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Dissertations / Theses on the topic 'Consumers’ buying behaviour'
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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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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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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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Wangshu, Gao, and Wang Guanhua. "How Influencers Marketing Motivates Consumers’ Buying Behaviour : A focus group investigation of the impulse buying behaviour via Chinese millennials’ lens." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48682.
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background: Influencer marketing has become more and more popular nowadays. Companies collaborate with influencers to increase their popularity and hence, their market share. Instagram is one of the social media that influencers usually use. And because of the “tag” and “link” functions, it becomes easier to promote new products, which leads to the transition from followers to consumers. When millennials in China are making purchasing decisions, they focus more on spiritual and entertainment so that they will make more impulse buying. Besides, the easy access to digital devices makes it easier for people to purchase the products promoted by influencers. There are already existing researches about how influencers impact consumers’ impulse buying behaviour. They mainly focus on the development, pros and cons, and factors of impulse buying behaviour. However, there is a lack of research on how individuals’ impulse buying behaviour is affected by influencer marketing. So, this paper takes a look at how Instagram influencers motivate Chinese millennials to conduct impulse buying behaviour. Purpose: The thesis aims to study how influencers marketing motivates Chinese millennials consumers’ impulse buying behaviours, analysing through the social media platform of Instagram. Method: Based on a social constructionism philosophy, this qualitative study utilizes a focus group strategy. To acquire and analyse data through three steps of Gioia method. The first-order analysis is the integrity of 1st order (information-centric) terms is maintained, and the second-order analysis is that seeking similarities and differences among the many categories and reduce them. At the last step, the building of aggregate dimensions is distilled 2nd order themes into overarching theoretical dimensions. Conclusion: The research has shown that when Chinese millennials are conducting impulse buying behaviour under the impact of the influencers, the characteristics of the influencers, consumer emotions and self-construal play a role on different levels respectively. The characteristics of influencers have a positive impact on consumers' impulse buying behaviour by excited emotions, while consumers’ self-construal plays a particular role in regulating them to different degrees.
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Chan, Yun-sang Elvis. "Understanding of Chinese buying behaviour : a network approach /." [Hong Kong] : University of Hong Kong, 1993. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1357047X.
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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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Thom, Laura Louise. "Impact of food scares on the food buying behaviour of consumers in selected EU states." Thesis, Manchester Metropolitan University, 2010. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.506702.
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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)
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Cvach, Marek, Menal Sanna Kahsay, and Micaela Shamoun. "Privacy online: Exploring consumers’ evaluation of privacy issues in relation to personalised advertisement when buying online." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-40054.
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Background The development of the Internet has changed the direction of advertising. Personalised advertising has emerged as the most effective and most profitable form of advertisement. Although personalised advertisement has been praised by many, privacy related concerns have been raised since it can be perceived as a violation of the consumer's privacy. Online shopping is another activity growing on the Internet, which also raises concerns about privacy. Therefore, we find it interesting to look on how personalised advertisement in relation to privacy issues can affect the consumer when buying online. Purpose The purpose of this thesis is to investigate how online shoppers respond to privacy issues and personalised advertising. The research will focus on the shoppers’ perspective of privacy issues with personalised advertising online. It will also provide companies with useful insights into customer behaviour when shopping online, with the intention of evaluating various forms of personalised advertisement and their effectiveness in order to strengthen companies’ online personalised marketing campaigns. Method As multiple explanations to one and the same research question are sought, the research will be conducted from an interpretivist standpoint. A qualitative research method has been chosen in the form of twelve semi-structured interviews with individuals who have been residents of Sweden for more than six months, with a wide range of ages and an equal representation of the male and female gender. The empirical findings will be analysed based on the grounded theory where common themes based on similarities will be presented. Conclusion It was concluded that the attitudes towards personalised advertisement, privacy issues and its effect on buying behaviour depends on where the advertisement comes from as well as from where the individual is shopping. Furthermore, it was also found that although privacy concerns were raised it did not prevent individuals from continuing to purchase online, only from what sites the purchasing was conducted.
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Magott, Marta. "Specifické skupiny spotřebitelů,jejich spotřební chování v České republice." Doctoral thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-75799.
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This doctoral thesis investigates "gay marketing" as a phenomena in the environment of the Czech Republic market. Gay marketing here is understood in a broad way, as: any activities of companies towards addressing specifically homosexual consumers. The main question of the thesis is if the trend of specifically addressing homosexual consumers can and will come to the Czech market. The goal of the thesis is to recognize consumer behavior of Czech homosexuals, and based on that to find out the specificities of that consumer segment. To be able to meet the ultimate goal, the research and analysis were covering also: analysis of existing literature on that topic, comparison of the homosexuals' consumer behavior with consumer behavior of general Czech population, approach of Czech companies towards "gay marketing" and analysis of Czech press targeting homosexuals.
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Hlela, Sinegugu. "The impact of brand equity on consumer buying behaviour among bottom of the pyramid consumers in South Africa: A case study of Parmalat yoghurt." Master's thesis, Faculty of Commerce, 2019. http://hdl.handle.net/11427/31580.
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There has been significant research done on the impact of branding on consumer buying behaviour over the years, however, consumers at the bottom of the pyramid (BoP) have been ignored and very little research has been done in the South African market. This study examines the impact of brand equity on purchase intention of Parmalat yoghurt in the South African BoP market using socio-economic status, price sensitivity and sales promotion as mediating variables. Data was collected from 289 South African BoP consumers residing in Soweto. The study tested six hypotheses using PLS- SEM. Data was analysed using SmartPLS software. The results show that of the six hypotheses tested, only three are supported, namely, the relationship between brand equity and socio-economic status, socio-economic status and purchase intention and price sensitivity and purchase intention. Socio-economic status as a mediator has the most significant impact on the relationship between brand equity and purchase intention. The findings of this study give some implications for managers and marketers of yoghurt brands. Brand equity influences on purchase intention of yoghurt products and socio-economic status has the strongest mediating influence suggesting that companies must build and maintain strong brand equity in order to create a positive influence on purchase intention for their brands. Managers need to understand the underlying reasons as to why consumers would choose a competitor’s brand. Based on this study, socio-economic status and price sensitivity are the two most influencing mediators in the purchase intention of yoghurt, thus it is imperative for managers to take this into consideration when devising and implementing branding strategies.
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Gholamzadeh, Caroline, and Karolina Jakobsson. "Viral Marketing : A Quantitative Study about how Viral Marketing affects the Consumers Buying Act." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-16192.
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Shahid, Imran, and Syed Mubbasher Hassan. "Effects of Demographic Characteristics on Consumer’s Choice of Buying Green Products: An Empirical Study of Swedish Electricity Market : Can demographic characteristics of Swedish consumers, influence the choice of green electricity over conventional electricity?" Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12650.
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Title Effects of Demographic Characteristics on Consumer’s Choice of Buying Green Products: An Empirical Study of Swedish Electricity Market. Purpose Purpose of the research to study the consumer behaviour of the Swedish audiences based on different demographic characteristics i.e. age, gender, income status, educational level and area of residence. The information will be useful to know that how different target groups based on different demographic attributes, perceive and respond the green electricity programmes, which will helpful to study the consumer behaviour and marketing of green electricity in Sweden. Methodology This research is mainly based on quantitative research, method which deals with use of statistical tools and numbers. A part of this research is also based on qualitative research which emphases on in depth analysis of information and finding a conclusion from the information gathered. The data have collected through using both primary and secondary sources. This research is mainly based on quantitative pattern; hence the data have collected using primary sources; the questioners. The questionnaires were distribute among the people of different age groups, income status, number of persons living in a household, residential status and income status. The aim of this survey was to target the audiences from whole Sweden, but due to limited time the data has collected only from the inhabitants of Eskilstuna, Västerås, Kvicksund, Södetalje, Köping, Arboga and Stockholm. Analysis and findings For finding and analysis we have adopted a conceptual model to study the impacts of demographic characteristics on consumers’ choice of green electricity. This model leads to analysis according to findings from questionnaire and literature. Conclusion After careful compilation and analysing the results of our findings and with reference to the research topic of this thesis we have come to a conclusion that demographic characteristics (gender, age, income, education and area of residence) of Swedish consumers can influence their decision making to purchase green electricity.
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Demirel, yekbun, and Piyumi Gangabada. "Social media reviews effect on consumers purchases intention & actual buying behavior in the beauty industry : -A cross-country comparison." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54477.
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Research Question: To what extent do social media reviews’ effect on the purchase intention and actual buying behaviour of consumers differ in the beauty industry in a cross-country comparison? Purpose: The purpose of this study is to explore to what extent consumers in the beauty industry perceive the importance of social media reviews and if it has direct or indirect effect on either their purchase intentions or buying behaviors or if not on both. The aim is then to contribute to limited research available and to see if this connection differs with the country particularly between Sweden and Sri Lanka. Methodology: A descriptive qualitative research strategy was approached conducting semi-structured interviews with a total of fourteen participants both from Sweden and Sri Lanka. Open-ended questions were asked and thematic analysis was used when analyzing the collected primary data. Conclusion: Respondents from Sweden were more engaged with social media reviews and their purchase decisions were based mostly on social media reviews. Sri Lankan respondents were interested in negative reviews while Swedish respondents were highly affected and motivated by positive reviews. Even if young consumers in Sri Lanka were motivated to purchase beauty products because of social media reviews, almost all of the Sri Lankan respondents’ purchase decisions were highly impacted by family and friends compared to effects of social media reviews.
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Monkhouse, Lien Le. "Operationalising the luxury construct and modelling the influence of Confucian cultural values on the perception, attitude and buying behaviour of East Asian consumers." Thesis, University of Leeds, 2009. http://etheses.whiterose.ac.uk/1484/.
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East Asia has recently become the biggest and fastest growing market for Western branded luxury goods. However, this is still an under-researched market, which is very different to the West due to the profound influence of Confucian cultural values. The research focuses on two main research issues, (1) operationalising the luxury construct in East Asian context and (2) modelling the influence of the Confucian cultural values on the perception, attitude and buying behaviour of East Asian luxury goods consumers. The study has combined quantitative and qualitative research methods to increase the overall reliability and validity of this research. After an intensive review of extant literature, the pre-study stage of the research included online expert panel judgement, East Asian family focus groups and East Asian scholar interviews to develop an original instrument for the main data collection stage. The main research data was collected from a large-scale survey on actual shoppers in a range of medium to high-end shopping malls in 4 representative East Asian cities, namely Beijing, Singapore, Tokyo and Hanoi. The research demonstrated that the Confucian values do have a very significant impact on luxury goods consumer behaviour. The majority of the pre-developed hypotheses of the research were supported by the empirical data from the survey. However, there were a few unexpected and very interesting findings. For instance, the Quality dimension of the luxury construct in East Asian context reflects the public meaning of luxury goods, rather than private meaning as in the literature. Therefore this dimension turns out to be important in the perception of East Asian consumers, and it has a direct link to the favourable attitude towards luxury goods. Another surprise was that East Asians' positive attitude towards luxury goods will generally lead directly to buying propensity, the moderating impact of income being very little in this relationship. The study has also helped understand some complex cultural values, for example Humility, in a new consumption context. The findings were helpful to provide insights into the East Asian luxury goods market and consumer behaviour, as well as practical managerial implications for Western luxury brands. While every firm is unique and each market context is different, these guidelines of actions can be used as important reference to develop a marketing strategy for a luxury brand in the East Asian luxury goods market.
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SALMI, MILLA. "Social or environmental labelling- Consumers’ knowledge, attitudes and preferences." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18012.
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Social or environmental labelling- Consumers’ knowledge, attitudes and preferencesEngelska nyckelord: labelling, social or environmental labelling, eco-labelling, sustainability, transparency, fashion consumer, visual/verbal communication, consumer buying behaviour, green consumerism.Sammanfattning på engelska: In the recent years the Swedish fashion retailers have increased their range of various social or environmental labels on their garments which in return has created confusion amongst the fashion consumers. Currently, there are approximately fourteen different third-party labelling standards in Sweden and a diverse range of self-controlled labelling standards. The reason for this increase can partly be explained by the increasing pressure from various actors to act more sustainably and ethically, and companies having realized a competitive advantage by adopting sustainable strategies. This study provides a preliminary exploration into the types of social and environmental labels that are available on the Swedish market and consumers’ knowledge, attitudes and preferences regarding these labels. Based on two focus group discussions held at two different occasions, respondents indicated that environmental labelling of clothing could influence their purchase decision positively if product related attributes (design and quality) have the same standard as non-sustainable clothing. Although consumers’ knowledge about the social or environmental labels is relatively low, they have an increased interest to learn more about the various labels and the potential environmental impact the fashion industry may cause. However, the growing involvement of taking social or environmental issues into consideration does not always lead to consumers actually purchasing eco-friendlier clothes, and thus these two “identities” are not yet compatible with each other.Additionally, consumers respond differently to positive and negative labelling, where negative labelling seems to have a stronger effect on their feelings and may influence their purchase decision. When it comes to the design of the label, visual and verbal communications are additives and a label should also have a numerical rating system, which states how sustainable a garment is in comparison to other garments. Furthermore, the logo should be more coherent with the fashion industry in terms of colours and illustrations. Moreover, consumers think that there is a lack of information at the point of purchase regarding the social and environmental labels and this should be addressed with either QR-code or by providing a simple brochure.Program: Textilt management, fashion management
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Bertilsson, Linda, and Emma Ring. "Etiska konsumenter : Gapet mellan intentioner och handlingar." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-14076.
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Forskning bekräftar att ett gap mellan intention och handling finns. Denna studie belyser etiska konsumenter samt gapet mellan att vilja handla etiskt och hållbart men att inte alltid göra det. Fokus har legat på att ta reda på varför detta gap uppstår och att skapa en förståelse för de faktorer som påverkar konsumenters köpbeteenden. En avgränsning till klädbranschen har gjorts då det finns begränsat med forskning kring gapet inom detta område samt ett till synes begränsat utbud av etiska och hållbara kläder. Genom en kvalitativ metod har 37 semistrukturerade intervjuer gjorts. Intervjuerna har ägt rum i två olika köpcentrum i Sverige. Resultatet visar att det finns respondenter som känner igen sig i det så kallade gapet och de främsta faktorerna respondenterna menar påverkar deras handlingar är pris, hållbara kläder ansågs dyra, informationsbrist, svårt att veta vad som är hållbart och inte samt bekvämlighet, orken att söka information på egen hand är begränsad. Det framkom även att en bristande tillit till det media och företag kommunicerar finns från konsumenternas sida och att detta kan vara en bidragande faktor till att gapet uppstår. Respondenter uttryckte att det aldrig finns några garantier för att de produkter som sägs vara tillverkade under bra förhållanden faktiskt är det. En slutsats om att det inom klädbranschen finns mycket för företag att arbeta med för att öka sin trovärdighet gentemot konsumenterna har kunnat dras. Det ligger dock även ett ansvar hos konsumenter att våga göra sin röst hörd samt att vara öppna för förändring. Det är en ömsesidig relation mellan företag, individer och samhälleConsumers’ intentions don’t always result in actions. This study focuses on ethical consumers in order to investigate why a gap between intention and action occur. Based on this an improved understanding for the underlying factors that impact buying behaviour is created. A delimitation has been made to focus this study on retail apparel and ethical and sustainable clothes. Some factors have been seen to be of bigger importance to the gap than others, such as price, lack of information and convenience. The results also imply that there is a missing trust from the consumers’ point of view when it comes to trusting what is communicated about ethical and sustainable work within the clothing industry.
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Bailey, John Franklin. "Customer buying behavior at selected petroleum shops in Cape Town." Thesis, Cape Peninsula University of Technology, 2011. http://hdl.handle.net/20.500.11838/973.
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Thesis (MTech (Business Administratiom, Marketing Management))--Cape Peninsula University of Technology, 2011The dynamic nature of modern organisations, characterised by hyper turbulence, necessitates that organisations remain receptive to the plethora of internal and external forces driving changes in strategy. One such organisation is that of Engen Petroleum Limited which operates in an everchanging, highly competitive environment. In order to remain the market leader, Engen needs to revisit its strategy to contend with market forces, bearing in mind that globalisation, as well as international ownership of competitor companies, play a role. In order to maintain a competitive advantage, the role of brands in the context of convenience is important, as brand recognition makes decision-making simpler for consumers who are in a rush. It is hence deemed expedient for forecourt retailers to understand customer satisfaction drivers, such as quality, service and convenience (Molefi, 2007). The current research focuses on the Engen Western Cape Quick Shop network, and in particular, investigates the possible reasons, namely growth rates, product offering, location, and customer service, for performance compared to the national average. A questionnaire/survey was conducted to determine the demographic characteristics of customers as well as the factors that influence their propensity to utilise Engen Quick Shops. This research was intended to provide Engen Petroleum Limited with data and information to enable the Western Cape Convenience dealer network to not only grow at the national average, but also to position itself at the forefront of the Convenience Store market.
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Ellis, Katrina. "Private label buying behaviour." Thesis, London Business School (University of London), 1989. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.262224.
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Shum, Yiu-cheung Paul. "Property buying behaviour in Shenzhen." Click to view the E-thesis via HKUTO, 2002. http://sunzi.lib.hku.hk/hkuto/record/B31969203.
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McCole, Patrick. "Dimensionalising trust in Internet buying behaviour." Thesis, University of Ulster, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.272536.
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Norrgård, I. (Isadora). "Consumer buying behaviour in online legal services." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201911223154.
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Abstract. Online legal services refer to electronic or digital legal services (in the form of software, apps, web pages, etc.) that can increase common people understanding of legal issues, access to legal information and social participation in legal related matters. By automating tasks traditionally performed only by lawyers and by making legal services available on the Internet, online legal services make the access to justice more affordable and accessible to all. In this modern context, where common consumers have the opportunity buy and use legal services completely on the internet and without the help of a traditional lawyer, it is necessary to investigate how consumers behave when they shop for legal services online.
In accordance, the purpose of the research is to understand the consumer buying behaviour in online legal services, based on empirical research, contributing to the literature about online legal services; and to provide managerial implications for legal services companies about how to improve their marketing strategies and build their consumer relationships, based on the empirical findings. Therefore, the study delves into the minds of consumers to uncover their needs, motivations and intentions about online legal services, and it is the first study to investigate the consumer buying behaviour in online legal services.
The research is planned focusing on the theories of consumer buying behaviour, technology acceptance and on prior research of online legal services. The empirical research is conducted using a survey questionnaire, employing a mixed-method approach. Brazil was chosen as the field for the research, because it is the world’s fifth-largest country by area and the fifth most populous, where legal services are highly demanded and where online legal services have potential to be widely utilized, although not much is known about the consumer behaviour towards them. The sample studied is 419 potential consumers of online legal services. To process the data, the author makes statistical analysis of each quantitative reply, qualitative thematic content analysis for each qualitative answer, and deeply analyse the final results of the research, developing a framework for the consumer buying behaviour in online legal services.
The empirical findings show that the consumers of online legal services behave motivated by Price, Legal problem-solving capability, Convenience (Perceived ease of use), Speed, Safety, Quality and Trustability and that consumers have an overall positive attitude about online legal services, even though negative attitudes were also identified. Utilitarian needs and motivations, behavioural intention, attitude, perceived usefulness, perceived ease of use, information search, evaluation of alternatives, social influence, facilitating conditions, trust, perceived risk, and price value; influence and characterize the buying behaviour in online legal services and lead to the consequent consumer purchase decision. Furthermore, the buying process in online legal services follows the Five-stage buying process, but the consumer might deviate during it, because of, among other reasons, social influence and the lack of trust.
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Chan, Chi Hang. "The buying behaviour of a shoes store." access abstract and table of contents access full-text, 2006. http://libweb.cityu.edu.hk/cgi-bin/ezdb/dissert.pl?msc-meem-b21417532a.pdf.
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Thesis (M.Sc.)--City University of Hong Kong, 2006.Title from title screen (viewed on Oct. 5, 2006) "Submitted to Department of Manufacturing Engineering and Engineering Management in partial fulfillment of the requirements for the Master of Science in enterprise technology and management." Includes bibliographical references.
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Shum, Yiu-cheung Paul, and 沈耀祥. "Property buying behaviour in Shenzhen." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2002. http://hub.hku.hk/bib/B31969203.
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Jakimavičiūtė, Judita. "Vartotojų elgsenos veiksnių įtaka sprendimo pirkti priėmimo procesui." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130205_090742-43549.
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Magistro baigiamajame darbe išanalizuota ir įvertinta vartotojų elgsenos veiksnių įtaka sprendimo pirkti priėmimo procese, iškeltos vartotojų elgsenos problemos, susiję su vartotojo sprendimu pirkti bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje teoriniu aspektu tiriama vartotojų elgsenos samprata, pateikiamos skirtingos Lietuvos bei užsienio autorių nuomonės apie vidinių ir išorinių veiksnių įtaką vartotojų elgsenai bei vartotojų sprendimo priėmimo procesui. Antroje dalyje nagrinėjama UAB „MSF Lithuania“ įmonės veikla, atliktas tyrimo metodikos pagrindimas bei iškelta pagrindinė tyrimo hipotezė. Anketinės apklausos metodu nustatytos demografinės charakteristikos ir veiksniai, turintys daugiausiai įtakos parduotuvės „Marks & Spencer“ vartotojui priimant sprendimą pirkti, bei jų priklausomybė, SPSS programa susisteminami tyrimo metu gauti duomenys, patvirtinama ar atmetama hipotezė ir daromos išvados.In Master‘s Work analized and evaluated consumer‘s behaviour factors that influence the purchase decision making process, also raised the problems related to the customer purchase decision and made recommendations to solve these issues. The first part examined the theoretical aspects of consumer behaviour concept, compared Lithuanian and foreign author‘s opinion on the internal and external factors that influence consumer behaviour and customer decision making process. In the second part examined “MSF Lithuania“ Ltd. activities, investigated methodology validation and raised fundamental research hypothese, by questionnaire survey method determined consumer behaviour factors that affect “Marks & Spencer“ customer purchase decision the most. By SPSS program systematized the data obtained during the investigation, confirmed or rejected hypothese and draw conclusions.
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Nakagawa, Shinobu. "Important roles of housing stock in consumer behaviors /." Diss., Connect to a 24 p. preview or request complete full text in PDF format. Access restricted to UC campuses, 2003. http://wwwlib.umi.com/cr/ucsd/fullcit?p3096416.
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Legette, Dana Denise. "The relationship between selected social factors and the clothing buying behavior patterns of black college students." Thesis, This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-06232009-063253/.
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Helmersson, Filip, and Amanda Svensson. "What if ethical buying behavior leads to boycotts? : The buying behavior of Generation Z." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-15760.
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The care for the environment has been a hot topic during the last fifteen years. Ecological and Fairtrade products made from sustainable materials and methods can be found in almost every store. It seems like awareness regarding our environmental impact has increased and therefore changed our purchase behavior. The awareness has also created pressure on the companies to behave in an ethical manner, if the consumers feel that their ethical needs are not acknowledged, they will tend to stop purchasing products from that company. In this new aware society there is a new player that in a few years will make up the new buying force. Generation Z is individuals born after 1995 and is expected to bring new demands to the market. The purpose of this thesis is to study if ethical products and ethical consumption have an effect on the buying behavior of Generation Z. To better understand if the ethical awareness affect the purchase behavior of Generation Z and if they are willing to boycott companies that misbehaves, theory within the fields of CSR, consumer behavior and ethical consumption has been collected to form questions for a survey. The findings show that the ethical awareness do not affect the purchase behavior of Generation Z, however there is discovered attributes such as ethical profile that affect the frequency of purchases. The findings also show that Generation Z will actively boycott a company if that company misbehaves.
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Ma, Jialin, and Shumei Li. "Chinese young consumers' buying behavior of online second-hand clothing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14000.
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Recent years have witnessed the increasing popularity of second-hand clothing (SHC) worldwide. In the developed countries, consumers show more willingness to accept SHC and the SHC market is relatively mature. In China, consumers’ attitudes towards SHC is always somewhat negative for many reasons. However, nowadays more Chinese young consumers have intentions to buy SHC partly because they want to follow the global fashion trend or to sustain the environment. To recycle and reuse waste textiles, some regulations have been issued by the Chinese government, but restrictions are still put on trading SHC and it is far from enough to formulate a perfect SHC market. The emergence of online platforms such as Idle Fish and Zhuan Zhuan stimulate the potential market and provide a new channel for trading SHC.As reducing clothing production and waste is one of the solutions to alleviate environmental burden in China, it is necessary to improve Chinese consumers’ buying behavior of SHC. This investigation is concentrated on Chinese young consumers, to gain an insight of how they think of SHC and what factors will influence their purchase behavior. A mixed method was applied in this investigation, which included the semi-structured interview and the self-completion questionnaire. Respondents are mostly from Shanghai and Shandong province, aged between 18 to 24 years old. Factors affecting Chinese young consumers’ buying behavior were assessed in three dimensions: perceived concerns, perceived values and subjective norm. When analyzing the data, comparisons between genders or districts were made. It could be observed that three words ‘unsanitary’, ‘cheap’ and ‘eco-friendly’ are used most by Chinese young consumers to express their views on SHC. Among all the factors, hygiene and safety problem is the biggest concern to a majority of Chinese young consumers. Although SHC is not prevailing in China now, it is likely for them to buy it in the future if platforms can be improved and trading SHC can be supported by the government. Since possible ways of improving buying behavior are only given through Chinese young consumers’ perspective, they should be examined from platform operators’ and government’s point of view in the future research.
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Pollard, Mike. "Environmentally friendly products : a comprehensive model of consumer buying behaviour." Thesis, Kingston University, 2000. http://eprints.kingston.ac.uk/20658/.
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This study has attempted to contribute to the advancement of knowledge within the domain of consumer behaviour, and more specifically, to provide a greater understanding of the influences on consumers' intention to purchase environmentally friendly (EF) products. The impetus for this study stems from a general consensus that marketers recognise that green issues will not disappear and that the environment will continue to be a critical business issue. It is furthermore suggested that green marketing is taking shape as one of the key business strategies of the future. At the same time it is true to say that prevailing economic conditions have hindered green marketing efforts. Such findings must be balanced by reports that point out that although the popularity of environmentalism has declined, consumers are still concerned about this issue. However studies on the subject appear to be largely descriptive and narrow in focus, i.e. propositions appear to be based on personal experiences and inductive augmentation. Furthermore, most of the literature is either simplistic in its conception or lacks clear/robust conceptual frameworks, and consequently the generalisability of the findings are in question. Therefore, there is a paucity of theoretically sound and empirically substantiated information regarding the influences on consumers' intention to buy EF products. Accordingly, the main aim of this research is the development and testing of a comprehensive model of consumers' intention to purchase EF products. In order to fulfil this aim, the research is grounded in a well established theoretical model, i.e. the Theory of Planned Behaviour (TPB), which, including past experience, formed the core of the proposed model. The TPB has been augmented by three influences identified in extant literature, i.e. social and cultural, company and marketing and experiential. Given the wide diversity of EF products available the scope of the study was narrowed to the clothes washing detergent product segment of the household cleaning market. Twelve hypotheses were formulated and a complex research process (comprising of four surveys and a sample of 300 members of the Co op supermarket chain) extending over a period of fourteen months was designed and undertaken to apply/test the proposed model. Overall the research makes the following theoretical and managerial contributions to the theory and practice of consumer behaviour within the EF products domain. Theoretical contributions: This thesis offers a comprehensive model of consumers' intention to purchase EF products. More specifically, in attempting to develop more appropriate measures of environmental consciousness (EC), this research has uncovered a more complex, than initially defined structure of this construct. In addition, existing conceptualisations of measures of EC have been expanded through the introduction of another facet, i.e. 'future environmental problems' and the boundary conditions of the TPB have been tested. Managerial contributions: This research has provided a set of broadly defined managerial guidelines that practitioners can use to gain a better understanding of the green consumer. Finally, it is believed that the research presented here has made an original contribution to the scholarly study and literate on consumer behaviour. More specifically, it has provided a theoretically supported model on consumers' intention to purchase EF products.
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Klintebjer, Brecelj Emilia. "Ecolabels and Swedish Consumers’ Green Buying Behavior : A Quantitative Study of Factors Influencing Green Buying Behavior Towards Ecolabelled Food." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85537.
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The steadily increased environmental concerns have become exceedingly palpable over time, not at least in consumers’ way of demanding greener products, or companies’ ways of incorporating green marketing strategies. A common tool for companies producing environmentally friendly food is ecolabelling. Foods with ecolabels on them enable consumers to know that this certain product indicates a good environmental choice. There are various factors that influence consumers’ buying behavior towards it. The purpose of this thesis is to examine whether knowledge, attitude and subjective norms have any relationship with Swedish consumers’ green buying behavior. A theoretical framework consisting of literature-identified constructs was developed. Using a questionnaire, a sample size of 158 was realized which was statistically analyzed. Findings indicated that there is a positive relationship between buying behavior and knowledge, attitude and subjective norms. It further revealed that the buying behavior towards ecolabelled food was not that common among the respondents. Hence, the study suggests that despite the positive attitude and sufficient amount of knowledge, consumers are still not that keen about buying ecolabelled food.
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Busnaina, I. A. A. "The effect of marketing programmes on buying behaviours of Libyan consumers." Thesis, Nottingham Trent University, 2011. http://irep.ntu.ac.uk/id/eprint/270/.
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It has been suggested that marketers must understand cultural differences in order to develop their marketing programmes across borders. Conversely, it is also argued that defined groups, in different countries, can be targeted in a similar way. These two perspectives raised the question that ‘to which extent should marketing programmes be standardised across the world’. The issues of Standardisation versus Adaptation in global marketing have received substantial attention from researchers over the past three decades. Opinions have varied, and the debate continues, lively, today. This has stressed the importance of cross-countries marketing programme research for practical and academic alike. This research sets out to investigate how suppliers of global companies presently interpret the need for adaptation in an emergent and increasingly relevant market (Libya) and how Libyan consumers react to their decisions through identify the influence of foreign marketing programmes on their buying behaviour. Also, to determine how Libyan consumers are influenced by marketing programmes according to individual characteristics to build a model for their buying behaviour. The research consists of two phases to study the foreign marketing programme in Libya from two different points of views. Firstly, using structured interviews with the managers of four home appliances subsidiary agents in Libya, the actual degree of marketing programme standardisation currently adopted for fast-moving consumer/household goods was determined in Libyan market. Secondly, using a survey of 805 randomly chosen consumers, located in three major urban conurbations (Tripoli, Benghazi and Sabha), the research identifies what factors should be taken as significant variables in understanding the impact of foreign marketing programmes on Libyan consumers. The findings showed that foreign companies tend to apply a standardisation perspective to their marketing activities, but that this is neither consistently, nor – to some degree – effectively applied. Furthermore, the research revealed that buying behaviour of Libyan consumers was more a function of individual difference than of localised adaptation variables. In conclusion, the thesis may be stated that the understanding of consumer characteristics within the regional context (Arab/Islam) is the key consideration in designing marketing programme for this part of the world.
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Sato, Ayana. "Impulse buying and health : affect and regulatory focus." Thesis, University of Bath, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.577313.
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Mohanty, Suva Kanta. "Consumer preference and buying behaviour of traditional aromatic rice in Odisha." Thesis, University of Reading, 2015. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.740777.
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The taste and preference for food items of urban consumers in India has changed rapidly in the last decade due to increase in income and change in lifestyle. A number of studies have indicated that urban consumers in India are shifting from low quality food grain to high quality food grain and are ready to pay a higher price for better quality of food grain. The state of Odisha, where rice is a major staple food item and where people consider rice as the major source of calorie intake, is the home to a number of traditional aromatic rice varieties (TARV). Past studies have indicated that consumers have a high demand for TARV. This has been investigated to find out consumer preference for attributes, ’willingness to pay’, consumption habits and buying behaviour of TARV. Content analysis and qualitative data analysis were made by the use of N-Vivo to uncover the latent dimensions of consumer preference for attributes, consumption pattern and perception about different characteristics of TARV. A survey questionnaire and choice experiment was developed and administered to the respondents after conducting qualitative analysis. A number ,. of statistical techniques such as mixed logit, ordered probit, multinomial logit and binary logit were employed to analyse the choice experiment and survey data. It was found that consumers’ ’willingness to pay’ for various attributes of TARV vary significantly though their preference for attributes are more or less found to be similar. Urban consumers’ willingness to pay for attributes ’very clean’, ’no chemicals’, ’clean’, ’very soft’, ’white colour’ and ’highly aromatic’ were found to be higher than other attributes. The knowledge of non-use of chemicals was found to have a significant impact upon urban consumers’ perception about different characteristics of TARV and they perceived TARV favourably. Urban consumers’ preference for mixed format of store over organized retail store for the purchase of TARV reveals that the lack of availability of a preferred variety at an organized retail store always compels them to patronize different formats of store though consumers in higher levels of education were found to be attracted towards organized retail store for the purchase of TARV. The increase or decrease in price of TARV was found to have no impact upon the increase or decrease in quantity of consumption. The policy implications of the research findings were discussed and suggestions for future research directions were proposed.
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Zhang, Jiaxin. "Factors affecting Chinese consumers buying luxury goods overseas." Thesis, Linnéuniversitetet, Institutionen för nationalekonomi och statistik (NS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85416.
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Since the improved people’s living standard, luxury buying has increasingly spread in popularity, especially in developing countries. Conspicuous consumption has resulted in this luxury buying among consumers. This mentality leads to consumers to achieve their own goal through luxury goods, such as reflecting their status, showing the uniqueness and so on. In order to buy their favorite luxury goods, consumers try different channels and overseas buying is the main channel for them. Under this situation, China as the second-biggest luxury market, the demand for overseas luxury among Chinese consumer has credit raised. It is therefore important for conducting consumer behavior research to analyze this phenomenon and identify corresponding factors that lead consumers buying luxury abroad. The purpose of the research is to understand the phenomenon of the consumers buying luxury goods overseas and to identify the corresponding factor for the luxury shop or the company which could conduct managerial implication to encourage consumers buying domestically. Since the improved people’s living standard, luxury buying has increasingly spread in popularity, especially in developing countries. Conspicuous consumption has resulted in this luxury buying among consumers. This mentality leads to consumers to achieve their own goal through luxury goods, such as reflecting their status, showing the uniqueness and so on. In order to buy their favorite luxury goods, consumers try different channels and overseas buying is the main channel for them. Under this situation, China as the second-biggest luxury market, the demand for overseas luxury among Chinese consumer has credit raised. It is therefore important for conducting consumer behavior research to analyze this phenomenon and identify corresponding factors that lead consumers buying luxury abroad. The purpose of the research is to understand the phenomenon of the consumers buying luxury goods overseas and to identify the corresponding factor for the luxury shop or the company which could conduct managerial implication to encourage consumers buying domestically.
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Mulaudzi, Tshifhiwa. "Buying patterns of clothing during early adolescence : an exploratory study." Diss., Pretoria : [s.n.], 2005. http://upetd.up.ac.za/thesis/available/etd-01312006-083401.
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Chan, Yun-sang Elvis, and 陳潤生. "Understanding of Chinese buying behaviour: a network approach." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1993. http://hub.hku.hk/bib/B31265571.
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Tam, Mei-woon Peggy. "A study of buying behavior of tourists travelling in Hong Kong : an induction to a business venture /." Click to view the E-thesis via HKUTO, 1995. http://sunzi.lib.hku.hk/hkuto/record/B42574407.
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Nair, Sureshnee. "The role of packaging on consumer perceptions and buying habits within the FMCG industry." Thesis, 2003. http://hdl.handle.net/10413/4401.
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This research investigates consumers' preferences and attitudes towards the packaging of FMCG (Fast Moving Consumer Goods) products and the influence that this packaging has on their buying habits and purchasing decisions. Respondents' likes, dislikes as well as key purchase drivers were examined. Focus groups were held to gauge the respondent's attitudes and perceptions towards packaging as well as their expectations of what it should be like. The researcher employed a descriptive research design method using qualitative methods to analyse the data collected. A total of twenty five focus groups were held, with twelve women in each group (ie 300 respondents). Respondents consisted of females residing in the Bedfordview, Sandton, Yeoville and Melville areas in Gauteng. One-hour focus groups were held during July, August and September 2003.Thesis (MBA)-University of Natal, Durban, 2003.
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Punchee, Vijay Anand. "The effect of climate change on Durban Consumers' buying behaviour." Thesis, 2011. http://hdl.handle.net/10413/9652.
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The green market is now one of the biggest markets in the world and green
marketing is one of the major trends in modern business. This is a chance for
businesses to take advantage of this opportunity by providing environmental
solutions whilst at the same time contributing towards reducing the carbon
footprint. To effectively achieve this, green manufacturers and marketers need to
understand the perceptions, attitudes and behaviours of consumers towards
green products and the factors that encourage and discourage their green
purchases. Hence this study attempts to understand Durban’s consumers in this
regard to enable local businesses to develop strategies around green product
design, development, marketing and sales. The research objectives and
questions were answered by sampling 450 consumers in Durban. A convenience
sampling design was used as an appropriate sample frame could not be
identified. This imposed a limitation on the study in that the findings cannot be
generalized to the total population. The study found that 96% of respondents
believed that climate change existed and 87% believed that it was having a major
impact on the planet. Nevertheless, environmental issues did not weigh heavily in
the buying decisions of the respondents. Instead quality and cost were the main
factors. However, the study identified a significant market for green cars whilst a
significant number of respondents were willing to pay a premium for green
products. Furthermore, the respondents indicated that eco-labeling of products
would encourage them to buy more green products. Moreover, the study found
that green marketers should target the White female segment of the market as
they were most conscious of environmental issues. It was also recommended
that the pricing of green products needs to be more competitive, green products
need to be promoted as the norm and not the exception, and consumers need to
be educated to go green. Government, consumers and industry all need to work
together to ensure the sustainability of the planet.Thesis (MBA)-University of KwaZulu-Natal, Westville, 2011.
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Tinonetsana, Faith. "Influence of convenience goods package on consumer buying behaviour : an international student's perspective." Thesis, 2017. http://hdl.handle.net/10321/2539.
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Submitted in fulfillment of the requirements for the degree Masters in Management Science: Marketing, Durban University of Technology. Durban. South Africa, 2017.The role of packaging has changed with the move to self-service retail formats. Marketers have transformed packaging to become one of the major promoting tools of products, which in turn gets the attention of potential customers and communicate the brand value to the target market. Thus, there is a necessity to explore packaging and its elements in more detail, in order to understand which of these elements are the most important factors influencing the consumer’s purchase decision. This study seeks to reveal the influence of visual and verbal packaging elements on international students buying decision of convenience goods specifically fruit juice which is popular among students. A quantitative, non-probability research approach was employed and convenience sampling was used to identify and select study participants constituting 397 students. In the study the visual and verbal elements are both found to influence consumer buying behaviour. The visual elements that influence consumer buying behaviour are colour, graphics and packaging technology. The verbal elements that have an influence on consumer buying behaviour for convenience goods are label information and brand name. The factor analysis shows that the most important factors during buying decisions are label information, brand name, graphics, colour and technology. The regression analysis reveal a significant relationship between consumer buying behaviour and seven predictor variables; colour, graphics, packaging technology, label information, brand name, level of involvement and time-pressure. The results also reveal that when consumers are under time-pressure, they consider visual elements when they make their purchase decisions. On the other hand, the consumers consider verbal elements when they are not under time-pressure. The results also show that consumers regard convenience goods as low involvement products. Thus it is the duty of marketers to utilise packaging as a marketing tool and weapon against competitors. This study recommends that marketers must consider all packaging elements when designing a package because all packaging elements are significant in drawing interest and attention of consumers. If these elements are properly combined the package will be more attractive and attention-grabbing.
M
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Lynch, Anna-Mart. "South African females' willingness to pay for ethically framed personal care products." Diss., 2014. http://hdl.handle.net/2263/41251.
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The study of consumer behaviour is a dynamic and longstanding challenge to continuously understand the factors which influence consumers’ buying behaviour. Though internal (for example attitude, motivation and learning) and external factors (marketing stimuli) are equally important, the focus of this study is on external influences and market trends.
Consumer markets around the world have recently seen the increase of ethical products. Those products that are differentiated by their moral or sustainable values and attributes, for example environmentally friendly products or body lotions not tested on animals. The provision of these products is a result of organisations’ realisation that in order to increase their customer base, their values must be centred on doing good for the community as well as the environment and should be visible to consumers. For a number of organisations this means marketing the ethical values and attributes of the products they provide so that consumers will ultimately choose their products. However, in order to understand consumers’ willingness to pay for these products, marketers need to understand the price perceptions consumers have towards these products.
The purpose of this study relates to this and aims to determine the influence that the marketing of ethically framed personal care products, as an external influence, has on consumers’ willingness to pay for these products. More specifically, this study aims to determine whether South African females are willing to pay more for ethically framed personal care products than for ordinary personal care products. This will be done by specifically assessing their reference, fair and reservation price perceptions.Dissertation (MCom)--University of Pretoria, 2014.
gm2014
Marketing Management
unrestricted
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Muposhi, Asphat. "Green consumer buying behaviour: antecedents, selection attributes of generation Y consumers and the relationship with future behavioural intentions." Thesis, 2015. http://hdl.handle.net/10352/296.
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D. Tech. (Marketing, Department of Marketing and Sport Management, Faculty of Management Sciences) Vaal University of TechnologyThe concept of green marketing has gained prominence in academia in recent years with concomitant implications for marketing strategy. The considerable attention accorded to green marketing is accentuated by concerns about global climate change and its threat to the sustainability of livelihoods. As the debate on green marketing continues to unfold, there are important issues yet to be addressed, one of which relates to the antecedents of green consumer buyer behaviour and selection attributes of green products. In view of the growing importance of green consumer buyer behaviour in contemporary markets, the purpose of the present study was to examine empirically the antecedents of green consumer buyer behaviour and the selection attributes of Generation Y consumers. The Generation Y cohort was considered as the ideal target population for the present study owing to its size, bespeaking a profitable market segment with the potential to provide a “snap-shot” of future pro-environmental behavioural intentions. The theories of Reasoned Action and Consumption Values provided the theoretical lens through which to examine and delineate the antecedents of green consumer buyer behaviour and the selection attributes of Generation Y consumers in the context of a developing country such as South Africa. The present study adopted a sequential mixed-methods methodology that commenced with a qualitative study and was followed by a quantitative study. For the qualitative study, data were collected from a purposively selected Generation Y student sample comprising sixteen participants. The principle of technical saturation was employed to ascertain the adequacy of the sample size. The credibility and trustworthiness of the qualitative study were achieved through pretesting of the interview guide, bracketing, prolonged ngagement with participants, member checks, peer de-briefing, an audit trail of the interviewing process and researcher reflexivity. The analysis of the qualitative data was conducted through the use of content and thematic analyses. The qualitative study identified environmental attitude, environmental concern, social influence, environmental responsibility, government influence, selection attributes and green purchase intention as the main determinants of green purchase behaviour. The qualitative study also revealed that the demand for green products is thwarted by marketing-related barriers such as high prices, misleading green marketing messages and unavailability of products. In line with the methodology of the study, the determinants of green purchase behaviour that emerged from the qualitative study were further examined through a quantitative study. The data for the quantitative study were generated from a conveniently selected Generation Y student sample of 386 respondents, using a structured selfadministered questionnaire. The historical evidence method and the pre-conditions of multivariate data analysis (confirmatory factor analysis) guided the determination of the sample size for the quantitative study. The statistical data analysis procedures utilised for the quantitative study were descriptive statistics, reliability and validity analysis, correlation analysis, confirmatory factor analysis and structural equation modelling. Prior to questionnaire administration, a pilot study was conducted to improve the accuracy of the survey instrument. The collected quantitative data were analysed using the Statistical Package for the Social Sciences (SPSS) 22.0 and Analysis of Moment Structures (AMOS) 22.0. The preliminary data analysis involved the process of coding and checking the distribution of scores. The results of the normality test revealed that the data were not normally distributed. Thus, non-parametric statistics were employed for correlation analysis and for testing gender difference in green consumer buyer behaviour. The Mann-Whitney U Test and the Kruskal-Wallis Test revealed that Generation Y female consumers are more apt to engage in pro-environmental behaviours than their male counterpartsIn order to verify the reliability of the measurement items, Cronbach’s alpha coefficient, the item-to-total values and composite reliability were computed. In addition, the validity of the survey instrument was enhanced through content, convergent, discriminant and predictive validities. The reliability and validity measures employed in the present study attested that the survey instrument utilised in the quantitative study was both reliable and valid. The results of correlation analysis indicated that environmental concern, environmental attitude, environmental responsibility, government influence, social influence and selection attributes have a positive association with green purchase intention. The correlation analysis also revealed a weak association between green purchase intention and actual purchase behaviour. Prior to testing the hypothesised relationships, the fitness of the measurement and structural models was assessed. The model fit indices that included the chi-square value over degree of freedom ( 2/df), Goodness-of-Fit Index (GFI), Root Mean Square Error of Approximation (RMSEA), Comparative Fit Index (CFI), Incremental Fit Index (IFI) andTucker-Lewis Index (TLI) yielded satisfactory results that are consistent with acceptable thresholds, demonstrating that the measurement and structural model fitted well with the data. The posited relationships were tested using structural equation modelling. The hypotheses testing results revealed that green purchase intention was significantly and positively influenced by environmental attitude, environmental concern, social influence, environmental responsibility and selection attributes, but not by government influence. The results also showed that the relationship between green purchase intention and actual purchase behaviour was moderated by selection attributes. The findings of the study imply that marketers need to formulate and implement green marketing strategies that enhance environmental attitudes and concerns, initiate programmes that foster environmental responsibility, understand the selection attributes of Generation Y consumers and utilise social networks to stimulate pro-environmental behaviours. The results also suggest that the South African government needs to re-invigorate its environmental initiatives to foster green purchase intention and the purchase of green products. Finally, the study also provided evidence that suggests an insignificant relationship between green purchase intention and actual purchase behaviour. This result suggests an urgent need by marketers to understand the underlying factors causing the gap between green purchase intention and actual purchase behaviour. To effectively promote green consumer buyer behaviour, marketers need to understand the determinants of green purchase intention and craft effective strategies to translate green purchase intentions into actual purchasing behaviour. The findings of the present study provide avenues for further study in a discipline that is increasingly gaining theoretical and practical prominence. Future research efforts should consider the use of an integrated research model that encompasses more variables, utilising a broader sample frame and employing a longitudinal study in order to enhance the generalisability of the research findings. Overall, the study offers valuable insights for stimulating green purchase behaviour among the potentially profitable Generation Y cohort and equips marketers with green marketing strategies to position green products competitively in the marketplace.
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"A strategy analysis of the effectiveness of mobile marketing on the buying behaviour of the lower income segments." Thesis, 2015. http://hdl.handle.net/10210/13691.
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M.Com. (Business Management)Mobile marketing has rapidly grown during the past years, and will continue to grow with advancements in technology, enabling mobile phones to be used for much more than simple calls and personal text messaging. This study investigates how a mobile marketing company, Mobitainment, can successfully communicate, through mobile marketing initiatives, with the lower income segments. The various characteristics of the lower income segment are understood, and the possible strategies that Mobitainment can implement, are established. Strategy is a crucial element in every business unit of an organisation. The marketing department is no exception. Porter’s Five Forces model provides the basis from which companies can get to understand their operating environment prior to developing the appropriate marketing strategy. It is through the marketer’s understanding of the consumer behaviour as well as the various message appeal factors, that the appropriate mobile marketing message can be designed. The study used a mixed research approach in that both qualitative and quantitative research methods were used to address the objectives. The qualitative part of the study entailed the use of semistructured interviews in order to collect information from marketing managers working in different mobile marketing organisations. The quantitative part involved the administration of a questionnaire on consumers in the LSM 4 to 6 segments. Five semi-structured interviews were conducted and a hundred and forty questionnaires were distributed. The questionnaires were distributed to individuals in Tsakane, Daveyton, Springs and Johannesburg. The quantitative data was analysed using two main tools, descriptive statistical analysis and correlation analysis, whilst the qualitative data was analysed using thematic analysis. The findings of the quantitative study found that many of the individuals in the LSM 4-6 segments own mobile phones which are able to perform the functions found in smartphones such as send and receive emails as well as access the Internet; the LSM 4-6 segments do not have a strong attitude for or against mobile marketing; mobile marketing communication has an influence on the buying behaviour of the LSM 4-6 segments; the message appeal factors are a crucial part of driving consumers to make a purchase, and ‘relevance’ has the strongest influence on the LSM 4-6 segment’s buying behaviour. The results of the qualitative study show that there are several challenges that Mobitainment can face when targeting the lower income segment such as the literacy levels of the lower income segment and survey fraud. SMS, USSD, MMS, IVR and Mobile Applications were identified to be suitable strategies to implement when targeting the lower income segment. The above strategies ‘fit’ with the preferences and buyer behaviour of the LSM 4-6, and the recommended strategies can be used with discounts, vouchers and other incentives to drive the buying behaviour of the LSM 4-6.
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Harris, Anthony Craig. "Factors influencing loyalty intention behaviours of online social buying consumers in South Africa." Thesis, 2011. http://hdl.handle.net/10500/4440.
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Social buying is a recent marketing innovation in which provides Pareto-improving welfare gains to merchants, consumers, and brokers. Consumers benefit from access to significant discounts on advertised products and services, the broker benefits from taking a significant cut in each transaction with very low fixed costs, and merchants are able to reduce their advertising costs, gain access to new markets and drive traffic to their stores. The phenomenal growth of social buying carries commensurate risks for brokers, including increased competition due to a lack of service differentiation and low entry barriers. The complete social buying transaction is completed over two stages: the initial online e-commerce transaction and the subsequent fulfilment transaction where the voucher is redeemed with the merchant.
In order to explore the sustainability of the social buying business model, it is necessary to identify the factors which drive loyalty behaviours in social buying, as well as the interrelationships between the factors. This research proposes from the marketing literature Oliver’s (1980) expectancy-disconfirmation theory (EDT) as the main theoretical framework on which to model these relationships. EDT is then successfully synthesised with DeLone and McLean’s (2003) information systems success model to create a framework which can appropriately model both the online and traditional stages of the social buying transaction.
This study contributes to the marketing literature by establishing EDT as a suitable framework for investigating social buying. It is believed that this study is the first to do so. Furthermore, it is believed this is the first study examining the social buying innovation in the South African context.Graduate School of Business Leadership
MBA
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"A study of the buying behaviour of KCR passengers." Chinese University of Hong Kong, 1988. http://library.cuhk.edu.hk/record=b5885858.
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Thompson, Kim Helen. "Buying motivations for apparel : a comparative study between male and female generation y consumers." Thesis, 2011. http://hdl.handle.net/10413/8292.
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According to Kotler and Armstrong (2004: 259), “a product‟s position is the way the product is defined by consumers on important attributes”. Knowledge of these attributes, and more specifically, which attributes “attract customers to stores is more important than ever” (Paulins and Geistfeld 2003: 371). Furthermore, it is important to note that the attributes which constitute consumers‟ perceptions of value may be of different importance to different groups of consumers (Ziethaml 1988: 14 cited in Sweeney and Soutar 2001: 204), hence justifying the need to study Generation Y independently. According to Sweeney (2006: 6), it is important to study this specific age cohort as “Millennials are very different from previous generations at the same age” and many of their key behaviours and preferences “are likely to remain part of their lifelong culture” and adult buying behaviour. Consequently, it is vital to satisfy and capture this market now in order to secure a committed clientele for the future. Yarrow and O‟Donnell (2009: 2) also describe Generation Y as “potentially one of the most powerful and influential generations ever” (Yarrow and O‟Donnell 2009: 2), as well as being known for its unprecedented purchasing power “of which two-thirds goes on clothing” (Ebenkamp 1999: 4). The research objectives for this study were: 1. To identify the most patronised stores according to a sample of male and female Generation Y consumers. 2. To determine the relative importance of the attributes that Generation Y consumers apply when choosing between clothing retailers. 3. To determine the relative importance of the attributes that Generation Y consumers apply when purchasing various garments and pieces of clothing. 4. To identify the determinant attributes that influence clothing store selection among Generation Y consumers. 5. To determine whether a significant difference exists between the attributes of the male and female Generation Y respondents with regard to clothing store selection. The study involved a two-stage triangulated research design, with a qualitative focus group stage preceding a quantitative survey stage. The data obtained from the focus groups was analysed and subsequently used to formulate and refine the survey to be used in stage two of the triangulation. Purposive quota sampling was utilised during stage two of the research, which resulted in 380 sufficiently completed questionnaires, the findings from which enabled the researcher to achieve the research objectives.
The key findings of the study revealed that Mr Price, Edgars, Woolworths and Identity were the most frequently patronised by the UKZNP student respondents. The attributes found to be of the most importance with regard to influencing clothing store selection were: High Quality Merchandise, Value for Money, Uniqueness of Merchandise, Fashionable Merchandise, Store Cleanliness, Wide Selection of Merchandise and Low Prices. The clothing attributes which were identified as the most important to the sample of Generation Y respondents when choosing clothing to purchase, were: Good Fit, Comfort and Quality. The results of the Discriminant Analysis, combined with the mean importance ratings of the clothing store attributes, revealed three determinant attributes influencing clothing store selection among the Generation Y respondents, namely: Low Prices, Fashionable Merchandise and Uniqueness of Merchandise. Finally, an Independent Samples T-Test, as well as a Mann-Whitney U-Test, were run to determine whether a significant difference exists between the attributes of the male and female Generation Y respondents with regard to clothing store selection. The results revealed that female Generation Y respondents in this study place greater importance on the attributes of Convenient Location, Low Prices and Appealing Advertising, when choosing between clothing retailers, while the male Generation Y respondents perceived High Quality Merchandise as being more important and influential. Lastly, numerous recommendations were made regarding how to target and satisfy the Generation Y consumer market, with particular reference to each of the clothing retailers.Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2011.
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Santos, Daniela Alves da Silva Ferreira. "A model of fashion-oriented impulse buying behaviour - a case study of Portuguese consumers." Dissertação, 2019. https://hdl.handle.net/10216/123182.
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Santos, Daniela Alves da Silva Ferreira. "A model of fashion-oriented impulse buying behaviour - a case study of Portuguese consumers." Master's thesis, 2019. https://hdl.handle.net/10216/123182.
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Diseko, Dale Sampa. "My memories of the brands in my life : understanding the nostalgic connections consumers form with brands." Diss., 2012. http://hdl.handle.net/2263/24830.
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Capitalising on the power of nostalgic branding, requires understanding a consumer’s past experience with a brand. Nostalgia is a powerful influential factor that marketers should look at utilising correctly in order for them to successfully leverage off nostalgia and existing relationships between the consumer and the brand. This research has been conducted in order to gain a richer understanding of the nostalgic connections that consumers form with brands. Eight credible female respondents between the ages of 45 - 60, born and raised in Soweto, and who have attained tertiary qualification, were selected for the study. A selective criterion was designed to derive quality and depth in the research findings. The semi-structured interview technique was used for the qualitative research study. The findings revealed that brand nostalgia is rooted at different stages within the consumer’s decision process, depending on the brand and product category. The relationship between nostalgia and the derived benefits from the brands are not always as clear-cut as most marketers think. These benefits can be attained during the use of the brand or at the end of the consumption process. If the benefit does not fit the consumer’s current lifestyle, then the relationship will remain as a memory and the brand will not be purchased no matter how strong the nostalgic connection is between the consumer and brand.The research study was carried out to give marketers a guideline on optimising and capitalising on brand nostalgia. Further recommendations were made to assist future research on this topic, and to help marketers find ways of effectively leveraging off nostalgic connections that consumers form with brands. CopyrightDissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
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