt för företag i livsmedelsbranschen att differentiera sig är att endast använda ekologiska råvaror i framställningen av sin produkt. Om de gör det kan de bli godkända för miljömärkning och få använda KRAV:s logotyp på sin produkt. Den massmediala uppmärksamheten riktas allt mer på klimatkrisen vilket har gjort konsumenterna mer medvetna och villiga att påverka genom sitt eget agerande.

Syftet med den här uppsatsen är att utreda hur en KRAV-märkning kan påverka varumärke och konsumentbeteende. För att kunna besvara syftet har vi studerat teorier inom varumärkesforskning och beteendevetenskap. Empirin baseras på nio genomförda telefonintervjuer och relevant sekundärdata. Forskningsfrågorna ämnar presentera de för- respektive nackdelar som företag får av att KRAV-märka sina produkter samt hur en KRAV-märkning påverkar konsumenterna i hennes köpprocess.

Uppsatsens slutsatser visar att de fördelar som märkningen kan erbjuda beror på hur välkänt företagets eget varumärke är. För redan välkända varumärken fungerar märkningen som ett komplement i företagets varumärkesstrategi och vara en genväg till en bättre image. Det ger en trovärdighetsstämpel och kan fungera som ett positioneringsverktyg. För mindre kända varumärken fungerar märkningen som en dörröppnare för nya marknadskanaler. De nackdelar som kan förekomma är urvattning av varumärket samt att lönsamheten är lägre än för de konventionella produkterna.

KRAV-märkningen underlättar konsumentens köpprocess i affären och ger henne en garanti att varan är ekologiskt producerad. De nackdelar som finns med en KRAV-märkning är främst att de är dyrare än de konventionella produkterna och att ett uppskov av märken leder till förvirring bland konsumenterna.

There is a need for continuous development of the companies if they want to stay competitive in a constantly changing world. One way for companies in the industry of daily consumer goods to differentiate themselves is to only use organic raw material in their products. If they do so they can get certified and will be allowed to use KRAV:s brand on their product. The medial attention is focused on the climate crisis which has made the consumers aware of and more willing to influence through their actions.

The aim of this thesis is to investigate the effects of the eco-label KRAV on the brand and consumer behaviour. To fulfill the aim we have studied branding and consumer behaviour theories. The empirical findings are based on nine phone interviews and relevant secondary data. The questions set up for investigation aims to present the advantages and disadvantages companies can experience through an eco-labeling as well as how an eco-label can influence the consumers in their buying process.

The conclusions show that the advantages the eco-label can provide depend on how well-known the company’s own brand is. For brands that are already well-known the eco-label works as a complement in their branding strategy and can be a short cut to a better image. It gives a guarantee and can work as a means of positioning. For brands that are less known it can work as a tool to get in to new market channels. The disadvantages that can arise are that the brand can get blurred and the profitability is lower than for conventional products.

The eco-label makes the buying process easier and gives the customer a guarantee for an organically produced product. The disadvantages with an eco-label for the customer are primarily that they are more expensive than the conventional products and that many labels can confuse the customer.

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Mendes, Vera Séléne. "O impacto do valor da marca na decisão de compra dos consumidores : o exemplo das marcas de cuidado capilar." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/13296.

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Mestrado em Marketing
O conceito de decisão de compra é bastante discutido na literatura de comportamento do consumidor, normalmente com o propósito de perceber qual é o processo de tomada de decisão dos consumidores. A problemática do valor da marca encontra-se posicionada na perspetiva do consumidor, em também inúmeros estudos. O presente estudo tenciona juntar as duas problemáticas, com o intuito de analisar a relação entre ambas. É bastante importante entender se o valor da marca tem impacto na decisão de compra dos consumidores, tendo em conta as diversas variáveis e percepções consideradas para o estudo. Este trabalho baseia-se no exemplo de uma categoria de produtos de baixo envolvimento, os cuidados capilares. Os cuidados capilares fazem parte da rotina diária de qualquer pessoa, sendo as várias marcas de cuidado capilar muito utilizadas, por todo o tipo de consumidores. Assim, este estudo tem em vista dar resposta ao seguinte problema: "Será que o valor da marca afeta a decisão de compra dos consumidores das marcas de cuidado capilar?". Para o efeito, foram analisadas as quatro dimensões do valor da marca do modelo proposto por Aaker (1991). O que se verificou através da realização de uma análise quantitativa, é que o valor da marca e as suas dimensões, notoriedade da marca, associações da marca, qualidade percebida e lealdade à marca, realmente têm um impacto positivo sobre a decisão de compra.
The buying decision concept is very much discussed in the consumer behaviour literature, usually, in order to understand what is the decision making process of consumers. In addition, the brand equity problem is positioned in the consumers perspective in numerous studies. This study intends to join the two concepts with the intention to analyse the relationship between them. It is rather important to understand whether the value of the brand has an impact on consumers buying decision process, taking into account the many variables and perceptions considered for the study. This work is based on the example of a category of low involvement products, the hair care products. The hair care brands are part of one's daily routine, and many of them are widely used by all kinds of consumers . This study aims to address the following issue: "Does the brand equity affect the buying decision process of consumers of the hair care brands?". To this end, the four dimensions of brand equity proposed by the Aaker (1991) model were analysed. By performing a quantitative analysis, it was found that the brand equity and its dimensions, brand awareness, brand associations, perceived quality and brand loyalty, actually do have a positive impact on the buying decision
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Diseko, Dale Sampa. "My memories of the brands in my life : understanding the nostalgic connections consumers form with brands." Diss., 2012. http://hdl.handle.net/2263/24830.

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Capitalising on the power of nostalgic branding, requires understanding a consumer’s past experience with a brand. Nostalgia is a powerful influential factor that marketers should look at utilising correctly in order for them to successfully leverage off nostalgia and existing relationships between the consumer and the brand. This research has been conducted in order to gain a richer understanding of the nostalgic connections that consumers form with brands. Eight credible female respondents between the ages of 45 - 60, born and raised in Soweto, and who have attained tertiary qualification, were selected for the study. A selective criterion was designed to derive quality and depth in the research findings. The semi-structured interview technique was used for the qualitative research study. The findings revealed that brand nostalgia is rooted at different stages within the consumer’s decision process, depending on the brand and product category. The relationship between nostalgia and the derived benefits from the brands are not always as clear-cut as most marketers think. These benefits can be attained during the use of the brand or at the end of the consumption process. If the benefit does not fit the consumer’s current lifestyle, then the relationship will remain as a memory and the brand will not be purchased no matter how strong the nostalgic connection is between the consumer and brand.The research study was carried out to give marketers a guideline on optimising and capitalising on brand nostalgia. Further recommendations were made to assist future research on this topic, and to help marketers find ways of effectively leveraging off nostalgic connections that consumers form with brands. Copyright
Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
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Neethling, Annette. "Measuring brand loyalty of pharmaceutical livestock products among commercial farmers / Annette Neethling." Thesis, 2014. http://hdl.handle.net/10394/15470.

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In this study brand loyalty of pharmaceutical livestock products among commercial farmers was measured. The purpose of the study was to assist agribusinesses to identify the dominant determinant when commercial farmers purchase pharmaceutical livestock products from them. The study analysed two marketing mix elements price and product (specifically brand name) in farmer buying behaviour. A structured questionnaire was used to employ an empirical study in a quantitative style to determine the commercial farmers‟ perceptions and buying behaviour when they buy pharmaceutical livestock products. For agribusinesses the study makes it clear where to focus resources and energy in today‟s dynamic, uncertain and competitive environment that agribusinesses operate in, specifically in the North West Province of South Africa. The literature study addressed the brand loyalty constructs and their application in the agricultural market. Resultantly the contribution to the body of knowledge pertains to brand loyalty‟s influence in the marketing strategy (price and brand name). The study also explored opportunities for the successful distribution of pharmaceutical livestock products through agribusinesses. Management of agribusinesses will have to adopt a market-oriented strategy that will assist agribusinesses on various dimensions of performance and will have a significant positive effect on return on assets, sales growth and sustainability. The inputs and assistance of the suppliers and marketers are of utmost importance and will add value to the execution of agribusinesses‟ marketing strategy.
MBA, North-West University, Potchefstroom Campus, 2015

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Ting, Wang shih, and 王詩婷. "Female Consumer’s Buying Behavior of Swimsuit Products-An Empirical study of Aquanaut Brand." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/51025516805311613829.

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碩士
南台科技大學
國際企業系
97
In recent years, people as a result of consumer products for more and more high-quality, a single type of swimwear has been unable to meet the consumers. Therefore, how to provide consumers and meet consumer demand had become the swimwear industry faced the major problems. This study used E-K-B model to be the frame, and industry in Taiwan’s domestic swimwear - Aquanaut may be that women's swimwear brands customers for the study to explore the customers at the time of purchase swimwear consumer behavior in order to understand the different characteristics of consumers the importance of product attributes, information sources, product knowledge and consumer behaviors are different. The research scope the choice a relatively dense population of the northern, central and southern three area primaily, And the questionnaires are collected from female having purchased the Aquanaut’s swimwear. Information collected by questionnaire, and data analysis is the first be used of factor analysis of the data dimension reduction, and some statistical method, such as ANOVA, cluster analysis, cross-tabulation and chi-square are used to test the research hypothesis. The results showed: in the demographic variables, different consumer exist some different product attributes, respectively, information sources, products knowledge and consumer behavior. Variables of lifestyle, Aquanaut’s consumers can be successfully segmented four consumer types by lifestyle. The research further shows they have significant different between market segmentation in the following variables: product attitudes, information sources and product knowledge. Some of consumer behavior exist some significant differences. Finally, through this study, analysis and proposals, we can map out the marketing strategy about the different consumers for the Aquanaut brand.

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張鈞堡. "Effect of Consumer Buying Intention on Advertising Appeals - with Product Attributes, Product Knowledge, Perceived Risk, And Brand Commitment to Be Interference Variables." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/90148073245990143628.

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碩士
僑光科技大學
企業管理研究所
100
Consumers can have more choices with growing categories of products following the emerging numerous goods. Tailoring the needs of consumers is essential for manufacturers on marketing advertisements. The advertising appeal can separate two parts, one is rational appeal, and the other is emotional appeal. In these cases, corresponding to different product attributes, product knowledge, perceived risk, brand commitment, all of which might result in changes in consumer buying decisions. In previous studies, most scholars used OLS and Paths analysis to explore the main variables and the relationship between buying behavior and advertising appeal. This study will set advertising appeals as the independent variable, and then dependent variable is set to purchase, and product attributes, product knowledge, perceived risk and brand commitment to set the interference variables. Four different experiments were designed to distribute the questionnaire to explore consumer behaviors. The final results can be contributed on academic field as well as enterprises in advertising and marketing. Viewpoints of multiple dimensions on the design of advertising, intact understanding on product attributes, and consumer familiarity with the specific products are suggested for business owners on effectively promoting the related goods. Only when the advertisements can make consumers much closer to them can the enterprise benefits from the significant selling growth.

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Chen, yu-syuan, and 陳宇軒. "The Effects Of Brand Familiarity And Product Features On The Buying Decisions Towards Original And Lookalike Sport Shoes And On Consumer Brand Loyalty." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/03731777487262435917.

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碩士
育達商業科技大學
休閒事業管理系碩士班
100
The effects of brand familiarity and product features on the buying decisions towards original and lookalike sport shoes and on consumer brand loyalty.This research aims to analyze the correlation between brand familiarity, product features, willingness-to-buy, and brand loyalty when consumers are offered similar products of trainers. In addition, this research investigates the interfering effect of personal attributes on brand familiarity, product familiarity, and willingness-to-buy. We designed a questionnaire that was distributed to a number of students selected by convenience sampling from the greater Taipei area and the Hsinchu and Miaoli region. Of 350 questionnaires distributed, 350 were returned, and the number of valid responses after deducting 2 invalid questionnaires was 248, achieving a response rate of 99.43. Statistical tests (descriptive statistics, correlation analysis, T test, ANOVA, and regression) were then employed to test our research hypotheses. The conclusions drawn in this dissertation are as follows. (1) Significant correlation was obtained in the relationship between advertisement and product familiarity, and willingness-to-buy. Familiarity with product-related events was also significantly correlated with willingness-to-buy. (2) Brand functionality was significantly correlated with willingness-to-buy. The factor of risk was also significantly correlated with willingness-to-buy. (3) Willingness-to-buy and brand loyalty were significantly correlated. Willingness-to-buy intermediated the variables of advertisement and product familiarity, with brand loyalty. Willingness-to-buy also intermediated the variables of brand functionality and brand loyalty. (4) Uniqueness and attentiveness caused interference between the variables of brand familiarity (brand functionality) and willingness-to-buy. The sense of taste and fashion caused interference between the variables of brand familiarity (brand functionality) and willingness-to-buy.

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Guo, Weirong. "Buying behaviour for newborn baby milk powder within the context of China's one-child policy." Thesis, 2008. http://hdl.handle.net/10321/1881.

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Submitted in fulfilment of the requirements for the Degree of Master of Technology: Marketing, Durban University of Technology, 2008.
The purpose of this study was to evaluate Chinese parents' buying behaviour towards baby milk powder in the context of China's One-Child policy. The study examined the Chinese culture, social trends, the influence of product attributes among urban Chinese parents and parents' product knowledge of baby milk powder. This study is an exploratory study. A questionnaire was used to collect the data from 400 respondents at Shangdong University, China. There are 312 respondents' questionnaires used to analyse the results. The results were discovered through the use of four research objectives. Firstly, the results reflect that family and friends do have an influence on buying decisions on baby milk powder. There parents rely more on word-of-mouth communication and shop assistants play a negative role in parents' buying decision. Secondly, mothers need to opt for baby milk powder for their babies due to the flood of women into the job market and incomes from dual earners. Thirdly, parents perceive high price with good quality; the preferred brand by the parents have a significant impact on their brand loyalty and parents generally hold positive views of foreign-made baby milk powder. Fourthly, parents have a high level of subjective and objective knowledge of baby milk powder. This study was limited to the sample size and the geographic area. Consequently, results of this study can not be regarded as representative of the entire Chinese population. The results may help marketers develop more effective marketing programmes to affect consumers' buying decision. In addition, this study is one of a few studies that apply the theory of buying behaviour in the context of China's One-Child policy in the marketing field.
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Sin, Li-Zih, and 黎子歆. "The Study of Consumers’ Buying Behavior for the Influence of Food Safety, Product and the Brand Benefit - A Case Study of Beverage Chain Store." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/vt7qm2.

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碩士
臺北城市科技大學
電子商務研究所
104
With the time progressing, the need for change in consumers’ foods is becoming increasingly diverse. However, to fulfill consumers’ desire for changes, people in the business consistently add a variety of food additives in processed beverages. For the past few years, domestic and international food safety incidents continue to occur, increasing consumers’ awareness toward food safety and hygiene. Therefore, understanding the impact that the consumers’ purchasing factors on existing vendors can provide reference for management decisions. The purpose of this research is to investigate the impact people’s awareness on their willingness to purchase from chain beverage stores. The survey is conducted through online questionnaires,and 300 valid questionnaires were collected. By using the correlation analysis and multiple regression analysis of SPSS 22 and Smart PLS to discuss which factors such as lifestyle,product attributes, brand and food safety have impact on consumers’ willingness to purchase. This research shows the results that lifestyles and product attributes have notable impacts on food safety. Brand was not shown having a notable impact. Brand has a notable impact on willingness to purchase, and product attribute does not. This shows that consumers will first think about food safety before making their purchase, then purchase according to theirpreference for product or brand.

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Cheng, Weihsin, and 鄭惟心. "A study of the relationships among brand extension product attitude and perceived fit to consumer purchase intention－impulsive buying personality as moderator variable." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/44629644731456057799.

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碩士
中國文化大學
國際企業管理研究所
99
Now companies are in competitive environment. If companies want to build a well-known brands will be more difficult and the cost of inputs required will be more. Therefore, many companies in order to reduce the risks of new products enter to the market and save to shape of the new brand image and value of the time, they usually used mother brand which were famous in the market for new products to brand extensions. The purpose of this study is to determine the impact of brand extension product attitude and perceived fit on consumer purchase intention. It also involves the impulsive buying personality as moderator variable whether the interference of consumer purchase intention will be affected. This study uses survey of form. The questionnaires are 380, and there are 347 returned invalid unfinished volume which has not filled in 17. Totally effective questionnaires are 330 and the effective returns-ratio is 86%. Returned questionnaires using SPSS 14.0 for data analysis and research to verify the hypothesis. The result this research show that the brand extension product attitude and perceived fit on consumer purchase intention has significant positive relationship. In the interference effect aspect, the impulsive buying personality has interference effect between the brand extension product attitude and perceived fit.

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Dissertations / Theses on the topic 'Consumer behaviour; Brand buying; Product buying'

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