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Westberg, Kathleen J., and n/a. "The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion." Griffith University. School of Marketing, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20050211.124210.
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Cause-related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s. This thesis defines the term cause-related marketing as a marketing strategy whereby the firm makes a contribution, financial or otherwise, to a nonprofit organisation(s) contingent upon the customer engaging in a revenue providing exchange that satisfies business and individual objectives. This strategy may include additional elements such as sponsorship, sales promotion, co-branding and employee involvement. -- In examining the literature relating to cause-related marketing, a need for further research was identified for a number of reasons. First, there is considerable investment and growth in this strategy both in Australia and overseas. Second, academic and practitioner research have indicated strong consumer support for the concept of cause-related marketing, yet there has been limited evidence to date regarding the effectiveness of this strategy, especially in comparison to other marketing strategies. Finally, in an increasingly challenging business environment, marketing practitioners are seeking to explore new strategies and the efficacy of traditional forms of marketing communications is subject to debate. As such, this thesis explored the following research questions: What is the impact of cause-related marketing on the consumer's response in terms of attitude to the strategy, attitude toward the brand and purchase intention? Do consumers respond more positively toward cause-related marketing than toward sponsorship or sales promotion? To address these questions, an experimental research design incorporating self-administered questionnaires was used. The major finding of this research is that consumers may have a more favourable attitude to cause-related marketing than to either sponsorship or sales promotion, however the brand must be perceived to have a natural association or fit with the cause. Further, cause-related marketing has the ability to engender a more favourable change in attitude to the brand than does sales promotion. This change in attitude is affected by the consumer's attitude to the strategy itself. This study did not, however, demonstrate that exposure to cause-related marketing, sponsorship or sales promotion had a significant effect on purchase intention. Finally, neither gender nor personal values have been shown to influence the above outcomes. The findings of this research have a number of practical implications for the effective use of cause-related marketing.
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Westberg, Kathleen J. "The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion." Thesis, Griffith University, 2004. http://hdl.handle.net/10072/366195.
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Cause-related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s. This thesis defines the term cause-related marketing as a marketing strategy whereby the firm makes a contribution, financial or otherwise, to a nonprofit organisation(s) contingent upon the customer engaging in a revenue providing exchange that satisfies business and individual objectives. This strategy may include additional elements such as sponsorship, sales promotion, co-branding and employee involvement. -- In examining the literature relating to cause-related marketing, a need for further research was identified for a number of reasons. First, there is considerable investment and growth in this strategy both in Australia and overseas. Second, academic and practitioner research have indicated strong consumer support for the concept of cause-related marketing, yet there has been limited evidence to date regarding the effectiveness of this strategy, especially in comparison to other marketing strategies. Finally, in an increasingly challenging business environment, marketing practitioners are seeking to explore new strategies and the efficacy of traditional forms of marketing communications is subject to debate. As such, this thesis explored the following research questions: What is the impact of cause-related marketing on the consumer's response in terms of attitude to the strategy, attitude toward the brand and purchase intention? Do consumers respond more positively toward cause-related marketing than toward sponsorship or sales promotion? To address these questions, an experimental research design incorporating self-administered questionnaires was used. The major finding of this research is that consumers may have a more favourable attitude to cause-related marketing than to either sponsorship or sales promotion, however the brand must be perceived to have a natural association or fit with the cause. Further, cause-related marketing has the ability to engender a more favourable change in attitude to the brand than does sales promotion. This change in attitude is affected by the consumer's attitude to the strategy itself. This study did not, however, demonstrate that exposure to cause-related marketing, sponsorship or sales promotion had a significant effect on purchase intention. Finally, neither gender nor personal values have been shown to influence the above outcomes. The findings of this research have a number of practical implications for the effective use of cause-related marketing.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Marketing
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Abu, Hasan Zuha. "Interpreting green consumer behaviour : an exploratory examination of Cardiff consumers." Thesis, Cardiff University, 2011. http://orca.cf.ac.uk/24494/.
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Despite the popularity of consumers‘ environmental behaviour choices, little research has been forthcoming which analyzes green behaviour across different situations in a systematic way. A particularly relevant stream of research to explain the situational effect on consumer environmental behaviour is the Behavioural Perspective Model (BPM). A key insight of the BPM is of the anticipated benefit consumers acquire and the impact of the environment that surrounds consumer choice. The aim of the research is to interpret consumer environmental behaviour across different situations in a systematic way by using the BPM. Due to the exploratory nature of the study, a mixed method approach was used among Cardiff consumers. The first study involved standardized open-ended interviews (N=30). Panel experts were also invited to take part in the BPM Contingency Definition Test. The second studies were conducted via survey (N=200), which provided data on 1,600 consumer situations. The findings from the consumers‘ verbal responses to descriptions of eight consumer environmental situations confirm the predictions raised by the BPM interpretation of consumer choice. Mehrabian and Russell‘s affective (Pleasure, Arousal, Dominance) and behavioural variables (Approach and Avoidance) showed significant main effects. The one-way ANOVA and Tukey‘s HSD analysis provide support for the patterns of the affective and behavioural variables for the BPM contingencies categories. Furthermore, the actual differences in the variables means scores of the groups were large (eta squared = between 0.1 and 0.4). The discriminant analysis justified the predicted capability of the BPM. Two-way interaction effects between affective variables were also identified. In summary, this study shows that the application of the model is not only empirically limited to familiar themes of consumer research but also applicable to different consumer environmental behaviours.
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Cavraro, Marco <1993>. "Green Marketing and Consumers’ Behaviour." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13731.
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Apell, Karlsson Jennifer, Moa Gustafsson, and Rikard Rasmusson. "Consumers' Response to Irresponsible Corporate Behaviour : A Study of the Swedish Consumers' Attitude and Behaviour." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26693.
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How companies in the apparel industry produce their products is receiving increasingly more attention, both in the society and marketplace, as well as by consumers. Despite the increasing amount of corporate scandals and corporate irresponsibility within the apparel industry, the previous research conducted within this field has mainly focused on how positive CSR affects consumers. This thesis aims to investigate how Swedish consumers’ attitude and behaviour are affected by negative CSR in the apparel industry. In order to fulfil the purpose of this thesis, a mix of quantitative and qualitative research was used to conduct an abductive study. The data was gathered through a survey posted on social media and by performing semi-structured interviews with participants consisting of Swedish consumers. The authors of this thesis have identified that Swedish consumer’s attitude is affected by negative CSR performed by apparel companies. However, the change in consumer attitude did not necessarily transfer into a change in behaviour, which generates an attitude-behaviour gap. The key barriers identified contributing to this gap are Swedish consumers’ lack of knowledge, and that they generally value personal needs and wants such as price, quality, and style greater than social responsibility.
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Tam, Pit-shing. "Tourist buying behaviour in Hong Kong /." Hong Kong : University of Hong Kong, 1986. http://sunzi.lib.hku.hk/hkuto/record.jsp?B12325910.
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Blomqvist, Anna, Louise Nyman, and Frida Lennartsson. "Consumer Attitudes Towards Online Grocery Shopping : A Research Conducted on Swedish Consumers." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26652.
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Purpose: The aim of this research is to investigate if positive attitudes influence the intentions to purchase groceries online. In order fulfil the purpose and test the relationship between attitudes and intentions, the Theory of Planned Behaviour is used as the underlying theoretical model. Background: The e-commerce market in Sweden is regarded as one of the most developed e-commerce markets in Europe, however the grocery market is still striving for an online breakthrough. One of the largest obstacles for the online grocery market is the lack of consumer adoption. Previous research has emphasized the importance of understanding consumer attitudes and its influence on the consumers’ intention to adopt an e-commerce behaviour. Existing theories recognize a gap within positive attitudes’ and their influence on the intentions to adopt e-commerce. Method: An explanatory strategy and a deductive approach were applied in order to test the Theory of Planned Behaviour. Three hypotheses were developed based on the model. The empirical study was based on a quantitative approach and the data collection was made possible through an online survey targeted towards adults in Sweden. Furthermore the analysis of the data was done in SPSS through factor analysis, correlation matrix, descriptive variables and multi linear regression analysis, this provided answers for the hypotheses with a 95% confidence interval. Findings and conclusion: The analysed empirical findings presented overall positive attitudes, as well as a strong correlation between positive attitudes and intentions within online grocery shopping. This answers the research question and fulfils the purpose of examining the influence that positive attitudes have on intentions within the field of online grocery shopping. This research successfully tests the Theory of Planned Behaviour and suggestions for further research is to examine the underlying factors in a qualitative study.
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Dootson, Paula. "Where do consumers draw the line? : an investigation of deviant consumer behaviour." Thesis, Queensland University of Technology, 2014. https://eprints.qut.edu.au/75517/1/Paula_Dootson_Thesis.pdf.
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Using mixed-methods, this research investigated why consumers engage in deviant behaviors. It found that there is significant variation in how consumers perceive right and wrong, which calls for more tailored deterrence strategies to challenge how consumers justify deviant behaviours. Specifically, individuals draw on a number of factors when assessing right and wrong. While individuals agree on the polar acceptable and unacceptable behaviours, behaviours in between are questionable. When social consensus varies on a behaviour's acceptability, so to do the predictors of deviant behaviour. These findings contribute to consumer deviance and consumer ethics research.
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Vervliet, Bruce Morton. "A model for green product purchasing behaviour." Thesis, Nelson Mandela University, 2016. http://hdl.handle.net/10948/13636.
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The global warming phenomenon and its environmental impacts have seen the emergence of the green consumer who has become more aware of their power of demand through their consumption choices as they express their own attitudes, values, thoughts, feelings and behaviours in this regard. Organisations have taken cognisance of these trends and taken steps to exploit the opportunity by developing goods and services aimed at meeting the demands of the new consumer. This, in spite of the fact that knowledge of the variables, specifically green consumer profiles, awareness, knowledge and trust in influencing purchasing behaviour remains incomplete. The purpose of this treatise was to determine a clearer understanding of the relevance of these variables to enable marketers to craft more effective marketing strategies, thereby unlocking the profit potential of the green consumer. A model for green product purchasing behaviour was proposed based on extant literature and an empirical evaluation. An empirical analysis was conducted on a sample of 597 consumers over the age of 18 within the Fast Moving Consumable Goods (FMCG) sector in South Africa. The main goal was to establish the relationships of the hypothesised model between the independent variables of green consumer profiles, green product trust, green product awareness and green product knowledge with the dependant variable green product purchase behaviour. There was a high prevalence of African and European female respondents in the 26 to 55 age group, living and working in the coastal areas of South Africa, predominantly Port Elizabeth, earning an income between 10 000 and 30 000 rand per month. The sample was consistent with the psychographic profile of the green consumer as described in the literature, which is characterised as a consumer that takes personal responsibility for environmental solutions, who believes they can make a contribution to solving environmental issues, incorporates green living into daily lives, considers environmental issues when making purchasing decisions, is knowledgeable of, deliberately seeks out and is prepared to pay a premium for environmentally friendly products. When analysing the relationships and the significances of the differences of the independent variables to the dependant variable in the hypothesised model, it was established that the independent variables green consumer profiles, green product awareness and green product trust were significantly related to the dependent variable. A MODEL FOR GREEN PRODUCT PURCHASING BEHAVIOUR green product purchase behaviour. This was in line with and supported the reviewed literature in this regard. It was also established that green product knowledge did not reflect any significant relationship to green product purchase behaviour. This finding did not correspond with the literature as significant relationships with green product knowledge and general environmental behaviour including green product purchase behaviours have been established therein. The findings further demonstrated that the independent variable green consumer profiles displayed the most significant relationship to green product purchase behaviour, followed by green product awareness and then green product trust. When considering the significance in the differences in strengths of these relationships it was noted that although green product awareness and trust may influence green product purchase behaviours it was a combination of psychographic variables reflecting a consumer’s general attitudes and beliefs towards the green agenda that displays the most significant relationship to green product purchase behaviour. Despite the fact that the study was limited to the South African FMCG sector, the profile of the green consumer in the literature was dated, the cause and effect relationships between the variables were not tested and the fact that the hypothesised model was limited to only four independent variables, the above findings may, from a marketing perspective, have practical application for marketing strategies aimed at increasing green product purchasing behaviour. The results imply that directing green marketing initiatives to consumers that are most inclined to purchase and consume green goods or services being those that fall within the biographical and psychographic parameters outlined in this treatise will result in the desired outcomes. Furthermore, marketers should also pursue initiatives that are known to support and increase the amount of green product trust that consumers have in green products, green communications and the organisation. Marketers can also benefit from well formulated green awareness campaigns as the success of these campaigns will yield greater green product awareness which could increase green product purchase behaviours and purchases of green products still further.
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HUO, Yue. "Susceptibility to global consumer culture : scale development and purchase behaviour of Shanghai consumers." Digital Commons @ Lingnan University, 2008. https://commons.ln.edu.hk/mkt_etd/7.
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Global Consumer Culture (GCC) is a term emerged in early 1990s. It refers to generally accepted beliefs and consumer tendencies toward globally shared consumption-related symbols such as brands, product categories, and consumption activities and events. Although researchers sought insights in this area in the last decade, they mainly focused on the specific topic of Brand Positioning method under the context of GCC. Little efforts were made to examine what global consumers actually do and think when making their buying decision, and what the common characteristics global consumers share in the world. The existence and increasing influence of global consumers whose social and cultural differences are overshadowed by their similarities in terms of psychological consumer tendencies was demonstrated by previous research. In addition, there was an initial study to develop an individual customer psychology-based scale of Susceptibility to Global Consumer Culture (SGCC) in order to capture globally shared consumption sentiments. The study demonstrated that SGCC would consist of three major dimensions of SGCC, namely conformity to social norms, desire for social prestige, and quality perception.
This thesis suggests that SGCC contain three additional dimensions in the perspective of consumer traits and brand consumption, including consumer innovativeness, consumer ethnocentrism, and Internet technology readiness. It is consisted of two studies. In Study 1, a more comprehensive multiple dimensional scale to measure SGCC is developed and validated. In Study 2, the developed scale is used to predict the consumers’ purchase intentions toward global brand products. Theoretical contributions, managerial contributions, research limitations and future research recommendations are discussed as well.
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Duh, Helen Inseng. "Money attitudes and materialism among generation Y South Africans: a life-course study." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008612.
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Materialism has long been a subject of interest to researchers. More negative than positive consequences have been reported from studies on the lifestyles of materialists. For example, increased consumer and credit card debt, shrinking saving rates, increased number of consumers filing for bankruptcy, lower levels of life satisfaction and the depletion of natural resources are reported to be emanating from the increasing levels of materialism in societies. It is thus important to investigate the factors that can be implicated for the growth of materialism. Most of the studies attempt to explain materialism at a given point in time in isolation of the events people have experienced in their early life or childhood. Realizing that this practice is a shortcoming in consumer research, there is a call that consumer behaviour, such as materialism, be studied as a function of past life experiences using the life-course approach. While few studies have applied this approach to understanding materialism, little is known about the psychological processes that link childhood family structure to materialism. It is against this background that this study used the life-course approach to study how childhood family structure affects materialism through psychological processes of perceived family resources (tangible and intangible), perceived stress from the disruptive family events, and money attitudes of Generation Y South Africans. The study also assessed the moderating role of money attitudes on the relationship between childhood family experiences and materialism. Money attitude dimensions of status, achievement, worry, security and budget were introduced to broaden the life-course study of materialism because they are reported to begin in childhood, to remain in adulthood and they function in the background of every behavioural intention and action. Generation Y (commonly reported to be born between 1977 and 1994) were the subject of this study, because the literature reviewed revealed that these emerging consumers are not only numerous (about 30 percent of South Africans are Generation Y), have considerable influence and spending power, but most have been raised in disrupted single-parent/income families. With reports from family sociologists on the outcomes of divorce and single-parenthood (for example, stress, inadequate family resources, and low self-esteem) questions were raised as to how these outcomes would affect Generation Y money attitudes and materialistic values. Ten hypotheses were formulated to empirically answer the research questions. Using quantitative methodologies based on the nature of the research questions and problems, data were collected through online questionnaire from 826 business undergraduate students from the Nelson Mandela Metropolitan and Western Cape Universities. University-aged respondents were appropriate for this study since they are ideally suited to remember their past family circumstances and must have already formed consumption habits, attitudes and values at their age. The first research problem was to evaluate how two of the life-course theoretical perspectives (i.e., family resources and stress) selected for this study would explain the materialistic values of Generation Y South Africans raised in non-intact (did not live with both biological parents before 18th birthday) and intact (lived with both biological parents before 18th birthday) family structures through the money attitudes adopted. The results showed that even though a significant difference in perceived family resources (both tangible and intangible) and stress was found between subjects raised in non-intact (or disrupted) and intact families, the difference in materialism as a whole was not significant. In terms of the three materialistic values of success, happiness and centrality, subjects raised in disrupted families significantly scored higher in the happiness dimension. For the money attitude dimensions of status, achievement, worry, budget and security they significantly scored higher in the worry money attitude. Results of the correlation analyses showed that perceived decrease in tangible (food, clothing and pocket money) family resources was a childhood factor that affected later worry money attitude to significantly and positively influence all of the three materialistic values. Perceived decreases in intangible family resources (for example, love and emotional support) negatively affected the symbolic money attitudes of status and worry, which in turn, positively affected only the happiness dimension of materialism. Perceived increase in stress positively affected all of the symbolic money attitudes of status, worry and achievement. These, in turn, positively influenced only the success and happiness materialistic values. The second research problem was based on an assessment of the moderating role of money attitudes on the childhood family experiences to materialism relationship. Using hierarchical regression analyses, it was found that only the achievement and worry money attitude dimensions moderated the family resources to materialism relationship. This means that when subjects hold higher worry and achievement money attitudes, an increase in family resources (tangible and intangible) will have less effect in reducing materialistic tendencies. For the stress to materialism relationship, only the worry money attitude dimension had a moderating effect, meaning that when higher worry money attitude is held, an increase in stress from family disruptions would have a greater effect in increasing materialistic tendencies. None of the five money attitude dimensions did, however, moderate the childhood family structure to materialism relationship. The results of this study do not only have theoretical implications, but also provide valuable information to consumer-interest groups, banks and retailers, especially in terms of the money attitudes of Generation Y consumers in South Africa.
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Lefevre, Emelie, and Marcus Nilsson. "The responsible consumer – Consumer consciousness from idea to delivery : an exploratory study of consumers’ willingness to act socially responsible when purchasing fashion online." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20779.
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The purpose of this thesis is to investigate consumers’ willingness to act socially responsible in their online fashion purchasing behaviour. Three frameworks; Theory of Planned Behaviour (TPB), Socially Responsible Consumer Behaviour (SRCB) and Consumer Social Responsibility (CNSR), constitute a foundation and have been combined in a conceptual framework. The research approach used is a qualitative research approach, and the empirical data was gathered in two semi-structured focus-groups with five and six participants. The participants were recruited by a convivence sampling method, with purposive sampling characteristics. The findings indicate that factors that influenced consumers’ willingness to act socially responsible was price, convenience, and time. Moreover, the findings show that SRCB is seen as a process, and that consumers’ stage in the process influence their willingness to act socially responsible. Lastly, it is shown that the TPB and SRCB must be considered before consumers can act socially responsible. This since consumers who have positive attitudes towards responsible actions, are susceptible to information of social and environmental issues related to their behaviour. These consumers can create enough awareness to take social- and environmental responsibility for their actions. Responsible consumers also aim to influence other consumers to take a greater responsibility. The findings of this study have contributed to further understanding within the research area of responsible consumers. Since the conceptual framework consider consumer behaviour in combination with their areas of awareness and responsibilities, this study contributes to deeper understanding of why consumers act socially responsible or not.
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Hanel, Vanessa K., and University of Lethbridge Faculty of Management. "Socially conscious consumer behaviour : the role of ethical self-identity in the use of mental accounting / Vanessa K. Hanel." Thesis, Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2010, 2010. http://hdl.handle.net/10133/2598.
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Consumers are becoming more socially conscious in their purchasing behaviours (Freestone & McGoldrick, 2008), and for some it is becoming a more salient aspect of buying criteria (Memery et al., 2005). Individuals‟ conceptions of themselves can influence behaviour (Aquino et al., 2009). An on-line experiment demonstrated the importance of consumers' ethical self-identity (ESI) in the mental processing of socially conscious consumer decisions. Findings reveal not only how individuals process decisions, but how they react to external stimuli. This study categorizes consumers into three levels of ESI, and shows differences and similarities between them. Individuals who feel an ethical orientation is part of their core self-identity were more inclined to mentally consult upon their previous behaviours when considering their current choice. Additional findings indicate that an assimilation effect took place; priming the environment led to more environmental purchase intentions (Herr, 1989). This study provides important insight into socially conscious consumer behaviour.viii, 102 leaves ; 29 cm
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Smith, Andrew Peter. "Consumer's product choice behaviour : an application of chaos theory." Thesis, University of Stirling, 2000. http://hdl.handle.net/1893/1452.
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The primary aim of this thesis is to apply chaos theory to consumer behaviour research. Chaos theory is essentially a theory of time series. The specific focus is product choice consumption behaviour. The conceptual basis for the work is taken from a theory thus far developed entirely outwith the topic focus of consumer research and marketing. The concepts and methods developed by chaos theorists in the natural sciences and some social and behavioural sciences are synthesised with concepts and methods from consumer research. The objective is to both shed light on the consumption process and explore the potential of chaos theory in this field. Ultimately the work attempts to address the question of whether consumer behaviour can be 'chaotic' as described by chaos theory.In order to facilitate these objectives a diary study was conducted using sixty respondents. They were required to record their consumption of branded products for a period of three months. Five product categories were used with informants recording consumption of only one product type (twelve informants in each group). The product groups were as follows: soft drinks; savoury snacks; beer; chocolate snacks and packaged yoghurts and desserts. The data was coded and analysed by methods selected prior to data capture: weighted time series, spectral analysis and phase space analysis. One of the principal findings of the research was that distinctive forms of behaviour were identifiable within the data set as a whole from which a five-fold typology is proposed. However the complexity and individuality of the forms was marked despite this apparent typology. The spectral analysis shows little evidence of regular or periodic patterned behaviour; the series are essentially aperiodic. The phase space analysis reinforces and enhances the analysis of the weighted time series and suggests the series tend more towards chaos than ordered behaviour. The series obey certain 'rules' (i.e. they are 'randomised' but not random) consistent with the existence of determnistic chaos. Moreover they appear globally stable and locally unstable. These findings have a number of implications for various areas of consumer research (e.g. varety seeking, loyalty and other aspects of consumption) and successfully extend the application of chaos theory to another area of human behaviour research.
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Morapane, Mondiya Nametso. "Functionally illiterate consumers’ food purchase behaviour in Botswana." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/41246.
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Illiteracy continues to be a major problem in developing countries. Botswana as an emerging economy with consumers of different literacy levels has no escape for this problem. This study puts the spotlight on consumer illiteracy in Botswana focusing specificallyon purchasing behaviour of functionally illiterate consumers; the problems encountered in the market place and coping strategies used when purchasing food.
To elicit relevant information a quantitative research design and survey techniques using a structured questionnaire was used to gather information. Potential respondents were conveniently sampled in Gaborone and surrounding areas in Botswana (N=200) and women aged between 25 and 65 years formed the sample group. Data analysis involved descriptive statistics and inferential analysis.
From the discussion and the interpretation of the results of the sample of the survey it became clear that certain elements of retailers‟ marketing mix product, price, place, promotion and processes were the most important factors that influenced younger women‟s‟food purchases. Salespeople are apparently of lesser importance to influence consumers. The results indicated that functionally illiterate consumers mainly purchased food products from supermarkets and informal traders but also patronised other retail outlets occasionally. The study further revealed that consumers are vulnerable in the market place as they encountered problems during market place navigation, specifically in terms of too much information; difficulties in computing prices reduced by percentages; crowded places, and advertisements tempting them to buy. These problems seemed to negate the use of coping strategies.
The study has contributed to the limited literature on the food purchasing behaviour of functionally illiterate consumers. Retailers will gain insight on how to deal with functionally illiterate consumers in the market place and find ways of making the market place more consumer friendly.Dissertation (MConsumer Science)--University of Pretoria, 2012.
gm2014
Consumer Science
unrestricted
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Chak, Chi-kin. "Consumer behaviour with regard to the replacement of domestic cooking appliances in Hong Kong /." [Hong Kong] : University of Hong Kong, 1990. http://sunzi.lib.hku.hk/hkuto/record.jsp?B12923084.
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Koukouvinos, Dimitrios. "Psychosocial Factors Influencing Young Consumers' Clothing Disposal Behaviour in Greece." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16798.
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The following Master thesis deals with the problem of clothing disposal in Greece examining primarily the psychosocial factors that influence this behaviour. More specifically, the author sets a theoretical framework using the Triandis’ (1977) model of Interpersonal Behaviour and examines how the factors included in the model influence clothing disposition among young individuals in Greece as well as to what extend they do it. Furthermore, the author explores the clothing disposition behaviour of the above mentioned sample regarding an old t-shirt.The thesis consists of six chapters. In the first chapter, the author examines the problem of clothing disposal in terms of how it is formulated and what are the environmental effects deriving from it. Due to the fact that there is no information about clothing disposal in Greece, the problem is examined in relation to countries like the USA and the UK and then the findings are connected to Greece so the reader can understand the importance of the problem in the country.The second chapter sets the theoretical framework of the problem by examining the existing theories and studies in the fields of disposition and clothing disposition. Moreover, in this chapter there is a thorough analysis of Triandis’ (1977) Theory of Interpersonal Behaviour to guide the reader through the rest of the paper.In the third chapter, the research methodology is analysed in respect to the general design, the sampling technique used and the questionnaire development and distribution.After setting all the necessary elements, in chapter four the author analyses the results of the research with a statistical method based on SPSS. Findings of the three research questions are demonstrated in this chapter with a small discussion regarding them.Chapter five consists of the discussion around the findings of the research. Under this section the author discusses how and why the psychosocial factors, as presented in Triandis’ (1977) Theory of Interpersonal Behaviour, influence clothing disposal behaviour among young individuals in Greece as well as the actual disposal behaviour.Finally, in chapter six of this thesis a conclusion of the findings takes place with parallel suggestions about further research in this field and some proposals in relation to the problem.Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing
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Beltramo, Agnese. "Active consumers at the centre of the energy system : Towards modelling consumer behaviour in OSeMOSYS." Thesis, KTH, Energiteknik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-192553.
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This thesis focuses on assessing current technologies, policies, KPIs and modelling tools for enhancing the characterization of current energy demand coming from the residential sector in long term energy models. Today, thanks to the increasing spreading of smart grid and metering systems through the energy sector, new features are made available, allowing for more customized and optimal use of energy technologies, according to consumers’ behaviours and attitudes that affect energy demand. Through the assessment undertaken in this study, a more detailed representation of the residential demand has been made possible. In addition, it has been allowed also to identify potential benefits coming from a more flexible use of technologies and the consumer’s engagement in optimally monitoring and managing energy consumption. Finally, the OSeMOSYS modelling tool has been enhanced with a better characterisation of the demand side in its Reference Energy System. A solution for defining rates of flexibility for the demand side technologies analysed has been proposed. In addition, a theoretical framework for integrating consumers’ behaviours and attitudes in the system has been developed. This has been based on the modelling of virtual technologies representing costs and variations in energy demand associated with specific behavioural patterns, following the example provided by the Socio-MARKAL model.Denna Thesis fokuserar på att bedöma nuvarande teknik, politik, nyckeltal och modelleringsverktyg i syftet att förbättra hur den aktuella energiefterfrågan av bostadssektorn karakteriseras i långsiktiga energimodeller. Idag har spridningen av smarta nät och mätsystem inom energisektorn ökats. Dessa tillbringar nya funktioner som möjliggör en mer anpassad och optimal användning av energiteknik: de kan nu följa beteenden och attityder som påverkar konsumenternas efterfrågan på energi. Bedömningen som genomförts i denna studie möjliggör en mer detaljerad representation av bostäders efterfrågan. Dessutom kan vi nu upptäcka de potentiella fördelarna av att, å ena sidan, ha flexibla användningar av teknologier, och, å det andra, att ha engagerade konsumenter som övervakar det optimala styrning av deras energikonsumtion. Slutligen har det OSeMOSYS modelleringsverktyget stärkts genom en bättre beskrivning av Reference Energy Systems efterfrågesida. En lösning som definierar flexibilitetsnivåer på efterfrågesidan teknologier som analyserats har föreslagits. Dessutom har ett teoretiskt ramverk som integrerar konsumenternas beteenden och attityder in i systemet utvecklats. Med referens till den Socio MARKAL-modellen har detta baserats på modellering av virtuella teknologier som föreställer både kostnader av och variationer i efterfrågan på energi i samband med specifika beteendemönster.
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Linh, Nguyen Thuy, and Menuet Maite. "Consumers' switching behaviour in the new Swedish energy market." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9749.
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Istanbulluoğlu, Doğa. "An exploration of consumers' online complaining behaviour on Facebook." Thesis, University of Birmingham, 2014. http://etheses.bham.ac.uk//id/eprint/5036/.
Full textAbstract:
This study explores online consumer complaining behaviour (CCB) on Facebook. The main objectives are: (1) to understand how Facebook is being used as a medium for consumer complaining, and (2) to understand why consumers complain on Facebook. An interpretative research position and multi-method qualitative design was adopted. Netnography, a form of online ethnography, is employed as the research design. First, participant-observational methods examined posts and discussions on Facebook’s official company pages, user-created pages/groups and user profiles. Then, online in-depth interviews were conducted with 37 consumers who were identified through online observations. These interviews were conducted in three forms: text-based, video-based, and email interviewing. The findings shed light on the nature (i.e. customs and manners) of online complaining on Facebook, consumers’ interactions with other consumers and companies, the role of Facebook in the complaint process, consumers’ objectives for complaining on Facebook, and outcomes of these. A key contribution of this study is the development of two models: ‘Integrated Model of CCB’ which aims to explain the organisation of complaining actions by integrating existing CCB theories and ‘Model of online CCB on Facebook’ which describes the range of online complaining actions on Facebook. On the basis of the findings of this study, research implications and recommendations for the management are suggested.
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Alasaad, Roula. "Overall value assessment of luxury accessories brands : antecedents and consequences from the perspectives of Gulf Arab tourists." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/14236.
Full textAbstract:
Marketing research indicates a robust industry for luxury brands with ever-increasing consumer demand. However, studies indicate no correlation between the booming luxury industry and the value of luxury as perceived by the consumers. Against the backdrop of growth in this industry and its contributions towards the economy of a nation, it is imperative to understand why consumers buy luxury accessories brands from an academic and managerial perspective. It is equally important to understand the reasons as to why consumers hold certain brands dear and how their perception of luxury affects their buying decisions. Previous market research done in this regard highlighted the need for luxury brand managers to adopt a focused approach when selling luxury goods. Consumers should be able to perceive certain value in the luxury accessories brand that justifies its high cost, especially during periods of economic recession. To obtain a quantifiable and sustainable competitive advantage, it is prudent for the luxury industry to investigate and analyse the consumer value of their products. Therefore, it is crucial to study the types of value required and their impact on consumer behaviour. To bridge this gap, the present study proposes generating an in-depth explanation of how consumers’ luxury value dimensions determine their overall luxury brand value in an accessories context. Subsequently, these influence their repurchase intention through direct and indirect routes, by establishing and testing an integrated model of the determinants and consequences of luxury accessories value from the perspective of Gulf Arab tourist. To meet the requirements of this research, a mixed methodology was deployed. This combined all quantitative and qualitative data, in a sequential manner, to deduce the results. An explorative qualitative phase was used at the preliminary level of research. This required various focus groups to set out the scope of the model and devise topics for the questionnaire. This was followed by a quantitative research phase that compiled and evaluated all data generated from the self-administered questionnaires. Hypothesis testing was estimated using Structural Equation Modelling (Smart Partial Least Square (PLS) v.3) on 397 Gulf Arab tourists who have an experience in luxury accessories. The results confirm that Gulf Arab tourists consider emotional, social, self-identity, relational and financial value when developing their overall value of luxury accessories. Effectively, this shapes their repurchase intention only indirectly through brand trust and preferences. The uniqueness of this research is elicited from being the first to use the theory of consumption values to construct a model that uncovers overall value for luxury accessories brands and tests its influence on repurchase intentions. This model develops the narrow view of consumption-value theory in terms of the value components that affect only consumption choice decisions. The research model cultivates this view by integrating a set of value components as a basis on which to explain consumer preferences and purchase decisions for luxury accessory brands. Thus, the theory of consumption values may go beyond choice decisions to include behavioural outcomes. In addition, this study reiterates the experimental view of consumption, as proposed by Holbrook and his colleagues. The study states that cognitive and affective components work in collaboration to determine the overall value of luxury accessories brands. The research provides supplementary data to the assumptions of the traditional rationality models. Combined with such models, this research intends to enhance the prediction of the value of consumer luxury accessories. Methodologically, the existing empirical research relies on small student samples, used conventionally in similar studies. Consequently, a significant number of respondents lacked the necessary purchase experience, essential for this research. However, the present research contributes by using actual consumers of luxury accessories brands; thereby, enhancing the validity of the empirical findings. Another significant contribution of this research is the use of a mixed-methods approach to understanding consumer behaviour. This allowed the researcher to obtain a better understanding of the Consumer Value theory within the context of luxury accessories, branding and endorsements. The qualitative and quantitative aspects of such consumer values have never been explored before. Therefore, this research anticipates providing a benchmark for all future research under the same topic. Pragmatically, regarding emotional, social, self-identity, relational and financial dimensions, marketers will be able to base their selling strategies based on this model. Furthermore, it facilitates the improvement of purchase value for their luxury accessories and help them target consumers in different market segments. Consumers may differ with respect to their perceived values for luxury commodities, but prefer a prticular luxury brand to satisfy their emotional and cognitive needs. This model is also useful from a market position, while enhancing the overall Marketing efficiency for luxury accessories. Alternatively, luxury accessories brand managers will be required to build strong brand value and a continual relationship with their consumers to prevent them from searching for and investing in alternate brands and substitutes; thereby encouraging cross-shopping.
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Bbenkele, Edwin C. K. C. "Understanding consumer behaviour in the less developed countries : an empirical investigation of brand loyalty in Zambia." Thesis, University of Stirling, 1986. http://hdl.handle.net/1893/2151.
Full textAbstract:
The objectives of this study are to contribute to the understanding of consumer behaviour, and to investigate the existence of brand loyalty in the less developed countries. The study attempts to fill the gap in literature on consumer behaviour and consumer characteristics in the less developed countries. The significance of the study is that while the existing studies focus on Latin American markets, it investigates consumer behaviour in Africa: Zambia. A further contribution lies in its attempts to understand consumer behaviour in markets where there is a common notion that marketing is not important because the existence of shortages creates demand. This study regards such attitudes as myopic because marketing should be understood as more than a demand creating tool. It should be viewed as a discpline that can enable a manager to match organizational capabilities and resources to the needs of a society. Moreover, at the micro level, companies are in competition for the occupation of the largest segment in the consumers mind. The need for marketing during shortages is in conformity with Kotlers argument that: 'Marketing is as critical a strategic concept and an operating philosophy during shortages as it is during surpluses. The seller (Marketer) who abandons the marketing mode of thinking during shortages is playing Russian roulette with his market franchise. He is risking long-term marriage to a set of customers for the temporary charms of a seductress.' (Quoted in Nekvasil, 1975, p.57). Hence, studying brand loyalty and the factors related to it has particular relevance in the less developed countries. The results of a consumer survey conducted among 1289 respondents in Zambia reveals that women, who were mostly involved in the purchase of the products, were very aware of brands on the market, used informal (personal sources) of information, identified brands by name and as expected, the frequency of purchases were low and quantities bought quite large, reflecting the product shortage situation. The cross-tabulations and log-linear analysis further indicated that brand loyal consumers tended to be mostly men, educated, from middle and high income classes, store loyal, heavy users, not price sensitive, influenced by family and friends, who lived in urban areas where distribution is extensive and many brands available. However, some interbrand differences were evident. These results suggest a profile of brand loyal consumers, and this can be used to segment the market for frequently purchased products. More significantly, the possibility of market segmentation would indicate appropriate marketing and advertising strategies for companies selling these products in the less developed countries.
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Clarke, Peter, and n/a. "Parental Gift Giving Behaviour at Christmas: An Exploratory Study." Griffith University. School of Marketing and Management, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20040520.103119.
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Christmas is generally described as cultural, ritual and sociological phenomena of devotion, community and consumption. The topic of this dissertation concerns a specific stream of research within the general domain of consumer behaviour. The focal objective of this study is to develop a model and generate theory about parental gift giving behaviour at Christmas. My study is unique because it attempts to model parental gift giving at Christmas in a consumer behaviour context. Consumer behaviour theory suggests that parents seek information about possible gifts, set selection criteria for gift purchase, evaluate alternatives and buy the gifts for their children. Following this broad view of theory, parents respond to children's request behaviour, evaluate the suitability of any requests and purchase the approved or appropriate items as Christmas gifts. Children are encouraged to request any gifts that they desire, and these gift requests are often for specific brands. In general Christmas gifts are selected from children's products and brands and there is extensive debate and research relating to television advertising and children's request behaviour at Christmas. However, parents are not exposed to the same sources of advertising as their children and there is little evidence of research into the very important topics concerning motives, strategies, evaluations and the giving of brands that characterize parents' Christmas gift giving to their children. The significance of this dissertation resides in the development and presentation of a comprehensive model for the conceptualisation of parental gift giving at Christmas, based on antecedents to parents' social roles of gift giving and direct and indirect behavioural outcomes of those gift giving roles. Measures for each of these outcomes are developed and gender effects are also explored. The sample frame was described as a parent with at least one child between the ages of 3-8 years and a survey package was delivered to parents of children from participating schools and kindergartens. There were 2560 surveys distributed, with 450 individual responses representing a return rate of 17.6%. The 450 cases available for analysis were factor analysed and formed into composite and latent variables to facilitate statistical analysis via Partial Least Squares (PLS) regression, which is an appropriate procedure when the relationships are unknown or theoretical. The results of the research have two distinct streams. The first stream relates to the creation and validation of measurement constructs for the concept of Christmas spirit, parental gift giving, request communication, brand benefits and use of information sources, as well as involvement in giving gifts and involvement in giving brands as gifts. The second stream relates to the relationships between variables; the results support the relationships antecedent to the parents' social roles of gift giving. There is a significant relationship of Christmas spirit with involvement in giving gifts and with parental gift giving roles. A significant relationship also exists between involvement in giving gifts and parental gift giving roles. However, there is limited support for propositions related to outcomes of parental gift giving roles where there are significant relations between these roles and Christmas request communication, brand benefits and information sources. There is also a significant, indirect relationship between brand benefits and involvement in giving brands as gifts. As part of the second stream, gender differences were examined; the results show that mothers' Christmas spirit has no effect on their gift giving roles and gift giving roles have no significant effect on request communication and information source usage. On the other hand, the results show that the fathers' gift giving activities reflect the relationships outlined in the parental model. The study has academic implications for sociology and consumer behaviour disciplines and commercial implications for manufacturers, advertisers, brand owners and retailers. Further investigations will be necessary to incorporate other elements into the parental gift-giving model and to extend the theory toward a fuller understanding of the parental Christmas gift giving phenomena.
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Clarke, Peter. "Parental Gift Giving Behaviour at Christmas: An Exploratory Study." Thesis, Griffith University, 2004. http://hdl.handle.net/10072/367633.
Full textAbstract:
Christmas is generally described as cultural, ritual and sociological phenomena of devotion, community and consumption. The topic of this dissertation concerns a specific stream of research within the general domain of consumer behaviour. The focal objective of this study is to develop a model and generate theory about parental gift giving behaviour at Christmas. My study is unique because it attempts to model parental gift giving at Christmas in a consumer behaviour context. Consumer behaviour theory suggests that parents seek information about possible gifts, set selection criteria for gift purchase, evaluate alternatives and buy the gifts for their children. Following this broad view of theory, parents respond to children's request behaviour, evaluate the suitability of any requests and purchase the approved or appropriate items as Christmas gifts. Children are encouraged to request any gifts that they desire, and these gift requests are often for specific brands.
In general Christmas gifts are selected from children's products and brands and there is extensive debate and research relating to television advertising and children's request behaviour at Christmas. However, parents are not exposed to the same sources of advertising as their children and there is little evidence of research into the very important topics concerning motives, strategies, evaluations and the giving of brands that characterize parents' Christmas gift giving to their children.
The significance of this dissertation resides in the development and presentation of a comprehensive model for the conceptualisation of parental gift giving at Christmas, based on antecedents to parents' social roles of gift giving and direct and indirect behavioural outcomes of those gift giving roles. Measures for each of these outcomes are developed and gender effects are also explored.
The sample frame was described as a parent with at least one child between the ages of 3-8 years and a survey package was delivered to parents of children from participating schools and kindergartens. There were 2560 surveys distributed, with 450 individual responses representing a return rate of 17.6%. The 450 cases available for analysis were factor analysed and formed into composite and latent variables to facilitate statistical analysis via Partial Least Squares (PLS) regression, which is an appropriate procedure when the relationships are unknown or theoretical. The results of the research have two distinct streams. The first stream relates to the creation and validation of measurement constructs for the concept of Christmas spirit, parental gift giving, request communication, brand benefits and use of information sources, as well as involvement in giving gifts and involvement in giving brands as gifts. The second stream relates to the relationships between variables; the results support the relationships antecedent to the parents' social roles of gift giving. There is a significant relationship of Christmas spirit with involvement in giving gifts and with parental gift giving roles. A significant relationship also exists between involvement in giving gifts and parental gift giving roles. However, there is limited support for propositions related to outcomes of parental gift giving roles where there are significant relations between these roles and Christmas request communication, brand benefits and information sources. There is also a significant, indirect relationship between brand benefits and involvement in giving brands as gifts. As part of the second stream, gender differences were examined; the results show that mothers' Christmas spirit has no effect on their gift giving roles and gift giving roles have no significant effect on request communication and information source usage. On the other hand, the results show that the fathers' gift giving activities reflect the relationships outlined in the parental model. The study has academic implications for sociology and consumer behaviour disciplines and commercial implications for manufacturers, advertisers, brand owners and retailers. Further investigations will be necessary to incorporate other elements into the parental gift-giving model and to extend the theory toward a fuller understanding of the parental Christmas gift giving phenomena.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Marketing and Management
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HUBRECHTS, LAURENT, and Beyhan Koktürk. "Effects of visual merchandising on young consumers' impulse buying behaviour." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-18976.
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Steiner, Bodo Ernst. "In vino qualitas : an hedonic analysis of wine consumers behaviour." Thesis, University of Reading, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.323512.
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Yang, Yiqi. "Factors Affecting Downhill Skiing Participation of Canadian Consumers." Thesis, Université d'Ottawa / University of Ottawa, 2019. http://hdl.handle.net/10393/39764.
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According to Statistics Canada (2013), downhill skiing participation rates have declined from 14% in 1992 to 6% in 2010. Finding ways to counteract this decline by revitalizing interest in downhill skiing is necessary to avoid further negative effects on the economic sustainability of the ski industry in Canada. This study proposes a reliable and valid measuring instrument to identify current factors that affect ski participation among various segments of skier groups.
An online questionnaire is developed using extended Shank and Lyberger’s (2015) sports consumption model. It consists of five sections. Data were collected in the winter of 2019 from a convenience sample of 150 university students (targeting 30 participants for each: non-skiers, former-, low-, moderate-, and high-frequency skiers). Reliability was tested using a test(T1)-retest(T2) method among the same participants with a 14-day interval, calculating correlations.
Of the initial 64 items, only 29 showed sufficient reliability. Generally speaking, the internal and external factors showed higher correlations, while the situational factors showed very low correlations and all 15 situational items had to be dropped. The results revealed that internal constraints influence former and low-frequency skiers more than higher-frequency skiers and that all current skiers, particularly in the high-frequency group, were strongly driven by internal facilitators such as positive perceptions. Family and financial constraint as an external, facilitating factor appear to be equally important among all groups of ski participants. Culture, another external factor, acts as a constraint on non-skiers, former skiers and low-frequency skiers, but has significantly less effect on high-frequency skiers. Former skiers are most affected by financial constraints, although this factor is also a constraint for other groups, if to a lesser extent.
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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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Ndi, Rene Xavier Owona. "Variables influencing customers' buying behaviour in the South African clothing retail industry." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/3029.
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It is important for business managers to understand customers’ buying behaviours, as customers are the cornerstone of the business’ marketing strategy and the main providers of businesses’ profits. Previous research have identified numerous factors that influence customers’ buying behaviour, factors such as prices, promotions, brand image, brand reputation, customer experience and socio-cultural aspects. Despite the attention given to variables influencing buying behaviour, there was still a gap to be filled in this field of study in the clothing retail industry, especially in the South African clothing retail industry. Thus, the primary objective of this study was to investigate how the understanding of customers’ brand perceptions, customer experience and social considerations can be used by clothing retailers to initiate a purchase. A literature overview was conducted on the global retail industry, the global clothing retail, as well as on the South African retail and, more specifically, the South African clothing retail. In addition, a literature overview on variables influencing buying behaviour was provided, with a special accent on the selected variables for this study, namely brand perceptions, customer experience and social considerations. From the literature overview conducted on variables, seven independent variables were selected to be investigated with the dependent variable, buying behaviour. The independent variables, namely brand perceptions (as measured by brand quality, brand reputation and brand image), customer experience (as measured by store physical environment and staff service), and lastly social considerations (as measured by reference groups and culture/subculture) and the dependent variable (buying behaviour) were then presented in a hypothesised model. An empirical investigation was undertaken to establish the influence of the independent variables on the dependent variable. The measuring instrument used for the investigation was a self-administered questionnaire using seven-point Likert type of scale. The items were constructed based on previous research instruments found in secondary literature sources. The non-probability convenience sampling was implemented in this study to identify respondents. 207 usable questionnaires were collected and were examined through statistical analyses. The validity and the reliability of the measuring instruments were confirmed by exploratory factor analysis (EFA) and the calculation of Cronbach’s alpha coefficients. Descriptive statistics were undertaken to summarise respondents’ demographic information, while Pearson’s Product Moment Correlations were calculated to determine the correlations among variables. Furthermore, the relationships between the variables were assessed through multiple regression analysis, while a t-test and ANOVA tests were conducted to determine the influence of demographic variables on independent variables that showed significant positive relationships with the dependent variable. In addition, post-hoc Scheffe tests were undertaken to elaborate on the significant differences resulting from the t-test and ANOVA tests. Significant positive relationships were found between Brand Image/Reputation and Buying Behaviour, between Store Physical Environment and Buying Behaviour and between Cultural Clothing and Buying Behaviour. The empirical results also showed that there was a significant relationship between Age and Cultural Clothing. In the same way, there was a significant relationship between Population Group and the variables Brand Image/Reputation and Cultural Clothing. This study has contributed to the body of literature on buying behaviour, especially in the field of clothing retail, by extending the factors to consider when aiming at improving buying behaviour. In addition, the development of the hypothesised model significantly contributed towards having a better understanding of customers’ perceptions of the selected variables, and ultimately how these variables could trigger their purchase decisions. As a result, this study enumerated some recommendations and suggestions that should enable retailers to create a positive image and reputation in customers’ minds, assist retailers in arranging the stores in a more attractive way for customers and reach more culture-conscious customers.
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Wagner, Sigmund A. "Environmentally-oriented consumer behaviour : a cognitive study with implications for communications management." Thesis, University of Oxford, 1996. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.319031.
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Greensill, Gareth. "Understanding international consumers' behaviour towards disintermediation in the luxury hotel market." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/59835.
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Disintermediation presents an enormous opportunity for suppliers looking to increase profit margins and reduce their reliance on third parties. Situated in the context of the luxury hospitality industry of South Africa, this study aimed to determine if the psychological constructs of information risk, loss aversion, destination naivet? and transaction cost influence consumer choice of purchase channel.
A quantitative methodology was applied to the study allowing for correlation analysis to assess the strength of the relationships between the psychological constructs and purchase channels. The findings suggest that the psychological constructs of loss aversion and to a lesser extent destination naivet? have an influence on purchase channel choice whilst contrary to current literature the construct of transaction cost has no influence on high-involvement non-frequently purchased experiential products such as luxury travel. Consumer's age was also shown to influence information sources utilised in the purchase process.
The study contributes to both literature and practice in terms of the new context of South Africa, the potential marketing strategies to increase direct bookings and improved organisational understanding of the scale of disintermediation amongst the affluent consumer segment.Mini Dissertation (MBA)--University of Pretoria, 2017.
nk2017
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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Thunstedt, Erika, and Ina Obernosterer. "Designing for the Circular Consumer : A design tool for clothing companies to engage consumers in the circular textiles economy." Thesis, Mälardalens högskola, Akademin för innovation, design och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-55339.
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The current prevailing take-make-waste economy has caused the global climate crisis, operating outside the Planetary Boundaries of our planet (Rockström et al., 2009), disrupting nature's balance and affecting all life on earth (WWF and Global Footprint Network, 2019). Both the European Commission and the European Environmental Agency (EEA) sees the transition to a circular economy (CE) within the product category: textiles, apparel and fabrics as a priority to address the climate impact of the textile and clothing industry (Manshoven et al., 2019). Even though there is much research done on how design and products can help companies transition to a CE, there is still an unexplored dimension of the role that consumers play in this transition. Thus, this master thesis aims to fill this research gap by exploring consumer behaviour in different consumption phases as well as the role of consumers in the circular textiles economy and investigate how sustainable clothing companies can design to engage consumers in a circular behaviour and role. By doing so, it is hoped to contribute to a better understanding of the dimension of the consumer in the circular textiles economy and to identify ways to fulfill the CE principle - keep products and materials in use. The study was conducted through a novel implementation of Research through Design in combination with Interactive Research by using the Design Thinking framework as a research process. The research was executed in close collaboration with the Swedish outdoor clothing company Houdini Sportswear. The results show that a number of Circular Consumer Behaviours are desired to be acted out in four identified phases of a Circular Clothing Consumption Process: Lifestyle Creation, Product Acquisition, Product Use and Product Dispossession. Furthermore, it was found that the role of the Circular Consumer is very complex and consists of various sub-roles on four layers: Functional, Emotional, Life Changing and Social Impact. On the basis of this knowledge, the theoretical concept of Design for Circular Consumers was developed. On the basis of this theory, the Design for Circular Consumers Tool was created as the key contribution of this thesis. This tool facilitates the design of experiences that engage consumers in the circular textiles system and subsequently support clothing companies in their transition to circular business models as a way to address the climate impact of the textiles industry.
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Van, Staden Johanna Johanna. "The use of clothing labels by female black low-literate consumers / J. van Staden." Thesis, North-West University, 2012. http://hdl.handle.net/10394/9859.
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Low-literate consumers display distinctive behaviour in the marketplace, and in the first phase of a mixed method study, the aim was to explore the challenges and coping strategies of low-literate clothing consumers. Due to fairly high levels of low-literacy in South Africa and limited research, this research was undertaken to better understand the behaviour of low-literate clothing consumers in the marketplace. Semi-structured interviews were used to gather data, and through inductive, interpretative data analysis three broad themes were identified, namely personal (cognitive, social, financial and affective), product (types and format of product information, evaluative criteria) and store-related (store assistants’ behaviour, store selection and in-store information) challenges and associated coping strategies. The results of this study can be used to advise marketers regarding the needs of these consumers, and were also used to develop a quantitative measuring instrument to investigate low-literate consumers’ use of clothing labels in the retail setting.
In the second quantitative phase of the study, the use of clothing label information amidst low-literate respondents’ personal- (reading and numeracy skills, concrete and pictographic thinking) and product-related challenges (the format of labels, care-label knowledge and evaluating clothing products’ quality) were investigated. The study sample consisted of 450 black female consumers with literacy levels between Grades 5 and 8, residing in the Emfuleni Local Municipality area, in the southern part of Gauteng, South Africa. Interviewer administered questionnaires were filled out, and it was examined for validity and reliability. Data analysis included descriptive statistics and correlations were drawn between reliable factors, and practical significant correlations were reported. ANOVA’s indicated statistically significant differences with mostly medium effect sizes between the occupation of respondents and selected factors. Respondents indicated that they do read and understand clothing labels, but results revealed that they did experience problems when using information on labels. Their numeracy skills were average, and abstract thinking related to numeracy, were fair. Pictographic thinking was evident in their preference for symbolic and graphic presentation of size format, but not when they were presented altered store logos. Care label knowledge was poor, and clothing products were evaluated concretely. Some of the respondents, especially the older respondents were inclined to follow the peripheral route of elaboration when reading clothing label information.Thesis (PhD (Consumer Sciences))--North-West University, Potchefstroom Campus, 2013.
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Gradassi, Florent, and Justine Viennot. "The country of origin effect on the consumer behaviour : The impact of the "Made in France" on the Swedish consumer behaviour." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25469.
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Tam, Pit-shing, and 譚必成. "Tourist buying behaviour in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1986. http://hub.hku.hk/bib/B31263628.
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Alver, Melis, and Haris Kurtisi. "Online consumer behaviour during a pandemic: : A study on the effects of Covid-19 on online consumers in Sweden." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53207.
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From an online consumers' point of view, explore the online shopping behavioural changes in Sweden that could be caused by covid-19 and investigate through Theory of Planned Behaviour if the changes would affect consumers' online shopping intention in Sweden after the pandemic.
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Shauza, Babalwa Millennium. "Exlporing deviant consumer behaviour in grocery retailers in the Nelson Mandela Bay municipality." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/8747.
Full textAbstract:
Grocery retailers are faced with many challenges. Among them are competition, employee theft and deviant consumer behaviour (DCB). Deviant consumer behaviour violates generally accepted norms of consumer behaviour in retail settings. There has been a lot of research conducted on DCB and different terms and phases have been used to describe the behaviour, ie “dysfunctional customer behaviour”, (Daunt and Harris, 2012), “aberrant consumer behaviour” (Fullerton and Punj, 1993) and “consumer misbehaviour” (Fullerton and Punj, 1997). However, the research conducted on how the behaviour affects retailers, particularly grocery retailers has been limited. The primary objective of this study was to examine how DCB affects grocery retailers in Nelson Mandela Bay Municipality. More specifically, the relationship between DCB (dependent variable) and independent variables - impact on profits (RPROF), impact on inventory (INV), impact on grocer security (SECU), impact on employees (EMPL), impact on customers (CUST) and measures to minimize or stop DCB (STOP) was established. Questionnaires were used as a measuring instrument. Out of the 100 questionnaires distributed, 70 were usable. The empirical results showed that there is a significant relationship between DCB and the independent variables. Recommendations on how best the stores can deal with DCB were made and measures to minimize or stop DCB were presented. Recommendations for future studies were also presented.
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Huang, Chih-Hsuan. "Three-phase model of consumers' behaviours : a synthesis of the theory of planned behaviour, self-determination theory and planning." Thesis, Queensland University of Technology, 2013. https://eprints.qut.edu.au/63483/1/Chih-Hsuan_Huang_Thesis.pdf.
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Using a longitudinal study, an overall behavioural model with three related phases (cognitive, motivational and volitional phase) across three studies was examined to identify the factors that most prominently drive consumer environmental behaviour. This thesis provides empirical evidence to support the behavioural model in an environmental consumption context and shows a new avenue for promoting consumer environmental behaviour.
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Adams, Sheree-Ann W. "Role of corporate social / environmental responsibility in cruise consumers' behaviour decision making." Thesis, Leeds Beckett University, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.683936.
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Pozzar, Enrica <1996>. "“Social media marketing on Instagram: factors affecting consumers’ behaviour to Instagram ads”." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/18984.
Full textAbstract:
Social media have become essential in our everyday life and, concurrently, they have become essential in running a business activity. The integration of social media in marketing has radically changed how enterprises communicate with their customers and vice versa. Indeed, traditional one-way communication from the firm to customers, has turned to be a mutual relationship, where firms' decision-making process is contingent on consumers’ needs and actions. Among all social media, Instagram, thanks to its visual nature, growing trends, advertising options and high engagement rate, holds massive opportunities for businesses. Advertising on Instagram has seen rapid growth over the past few years, fostering its transition from a visual-based photo sharing app to a channel for e-commerce marketing. Sponsored contents on Instagram help companies to reach out their target audience, increase their awareness and showcase their products in an easier and cost-effective way. In order to create compelling and attractive contents, however, businesses have to know what are the driving factors that lead consumers to engage with brand-generated sponsored contents. Following a review of the antecedents factors influencing consumer engagement towards social media advertising, the objective of this work is to investigate consumers' attitude towards Instagram ads and their intention to click, like, follow and purchase an advertised product. The present study further aims to study how marketers can design social media advertising to successfully attract customers. Through a within-subjects experimental design, this paper pursue to test the effectiveness of different dichotomous advertising elements on the Instagram Stories for a fictitious brand that manufactures sustainable denim products. The roles of emotional appeal, informativeness, human presence, positive arousal and promotional incentive are taken into consideration.
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Triki, Abdelfattah. "Role orientations and family purchasing behaviour : modelling the relationships for time saving and effort-sparing durables." Thesis, Northumbria University, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.367421.
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Du, Toit Ben-Johann. "The effects of eco-labelling on consumer behaviour in the non-foods fast-moving consumer goods category : a study of South African consumers." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/85161.
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Thesis (MBA)--Stellenbosch University, 2011.A global increase in environmental awareness and concern about issues such as climate change, resource depletion and higher levels of pollution are having a greater influence on the purchasing decisions and product selection of consumers. In a response to this trend and growing demand for eco-friendly products, manufacturers introduced goods suggested to have a less harmful impact on the environment. A growing number of environmental logos and unsupported claims caused consumer scepticism and created a need for certified environmental logos, which led to the introduction of eco-labels. To date, South Africa does not have a certified eco-label in the fast-moving consumer goods (FMCG) non-food category. The application of eco-labels on products would allow South African consumers to identify eco-friendly options and incentivise producers to develop goods that are less harmful to the environment. In order to establish the requirements for a successful eco-labelling scheme, a literature review was conducted. Based on the findings, a consumer survey was carried out to determine whether there is a demand for eco-labelled goods in South Africa and whether an eco-labelling project will have a significant effect on consumer behaviour in the FMCG non-food category. Statistical analysis of the data revealed that consumers are concerned about the environment and that they will support eco-friendly goods, if the quality and performance are as good as regular products. The survey, however, revealed that consumers are of the opinion that eco-friendly products are not as effective as regular products. The analysis also found that consumers are price sensitive and not willing to pay a large premium for eco-friendly attributes. These are the two main obstacles hindering South African consumers to move to more sustainable consumption patterns. In the survey, consumers also indicated a need for an independent third party to verify environmental claims, manage eco-labels and audit producers to ensure that eco-friendly goods meet acceptable sustainability and quality standards.
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Burenius, Johanna, and Louise Lien. "Becoming Vegan : Consumers’ perceived barriers when transitioning to a vegan diet." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-447552.
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This qualitative study aims to identify challenges experienced amongst consumers in Stockholm when transitioning to a vegan diet. Five consumers between the ages of 24-27 have during a period of one month assumed the task of transitioning to a vegan diet. The results were analyzed through the lens of The Multidisciplinary Model of the main factors affecting consumer behaviour in the food domain and as well as the Cognitive dissonance theory to enable a deeper analysis. The study shows that information, supply and psychological influences are three main areas in which barriers are present. Lack of marketing in store and online, lack of clear labeling on products and lack of supply in both stores and restaurants were the most apparent challenges experienced amongst consumers which can be barriers when transitioning to a vegan diet. Furthermore, psychological influences that were perceived as barriers by the consumers was the presence of dissonance and the feeling of lack of support and inspiration.
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Moon, Nike, and Eszter Bordi. "Sustainable apparel consumption: the attitude-behavior gap among Swedish consumers : An exploratory study on Millennials and Generation X consumers´ purchasing habits." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44272.
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This thesis aims to investigate sustainable apparel purchasing habits from customers’ perspective with an emphasis on attitude-behaviour towards the phenomenon. Furthermore, the possible attitude-behaviour gaps are detected throughout the research, illustrating dissimilarities in sustainable apparel consumption and discrepancies between actual purchasing action and consumer attitude. The study analyses Swedish consumption patterns, within Millennials and Generation X consumers by using a qualitative research strategy, where participants have the ability to express their perceptions on the concept and evaluate on their post-purchases. Two chosen models are used as fundamental pillars in understanding essential purchasing actions. The findings contribute to the models while also develop theories based on them.
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Variawa, Ebrahim. "Buying behaviour and decision-making criteria of Base of the Pyramid consumers : the influence of packaging on fast moving consumer goods customers’ brand experience." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/26572.
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Marketers increasingly face challenges in trying to understand the decision-making processes and behaviours of those consumers located at the Bottom of the Pyramid (BOP). It has been proven that 73% of fast-moving consumer goods (FMCG) purchases are made at the point-of sale, and product packaging has been found to play a strategic role in seven of the ten in-store purchase decision criteria. Packaging is, therefore, an important basis through which companies can differentiate products from the plethora of competing brands. On average, big retailers carry 50 000 items and the typical shopper passes 300 items per minute. The packaging must, therefore, perform many of the sales tasks, making an overall favourable brand impression and experience. The research has attempted to understand the constructs of packaging and brand experience as purchasing decision criteria for FMCG products. The researcher administered 250 surveys with low-income consumers in the Star Hyper supermarket in the mining town of Carltonville. The findings demonstrated how low-income consumers have an appreciation of all product packaging as they often re-use it once the product is consumed. Furthermore, lower income consumers enjoy a greater brand experience with 'premium' product brands when compared to their brand experience levels with what they perceive to be 'cheaper' brand products. Even though a statistical weak relationship between product packaging and brand experience was found, the qualitative findings support the notion of a strong relationship as lower income consumers gain more value/greater brand experience not just out of consuming 'premium' brand products, but also from the use of the packaging for other needs afterwards. CopyrightDissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted
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Law, Colleen Ashleigh. "Psychological well-being and uniqueness seeking behaviour / Colleen Ashleigh La." Thesis, North-West University, 2005. http://hdl.handle.net/10394/836.
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The purpose of this study was to investigate the relationship between psychological wellbeing
and uniqueness seeking behaviour. Early research in psychology has primarily followed a
pathogenic approach, focusing on the way in which stressful life events predispose an individual to
negative health outcomes. More recently a number of theorists and researchers have adopted a
salutogenic approach, which refers to the origins of physical and mental health and explores the
factors that assist individuals to maintain psychological and physical well-being in the face of
stressful situations (Antonovsky. 1979 & 1987; Pallant & Lae, 2002). Uniqueness seeking is a
relatively new construct that seems to be part of the repertoire of strengths an individual uses to
improve psychological well-being. Theorists postulate that moderate needs for uniqueness are
experienced more positively than extremely high or extremely low needs for uniqueness. (Lynn &
Snyder, 2002 and Snyder & Fromkin, 1980).
The study aims to determine the difference in psychological well-being in individuals with
varying needs for uniqueness; to explore the perceptions and subjective experience of uniqueness
seeking; and to explore the role uniqueness seeking plays in consumer behaviour. The
psychometric properties of two scales measuring uniqueness will also be investigated, as they have
not previously been used in a South African sample. To achieve these aims an availability sample
of 187 students completed self-report measures of psychological well-being and uniqueness seeking
behaviour namely, the Orientation to Life Scale (Antonovsky. 1987), the Self Attributed Need for
Uniqueness Scale (Lynn and Harris, 1997b) and the Desire for Unique Consumer Products Scale
(Lynn and Harris, 1997a). Sixteen of these students participated in focus groups in order to explore
the participants' subjective experience of being unique. A further 13 participants took part in focus
groups in order to explore the role uniqueness seeking plays in consumer behaviour.
The measures were found to be reliable in this particular group and the means and standard
deviations calculated were comparable with those mentioned in literature. No direct relationship
between psychological well-being and uniqueness seeking was found, nor was it found that
differences in psychological well-being exist between individuals with a moderate sense of
uniqueness and individuals with a high or low sense of uniqueness. Individuals perceive
uniqueness to be a quality that emerges naturally through the expression of the self and that actively
seeking to be unique or not is rather due to a poor self-image. It was further found that individuals
would go to some length to protect their sense of uniqueness, that most individuals preferred a sense
of moderate uniqueness to either extremely high or extremely low sense of uniqueness, and that
most individuals are satisfied with their level of uniqueness. Individuals described feeling happy
and more confident when they perceived themselves to be unique. These individuals believe that
the stage of life they are in and significant others play a role in determining the way in which
uniqueness will have meaningful expression for them. Uniqueness seeking does not play as big a
role in consumer behaviour as was expected, however, it does influence the consumption of
consumer goods to a certain extent.
It is therefore concluded that uniqueness seeking influences psychological well-being
indirectly by the relationship it has with self-image. self-identity, self-confidence, group
identifications, and subjective happiness. These findings have implications for future research in
that the need for a valid and reliable instrument measuring uniqueness for use in South African
samples is highlighted. The findings further clarify the uniqueness seeking construct thus
contributing to the literary database of constructs that play a role in psychological well-being.Thesis (M.A. (Psychology))--North-West University, Potchefstroom Campus, 2006.
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Jahnstedt, Johanna, and Ellinor Widén. "Fair or Fake? : Consumers’ Attitudes Towards Sustainability Information in the Footwear Industry." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12714.
Full textAbstract:
This study focuses on sustainability information and consumers’ attitude and perception of sustainability information in the footwear industry. Sustainability has become increasingly important in the fashion industry; thus, the footwear industry has not reached the same level of interest and attention. In addition, companies do not know how to communicate sustainability and sustainability information and therefore, green marketing has evolved as an opportunity for companies to communicate sustainability. However, the downside of green marketing is that it can be perceived as untrustworthy and mistaken for greenwashing. Therefore, the purpose of this paper is to understand consumers’ attitude and perception of sustainability and sustainability information in the footwear industry. To reach a suitable customer segment, a collaboration with Vagabond Shoemakers was initiated. This enabled the data collection to be held in the Vagabond Store in Gothenburg via a selfcompletion questionnaire. The data was analysed quantitatively via regression analysis in IBM SPSS Statistics. The regression analysis shows several significant correlations between dependent and independent variables such as the consumers’ attitude towards sustainability in general and their attitude towards sustainability information in the footwear industry. The result proves that the consumers are interested in receiving sustainability information when purchasing footwear. However, the consumers do not believe they receive enough sustainability information in either brick-and-mortar retail stores or online. Despite that the consumers of this study tend to believe that sustainability information in general is trustworthy, they do not believe that sustainability information in the footwear industry is trustworthy. This is unfortunate as the consumers of this study show interest in and value sustainability information and believe it is an important aspect when purchasing footwear. The result of this study contributes to anunderstanding of consumers’ perception and attitude towards sustainability information in thefootwear industry. This can be a foundation for developing green marketing strategies that companies can utilise so as to educate and inform consumers about sustainability and sustainable development. By utilising green marketing as a communication tool, companies have the possibility to affect consumers’ attitude, intention and behaviour towards sustainable consumption.
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Moraes, Marcela. "Entertainment celebrity human brands: the complex role of celebrities' attributes and consumer-celebrity relationships upon consumers' aspirations and buying behaviour." Thesis, Moraes, Marcela (2016) Entertainment celebrity human brands: the complex role of celebrities' attributes and consumer-celebrity relationships upon consumers' aspirations and buying behaviour. PhD thesis, Murdoch University, 2016. https://researchrepository.murdoch.edu.au/id/eprint/34871/.
Full textAbstract:
Societies have always had a need for heroes to define new heights of achievements, new thresholds of ability, endurance, and aspirations. It seems that celebrities have fulfilled modern societies’ need for heroes and role modelling guidance. As a result, celebrities have gained a prominent role in marketing communication strategies.
Celebrities are ‘manufactured’ products of the media industry. They are strategically selected, developed and managed human brands who transmit important cultural meanings. Nonetheless, most of the marketing literature neglects the important cultural and symbolic meanings of celebrities. The issue of why and how consumers establish complex relationships with certain types of celebrities via impersonal exposures through mass media tools is under-researched.
The socially influential meanings that celebrities disseminate have profound consequences on consumers’ identities and buying behaviour. The hypothesised celebrity influence on consumers’ decisions is an area of study which still presents numerous research gaps and offers possible benefits for marketing applications. Hence, this thesis goes beyond the existing celebrity endorsement perspectives and explores the complex relationships that consumers establish with celebrities, and the impacts these relationships have upon consumers’ aspirations and buying preferences. This research explores why certain celebrities’ attributes relate to consumers’ aspirations and buying preferences, which can have substantial implications upon consumers’ choices and, therefore, marketing communication strategies.
This thesis uses a mixed methods approach. It starts with extensive qualitative research, which consists of an exploratory stage (observations and short interviews with people who work in Los Angeles), in-depth interviews with casting agents (based in Perth and Los Angeles); and, finally, in-depth interviews and focus groups with university students. The qualitative research assisted with the refinement of the quantitative instrument and development of the research model and hypotheses. The main research objectives are as follows:
1. Identify the main personality characteristics of influential celebrities’ brands
2. Explore and identify the complex relationships consumers’ develop with admired celebrities.
3. Explore how consumers-celebrities relationships lead to consumers’ celebrity-like aspirations and celebrity behavioural emulation.
4. Understand possible multi-group differences that influence consumers-celebrities relationships (according to gender, age and celebrity type).
The quantitative research consists of a representative sample of students from four Western Australian universities (N=611). WarpPLS (Partial Least Squares – Structural Equation Modelling Software) was used to test the model and research hypotheses. The findings suggest that entertainment celebrities and consumer-celebrity relationships influence distinct areas of consumers’ aspirations, opinions, and behaviours. The PLS-SEM model indicates that different types of celebrities’ attributes have different effects upon consumers’ identities/aspirations and buying preferences. The PLS-MGA (partial least squares multi-group analysis) tested for significant multi-group differences based on consumers’ age groups, consumer-celebrity gender, and celebrities from different fields of expertise (cinema, television, and music). The outcomes of this research provide robust empirical evidence of the important relationships between celebrity influences on consumers’ opinions and purchase intentions. The research findings provide useful suggestions for marketing, researchers, academics and practitioners. The managerial implications are especially relevant for marketing communications strategists.
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Iranyongeye, Augustine, and Laura-Maria Toivanen. "Consumers’ choice of grocery store in Umeå : A quantitative study on how healthy food and nudging can affect consumers’ choice of grocery store." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172794.
Full textAbstract:
Nowadays, consumers are being exposed to a large selection of food alternatives with an aim of helping with health matters. For that reason, the consumption of healthy food has been increasing among people, but at the same time, the consumption of unhealthy food has expanded. Due to the advanced technology, there is more information available about health, which makes the consumers’ knowledge about diseases caused by their way of living to grow. Simultaneously, there has been studies proving that consumers’ choices do not often resemble their attitudes. Since consuming healthy food is more popular nowadays, this study had the aim of examining if consumers will choose a grocery store based on different attributes. The study is based on several theories that are the starting point for the study’s research questions which are; Does the selection of healthy food affect consumers’ choice of a grocery store? Does nudging of healthy food affect consumers’ choice of a grocery store? The theories that are used in this study are nudge theory, libertarian paternalism theory, behavioral economics, theory of reasoned action, theory of planned behavior, social marketing theory, choice architecture, cognitive architecture and status quo. The data was collected through a questionnaire, where different questions had the aim to measure what affects consumers when choosing a grocery store. In total, the study gathered a sample of 136 responses whereas 8 of them were removed from the study as outliers. The outcome of this study is based on two independent variables; healthy food and nudging and one dependent variable; choice of grocery store. These variables are composite variables created from a range of other variables. The composite variable healthy food is created from variables checklist, avoidance of unhealthy/unnecessary food, people’s affection, healthy thinking, food habits, attitude of healthy eating, past purchasing behavior, intention and behavior, same groceries and new groceries. The composite variable nudging is created from variables product placement, memory, product placement affection on consumers’ purchasing behavior and visible healthy food. The dependent variable choice of grocery stores was created from the variables; number of healthy food alternatives, price of healthy food, marketing of healthy food and place of grocery store. This study was analyzed in the data program STATA where a multiple linear regression was used to test the hypotheses. According to the result from the regression analysis, there is a significant level between healthy food and consumers' choice of grocery stores. In addition to that, the study shows that there is a significant level between nudging and consumers' choice of grocery stores. Thus, the null hypothesis of this study was rejected.
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Hussain, Salim Karim. "Consumers saving behaviour : an empirical investigation of consumers attitudes towards commercial banking services with special reference to savings accounts in Iraq." Thesis, University of Sheffield, 1993. http://etheses.whiterose.ac.uk/1897/.
Full textAbstract:
This thesis is the result of a study of consumers' saving behaviour in Iraq. It is an empirical investigation of consumers' attitudes towards commercial banking services with special reference to savings accounts in Iraq. A number of research objectives and related hypotheses were stated to be achieved through carrying out this investigation. The main focus of the research objectives was to develop a theoretical model and an empirical method of investigating consumers' saving behaviour (decisions) in Iraq. This investigation was carried out in order to achieve the following benefits: (a) providing better understanding of consumers' banking behaviour in Iraq, as one of the less-advanced countries, where little attention has previously been paid to consumers and their needs, wants and satisfaction; (b) contributing to the literature of bank marketing in the Third World which is very limited; (c) establishing the extent to which models of consumer behaviour are applicable in investigating consumers' banking behaviour in a less-advanced country such as Iraq; (d) providing better understanding of consumers' saving decisions in Iraq, which may help banks to gain more savers and enhance the process of mobilisation of finance, and that will have positive effect on the national economy; (e) relating consumers' saving decisions to their attitudes, socio-economic, demographic and some psychographic financial characteristics; and (f) the findings of the research may encourage banks to provide better services for consumers in Iraq by providing banks with some insights about Iraqi consumers in terms of their wants, needs, desires and opinions. The theoretical part of the research was devoted to covering the following: (a) a background review of the status of the Iraqi banking system; (b) a review of the literature related to the problem under investigation; (c) a discussion of the theories of consumer behaviour in general and consumer banking behaviour in particular; and (d) a presentation of the research methodologies of research design, data collection, sampling and the statistical methods of data analysis. The empirical part of the research was designed according to the Faceted Design which helps in defining and selecting the most important and relevant variables to the research problem. Also, the faceted design was of a great help in preparing the research questionnaire for this investigation which was used for the purpose of primary data collection from respondents. Data was gathered in Iraq by questionnaires distributed to 800 respondents. Two methods of probability random sampling, area and systematic sampling, were used for the purpose of selecting a representative sample of the population. The collected primary data consisted of attitudinal and categorical variables. In other words, the data was multivariate in type and of ordinal and nominal scales. The variables were dependent and independent in nature. Therefore, three statistical methods of data analysis were used to analyse the primary data. Factor Analysis and Two-Group Discriminant Analysis were used to analyse the attitudinal data and achieve the relevant research objectives, while Multiple Classification Analysis was used to analyse the categorical data and achieve the relevant objectives. In addition, the Kolmogorov-Sairnov Goodness-of-Fit test, the F-test and the T-test were used as statistical tests for the purpose of testing the research hypotheses. With regard to consumers' saving behaviour (decisions) in Iraq, the findings of the empirical part of the investigation revealed, in brief, the following: The results of Factor Analysis indicate that there are thirteen attitudinal factors which are perceived by SAVERS in Iraq as of significant importance in influencing their decisions to open savings accounts. These thirteen factors summarise the 60 attitudinal variables related to SAVERS' attitudes towards savings accounts. The results of Two-Group Discriminant Analysis and T-test confirm that there are dissimilarities between the Iraqi consumers' attitudes towards the idea of saving and having savings accounts, if compared according to their: (1) Saving decisions; (2) Saving habits; (3) Age group; (4) Family size; (5) Income; and (6) Educational level. The results of the Multiple Classification Analysis suggest that consumers' socio-economic and demographic characteristics have an influence on Iraqi consumers' saving decisions (hold / not hold a bank savings account). In other words, the results of the analysis confirm that the seven consumers' socio-economic and demographic characteristics used in this investigation, taken together, have significant influence on their saving decisions. However, when the relationship between each of the seven consumers' socio-economic and demographic characteristics and consumers' saving decisions are examined separately, the findings confirm that each of them, except sex of respondents, has a significant influence on consumers' saving decisions in Iraq. Thus, the findings confirm that sex of respondent in Iraq had no significant influence on his I her saving decision, while, marital status, age, family size, income, educational level and occupation of respondents were of significant importance in influencing consumers' saving decisions. The main reason for this finding can be attributed to the fact that in the Iraqi society women have a less prominent role in general, and have less financial independence in particular. Finally, the main contributions of the present study can be summarised as follows: (a) a model for investigating consumer's banking behaviour in Iraq, as one of the underdeveloped countries, was developed, as presented in figures 4.4, 4.5, 4.6 and 5.1; (b)Facet Theory was extended to be used in bank marketing research in general, and in investigating consumer banking behaviour in Iraq, as one of the underdeveloped countries, in particular; (c) this study is the first study of consumer banking behaviour in Iraq and its model can be generalised and modified to be used in investigating consumer banking behaviour in the underdeveloped countries; and (d) in comparison with previous comparative studies this study is more comprehensive in terms of its model, methodology and findings.