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Karimi, Sahar. "A purchase decision-making process model of online consumers and its influential factor : a cross sector analysis." Thesis, University of Manchester, 2013. https://www.research.manchester.ac.uk/portal/en/theses/a-purchase-decisionmaking-process-model-of-online-consumers-and-its-influential-factora-cross-sector-analysis(702ce943-3925-4b84-b99f-d170d3b8e386).html.
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This research explores the online purchase decision-making behaviour of consumers by introducing a comprehensive approach that covers two different viewpoints: a) individual-level behaviour and b) market-level behaviour. Individual-level behaviour enhances our understanding of how purchase decision-making processes unfold and whether they differ for different individuals. Drawing from decision analysis and consumer behaviour literature, four segments of online consumers are introduced based on two individual factors: decision making style and knowledge of the product. Archetypal behaviour of each segment is identified addressing variations in the process and process outcome for different groups. In addition, market-level behaviour investigates the actual behaviour of consumers in relation with different retailers in the market; it is based on the aggregated behaviour of 60,000 individuals. Not only behaviour in a particular website but also cross-visiting behaviour of consumers comparing multiple retailers is examined. For this purpose, a multi-level mixed-method approach is designed. Video recording sessions, think-aloud method, interviews and questionnaires are used to capture the dynamic decision-making process, segment consumers and measure the outcome of the process at individual level. Business process modeling approach and an adaptation of path configuration method are selected for modelling the process. Data from an Internet panel data provider, comScore, is analyzed to explore the market-behaviour of consumers visiting multiple retailers. A set of measurement frameworks, that have been developed to fully exploit the research potential of Internet panel data, are designed for this research. Two sectors of banking and mobile network providers are selected; this research methodology enables a much more detailed evaluation of online behaviour and can be applied in other consumer markets.A conceptual model of online purchase decision making is proposed synthesizing theory from three disciplines: consumer behaviour, decision analysis and Information Systems. This model is able to explain the complexities and dynamic nature of real-life decision-making processes. The results of individual-level analysis show that the synthesized model has an enhanced descriptive power. Purchase decision-making processes in the two sectors appear to be highly complex with a large number of iterations, being more unstructured in banking sector. The process is found to be influenced by the both individual characteristics and each segment exhibits a certain typology of behaviour. Behaviour in terms of the way stages are performed is identical across the two sectors; whereas it differs in relation to intensity of decision-making cycles, duration of the process and the process outcome, being a function of product/ market characteristics.The findings of market-level analysis revealed that banking websites are preliminary visited for using online banking services; despite the high portion of visitors, the intensity of research in these websites is low. On the contrary, mobile network providers attract a higher portion of consumers with purchase intentions and enjoy more intensive research. Consumers have a small consideration set in both sectors; and consider certain banks/providers rather than using the accessibility of all alterative on the Internet. It is evident that comparison sites play an important role in both markets affecting the behaviour of online consumers. Finally, the research stresses the use of the Internet as a complementary channel offering specific benefits in each sector.
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Labuschagne, Adri. "Consumers' expectations of furniture labels during their pre–purchase information search : toward label development / A. Labuschagne." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4694.
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Labels serve as a source of external information during the consumer
decision–making process, and frequently contribute to consumers’ prior
knowledge of different products as well as their search activities prior to
purchase of furniture. Labelling of a wide range of products, such as food and
clothing has been investigated with regard to the effectiveness of the label, to
convey information and draw consumers’ attention to the product, and the
usage of the labels by consumers. However, no literature suggests the
existence of labels with regard to furniture items, or consumers’ expectations
about furniture labels. It is believed that labels on furniture items could assist
consumers during the pre–purchase information search of the decision–making
process.
The current study investigated consumers’ expectations of furniture labels,
during the pre–purchase information search of the consumer decision–making
process, in order to propose furniture labels. The objectives of the study were
to determine what questions regarding product information consumers
frequently ask store assistants prior to furniture purchasing; to determine
consumers’ expectations regarding furniture labels in terms of the product
information on the label, the appearance of the label and the placement of the
label on furniture items; and finally to suggest a preliminary furniture label
according to consumers’ expectations.
A mixed–method research approach was followed, using a two–phase
exploratory design. Qualitative findings indicated that consumers enquire
about the type of materials used for the manufacturing of furniture items,
finishes used on items, quality, guarantees, warrantees, design, performance,
maintenance, care instructions and colours of items. Similarly, quantitative
results showed that the majority of respondents deemed the price, materials
used, cleaning instructions, guarantee and warrantees important to be
displayed on the furniture label. Appearance characteristics were
summarised and preliminary furniture labels were suggested accordingly.
These labels can be used by product developers, marketers, and the furniture industry to assist consumers during their pre–purchase information search of
the consumer decision–making process.Thesis (M. Consumer Science)--North-West University, Potchefstroom Campus, 2011.
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Sweedler, Kathryn Lisa 1960. "THE PURCHASE OF HOME COMPUTERS: CHILDREN'S PARTICIPATION IN THE DECISION PROCESS AND FAMILIES' SUBSEQUENT PRODUCT SATISFACTION (CONSUMER)." Thesis, The University of Arizona, 1986. http://hdl.handle.net/10150/291280.
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Karathanassi, Vassiliki. "Exploring elements of the cheese purchase decision process through application of purchasing involvement methodology : the case of cheese products in Athens, Greece." Thesis, Imperial College London, 1995. http://hdl.handle.net/10044/1/8785.
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Hellgren, Johanna, and Daniel Sinander. "One rapidly growing market of Sweden: organic food : A qualitative study portraying some consumers’ decision to purchase organic food." Thesis, Högskolan Dalarna, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:du-20656.
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In recent years there has been a significantly rising trend amongst consumers for health and environmental issues, which has resulted in greater attention for and sales of organic food. Organic food production strives to use natural resources, such as land, energy and water in a sustainable way and the products does not contain artificial fertilizers or chemical pesticides. However, organic food products are also often more expensive and less available in comparison to conventional food products. Despite this, interest for and sales of organic food products have increased around the globe, and in Sweden particularly, the increase in sales has grown largely from an international perspective. This thesis is of qualitative character and is focused on studying some consumers from the Swedish market of organic food. The purpose of this thesis is to contribute with a better understanding on the buying decision process regarding organic food purchase. To achieve this, the authors have studied some consumers that purchase organic food and have searched for patterns that could be identified in the decision process. The consumer buying decision process model has been used for portrayal of the chosen consumers’ decision to purchase organic food products. Interviews with six Swedish consumers were conducted, whereas each respondent continuously purchase organic food products. Results show that the purchase of organic food products begins with discovering an unsatisfied need state, which the consumers of this study desired to change with the purchase of organic food products. This study show how six consumers reason when passing through the stages of the buying decision process, in order to satisfy their desired need state. The authors found that the respondents feel satisfied with purchasing organic food products, which lead them in to continuously buying these products. Altogether, the findings contribute with knowledge that can come to be helpful when wanting to understand more about the consumer decision to purchase organic food.
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Dahl, Teodor, and David Fridh. "A consumer perspective of personalized marketing : An exploratory study on consumer perception of personalized marketing and how it affects the purchase decision making." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-19592.
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The traditional type of marketing is more directed towards big customer segments in specified areas. Due to technological improvement marketing has evolved into an extreme form of segmentation where marketing target the individual consumer based on their personal needs and preferences. This has led to a discussion of whether personalized marketing is something that create privacy concerns or benefits in the eyes of the consumer. The purpose of this thesis is to explore the consumer perception of personalized marketing and how the perception affects the purchase decision-making process. A conceptual framework was developed based on earlier research within personalized marketing. A qualitative method with an abductive approach has been used. Our primary data was collected through 8 different semi-structured interviews and consisted of men and women in the age span of 40-59 years’ old who had engaged in e-commerce at least once during the last six months. Our empirical data has been analyzed out of the literature review, which founds the basis for our findings. Our findings show that the consumer perception of personalized marketing affect the consumer decision-making process in varying ways. A positive perception of the personalized marketing makes the consumer more susceptible to it, which further impacts the different stages in the process.
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Suchá, Jana. "Faktory ovlivňující spotřební chování obyvatelstva a případné interakce mezi nimi." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199050.
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This thesis analyzes the effects of various factors on consumer behavior of the population and their subsequent manifestations in consumer purchase decision-making process. The first part describes general concepts of consumer behavior and then it is followed by an analyse of cultural, sociological, psychological and ecnomic effects. Each chapter also specifficaly describes how these factors may affect consumers themselves. The theoretical section is folowed by the practical part, in which could be, because of adequate theoretical knowledge, specified eight hypotheses. In order to need collecting necessery data was completed a questionnaire. Its first part analyzes specific kind of consumer behavior manifestations, the second one analyzes the factors that influence the loan amount, which I chose as one of the consumer behavior manifestations. Three hypotheses were not confirmed, remaining five hypotheses were confirmed. With using the regression analysis there was shown that the factors which influence the loan amount the most are the wage amount, the purpose of the loan, marital status and age.
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Ivanov, Alek Vladimirov, Eric Adam George Akiba, and Konstantin Krasimirov Konov. "The Smartphone Consumer Decision-MakingProcess of University Students in Sweden: The Case of iPhone." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52919.
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Background: The emergence of mobile phones today and in history proves to beexceptionally unique in the consumer electronics market as well as the telecommunicationmarket. The reason behind the huge growth of the industry has been the exceptional evolutionof the technology used in the mobile devices in terms of performance and miniaturization. Purpose: The purpose of the research is to investigate the different stages within theconsumer decision making process and the influencing factors that have a grip overconsumers and shape the consumer behaviour towards smartphones. The study is aimed atexploring the main reasons that affect the buying decision of students regarding a specificcase, which is the iPhone product and its student users in the Swedish market. By focusing ona specific segment of the iPhone consumers, the research will present more accurate and clearresults. The theoretical perspective of the study will be using the traditional five-stagedecision-making model as a backbone thus putting the main focus of the analysis on theconsumer behaviour of the respondents. Method: Additionally, the paper will take the customers’ point of view in order to portray theinfluencing factors that exist within the consumers’ decision-making. For the purpose of thestudy, 12 iPhone users will be interviewed through semi-structured interviews and thegathered data would be analysed and coded in order to find and synthesize the results into aframework that will be developed specifically for the case. Conclusion: According to findings that were made regarding the iPhone case, there were afew factors that stood out as the most relevant when it comes to the students’ purchasedecision - brand loyalty, culture and society, perceived risk, financial influence, usage andproduct features. After the initial purchase of an iPhone which is mainly influenced by socialinfluences, it can be concluded that brand loyalty plays a key role in the repurchase behaviourof customers.
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Dias, Luiz Paulo Caetano. "Evaluation of alternative pre-purchase on select products sufwear in the city of Fortaleza-CE." Universidade Federal do CearÃ, 2005. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3554.
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The cognitive approach of consumer behavior emphasizes the purchase decision process, where pre-purchase alternatives evaluation is a stage and the focus of this study. Surfwear is a specific segment of clothes industry that offers a large quantity of goods and brands to its targetmarket. The study search to identify the more important evaluative criteria was superposed in a set of surfwear brands (evoked set) and results in a choice. Survey was employed in a non probabilistic sample of consumers in Fortaleza/CE. The results made evident that brand is the most important criteria and the evoked set is constituted by 1.5 brands. Still includes study restrictions and suggestions for new researches.A abordagem cognitiva do comportamento do consumidor focaliza o processo de decisÃo de compra, onde a avaliaÃÃo de alternativas prÃ-compra à uma de suas etapas e o objeto deste estudo. O surfwear à um segmento especÃfico dentro da indÃstria do vestuÃrio, que disponibiliza um grande nÃmero de produtos e marcas para seu mercado-alvo. O estudo buscou identificar quais os critÃrios de carÃter utilitÃrio mais importantes foram aplicados sobre um conjunto de marcas de surfwear (conjunto de consideraÃÃo) e que resultou na compra de um produto. Foi utilizado o survey em uma amostra nÃo probabilÃstica de consumidores da cidade de Fortaleza/CE. Os resultados obtidos evidenciaram que a marca à o critÃrio mais importante e que o conjunto de consideraÃÃo à composto por 1,5 marcas. Incluem-se ainda as restriÃÃes do estudo e as sugestÃes de novas pesquisas.
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Park, Boram. "Millennial Consumers’ Cause-Related Product Purchase Decision-Making Process and the Influence of Social Media." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1406211481.
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Chowdhury, Mahzabin, and Khan Salam. "Green Race! A Conjoint Analysis in High Involvement Purchase Decision Process - In Context of Green Cars in Sweden." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-46620.
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Environment and its conservation is one of the key issues across the globe these days. It is even more important in the Scandinavian region.Swedenis one of the leading pro-environment nations in the world when it comes to environment-friendly or green automobiles. Introducing emissions tax, green car rebate, and congestion tax exemption for green cars on large cities have resulted in a surge of green car sales inSwedenover the past few years. The preferences of the Swedish green car consumers are examined in this study. Consumer decision process and preferences related theories have been used for the theoretical understanding of this study and based on these understandings, the Adaptive Choice Based Conjoint Analysis has been selected to measure and understand the consumer preferences towards green cars. The Swedish green car market has been explained and understood as a prerequisite to conduct this study. Examinations of previous related studies, a small scale pre-screening survey, and expert interviews were carried out prior to formulating the conjoint experiment to ensure the inclusion of significant components into the study. The collected data were analyzed using advanced analysis software such as, SSI Web, SMRT, and SPSS, to understand and measure consumer preferences. The findings provide answers to the importance of different attributes in the purchase decision-making for green cars, the effect of each attribute to the decision-making process, the effect of prior purchase experience on the formation of preference, and the relationship between consumer’s green consciousness level and green decision-making process. This study contributes to the theoretical field of green consumer behavior and to the practical field of marketing of green cars. The study also identifies and recommends key areas of interest that warrant further research. Key Words: High Involvement Purchase, Green Consumer Behavior, Conjoint Analysis, Adaptive Choice Based Conjoint Analysis (ACBC), Green Preference, Green Car.
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Guerra, Nuno José Martins. "Análise do processo de decisão de compra do consumidor de vinho: a avaliação de factores no contexto português." Master's thesis, Universidade de Évora, 2005. http://hdl.handle.net/10174/15812.
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A presente dissertação aborda o processo de seleção de vinho que poderá considerar-se altamente complexa e envolver vários atributos do produto durante a sua compra. Focaliza-se nos quatro atributos de vinho considerados mais importantes para o consumidor português (cor, preço, região de origem e ano de colheita), e situa o processo de decisão em contextos de compra possíveis. Numa primeira fase, utilizou-se a técnica de análise de dados baseada na estatística descritiva. Numa segunda fase, e obviando respostas mais específicas, utilizou-se o modelo de Análise de Regressão Logit. Pretende ser um contributo para melhorar a compreensão da seleção de vinho feita pelo consumidor. Deste modo, os produtores, adegas e outros agentes poderão ter um melhor ponto de partida para decidir as estratégias de preços, embalagem, distribuição e publicidade. ***/Abstract - This dissertation studies the consumer decision making when selecting Wines and may be considered highly complex and may involve trading off a range of product attributes when making a purchase. It focuses on four key Wine attributes considered most important for the Portuguese wine consumer, and situates the decision process within possible buying contexts. In a first approach, basic descriptive statistics data analysis techniques were used. In a second approach, the econometric logit modelling analysis was used to obtain more specific detail in the study. This research is intended to be a contribution for an easier understanding of the wine decision process, and help Wine producers, cellars and other Wine agents in defining strategies concerning price, packaging, distribution and advertising.
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Baumruková, Jana. "Specifika kupniho rozhodovacího procesu spotřebitele u vybranych finančních produktů." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74950.
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The diploma thesis aims to capture the specifics of financial products that mostly affect consumers in the market. In the first theoretical part we encounter terms such as intangibility, inseparability or contingent consumption of financial products. The thesis then incorporates those specifics into the consumer behaviour in financial markets, especially in the purchase decision process. Subsequently, it focuses on the specific situation in the banking market in the Czech Republic, including the market shares of banks as well as the offers of current accounts. The practical part of the work shows through a primary research - conducted by polling Czech consumer of bank accounts - how people not only acquire this financial service but also use it. This section is concluded by a shorter secondary research which uses data from the professional marketing database MML-TGI. Finally, on the basis of previous research findings it formulates conclusions in a form of marketing recommendations for banks.
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Lundgren, Stephanie, and Lena Antman. "Folkuniversitetet i stockholm - En studie om hur de befintliga kunderna söker information." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-751.
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Undersökningen visar att Folkuniversitetet i Stockholms befintliga kunder beter sig på ett likartat sätt, i alla olika steg i köpbeslutsprocessen, när de söker information om Folkuniversitetet samt deras kurser och utbildningar. Hemsidan är den informationskanal som de flesta kunderna kommer i kontakt med, följt av kurskatalogen, personalen och rekommendationer från vänner och bekanta.
The survey shows that the current customers of Folkuniversitetet in Stockholm act in a similar way, in all steps of the buyer behaviour process, when they search for information about Folkuniversitetet, their courses and educations. The homepage is the main information channel that most of the customers get in contact with, followed by the course catalogue, the personnel and recommendations from friends and acquaintances.
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Pavlisová, Katarína. "Kúpny rozhodovací proces spotrebiteľa na trhu prenosných počítačov." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150049.
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The master's thesis deals with the purchase decision-making process of consumers in the market of the portable computers. The aim of this thesis is to analyze the different stages of the purchase decision-making process, specify the consumers in this market and describe their buying behaviour. In the theoretical part of the thesis there are described internal and external factors affecting the buying behaviour of consumers and also the purchase decision-making process. Furthermore, the thesis describes the market of portable computers, the current situation on this market and purchase decision-making process in this market. The thesis contains primary and secondary research. Primary research involves the analysis of data obtained from a questionnaire survey conducted in the form of online surveying. Primary research is devoted to the description of the various stages of the purchase decision-making process of the defined age categories. Secondary research specifies the consumers in the market of portable computers on the basis of data from the database MML-TGI.
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Monteiro, Viviane. "Does the planned obsolescence influence consumer purchase decisions? The effects of cognitive biases: bandwagons effect, optimism bias on consumer behavior." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/24214.
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Last year, was watched more scandals evolving a technology giant accused to apply a dishonest practice called Planned Obsolescence, which, according to some consumer’s protection organization would raise its company profits and breach consumer’s rights. Countries as the U.S, Italy and France are fighting against its practice and other reason to its battle is the reduction of electronic waste. But regarding to purchase decision would any company have power enough to make someone buy their product, in this case mobile device, just slowing down its performance? To assess consumer behavior and purchase decision a survey with 358 Brazilians was conducted for four weeks. The main goal was to understand which cognitive biases can drive consumer to perceive planned obsolescence and if its planned obsolescence is a fundamental factor for purchase decision. The participants were divided into control group and treatment group. The control group receives a survey with generic questions and the treatment group received questions that suggested cognitive bias influences as Optimism bias, Present bias and Bandwagon effect. The results of this study show no significant impact related to the planned obsolescence in the classical conception (what has been disclosed by the media in last years) primarily with individuals between 40-60 years, but show a significant impact regarding to perceived psychological obsolescence with individuals younger than 40 years. The actual Brazilian economic scenario can explain the conservative behavior in the older age group. On the other hand, the need of acceptance and feeling of belonging which is one of some characteristics of bandwagon effect phenomena drive the behavior of the younger age group.
No ano passado, foram assistidos escândalos envolvendo uma das maiores empresas do segmento de tecnologia, acusada de aplicar uma prática chamada obsolescência planejada, que, de acordo com organizações de proteção aos consumidores, aumentaria os lucros da empresa e violaria os direitos dos consumidores. Países como os EUA, Itália e França estão lutando contra esta prática por motivos econômicos e de proteção ao meio ambiente. Porém, em relação à decisão de compra, qualquer empresa teria poder suficiente para fazer alguém comprar seu produto, neste caso, um aparelho de telefonia celular, apenas retardando seu desempenho? Para avaliar o comportamento do consumidor e a decisão de compra, uma pesquisa com 358 brasileiros foi realizada durante quatro semanas. O objetivo principal era entender quais vieses cognitivos podem levar o consumidor a perceber a obsolescência planejada e se a obsolescência planejada é um fator fundamental para a decisão de compra. Os participantes foram divididos em grupo controle e grupo tratamento. O grupo de controle recebe uma pesquisa com perguntas genéricas e o grupo de tratamento recebeu perguntas que sugeriram influências de vieses cognitivos como viés de Otimismo, viés de Presente e efeito de Manada. Os resultados deste estudo não mostram nenhum impacto significativo relacionado à obsolescência planejada na concepção clássica (o que foi divulgado pela mídia nos últimos anos), principalmente, com indivíduos entre 40-60 anos, mas mostram um impacto significativo em relação à obsolescência psicológica percebida com indivíduos com menos de 40 anos. O atual cenário econômico brasileiro pode explicar o comportamento conservador na faixa etária mais avançada. Por outro lado, a necessidade de aceitação e o sentimento de pertencimento, que são das características dos fenômenos do efeito manada, impulsionam o comportamento do grupo etário mais jovem.
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Hjärne, Sara, Mathilda Perem, and Ewelina Wallin. "Hur fungerar egentligen köpbeslutsprocessen inom e-handel? : En kvalitativ studie om konsumenternas beteende vid konsumtion på Internet." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-34484.
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Title: How does the buying decision process really function within e-commerce? - A qualitative study of consumer behavior when they consume on Internet. Institution: School of Economics, Linnaeus University, Växjö. Course code: 2FE16E. Titel: Hur fungerar egentligen köpbeslutsprocessen inom e-handel?- En kvalitativ studie om konsumenternas beteende vid konsumtion på Internet. Institution: Ekonomihögskolan, Linnéuniversitetet, Växjö. Kurskod: 2FE16E. Författare: Sara Hjärne, Mathilda Perem, Ewelina Wallin.
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Škrabánek, Tomáš. "Kupní rozhodovací proces na trhu bicyklů/MTB." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-11034.
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This thesis aims to analyze the consumer purchase decision process in the market for bicycles in all its stages. It sets to involve significant specifics that have any bearing on this process. The thesis is divided into several parts. The theoretical part deals with marketing tools applicable within the bicycle market considering bicycle a complex product with all related components. The following part goes into great detail analyzing the purchase decision process in the bicycle market, most of the space being devoted to the actual PDP stages. The last part handles the question of marketing research generally. The practical part of this thesis draws on the results of a marketing research carried out by means of questionnaires. Written questioning played vital part in primary data collection. This work also presents information concerning the questionnaire research. Then, socio-demographic issues are analyzed which specify more closely the questioned-group structure. The statistical analysis of each one question in the questionnaire presents the crucial part which involves both a first stage analysis of all the questions used and a two-dimensional statistical analysis that gives an insight into the coherence between selected questions. Also included is summary of results and formulating marketing recommendations for bicycle manufacturers and sellers.
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Hollanda, Alexandre Pinho Pessoa de. "A influÃncia da internet no processo de decisÃo de compra de produtos eletrÃnicos do consumidor de baixa renda na grande Fortaleza." Universidade Federal do CearÃ, 2014. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=14454.
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nÃo hÃO estudo teve como objetivo geral analisar a influÃncia da Internet no processo de decisÃo de compra de produtos eletroeletrÃnicos do consumidor de baixa renda na Grande Fortaleza. Os objetivos especÃficos buscaram levantar o perfil do consumidor de baixa renda no processo de decisÃo de compra, investigar qual perfil seria mais influenciado pela Internet em cada fase e identificar em qual (is) fase(s) a Internet influenciava mais esse consumidor. A escolha do tema foi motivada pela importÃncia que o mercado de baixa renda tem tido nos Ãltimos anos na economia brasileira e a influÃncia cada vez maior que a Internet exerce no processo de decisÃo de compra desses consumidores, principalmente relacionada à compra de produtos eletroeletrÃnicos. O referencial teÃrico foi organizado com os principais conceitos sobre o comportamento do consumidor, os modelos de decisÃo de compra, com foco no modelo de Blackwell et al. (2011) que foi utilizado como base do estudo, sendo simplificado e adaptado a realidade da Internet, o mercado de baixa renda brasileiro e o seu relacionamento com a Internet e com as compras de produtos eletroeletrÃnicos. No que diz respeito à metodologia do estudo, pode ser classificada como de carÃter exploratÃrio e descritivo com natureza quantitativa atravÃs do mÃtodo survey com utilizaÃÃo de um questionÃrio aplicado a uma amostra nÃo probabilÃstica acidental constituÃda por 517 respondentes. O tratamento dos dados foi realizado por meio de tÃcnicas estatÃsticas de anÃlise multivariada como a anÃlise fatorial exploratÃria e confirmatÃria, testes de hipÃteses e modelagem de Ãrvores de regressÃo com o uso dos softwares estatÃsticos SPSS e Amos. Os resultados encontrados permitiram comprovar as hipÃteses de que os jovens de baixa renda sÃo mais influenciados pela Internet em seu processo de compra; de que quanto maior a frequÃncia de uso da Internet, maior a influÃncia que a mesma tem no processo de decisÃo de compra e de que a fase de busca de informaÃÃes aliada a fase de avaliaÃÃo de alternativas, sÃo as fases mais influenciadas pela Internet no processo de compra. As informaÃÃes obtidas com o estudo, podem ser Ãteis para organizaÃÃes, estudiosos da Ãrea e demais interessados no mercado de baixa renda. Por fim, o estudo tem suas limitaÃÃes, quanto ao tamanho e tipo de amostra adotado e quanto à regiÃo geogrÃfica trabalhada. O estudo pode ser ampliado, no intuito de compreender o comportamento do consumidor em outras capitais brasileiras ou a partir de outras variÃveis.
The study aimed to analyze the influence of the Internet in the purchasing decision process for electronic products the low-income consumers in the Greater Fortaleza. The specific objectives sought to raise the low-income consumer profile in the purchase decision process, investigate which profile would be influenced by the Internet in each phase and identify which one (s) phase (s) the Internet more influenced this consumer. The choice of subject was motivated by the importance of the low-income market has had in recent years in the Brazilian economy and the growing influence that the Internet plays in the purchase decision process for these consumers, mainly related to the purchase of electronic products. The theoretical framework was organized with the main concepts on consumer behavior, models of purchasing decisions, focusing on the model of Blackwell et al. (2011) that was used as the basis of the study being simplified and adapted to the reality of the Internet, the low-income Brazilian market and its relationship with the Internet and the electronic product purchases. With regard to the methodology of the study can be classified as exploratory and descriptive with quantitative through the survey method using a questionnaire applied to a non-probabilistic sample consisting of 517 respondents accidental. Data analysis was performed using statistical techniques of multivariate analysis as exploratory and confirmatory factor analysis, hypothesis testing and regression tree modeling using statistical software SPSS and Amos. Findings allowed to prove the hypothesis that low-income young people are more influenced by the Internet in their purchase process; that the higher the frequency of Internet use, the more influence it has in the purchasing decision process and that the search phase information together with the evaluation phase of alternatives, are the most influenced by the Internet stages in the process purchase. Information obtained from the study can be useful for organizations, area scholars and others interested in the low-income market. Finally, the study has its limitations as to the size and type of sample adopted and on the geographic region worked. The study may be expanded in order to understand consumer behavior in other state capitals or from other variables
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Damsjö, Evelina, Fanni Mattsson, and Amanda Olsson. "A global pandemic’s influence on consumer behaviour : A quantitative study on how the social constraints due to COVID-19 has affected the engagement in post-purchase behaviour." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104588.
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Since the COVID-19 outbreak, countless studies have been conducted about the pandemic regarding people's physical and mental health, but there is a significant gap on the persistent effects on consumer behaviour. Hence, this thesis aimed to investigate if there is a relationship between the social constraints as a consequence of the COVID-19 pandemic and the potential increased engagement of post-purchase behaviour. The research focused exclusively on Swedish female millennials who are active social media users. The research used a deductive approach by formulating hypotheses based on already existing theories. The explanatory design was used when aiming to investigate a causal relationship between two variables, i.e., prior to the pandemic compared to today. Further, a quantitative strategy was used by collecting primary data through a questionnaire, which thereafter was analysed through SPSS, using the paired sample t-test. To target the desired sample a convenience sampling method was used which collected a total of 226 respondents, with 197 valid participants. The sample was collected through several Facebook groups, combined with the utilizing of the authors own social media channels. Since this study aimed to measure engagement, the key concepts were converted in the survey questions to more specific terms, by a modified existing scale. Indicators were established to be able to measure the engagement under controlled conditions. Furthermore, the results from the statistical tests resulted in a p-value to confirm or reject the null hypothesis, followed by a correlation coefficient value to determine the strength of the relationship. The empirical findings combined indicated significant evidence that because of the social constraints since the COVID-19 outbreak, there has been an increased engagement in the post-purchase behaviour on social media for Swedish female millennials. This was confirmed through a p-value of 0.000 in the t-tests for all seven hypotheses. Furthermore, all tests show correlation values between 0.449 and 0.617, which means that all the existing relationships are positive. This means that during the period when COVID-19 has been an active societal problem with all its effects, the new living conditions have entailed an increased involvement in post-purchase behaviour on social media for Swedish female millennials. If corporations take these changed behaviours in consideration and adapt the marketing strategy accordingly, it can contribute to increased sales as the credibility of the brand gets strengthened through the transparency that the customer base values.
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Shams, Poja. "What Does it Take to Get your Attention? : The influence of In-Store and Out-of-Store Factors on Visual Attention and Decision Making for Fast-moving Consumer Goods." Doctoral thesis, Karlstads universitet, Centrum för tjänsteforskning, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-25947.
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Decision making for fast-moving consumer goods involves a choice between numerous similar alternatives. Under such demanding circumstances, a decision is made for one product. The decision is dependent on the interaction between the environment and the mind of the consumer, both of which are filled with information that can influence the outcome. The aim of this dissertation is to explore how the mind and the environment guides attention towards considered and chosen products in consumer decision making at the point-of-purchase. Consumers are equipped with several effort reduction strategies to simplify complex decision making. The selection of strategies can be conscious or automatic and driven by information in the environment or the mind of the decision maker. The selected decision strategy reduces the set of options to one alternative in an iterative process of comparisons that are fast and rely on perceptual cues to quickly exclude irrelevant products. This thesis uses eye-tracking to explore this rapid processing that lacks conscious access or control. The purpose is to explore how product packaging and placement (as in-store factors), and recognition, preferences, and choice task (as out-of-store factors) influence the decision-making process through visual attention. The results of the 10 experiments in the five papers that comprise this thesis shed new light on the role of visual attention in the interaction between the environment and the mind, and its influence on the consumer. It is said that consumers choose with their eyes, which means that unseen is unsold. The results of this thesis show that it is just as important to be comprehended as it is to be seen. In split-second decision making, the ability to recognize and comprehend a product can significantly impact preferences. Comprehension stretches beyond perception as consumers infer value from memory structures that influence attention. Hence, the eye truly sees what the mind is prepared to comprehend.
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Chan, Yie Leng. "How national culture on consumers' decision-making styles: a comparative study among Americans, Brazilians, Chinese, and japanese in the purchase of cell phones." reponame:Repositório Institucional do FGV, 2009. http://hdl.handle.net/10438/11007.
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The influence of the national culture on consumer decision-making styles is investigated using a sample of Americans, Brazilians, Chinese, and Japanese consumers who have purchased a cell phone in the past three years. To make the research possible, a survey was used as a method of data collection. It relates Hofstede’s cultural classification typology with Sproles and Kendall’s consumer style inventory (CSI). The multivariate analysis of variance (MANOVA) results indicate six decision-making styles together with other consumer behavioral characteristics that can be used to distinguish and profile consumers who purchase cell phones. Empirical findings reveal that among Americans, Brazilians, and Japanese; Americans are the most quality conscious, brand conscious, innovative, and hedonistic shoppers; Brazilians are the most loyal, and Japanese, the most confused by overchoice consumers. Conceptual contributions and managerial implications are discussed.
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Gashi, Linda. "Social media influencers - why we cannot ignore them : An exploratory study about how consumers perceive the influence of social media influencers during the different stages of the purchase decision process." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-17470.
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Social media is connecting individuals all over the world, where the power of interaction and information sharing has shifted from companies to consumers. Since companies now have a harder time reaching out to consumers, social media influencers have been used as a solution to influence the purchase decisions of consumers and thereby drive purchases. However, while social media influencers are said to have an impact on the purchase decisions of consumers, less is actually known about the influence on all stages of the purchase decision process. As the purchase decision is not solely based on its own but rather follows from a series of steps, also called the purchase decision process, more research based on this area is of importance. Therefore, the purpose of this thesis is to explore how consumers perceive the influence of social media influencers during the different stages of the purchase decision process. In order to gather consumers’ perceptions about the influence of social media influencers, a qualitative study has been conducted where thoughts and experiences of participants have been studied. The findings of this study show that social media influencers ability to provide content, expertise, attractiveness, social identity and trust shows evidence of how the influence of social media influencers play an important role in each and every stage of the purchase decision process of consumers. The implications of this thesis is that the study could be of use to companies who seek to engage in influencer marketing and want to better understand how social media influencers affect consumers. The original value of the study is that it acknowledges how the influence of social media influencers affects all stages of the purchase decision process, as no previous study has explored this context.
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Gello, Gabriella, and Alex Uckardes. "Covid-19-pandemins påverkan på människors beteende vid inköp av livsmedel : En kvalitativ studie om covid-19-pandemins påverkan, som en situationell faktor, på inköp av livsmedel via e-handeln istället för fysiska butiker." Thesis, Södertörns högskola, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-46082.
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The Covid-19 pandemic, as a health and economic crisis, has significantly affected consumers, businesses and industries in all parts of the world. In this study, the aim was to investigate how situational factors, the covid-19 pandemic, affected consumer behavior regarding food purchases via e-commerce instead of physical stores. This has been done through a qualitative method in the form of 15 semi-structured interviews that have taken place via the Zoom program. The study sample consisted of a combination of both a goal-directed and convenience sample, where the authors chose the interviewees based on their circle of acquaintances and based on three different criterias, (1) the interviewees live in either the Salem or Södertälje municipality, (2) the interviewees need to be at least 18 years old to participate in the study and (3) the interviewees must have purchased food via e-commerce after the emergence of the covid-19 pandemic. The study's question is: How has the covid-19 pandemic affected consumers over the age of 18 in Södertälje and Salem municipalities when buying food, from shopping in physical stores to shopping via e-commerce? The authors analyzed the empirical data with regard to the study's theoretical frame of reference. The results of the study showed that the situational factor, the covid-19 pandemic, has been a contributing force in a change in consumer behavior when purchasing food starting from physical stores to e-commerce. This has been demonstrated by the fact that the interviewees' subjective norm, attitude and evaluation of alternatives have been influenced by the situational factor. Some trends have also been found in the empirical study, where one of the trends concerns the perceived behavioral control, which has been shown to have the opposite effect. Post-purchase evaluation in The Consumer Purchase Decision-Making Process has been shown to be for the most part positive in the interviewees answers and finally, WOM-communication has had an impact on consumer behavior inconnection with the impact of the covid-19 pandemic.Covid-19-pandemin, som både en hälso- och ekonomisk kris, har väsentligt påverkat konsumenter, företag och industrier i alla delar av världen. I denna studie var syftet att undersöka hur situationella faktorer, covid-19-pandemin, påverkat konsumentbeteendet gällande inköp av livsmedel via e-handeln istället för fysiska butiker. Detta har genomförts via en kvalitativ metod i form av 15 semistrukturerade intervjuer som skett via Zoom-programmet. Studiens urval bestod av en kombination av ett målstyrt och bekvämlighetsurval, där författarna valde intervjupersonerna utifrån deras bekantskapskrets och utifrån tre olika kriterier, att (1) intervjupersonerna bor i antingen Salem eller Södertälje kommun, (2) intervjupersonerna behöver vara minst 18 år gamla för att delta i studien och (3) intervjupersonerna måste ha handlat livsmedel via e-handeln efter covid-19-pandemins uppkomst. Studiens frågeställning lyder: Hur har covid-19-pandemin påverkat konsumenterna över 18 år i Södertälje och Salem kommun vid inköp av livsmedel, från att handla i fysiska butiker till att handla via e-handel? Författarna analyserade empirin med hänsyn till studiens teoretiska referensram. Studiens resultat visade att den situationella faktorn, covid-19-pandemin har varit en medverkande kraft i ett ändrat konsumentbeteende vid inköp av livsmedel från fysiska butiker till e-handeln. Detta har påvisats genom att intervjupersonernas subjektiva norm, attityd och utvärdering av alternativ har påverkats av den situationella faktorn. Även en del trender har upptäckts i empirin, där en av trenderna berör den upplevda beteendekontrollen, vilket har visats ha en omvänd effekt. Utvärdering efter köpet i The Consumer Purchase Decision-Making Process har visats vara för den övervägande delen positiv och slutligen har WOM-kommunikationen haft en påverkan på konsumentbeteendet i samband med covid-19-pandemins inverkan.
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Rockenbach, Bianca Martins. "Processo decisório de compra de maçã na cidade de Porto Alegre - RS." reponame:Repositório Institucional da UCS, 2013. https://repositorio.ucs.br/handle/11338/154.
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O presente trabalho teve como objetivo principal descrever o processo decisório de compra de maçã na cidade de Porto Alegre - RS, buscando aprofundar o conhecimento acerca dos fatores que influenciam a decisão de compra da fruta pelo último elo da cadeia produtiva: o consumidor final. Para a efetiva condução deste trabalho, o processo metodológico apresentou uma pesquisa exploratória, realizada em uma fase qualitativa, em que foram apontados os
indicadores relacionados à tomada de decisão de compra do produto, baseados em material pré-existente sobre o tema, e entrevistas de caráter exploratório com especialistas e com consumidores de maçã; e outra fase quantitativa, momento no qual foi aplicado o instrumento de coleta ao público-alvo. Após compreender a situação atual da cadeia produtiva da fruta e concluir a aplicação dos questionários, os dados foram analisados e interpretados através do software estatístico SPSS Versão 16. Os resultados observados possibilitam a compreensão
acerca do processo decisório de compra de maçã na cidade de Porto Alegre – RS, e demonstram que os aspectos que motivam o consumo da fruta estão relacionados ao apelo à saúde, sendo que o principal fator decisório no momento da compra está vinculado à qualidade da aparência estética do produto, e que o fator preço não interfere no aumento ou redução do consumo.Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-13T12:37:26Z No. of bitstreams: 1 Dissertacao Bianca Rockenbach.pdf: 1812003 bytes, checksum: a7cb2853e6f86a2b450f463dd64a39a0 (MD5)
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This study aimed to describe the decision making process of buying apple in Porto Alegre - RS, seeking to deepen the knowledge about the factors that influence the decision to buy fruit at last link in the supply chain of Apple: the end consumer. For the effective conduct of this study, the methodological process presented an exploratory study, conducted in a qualitative phase, which were expressed in the indicators related to decision-making product purchase based on pre-existing material on the topic, and exploratory interviews with experts and consumers with apple , and other quantitative phase, at which time the instrument was used to collect the target audience. After understanding the current status of the production chain of fruit and completing the questionnaires, the data were analyzed and interpreted using the statistical software SPSS Version 16. Results observed to enable understanding of the decision making process of buying apple in Porto Alegre - RS, and demonstrate that the aspects that motivate consumption of fruit are related to appeal to health, and the main decision factor when buying is linked to the quality of the aesthetic appearance of the product, and the price did not interfere with the increase or decrease in consumption.
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Karkkila, H. (Harri). "Consumer pre-purchase decision taxonomy." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514287985.
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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.
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Soroková, Lenka. "Kúpny rozhodovací proces spotrebiteľa na trhu letných dovoleniek." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-151510.
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The aim of this thesis is to analyse the consumer's purchase decision-making process at the market of the summer vacations and capture current trends of buying summer vacation in the Czech market. The first two chapters are devoted to basic definitions and approaches, serving to understanding consumer behaviour, description of the marketing mix of tourism and the factors affecting the buying decision of the individual. Next part of the thesis examines different phases of the purchase decision-making process by using secondary data. The fourth chapter briefly describes the tourism market in the Czech Republic, its entities and services overview of tourism. The final part is devoted to the analysis of a questionnaire survey carried out by me and the acquired results. My own research is supported by data from Market -- Media -- Lifestyle (MML). The end of the work is composed of the result summary and conclusion of the investigation and it shows clear process of buying summer vacation on the basis of available data.
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Sihvo, Cecilia, and Diana Mesanovic. "Consumption in life transition : How do unemployed consumers behave in the marketplace?" Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12664.
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Background: We live in a world where not everyone is employed; numerous people havelost their jobs due to several factors where one of them is the economic crisis. This has hada huge impact on Sweden and the unemployment rate. Previous research has shown thatinflation, unemployment, and high interest rates represent risks to consumer welfare. We all consume daily, or on occasions, but how do unemployed consumers consume, what do they consume and why? In this area, the authors have found a knowledge gap in literature; therefore exploring this phenomenon is of interest.
Purpose: The purpose of this study is to explore and illustrate how consumers who have experienced a life transition, from employment to unemployment, are affected by this and how it has an impact on their consumption.
Method: This is an exploratory study performed with a qualitative and an abductive approach, where the authors used primary data collection through semi-structured in-depth interviews in Swedish with 16 unemployed consumers. These unemployed consumers were selected at Arbetsförmedlingen, the public employment service, in Jönköping.
Results: By living in unemployment the consumers have been affected psychologically, physically, financially and socially. Their identity has changed for each of them since they have to adapt to the new circumstances in their life. The new life situation has had an impact on the consumer’s well-being where depression, anxiety, and a feeling of being the underdog in the society is present. Their new life situation has implied a change in their consumption behavior since they nowadays have to prioritize the basic needs. Many of the respondents used explicit and implicit shopping-list in order to reduce their impulse buying. The contribution that the authors have done to the theory of resistance is a fourth category called ‘Everyday life resistance’ which explains the behavior of people who live in unemployment, i.e. they always have to think about resisting temptations, wants, desires, and avoiding situations where the result may be unnecessary consumption. The consumers in this study are highly involved in their consumption behavior, which the authors have chosen to call ‘reversed habitual decision making’. This kind of involvement is very high despite the high- or low risk category of the product. Their new life situation has made them more aware of product alternatives, market supply, prices, and also knowledge about their own resistance in the marketplace.
Bakgrund: Vi lever i en värld där inte alla har en anställning, en omfattande andel av befolkningen har förlorat sitt jobb på grund av flera faktorer, där en av dem är den ekonomiska krisen. Detta har haft en stor påverkan på Sverige och dess arbetslöshet. Föregående studier har visat att inflation, arbetslöshet och hög räntesats representerar risk för konsumentens välbefinnande. Vi alla konsumerar dagligen eller vid speciella tillfällen, men hur konsumerar en arbetslös konsument, vad konsumerar dem och varför? Inom detta område har författarna funnit ett kunskaps gap i litteraturen, därav är en undersökning av detta fenomen av intresse.
Syfte: Syftet med denna studie är att utforska och illustrera hur konsumenter som har genomgått en livsförändring, från att ha varit anställd till att vara arbetslös, är påverkade av detta och hur detta har inverkat på deras konsumtion.
Metod: Detta är en explorativ studie genomförd med en kvalitativ och abduktiv tillvägagångssätt där författarna har använt sig av primär information samlad genom, till viss del, strukturerade djupgående intervjuer på svenska med 16 arbetslösa konsumenter. Dessa var utvalda vid Arbetsförmedlingen i Jönköping.
Resultat: Att leva som arbetslös har påverkat konsumenterna psykologiskt, fysiskt, finansiellt och socialt. Deras identitet har förändrats då de måste anpassa sig till den nya livssituationen. Den nya situationen har påverkat konsumenternas hälsa då de känner av depression, ängslan och känner sig mindre värda i samhället. Deras nya livssituation har inneburit en det förändringar i deras konsument beteende eftersom de numera måste prioritera sina primära behov. Många av studiens deltagare använde sig av explicita och implicita inköpslistor för att minimera spontanköp. Författarnas bidrag till teorin om motstånd är en fjärde kategori kallad ‘Vardagligt motstånd’ vilket förklarar beteendet hos arbetslösa personer dvs. de måste hela tiden tänka på att motstå frestelser, begär och försöka undvika situationer där onödiga inköp kan uppstå. Konsumenterna i denna studie är synnerligen involverade i sitt konsument beteende, detta har författarna valt att benämna ’omvänt rutin besluts genomförande’. Denna typ av involvering är väldigt hög oavsett om produktkategorin innebär hög- eller låg risk. Deras nya livssituation har gjort dem mer medvetna om alternativa produkter, marknadens utbud, priser och ny kunskap om deras egna motstånd inom konsumtionssamhället.
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Ambaye, Michele. "A consumer decision process model for the Internet." Thesis, Brunel University, 2005. http://bura.brunel.ac.uk/handle/2438/366.
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This investigation attempts to improve understanding of the behaviour of internet consumers from an empirical basis. It reports on the results of studies into decision-making processes of consumers on the internet in the context of apparel retailing. Consumers consisting of a profile sample of working female consumers, aged between 18 and 45, in the ABC1 social group, are considered in terms of their decision making processes online. These observations are contrasted with the assumptions underlying a key reference model of traditional consumer behaviour, the Consumer Decision Process (CDP) model (Blackwell, Engel & Miniard, 2001). The research arrives at several key findings. A primary finding is that there are substantive differences between internet-based and traditional decision making purchases - especially when considering consumers’ behaviour in relation to so-called sensory products. A related finding is that many of the assumptions underlying the CDP model fail to explain many aspects of observed internet consumers’ behaviours in this respect. The observed incongruence is addressed by the thesis through fundamental revisions and extensions of the CDP model. Three key changes proposed include: the introduction of the concept of overlapping stages (where two decision-making stages can occur together); the notion of varying modalities of behaviour depending on a consumer's intentions, and the possibility of a shift in modality during the purchasing process. These notions are incorporated in a proposed model referred to as the Electronic Consumer Decision Process model (eCDP).
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Teare, Richard Edward. "A study of the consumer decision process for hospitality services." Thesis, City University London, 1989. http://openaccess.city.ac.uk/6598/.
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The purpose of the study was to investigate the consumer decision process for hospitality services, with particular reference to the interactions occuring between the consumer and the producer during service delivery. As the hospitality industry is very diverse, the hotel short break product was selected as the locus for the study. At the outset, a hypothetical model of the consumer decision process was constructed, drawing on the characteristics of hospitality services and the differing perspectives of the consumer and the producer. In order to generate a grounded theory which would help to explain the consumer decision process, data was collected by personal interview prior to, during and after the hotel short break. The interview data was then transcribed and analysed using the constant comparative method developed by Glaser and Strauss. Following this, a secondary method of analysis derived from Kelly's personal construct theory was used to elaborate the theoretical framework. To identify decision-making similarities and differences more clearly, each interview was re-constructed in the form of an interactive computerbased cognitive model using- a software program called Cognitive Policy Evaluation (COPE). The output from the models, in the . form of cognitive maps depicting themed relationships, was used to illustrate decision process relationships and distinguish between consumers with extensive and limited prior product experience. The hypothetical model was supported by the study findings which showed that prior experience of the product category and the perceived importance of the purchase occasion influence the level of consumer involvement in the decision process, and thereby the range and type of decision-making activities which are undertaken. The findings also illustrate the value of prior product experience and involvement as segmentation variables by revealing sub-group characteristics relating to the selection, assessment and evaluation of hospitality services. They include notable differences in the operation of personal category systems during pre-purchase and the personal rating systems used by consumers during the consumption and postconsumption evaluation stages of the decision process.
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Brännman, Jennie, and Stina Nordlund. "Teknikens gråhåriga marknad - vi är här för att stanna : Vad påverkar äldres köpbeslut av ny teknologi?" Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45102.
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This thesis aims to describe how enterprises can approach and reach older citizens in order to sell new technology products. For that they need information about aspects affecting elderlies purchase decisions regarding these kind of products. The study is based on 13 qualitative interviews where we have applied semi structured interviews and observations of the elderlies behaviour towards an Ipad which we used as a study object during the interviews. The results of this study shows several aspects which affect the elderlies purchase decision regarding new technology but it all comes down to one matter, lack of knowledge. In order to overcome that obstacle, enterprises need to modify their communication strategy. They will be needing information about elderlies preferences and their self-image, meaning how they perceive themselves which is connected to how receptive they are towards new technology. They will also need to communicate information about the products area of use, the quality of the product, that the product is user-friendly and that there is impeccable support and education available. All these aspects have shown to have huge impact on the purchase decision. Enterprises need to assure the elderly segment that they will be able to use these products without complications. Since the social environment, especially the younger segment has shown to have an impact on the elderlies purchase decisions, enterprises must also turn the attention and start communicating this information towards them also.
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Ström, Martin, and Olivia Karlsson. "Online reviews’ influence on purchase decisions within the Hotel Industry." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54531.
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Research Question: How do online reviews influence purchase decisions among potential consumers within the Hotel Industry? Purpose: The purpose of this research is to gain a deeper understanding about the impacts in which online reviews has on consumer behavior and their decisions to actively select and purchase service from different hotels. The authors are striving to find answers to whether online reviews obtaining information about positive customer experiences within the hotel industry has a noticeable impact on the decisions made by customers. Method: In this study, a deductive comparative research approach will be used Conclusion: The results concluded that both luxury and budget hotel bookers seem to have more usage for traditional word of mouth than electronic word of mouth. However, electronic word of mouth is still seen as an important tool which is widely used by both groups. It was evident that luxury consumers find customer reviews more valuable aligned with having more experience with online reviews, which may have an impact on their decision making when booking hotels online. Further on, it was also observed that the brand image of budget hotels is impacted more by online reviews among both segments, than luxury hotels' brand image.
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Jakimavičiūtė, Judita. "Vartotojų elgsenos veiksnių įtaka sprendimo pirkti priėmimo procesui." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130205_090742-43549.
Full textAbstract:
Magistro baigiamajame darbe išanalizuota ir įvertinta vartotojų elgsenos veiksnių įtaka sprendimo pirkti priėmimo procese, iškeltos vartotojų elgsenos problemos, susiję su vartotojo sprendimu pirkti bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje teoriniu aspektu tiriama vartotojų elgsenos samprata, pateikiamos skirtingos Lietuvos bei užsienio autorių nuomonės apie vidinių ir išorinių veiksnių įtaką vartotojų elgsenai bei vartotojų sprendimo priėmimo procesui. Antroje dalyje nagrinėjama UAB „MSF Lithuania“ įmonės veikla, atliktas tyrimo metodikos pagrindimas bei iškelta pagrindinė tyrimo hipotezė. Anketinės apklausos metodu nustatytos demografinės charakteristikos ir veiksniai, turintys daugiausiai įtakos parduotuvės „Marks & Spencer“ vartotojui priimant sprendimą pirkti, bei jų priklausomybė, SPSS programa susisteminami tyrimo metu gauti duomenys, patvirtinama ar atmetama hipotezė ir daromos išvados.In Master‘s Work analized and evaluated consumer‘s behaviour factors that influence the purchase decision making process, also raised the problems related to the customer purchase decision and made recommendations to solve these issues. The first part examined the theoretical aspects of consumer behaviour concept, compared Lithuanian and foreign author‘s opinion on the internal and external factors that influence consumer behaviour and customer decision making process. In the second part examined “MSF Lithuania“ Ltd. activities, investigated methodology validation and raised fundamental research hypothese, by questionnaire survey method determined consumer behaviour factors that affect “Marks & Spencer“ customer purchase decision the most. By SPSS program systematized the data obtained during the investigation, confirmed or rejected hypothese and draw conclusions.
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NETO, JOMAR ROLLAND BRAGA. "THE INFLUENCE OF THE ELECTRONIC WORD OF MOUTH ONLINE ON THE CONSUMER PURCHASE DECISION." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2009. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=15024@1.
Full textAbstract:
O crescimento dos acessos a Internet, o avanço das comunidades online e de
outras formas de se relacionar virtualmente só tem aumentado no Brasil fazendo
com que a rede de computadores faça parte de nossa rotina e também de nossa
comunicação diária. A propaganda boca a boca sempre influenciou os
consumidores desde que o comércio existiu. Perguntar a conhecidos sobre um
produto sempre foi uma opção de receber boas indicações sobre compras. Com a
criação da Internet, surgiu o boca a boca online (eWOM), que mudou um pouco
essa dinâmica, agora apesar do consumidor não conhecer as pessoas que deixam
seus comentários online este confia, mesmo assim, nas suas recomendações. Neste
estudo analisam-se os vários tipos de canais de comunicação do boca a boca na
Internet de maneira a procurar medir a confiança do consumidor eWOM. Usando
de método similar procurou-se avaliar como os comportamentos de socialização e
o desejo de ajudar os outros influencia ou não na produção de comentários no
mundo virtual. O levantamento de dados para esta avaliação foi feito através de
um questionário online respondidos por usuários da Internet. Com estes dados foi
possível analisar a freqüência de contato com o eWOM e o quanto a confiança
nele influência no comportamento de compra dos consumidores.Internet access is on the increase, online communities are developing at a high rate and other forms of virtual relationship are growing in Brazil, making the computer web a part of our daily routine and communication. The word-of-mouth as a form of advertisement has always influenced the consumers since the origins of commerce. Asking acquaintances about a product has invariably been a good option to receive good tips on shopping. With the creation of the Internet, the online word-of-mouth (eWOM) came along, changing this dynamics a little bit. Nowadays, despite not knowing who posts an online feedback, the consumer trusts it. In this study several types of online word of mouth communication channels were analyzed in search for a way to measure consumers trust in the eWOM. Using a similar method, socialization and the desire to help others were measured in order to know whether this behavior influences the production of online feedback. The data gathering for this evaluation was carried out through an online questionnaire, answered by Internet users. This data made it possible to analyze the frequency of eWOM exposition and how trusting in it influences the consumers shopping behaviour.
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Connell, Kim Yvonne Hiller. "Ecological consumer decision making nature, process, and barriers in apparel acquisition /." Diss., Connect to online resource - MSU authorized users, 2008.
Find full textAbstract:
Thesis (Ph. D.)--Michigan State University. Dept. of Human Environment: Design Management, 2008.Title from PDF t.p. (viewed on July 8, 2009) Includes bibliographical references (p. 340-352). Also issued in print.
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HanbinZhang and 張漢斌. "Purchase Timing Prediction by Mining Consumer Decision-Making Process." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/54850999493958067119.
Full textAbstract:
碩士國立成功大學
資訊工程學系
103
With the advances of the e-commerce service in recent years, the recommender system has received lots of attention. While there are many researchers being interested in this area, most of them only focused on the problem of “what will consumers buy”. However, doing the right thing is not enough. Only by doing it at the right moment can we make it right. As a key to improving the performance of the entire recommender system, “when will consumers buy” has received a few attention but few of them tried to solve it by analyzing consumers’ psychological decision-making process. This research proposes a novel two-stage framework that can effectively predict the purchase timing by mining the consumer decision-making process. In the first stage, according to the diffusion of innovation theory that is widely adopted in the marketing science, we would categorize consumers into different groups. The categorization is decided by the phase of product life cycle at which consumers’ first effective login happen. Since consumers of different characteristics and consuming habits would be categorized into corresponding groups, the final model can be more representative and the predicted timing would be more accurate. Then, the second stage starts to mine the activity logs of each group. Quantifying the effects of explanatory features on purchase timing is the core target of this stage. We utilize the survival analysis, which has been widely used in the medical science, to produce the survival function of purchase actions and predict the purchase timing. As far as we are concerned, in the area of purchase timing prediction, this research is the first one that takes both diffusion of innovation theory and consumer decision-making process into consideration, as well as exploits the survival analysis to analyze the decision-making process. Based on the real e-commerce data provided by the YooChoose, we simulated some necessary features and the purchase timing. We conducted a series of experiments on that semi-simulated data and the evaluation results showed that our proposed framework is able to predict consumers’ purchase timing effectively.
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Wei, Chen-Jiuan, and 魏辰娟. "Consumer Lifestyle and Purchase Decision Process: A study on Taiwan Online Streaming Video Consumer." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/59940562547018226585.
Full textAbstract:
碩士元智大學
資訊傳播學系
92
Nowadays, under the Digital Era, convergence and the progress of streaming media technology have accelerated the online streaming video websites emerging. Therefore, it is critical understanding the consumer’ behavior of online streaming video websites. We adopt online questionnaire survey, understanding consumer’ purchase decision process of online streaming video websites. The research quoted the purchase decision model(EKB model) by Engel, Blackwell & Kollat (1984) and quoted AIO lifestyle list by Plummer (1974). The research question is the difference in consumer’ purchase decision process between the different lifestyle groups. The conclusion of this study is that consumer of online streaming video websites can be categorized into three lifestyle groups: the hard-workers, the fashion followers and the information-seekers. The results illustrate the consumer categorized into different lifestyle whose purchase decision process significant difference. This finding suggests operator of online streaming video websites when they think of proper marketing strategy based on the groups’ characteristics to obtain niche market.
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Tilley, Esté. "The perceived influence of adolescents on the family purchase decision-making process : a cross-cultural study." Thesis, 2012. http://hdl.handle.net/10210/6635.
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M.Comm.The research study has endeavoured to explore adolescent perceived influence on parent purchase decisions more comprehensively, with unique and pioneering research being conducted on the degree to which this influence varies cross-culturally. Several findings were similar to previous research conducted, with adolescents still perceiving to have greater influence than their parents attribute to them. The cross-cultural findings, however, provide a basis for future research due to the significant value of these findings to marketers and researchers alike. The value of researching this cross-cultural impact should therefore not be discarded, as the researcher is of the opinion that knowledge regarding this aspect will dramatically influence the manner in which products are marketed and the ultimate success of long-term customer relationships. Conclusions,
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Liu, Chia-Yu, and 劉佳瑜. "The Influence of Consumer Involvement Level on Purchase Decision Process for Organic Vegetables." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/03583482992451622081.
Full textAbstract:
碩士銘傳大學
國際企業學系碩士班
97
During 1980, the consumption of the domestic organic vegetables gradually increases year by year. But also attracting large domestic businesses, such as Formosa, Uni-President announced that they would start to enter organic vegetables market. Therefore, the research relating to the consumer behavior of the organic vegetables gradually becomes a mainstream. This research examined the relationship between consumer involvement level and purchase decision process for organic vegetables. Purchase organic vegetables consumer was the object of our research. Questionnaires were used to attempt experiment and analysis. The research findings were as follows: 1.The consumers with different involvement levels are significantly different on the consumer’s characteristic variables: gender, age and marriage status. 2.The consumers with different involvement levels are significantly different on the purchase decision: purchase motivation, information searching and evaluation of alternatives. 3.Consumer’s purchase motivation has a partial positive influence on information searching. 4.Consumer’s information searching has a partial positive influence on evaluation of alternatives. 5.The consumer purchases motivation can’t completely through information searching influence evaluation of alteratives.
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Chow, Khai Sing, and 周凱欣. "Exploring the Business Model of Purchase-Style Coupon from the Perspective of Consumer Decision Making Process." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/88566259622288200559.
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碩士國立臺灣大學
商學研究所
99
As a traditional marketing tool, coupons are recently getting attention because of the rise of Groupon, a company which distribute and sold coupons online. Due to the dif-ferent payment procedure with traditional e-coupon, in this thesis we named this kind of coupon as “Purchase-Style Coupon”. Purchase-Style Coupon site rise quickly after the success of Groupon, and we will discuss the business model of Purchase-Style Coupon site in this thesis. In this thesis, we will use consumer decision-making process to explore the behavior of consumer in order to understand the consumer needs, and improving the business model of Purchase-Style Coupon site. Thus the main purpose of this study is to discuss and analyze the effect of “demographic variables” and “lifestyle” on “purchasing motivation”, “behavior on browsing Purchase-Style Coupon”, “purchasing evaluation criteria”, “consumption behavior”, “satisfactory”, and “post-consumption behavior” respectively --the characters and differences. The result shows that there are significantly different among purchasing motivation and satisfactory to purchse-style coupon site; it also showed a significantly different among lifestyle and purchasing evaluation criteria, consumption behavior, and post-consumption behavior; behavior on browsing Purchase-Style Coupon will significantly affect consumption behavior; consumer satisfactory to Purchase-Style Coupon site will significantly affect post-consumption behavior. Finally, this research brings up some suggestion for Purchase-Style Coupon site according to the analysis from questionnaire.
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LU, CHEN, and 陸蓁. "Exploring the Motives of Channel Choice in Consumer Purchase Decision Process - Situational Involvement as a Moderator." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/833qf7.
Full textAbstract:
碩士國立高雄第一科技大學
行銷與流通管理系碩士班
106
In the past, the research on the selection of physical and virtual channels focused on the impact of consumer value, such as customer satisfaction and loyalty. Most studies focused on single-channel discussions. Few studies were on the various shopping motives for both of channels, and paid less attention to the impact on channel decisions in the purchase process individually. Therefore, this study attempts to propose a framework for separating the consumer purchase process, into the search and purchase phases and investigate the motives for selecting physical and virtual channels in the individual phases. At the same time, this study further explores the moderating effect of purchase situation on the consumer’s channel choices. The empirical part of this study used questionnaires as a survey tool, used online questionnaires to collect 365 valid questionnaires, and used the SPSS 15.0 statistical software to test the hypotheses proposed in this study. The research findings include: (1) to utilitarian motives- in the search phase, if consumers pursue convenience, they will tend to choose virtual channels; and in the purchase phase, if consumers have a high degree of price awareness, they will also tend to choose virtual channel； (2) to hedonic motives- sensory stimulation does not affect the choice of physical channel in both phases; social interaction only effects on physical channel during the purchase phase；(3) perceived risk- searching for products, if consumers perceive high risk, they will tend to choose physical channel; and if they have high-degree risk of product delivery, they will also tend to choose physical channel at the purchase phase； (4) When the situational involvment in the moderation effect, the self-use situation is displayed, the convenience and price consciousness have a significant influence on the online channel.(5) Consumers have a link between different phases of channel selection in the purchase process. The findings of this study can provide information for future physical and virtual channels in the purchase process according to the study of channel attributes and channel choices. In practice, it helps managers to further understand the consumer's cognitive differences in various channels of shopping and will help companies formulate effective channel strategies. This study concludes with the discussion of management implications derived from the research findings and then provides some recommendations for future research.
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Dreyer, Heleen. "Consumers' understanding and utilisation of textile eco-labels when making a pre-purchase decision / Heleen Dreyer." Thesis, 2013. http://hdl.handle.net/10394/10842.
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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
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Lindo, Maria Vitória Sá Quental de Melo. "How gender affects the buying-decision process among consumers of luxury goods." Master's thesis, 2016. http://hdl.handle.net/10071/14125.
Full textAbstract:
Over the decades, many studies focused on luxury brand consumption and explored
the customer perception and motives for purchasing luxury brands. Nevertheless, the
role of gender in this context has been neglected. Recently, some researchers have
been studying the influence of gender on luxury purchases. However, the subject is
not fully explored and the effect of some motivations are still lacking on the studies.
The present dissertation is based on previous researches about luxury values,
consumer behaviour and gender behavioural differences. The study aimed to
contribute to the analysis of whether men and women buy luxury for different
reasons, from which the following research questions arise: Does gender have an
effect on the purchase of luxury goods? And how does gender affect the buyingdecision
process among consumers of luxury goods?
In order to answer these questions, a documentary analysis was conducted, as well as
a face-to-face questionnaire to Portuguese women and men that buy ready-to-wear
and/or luxury accessories.
Results revealed that different motivations are attributed to each gender; in other
words, women and men buy luxury products for different reasons. It was established
that women have a higher purchase intention than men and respond more favourably
to luxury brands promotional activity. Furthermore, men showed to be motivated by
materialistic value, status value and conspicuous value, responding more positively to
luxury brands loyalty programs than females. Nevertheless, gender did not show an
effect on hedonic value, susceptibility to normative influence and uniqueness value.Ao longo das últimas décadas, muitos estudos focaram-se na compra e consumo de marcas de luxo, analisando as motivações de compra de marcas de luxo. No entanto, o papel do género neste contexto tem sido negligenciado. Recentemente, influência do género na compra de produtos de luxo tem sido estudada. No entanto, este tema não está totalmente explorado e o efeito de alguns dos fatores motivacionais ainda não está bem desenvolvido. Esta dissertação baseia-se em estudos anteriores sobre valores de luxo, comportamento do consumidor e diferenças comportamentais de género. Este estudo tem como objetivo analisar se as mulheres e os homens compram bens de luxo por diferentes razões, através das seguintes perguntas de investigação: Será que o género tem algum efeito da compra de produtos de luxo? E como é que o género afeta o processo de tomada de decisão de compra entres consumidores de luxo? Para responder a estas questões, fez-se uma análise da literatura existente, bem como um questionário presencial a mulheres e homens portugueses que tivessem comprado, no último ano, acessórios e/ou pronto-a-vestir de luxo. Os resultados mostram que motivações diferentes são atribuídas a cada género. Ou seja, mulheres e homens compram produtos de luxo por diferentes razões. Foi determinado que as mulheres possuem uma maior intenção de compra que os homens e que respondem mais favoravelmente à atividade promocional das marcas de luxo. Além disso, os homens mostraram ser mais motivados pelo valor material, status e valor conspícuo, sendo mais leais às marcas. Porém, o género não mostrou qualquer efeito no valor hedónico, conformidade para com o grupo e valor de exclusividade.
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MURTINGEROVÁ, Jana. "Spotřebitelské chování na regionálním trhu potravin." Master's thesis, 2014. http://www.nusl.cz/ntk/nusl-174160.
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This thesis analyses behaviour of consumers within the South Bohemian food market. First part theoretically describes basic concepts concerning this topic. Next part consists of research regarding South Bohemian merchant chains, primarily focussed on the number of them. Following section consists of a questionnaire. The aim of the research is to define consumers' behaviour in the food market. All data gathered and recommendations for change are summarized at the end in discussion and summary.
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李炳漢. "The Study of The Relationship Between Consumer's Personality and Decision-Making Process for Housing Purchase." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/b7mn2r.
Full text
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Cardoso, Nuno Tiago de Figueiredo. "The influence of social media in the purchase decision process: the case of portuguese energy consumers." Master's thesis, 2014. http://hdl.handle.net/10071/10959.
Full textAbstract:
JEL: L97, M31, M37, O33Hoje em dia as redes sociais desempenham um papel fundamental na sociedade, as empresas necessitam de se adaptar a um novo mundo onde o consumidor está constantemente a evoluir, exigir e criar novas necessidades. A indústria energética não é exceção, os consumidores procuram cada vez mais informações sobre preços, serviços e novas formas de interação, logo os fornecedores de energia não podem ficar parados no tempo. A liberalização do mercado e a crise económica apenas vieram agudizar ainda mais essa necessidade. Torna-se, assim, especialmente relevante estar presente nestas novas plataformas, definindo uma estratégia consistente baseada não só no modelo de negócio mas também no consumidor e no mundo que o rodeia. Conceitos como social media, marketing viral e word-of-mouth são muito importantes para compreender o padrão de comportamento dos consumidores. Compartilhar experiências e informações é hoje um hábito automático e a opinião do consumidor deve ser o espelho das empresas para alcançar o sucesso. Esta investigação segue uma abordagem dedutiva, analisando primeiro os conceitos essenciais na pesquisa bibliográfica e incorporando a Netnografia como metodologia principal no estudo qualitativo.
Nowadays social networks play a key role in society, companies need to adapt themselves to a new world where the consumer is constantly evolving, creating new demands and needs. The energy industry is no exception, consumers are increasingly looking for information on prices, services and new forms of interaction, consequently the energy suppliers can´t stop in time. Market liberalization and the economic crisis have only exacerbated this need. It is especially important to be present on these new platforms, defining a consistent strategy based not only on the business model but also in the consumers and in the world around them. Concepts such as social media, viral marketing and word-of-mouth are very important to understand the pattern of consumer behavior. Sharing experiences and information is now an automatic habit and consumers´ opinion should be the mirror of businesses to succeed. This research follows a deductive approach, first analyzing key concepts in literature review and then incorporating Netnography as the main methodology in the qualitative study.
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Melo, Inês Patrícia Gomes de. "The influence of NWOM in the consumers’ decision-making process in the Tourism industry." Master's thesis, 2018. http://hdl.handle.net/10400.14/25614.
Full textAbstract:
Online feedback tools, such as electronic Word-of-Mouth (eWOM), have been widely used to share knowledge and information online between consumers about products or services, having become an important tool for consumers and being considered a reliable source.
Based on relevant theories and previous works, it has been proved that Negative Word-of-Mouth (NWOM) has been influencing significantly consumers’ decision-making process, especially regarding the Tourism industry and that this sector is the most strongly influenced by eWOM.
To investigate the impact of NWOM on consumers in the industry of Tourism, an online survey was created. Different negative hotel reviews were presented to 249 individuals. Quantitative data was generated to investigate the impact of these reviews on consumers’ brand attitude, purchase intentions and NWOM intentions, in two distinct stages of the travel planning process, namely the search phase vs the post-purchase phase, when a new purchase was being planned.
The conclusions supported the existence of a significant impact of NWOM on users that are exposed to negative reviews in the Tourism sector. Furthermore, users in the post-purchase phase were less susceptible to NWOM than those in the search phase, which means that NWOM communication mostly affects consumers who are in the search phase of the travel planning process.
This study contributes to companies, especially hotels, by identifying useful research that can help them understanding the power of negative information on consumers, taking advantage of online consumer reviews as a new marketing tool.
Finally, limitations are discussed and future research is proposed.Ferramentas de feedback online, como o electronic Word-of-Mouth (eWOM), têm sido amplamente utilizadas para partilhar conhecimento e informação online entre consumidores sobre produtos ou serviços, tendo-se tornado uma ferramenta importante para os consumidores e sendo considerada uma fonte de informação confiável. Com base em teorias relevantes e trabalhos prévios, o Word-of-Mouth negativo (NWOM) tem influenciado significativamente o processo de tomada de decisão dos consumidores, especialmente na indústria do Turismo, sendo o sector mais influenciado por eWOM. Para avaliar o impacto do NWOM nos consumidores na indústria do Turismo, foi criado um questionário online. Foram apresentadas diferentes comentários negativos sobre um hotel a 249 indivíduos. Obtiveram-se dados quantitativos com o intuito de investigar o impacto destes comentários na atitude dos consumidores, intenção de compra e intenção de NWOM, em duas fases distintas - a fase de pesquisa e a fase de pós-compra, quando uma nova compra estava a ser planeada. As conclusões suportam a existência de um impacto significativo da NWOM sobre aqueles que estão expostos a comentários negativos no setor do Turismo. Além disso, os utilizadores numa fase de pós-compra são menos suscetíveis a NWOM do que aqueles que se encontram numa fase de pesquisa do planeamento de uma viagem. Este estudo contribui para empresas, especialmente hotéis, uma vez que, identificada a importância da comunicação NWOM, surge a possibilidade de uma nova ferramenta de marketing baseada no conteúdo online gerado pelos consumidores. Finalmente, limitações são discutidas e pesquisa futura é proposta.
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Silva, Mariana de Pinho Duarte Ferreira da. "New influencers: a influência dos bloggers de moda na decisão de compra do consumidor." Master's thesis, 2016. http://hdl.handle.net/10071/14051.
Full textAbstract:
JEL Classification System: D83 - Search; Learning; Information and Knowledge; Communication; M31 – MarketingOs Blogs de moda têm-se revelado uma tendência crescente e, sobretudo, muito eficaz no que diz respeito à disseminação de informação e à capacidade de influenciar o estilo pessoal e as escolhas dos seguidores associadas ao consumo. É uma tendência que merece a maior atenção, não só pelas suas especificidades e características, mas, também, porque tem sido um meio de comunicação bastante utilizado. A aposta das marcas de moda ou lifestyle, sobretudo as mais recentes e Nacionais, é cada vez mais assertiva no que diz respeito aos meios de comunicação e às estratégias utilizadas para a sua divulgação. É importante compreender quais as verdadeiras motivações quando estas marcas procuram os blogs de moda como meio de comunicação e se essas motivações são satisfeitas traduzindo-se em respostas positivas de intenção de consumo por parte do consumidor. Como tema atual, pertinente e emergente, esta dissertação pretende abordar a efetiva influência dos New Influencers na decisão de compra do consumidor de moda.
The Fashion blogs have proven to be a growing trend and to be effective with regard in the dissemination of information and in the ability to influence the personal style and the choices of followers related to consume. It is a phenomenon that deserves attention, not only for its specificities and characteristics but also because it is a way of communication widely used. Fashion and lifestyle brands, especially the new and National ones, are focusing their attention in Fashion blogs as a way to be more assertive in their communication and marketing strategies. It is important to understand what are the true motivations of these brands when they seek fashion blogs as a way of communication and if these is translating into positive responses of purchase intention by the consumer. As a current, relevant and emerging issue, this dissertation aims to address the effective influence of the New Influencers in the fashion consumer buying decision.
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Guerra, Mariana Duarte. "The impact of sustainability information on consumers´ purchase behaviour and brand perception." Master's thesis, 2021. http://hdl.handle.net/10400.14/34751.
Full textAbstract:
The average atmospheric temperature of the earth, prior to the industrial revolution, was approximately 14ºC. Currently it has increased 1.5ºC, and is expected to continue to escalate.
It is urgent to solve this climate crisis, and the future generation of leaders, it is our obligation
to stop this vicious cycle, and ensure a future for the next generations.
Although society is aware of this crisis, fashion consumption continues to increase, which
contributes to the destruction of our planet. Brands contribute to this factor by continuing to
manufacture and sell their products massively and with impunity. A possible solution to
mitigate such effects is to increase consumers’ awareness about the negative impact that their
choices have on the environment by stating this information clearly on products. Specifically,
this research examines the extent to which providing consumers with information about the sustainability level of products impacts their choices. Consequently, whether it allows them to
make more conscious consumption decisions. Findings from an experimental study show that providing consumers with high (vs. low) sustainability information levels positively influence
brand perceptions of sustainable brands. This effect holds even when sustainable products are more expensive. Consumers are positively influenced by the amount of sustainability
information that is available at their disposal to compare between product alternatives.
Theoretical and managerial implications are provided, namely for the development of a software that provides sustainability-related information about products so that consumers can
make choice comparisons among various product alternatives.A temperatura media da superfície da Terra, antes da revolução industrial era aproximadamente 14ºC. Atualmente aumentou cerca de 1.5ºC, e a tendência é de continuar a aumentar. É urgente solucionar esta crise climática, e como futuros líderes, é a nossa obrigação parar este ciclo vicioso, e garantir um future para as próximas gerações. Apesar de a sociedade estar consciente desta crise, o consumo de produtos da indústria da moda continua a aumentar, contribuindo para a destruição do Planeta. As marcas contribuem para este factor continuando a produzir e vender de forma massiva os seus produtos e com impunidade. Uma possível solução para mitigar estes efeitos é de informar os consumidores sobre o impacto negativo que as suas escolhas têm no ambiente, ao providenciar esta informação de forma clara. Especificamente, esta dissertação estuda quanto é que, ao providenciar esta informação aos consumidores, esta irá influenciar as suas escolhas. Consequentemente, se irá permitir que estas escolhas sejam realizadas de forma consciente. Os resultados sugerem que ao ter mais (vs. menos) informação sobre o nível de sustentabilidade dos produtos influencia positivamente a perceção da qualidade dos mesmos. Este efeito mantém-se quando os produtos sustentáveis são mais caros. Os consumidores são influenciados de forma positiva quando têm esta informação disponível, para comparar com as restantes alternativas. Implicações teóricas e de gestão são apresentadas, nomeadamente para o desenvolvimento de um software que providencia informação sobre a sustentabilidade de produtos, para assim os consumidores ao realizarem uma escolha, conseguirem comparar entre diferentes alternativas.
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Sephapo, Catherine Mpolokeng. "An exploratory study on the influence of brands' sponsorship on the South African national rugby team and the consumers' decision to purchase the sponsor brands in Tshwane." Diss., 2016. http://hdl.handle.net/10500/21972.
Full textAbstract:
Organisations both locally and internationally spend large portions of their marketing budgets on sponsorship opportunities in order to achieve organisational and marketing objectives. The Springboks are in partnership with an assortment of sponsors, from main sponsors to associate sponsors to official suppliers, all with their own objectives to achieve through their affiliation with the Springboks. Although sponsorship is a rapidly growing marketing communication medium, there seems to be uncertainty about aspects related to its impact and effectiveness. The primary objective of the study was to explore the influence that the sponsorship of the Springboks has on the consumer’s decision to purchase the sponsor products within the Tshwane area. The study was an exploratory study and made use of qualitative data collection tools such as naïve sketches and focus group interviews to obtain primary data. The collected data was analysed by means of content analysis. Various variables that impact on the consumer’s final decision to purchase products can be identified and the literature states that limited knowledge exists regarding the influence of integrated marketing communication (IMC) tools on each stage of the consumer decision-making process. Psychological processes that make up consumer behaviour may be impacted by the effects of IMC and acting further to induce a specific decision from the consumer. This study provides knowledge regarding the influence of sponsorship on consumer behaviour. It was found that sponsorship can contribute to increased awareness of sponsors and that it contributes to positive attitudes maintained within the minds of the consumers. As a result of positive attitudes and increased awareness, participants mentioned that they may consider sponsor brands as alternatives in their decision-making process. The final decision to purchase sponsor brands, as indicated by participants, is not dependent on the sponsorship of the Springboks.Business Management
M. Com. (Business Management)