Dissertations / Theses: 'Marketing and Consumer Buying behavior'

1

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.

Full text

Abstract:

Thesis (MTech (Business Administratiom, Marketing Management))--Cape Peninsula University of Technology, 2011 The 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.

APA, Harvard, Vancouver, ISO, and other styles

2

Koskinen, S. (Siiri). "Targeted social media advertising and consumer decision making in online buying behavior." Master's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201706062561.

Full text

Abstract:

The aim of this research is to understand how targeted social media advertising influences online buying behavior. More accurately, this research focuses on the five-stage consumer buying decision process model and how targeted social media advertisements affect each stage of the model. This research approaches the subject through phenomenography, where the objective is to concentrate on the attitudes and opinions of individuals and gain a deeper understanding by observing the phenomenon closely. Research theory examines prior research of social media marketing, targeted social media advertising and consumers buying behavior. In this research social media marketing and the possible reactions towards targeted social media advertising are interpreted to be able to create a comprehensive understanding of current research. The online specific features of the different stages in the buying decision model are acknowledged in the research theory and included in the theoretical framework of the research. The empirical research is conducted as a qualitative research and semi-structured interviews are utilized to gather the empirical data. The research target group consists of young adults, who are active social media users and make purchases online on a regular basis. The 24–27 year-old interviewees in this target group participated in the research. Abductive reasoning guides the empirical analysis of the research and the empirical data is analyzed by dividing data into relevant themes. The findings of this research indicate that targeted social media advertisements affect the consumer online buying behavior throughout the whole buying decision process. The influence of targeted social media advertisements is greater depending on the stage of the process. Targeted advertisements can arouse different reactions and affect positively to the online buying intention, when the advertisements are correctly targeted. This research complements the prior social media research by emphasizing the significance of effectively targeted advertisements. According to this research, online buying behavior follows the five-stage buying process model, but is also influenced by online specific variables. The research findings provide further information about the effects of targeted social media advertisements and increase the understanding of consumer online buying behavior. This research also emphasizes the importance of effective targeting of social media advertising and provides means for implementation of targeted advertisements. It needs to be acknowledged that the narrow target group and the subjective nature of phenomenography limit the generalization of the research findings.

APA, Harvard, Vancouver, ISO, and other styles

3

Sloan, Katie Lynn. "Buying for a Cause| Consumer Attitudes Towards Cause Marketing, Using Theory of Planned Behavior." Thesis, Marquette University, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10599425.

Full text

Abstract:

This research was conducted to learn if consumer attitudes and purchase intentions of cause marketing products could be recognized and better understood by applying Icek Ajzen’s Theory of Planned Behavior (TPB). Specifically, the researcher intended to learn more about consumer participation in cause marketing programs and to start a discussion about what consumers expect or hope to gain from their participation. This study applied purchase-triggered donation cause marketing to a post-test experimental design to investigate if purchase intentions are higher when a cause marketing appeal was present and to learn more about the application of TPB in cause marketing consumer behavior. Two random samples of 1000 students were invited to participate in this questionnaire-based, online study which yielded an average 24.6% response rate from the control group and experimental groups. Analyses of the data showed a favorable application of TPB using a path model and multiple regression and a positive application of anticipated affect, an extension of TPB that factors in expectations of emotions after performing a behavior. Multiple regression revealed that cognitive items influenced by the stimulus scenario were diminished when affect is considered and feelings of happiness, satisfaction, guiltlessness, and responsibility were brought to the forefront. The researcher concluded that cause marketing is an effective marketing tool that plays on the emotions of consumer altruism, and TPB with the extension of anticipated affect is an effective model to study the consumer beliefs and attitudes that contribute to the purchase of cause marketing products.

APA, Harvard, Vancouver, ISO, and other styles

4

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

5

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

6

Alcheva, Valentina, Cai Yonggang, and Zhao Lingyan. "Cause related marketing : how does a cause-related marketing shape consumer perception, attitude and behaviour?" Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-5739.

Full text

Abstract:

American Express initiated a new marketing strategy twenty-five years ago. Forevery new card user the company donated one cent for the recovery of the Statueof Liberty. The success of the campaign exceeds the expectations. This strategywhere a company declares to spend a defined amount of money for a special causein order to push up its sales is called Cause-Related Marketing. Now more andmore companies use the cause-related marketing strategy as a way out of saturatedmarkets and growing consumer awareness. Billions of dollars are spent every yearin cause campaigns.Because it is a relatively new approach many researches has shown interest in thismarketing communication strategy. However, there is still lack in the field ofcause-related marketing and especially in the consumer part.This is also the field of interest for this dissertation and in particular how doescause-relates marketing strategy shape consumer attitude, perception and buyingbehaviour? In order to find out the answer of this question we relied on differenttheories and in addition we conducted a questionnaire among international students.The results, even though restricted trough the sample, showed that there is aconnection between the cause-related marketing and buying behaviour andattitude. Consumers are more likely to support companies which are engaged incause campaigns and tend to develop positive attitude toward this company and itsproducts. The research was limited to sample of students who took part in thequestionnaire. A further investigation in this field could deliver deeperinformation and be useful for companies and researchers in the field of marketingcommunication and marketing strategies.

APA, Harvard, Vancouver, ISO, and other styles

7

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

8

Dhawan, Anuj. "Motivation factors for online buying the price driver : a dissertation submitted to the graduate faculty of design and creative technologies, AUT University, in partial fulfilment of the requirements for the degree of Master of Business, School of Computing and Mathematical Sciences, Auckland, New Zealand, 2008." Abstract. Full dissertation, 2008.

Find full text

APA, Harvard, Vancouver, ISO, and other styles

9

Andersson, Weinez Linnéa. "Impulsköp : En studie om vilka faktorer som kan påverka när svenska kvinnor utför impulsköp." Thesis, Högskolan Dalarna, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:du-25389.

Full text

Abstract:

Detaljhandeln förmodas möta en stor utmaning de kommande åren. Detta då digitaliseringen växer i snabb takt och e-handeln konkurrerar allt mer mot de traditionella butikerna. På grund av den hårdnande konkurrensen är det viktigt att företag tänker nytt och är innovativa. För att bemöta utmaningen menar jag att impulsköp kan anses som en konkurrensfördel för detaljhandelsföretag. Denna studie har därför tagit sin utgångspunkt i detta och belyser just fenomenet impulsköp. Då kvinnan är den som tidigare påvisats utföra flest impulsköp valdes det i studien att fokusera på henne. Syftet var att bidra med en ökad kunskap gällande vilka faktorer som kan påverka när svenska kvinnor impulshandlar. Studiens insamling av empiri bestod av en gruppintervju samt tre enskilda intervjuer. Dessa grundades i en analysmodell som utvecklats från studiens litteraturgenomgång. Sammanfattningsvis var det tre faktorer ur studiens analysmodell som kunde påvisas vara påverkande vid impulsköp. Dessa var shoppingmiljö, erbjudande och sällskap. Även merförsäljning och ålder har påvisats kunna vara betydande för impulsköp. Retail business is expected to face a major challenge in the coming years. This is because digitalization is growing rapidly, and e-commerce is increasingly competing against traditional stores. It requires innovative thinking of companies to be competitive. To meet the challenge, I mean that impulse purchases can be used as a competitive advantage for retail companies. This study has therefore taken its starting point in the phenomenon impulse purchases. The study focuses on a female perspective since women are more inclined to execute impulse purchases. The purpose was to contribute to increased knowledge of the factors that may be crucial when Swedish women do impulse purchases. The study's empirical gathering consisted of a group interview and three individual interviews. These interviews were based on an analysis model developed by the study's literature review. In summary, three factors from the study's analysis model that could be shown to be influential in impulse purchases . These are shopping environments, offers and companies while shopping. Even additional sale and age have been shown to be significant for impulse purchases.

APA, Harvard, Vancouver, ISO, and other styles

10

Rigollet, Daníel Ýmir, and Hannah Kumlin. "Consumer Attitudes towards Push Notifications : As a Marketing Tool to Trigger Impulse Buying Behaviour in Smartphone Users." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-43622.

Full text

Abstract:

This thesis takes the reader on an exploratory journey into the development of impulse purchasing behaviour stemming from the increased usage of web-connected smartphones. At an unprecedented rate, consumers are able to access businesses online, twenty-four hours a day, seven days a week, at their own convenience, without restrictions other than a connection to the World Wide Web. This mobile phenomenon has effectively pushed the commercial market to new boundaries and simultaneously created new possibilities for retailers to reach out to consumers by providing seamless and innovative marketing solutions on portable devices to a fast-growing market segment. This emergent technology and the trends it brings with it, demands special attention to the analysis of consumer behaviourism. As of date, academia has put relatively little emphasis on the evolution of impulse purchasing behaviour as a product of smartphone usage. In this paper, the authors investigate the attitude of local consumers towards so-called ‘push notifications’, whose purpose is to stimulate an impulsive behaviour in the smartphone user. The results of this study show that multiple factors in relation to push notifications on smartphones play an important part in shaping the attitude of consumers and furthermore can elicit impulse buying behaviour. These factors often bridge each other and are at times mutually dependent.

APA, Harvard, Vancouver, ISO, and other styles

11

Guerreiro, João Manuel Frias. "Plano de marketing para a empresa Beatroot." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19076.

Full text

Abstract:

Mestrado em Marketing Com o presente projeto pretende-se desenvolver o primeiro plano de marketing para a Beatroot - empresa criada no segundo semestre de 2018 que está a desenvolver uma marca, com o mesmo nome da empresa, de produtos vegan ultracongelados em Portugal. Tendo em consideração que a empresa está em início de atividade, a sua principal preocupação é, neste momento, conhecer os seus potenciais consumidores e os seus comportamentos de compra. O trabalho terá um carácter exploratório e seguirá uma abordagem dedutiva. A escolha do método será a de métodos mistos: a primeira fase consistirá num estudo exploratório qualitativo onde se pretende, através da realização de dois focusgroupe de duas entrevistas em profundidade, a compreensão do comportamento do consumidor e quais as suas motivações e hábitos alimentares; a segunda fase será composta por um estudo quantitativo, através da realização de questionários online com o suporte da plataforma Qualtrics, onde se pretende consolidar os conceitos testados da análise qualitativa. Espera-se alcançar com este projeto contribuições relevantes para a Beatroot, nomeadamente a delineação de uma estratégia adequada ao público-alvo definido, bem como a identificação dos aspetos motivacionais que levam à compra. É também expectável que com este trabalho, se contribua cientificamente para a área nomeada, bem como para outras empresas emergentes semelhantes à Beatroot. The purpose of this project is to develop the first marketing plan for Beatroot, which was created in the second half of 2018. This company is developing a brand, with the same name, of deep-frozen vegan products in Portugal. Considering that the company is in its early stages, its main concern at the moment is to understand who are its potential consumers as well as their buying behaviors. This work will be exploratory and will follow a deductive approach. The choice of method will be that of mixed methods: the first phase will consist of a qualitative exploratory study where, through the realization of two focus groups and two in-depth interviews, the understanding of consumer behavior and its motivations and eating habits will be achieved; the second will be composed of a quantitative study, through online questionnaires with the support of the platform Qualtrics, for the consolidation of the tested concepts of qualitative analysis. This project is expected to have relevant insights for Beatroot, notably the delineation of an appropriate strategy to the defined target audience, as well as identifying the motivational drivers that may lead to the purchase. It is also expected that this work will contribute scientifically to the named area, as well as to other emerging and similar companies. info:eu-repo/semantics/publishedVersion

APA, Harvard, Vancouver, ISO, and other styles

12

Ali, Basharat. "Impact of green marketing on consumer buying behavior: The mediating role of environmental knowledge. : A quantitative study in the context of Pakistan." Thesis, Mittuniversitetet, Avdelningen för ekonomivetenskap och juridik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-35738.

Full text

Abstract:

Green marketi ng is aimed at directing a company‘s efforts to undertake the processes of designing a product, its promotion, pricing, and distribution in a way that can help to protect the environment. The current study is aimed at investigating the influence of green marketing practices including eco-labeling, green branding and green advertising on consumer buying behavior in Pakistan which is a developing country. The study has also analyzed the mediating effect of environmental knowledge in the relationship between green marketing practices and consumer buying behavior. The research useda quantitative approach and a structured survey questionnaire to collect data from 300 respondents. The study results revealed that green advertising and green branding has a significant positive relationship with consumer buying behavior while eco-labeling is not a significant predictor for this purpose. Moreover, environmental knowledge partially mediates the relationship between green marketing and consumer buying behavior. In this way, the current study has contributed to literature by analyzing the green marketing practices with and without the presence of environmental knowledge in Pakistan. The results of the research are helpful for marketers to emphasize more on green advertising being the strong predictor of consumer buying behavior. It also urges them to make their environmental friendly activities closer to reality in order to gain greater acceptability from consumers. However, the study has not taken into account alldimensions of green marketing and the sample responses belong to the population in only urban areas of Pakistan.

APA, Harvard, Vancouver, ISO, and other styles

13

Kerner, Ann-Christiin. "Slow Fashion Brand Customer Persona : The profile and buying insights of a slowfashion brand customer." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14707.

Full text

Abstract:

Purpose: The purpose of this thesis is to expand knowledge of slow fashion brand customer by creating a persona that communicates the characteristics and aspects that influence purchase decisions of slow fashion consumers. Method: Since slow fashion consumer concept is still rather unexplored area, qualitative research strategy approach was chosen for this thesis, to get more deep data about the slow fashion consumer profile and buying insights. To address the research questions, single case study was used. The data was gathered through semi-structured interviews that were conducted with five female slow fashion consumers who had recently made a purchase from a Swedish slow fashion brand MASKA’s online store. To analyse the data, a coding approach was used. As a result of the coding process, themes that described the slow fashion consumer’s profile and buying insights emerged and were used later to create a narrative of the slow fashion buyer persona. Conclusion: In order to expand knowledge of slow fashion brand customer, a persona that communicates the characteristics and aspects that influence purchase decisions of slow fashion buyer was developed with this study. To answer the research questions and develop persona, five female slow fashion brand buyers were interviewed. Answering the research questions provided 8 different themes that emerged from the interview transcripts and made up slow fashion brandbuyer persona, which fulfilled the purpose. The emerged themes were describing who slow fashion brand buyer persona is: 1) creative mind; 2) globetrotter and explorer; 3) fond of nature, and themes that described what influences the slow fashion buyer: 4) consciousness; 5) quality over quantity; 6) shoppers of small boutiques; 7) trust; 8) esthetics. This study did not come to a firm conclusion, but rather aimed to provide more in-depth knowledge about slow fashion brand buyer and point out implications to further study the slow fashion consumer.

APA, Harvard, Vancouver, ISO, and other styles

14

Storbacka, Carl-Anton Storbacka, and Aron Jahn. "Gymnasieelevers syn på influencers." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-144705.

Full text

Abstract:

Influencer marketing has arguably emerged as one of the most effective forms of marketing, and it’s here to stay. That has made influencer marketing just as compelling of a research subject as it is useful for marketing professionals. This thesis aims to put an answer to how high school students experience influencer marketing across social media and how they feel it affect their buying intentions. The data that this study relies on is extracted from an opinion poll, the results of that survey are discussed through various theories and peer reviewed papers. Despite the students adolescence and lack of access to online payment methods, we found that numerous students were not only affected by influencer marketing in their consumer behavior but also went through with a purchase inspired by an influencer on social media. Additional findings indicated that Youtube was perceived to be the most effective platform for influencer marketing according to the questionnaire. The analysis from the survey data also indicated that men were affected by influencer marketing to a lesser extent than women, to confirm this however a bigger sample is needed.

APA, Harvard, Vancouver, ISO, and other styles

15

Memar, Noushan, and Syed Ayub Ahmed. "Determinants which Influence the Consumers’ Green Purchasing Intention : “AN EMPIRICAL STUDY OF CONSUMERS’ BUYING INTENTION TOWARD ECO FRIENDLY PRINTERS IN THE SWEDISH MARKET”." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-14976.

Full text

Abstract:

Young et al.(2009) report a gap in customers’ buying habits which is referred to a value action gap. This value action gap is typically where customers are concerned about environmental issues but have a hard time interpreting it when making a purchase. In the same way, Peattie and Crane (2005) report that there has been a slight growth on green purchasing since 1990, they also identified a significant gap between concerns and actual purchasing among customers. Datta (2011) states, it is important to increase people’s environmental awareness and consciousness, because as customers, they can impact the environment through their positive purchasing decisions. Datta (2011) further argues that the growing number of customers and consumers who prefer and are willing to buy Eco-friendly products are creating opportunities for businesses that are using “Eco-friendly” or “environmentally friendly” as a component of their value proposition . Considering the fact that printers produce carbon foot prints (Lubick, 2007), the authors have decided to conduct their research on the consumers’ purchasing gap towards Eco printers in Swedish market. Thus, the purpose of this study is to identify and analyze the factors which can influence consumers’ green purchasing intention. More specifically, it aims to find and analyze the factors that can influence consumers’ green purchasing intention towards buying an Eco printer in the Swedish market. Therefore, the following research question has been formulated: What factors can influence the consumers’ green purchasing intention towards buying environmentally friendly printer? In this thesis both primary and secondary data have been used to establish its findings. A questionnaire of 201 respondents was analyzed to answer the research question. In conclusion the authors h found that there are several determinants which can influence the green purchasing intentions. Among these determinants, green knowledge and Eco literacy, attitude and green belief, environmental laws and guidelines and willingness to pay are indentified as strong influencing factors while demographics found as less stronger factor. However, subjective norms and social influence found as a weak one.

APA, Harvard, Vancouver, ISO, and other styles

16

Pimenta, Margarida Gaspar Bentes. "Variáveis que determinam a preferência de um consumidor invisual por uma loja." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20898.

Full text

Abstract:

Mestrado em Marketing Em qualquer momento da vida, um consumidor pode tornar-se vulnerável. No caso dos consumidores invisuais, estes são sempre vulneráveis, desde o momento em que experienciam a cegueira. Estes consumidores estão, tipicamente, dependentes de terceiros para a realização de diferentes tarefas, nomeadamente, o ato de fazer de compras. Este estudo tem como objetivo compreender quais as variáveis do marketing mix que determinam a preferência de um consumidor invisual por uma loja, isto é, o que é que leva os consumidores cegos a escolher uma loja em detrimento de outra. Neste trabalho são considerados diferentes ambientes de compra, de forma a perceber se razões diferem em ambientes diferentes. Para concretização dos objetivos deste estudo foram realizadas entrevistas semiestruturadas em profundidade. Os resultados obtidos revelam que as variáveis do marketing mix mais relevantes, para os consumidores em questão, variam com o tipo de ambiente de compra. No caso de compras de supermercado e de compras de roupa, os consumidores valorizam mais as variáveis referentes a Pessoas, Processos e Preço. Relativamente a compras de produtos de eletrónica/tecnologia, os invisuais valorizam mais os Processos e os Produtos. As conclusões sublinham a dependência que estes consumidores têm de terceiros, sejam estes amigos, familiares ou colaboradores em loja. Enfatizam também a importância que o atendimento em loja tem para os cegos, podendo mesmo essas experiências determinar a preferência de um consumidor por uma loja. At any point in life, a consumer can become vulnerable. In the case of blind consumers, they are always vulnerable, from the moment they experience blindness. These consumers are typically dependent on third parties to carry out different tasks, namely, the act of making purchases. This study aims to understand which marketing mix variables determine the preference of a blind consumer for a store, that is, what makes blind consumers choose one store over another. In this work, different shopping environments are considered, that is, different shopping situations in different product categories, in order to understand if the reasons that lead, for example, a blind consumer to choose a certain supermarket are the same reasons as the lead to choosing a particular clothing store or a particular electronics store. In order to achieve the objectives of this study, in-depth semi-structured interviews were conducted. The results obtained reveal that the most relevant marketing mix variables, for the consumers in question, vary with the type of shopping environment. In the case of supermarket purchases and clothing purchases, consumers place more value on the variables related to People, Processes and Price. Regarding purchases of electronics / technology products, blind people place more value on Processes and Products. The conclusions underscore the dependence these consumers have on third parties, whether they are friends, family members or store employees. They also emphasize the importance that in-store service has for the blind, and even these experiences can determine a consumer's preference for a store. info:eu-repo/semantics/publishedVersion

APA, Harvard, Vancouver, ISO, and other styles

17

Marais, Heleneze Tiane. "Black Generation Y students' attitudes towards sales promotion techniques on low involvement products / Heleneze-Tiane Marais." Thesis, North-West University, 2013. http://hdl.handle.net/10394/10108.

Full text

Abstract:

The increasing competition and the predicted changes in the retail sector are pressurising marketers to be more competitive in order to ensure that their brands are amongst the leading brands. Marketers need to constantly develop innovative marketing strategies to create brand awareness, as well as to stimulate demand for specific brands. An important tool in this regard is the marketing communication mix, of which sales promotion is one of the most effective elements in the fast moving consumer goods (FMCG) sector. It is the responsibility of marketers to select the most appropriate sales promotion technique for a specific market segment or, more specifically, to select the most appropriate technique to effectively encourage the desired effect on the consumer buying behaviour. The South African Generation Y cohort (individuals born between 1986 and 2005) accounts for 40 percent of the total South African population and the black Generation Y portion represents 84 percent of the total South African Generation Y cohort. Those involved in attaining a tertiary qualification are likely to represent the future ‘Black Diamonds’ who represent South Africa’s growing prosperous African middle class that have experienced a 39 percent yearly growth rate in their spending power. Therefore, the black Generation Y student cohort is a very attractive market segment and it is critical to determine what sales promotion techniques are preferred by this specific market segment. The purpose of this study was to analyse the black Generation Y students’ attitudes towards different sales promotion techniques on low involvement products, since low involvement products tend to be more responsive to sales promotion techniques. For this study, the target population comprised black Generation Y students registered at the 23 South African registered public HEIs. From the sampling frame, a non-probability judgment sample of one traditional university and one university of technology in Gauteng was selected. Thereafter, a non-probability convenience sample of 600 black students from the selected HEIs aged between 18 and 24 years was drawn. A self-administered questionnaire was hand delivered to the lecturers and distributed to the respondents during one lecture period. The questionnaire requested respondents to indicate on a six-point Likert scale their attitudes towards four sales promotion techniques on 20 items as well as to provide certain demographic data. The findings of this study indicate that black Generation Y students have an overall positive attitude towards the sales promotion techniques measured in this study and that these techniques are suitable for inducing specific consumer buying behaviours concerning low involvement products. Furthermore, the findings indicate that buy one get one free and free sample offers are the most preferred sales promotion techniques and are more likely to exert an influence on consumer buying behaviours than the other sales promotion techniques. Insights gained from this study will help both marketers and retailers to understand current black Generation Y consumers’ attitudes towards sales promotion techniques, as well as to understand which sales promotion techniques are preferred and most likely to influence specific consumer buying behaviours. Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013

APA, Harvard, Vancouver, ISO, and other styles

18

Bashir, Abdalla Mohamed. "South African and non-South African residents in Cape Town: Awareness level, purchase intention and buying behaviour towards purchasing halal food products." University of Western Cape, 2020. http://hdl.handle.net/11394/7233.

Full text

Abstract:

Philosophiae Doctor - PhD Muslims and non-Muslim consumers regardless of who they are or from where they come, whether natives or foreigners in a particular country are much concerned with consuming food products. However, not any researchers in South Africa (SA) have addressed the consumers who buy food products labelled halal. This doctoral dissertation primarily aims to explore and bring new knowledge towards halal food purchasing behaviour. It specifically focuses on understanding the current purchase intention and behaviour of halal consumers in Cape Town, South Africa. For this purpose, the Theory of Planned Behavior (TPB) was utilised as the theoretical framework to measure the purchase intention and subsequently the buying behaviour of halal consumers. An exploratory sequential mixed method was adopted. A qualitative approach formed the first phase of the study, while a quantitative approach formed the second phase of the study. For the qualitative phase, data was collected purposively through 9 intensive semi-structured interviews. Nonetheless, for the quantitative phase, data was collected by means of 516 self-administrated questionnaires using a stratified random sampling. In analysing the qualitative data, thematic analysis was applied. However, for the quantitative phase, data was analysed using multivariate statistical analysis known as the Structured Equation Modelling (SEM).

APA, Harvard, Vancouver, ISO, and other styles

19

Andersson, Jennie, and Tove Bazso. "Influencers på Instagram : en studie om kvinnors köpbenägenhet." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14317.

Full text

Abstract:

Influencer marketing påstås vara ett marknadsföringsverktyg som ligger rätt i tiden. Dennamarknadsföringsmetod handlar om att använda sig utav influencers för att sprida ett företagsvarumärke och produkter. På sociala medier kan influencers lägga upp bilder och videos ochmånga anser att influencer marketing är mer trovärdigt och personligt än till exempel reklampå TV. Denna trovärdighet bidrar till att konsumenters köpbenägenhet ökar eftersom mankänner tillhörighet och samhörighet med influencers.Syftet med denna studie är att undersöka vilken betydelse influencer marketing har påInstagram och om de har någon inverkan på unga kvinnors köpbenägenhet, och i så fall vilkeninverkan det har. Två forskningsfrågor har tagits fram för att uppfylla syftet och med hjälp avett kvalitativt angreppssätt och vetenskapliga artiklar har forskarna jämfört det insamladeempiriska materialet. Den kvalitativa metoden bestod av tre stycken fokusgrupper där urvaletvar unga kvinnor mellan 20–25 år.Efter att ha analyserat resultatet har forskarna kommit fram till att influencer marketing har enstor påverkan på unga kvinnors köpbenägenhet. Forskarna menar att det som en influencerlägger upp på Instagram inte alltid behöver leda till ett köp, utan det leder mer till att ett behovoch en köpbenägenhet skapas av de bilder som dyker upp i flödet. Hur influencer marketinguppfattas av konsumenter är något individuellt men det tycks ändå vara enmarknadsföringsmetod som fungerar då det upplevs trovärdigt. Influencer marketing påstås vara ett marknadsföringsverktyg som ligger rätt i tiden. Denna marknadsföringsmetod handlar om att använda sig utav influencers för att sprida ett företagsvarumärke och produkter. På sociala medier kan influencers lägga upp bilder och videos och många anser att influencer marketing är mer trovärdigt och personligt än till exempel reklam på TV. Denna trovärdighet bidrar till att konsumenters köpbenägenhet ökar eftersom man känner tillhörighet och samhörighet med influencers. Syftet med denna studie är att undersöka vilken betydelse influencer marketing har på Instagram och om de har någon inverkan på unga kvinnors köpbenägenhet, och i så fall vilken inverkan det har. Två forskningsfrågor har tagits fram för att uppfylla syftet och med hjälp av ett kvalitativt angreppssätt och vetenskapliga artiklar har forskarna jämfört det insamlade empiriska materialet. Den kvalitativa metoden bestod av tre stycken fokusgrupper där urvalet var unga kvinnor mellan 20–25 år. Efter att ha analyserat resultatet har forskarna kommit fram till att influencer marketing har en stor påverkan på unga kvinnors köpbenägenhet. Forskarna menar att det som en influencer lägger upp på Instagram inte alltid behöver leda till ett köp, utan det leder mer till att ett behov och en köpbenägenhet skapas av de bilder som dyker upp i flödet. Hur influencer marketing uppfattas av konsumenter är något individuellt men det tycks ändå vara en marknadsföringsmetod som fungerar då det upplevs trovärdigt.

APA, Harvard, Vancouver, ISO, and other styles

20

Schneyderová-Kubaniková, Zuzana. "Spotřební zvyklosti na automobilovém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15568.

Full text

Abstract:

The aim of this diploma thesis is analysis of the marketing tools in the automotive industry and specification of the consumer buying habits of cars. Description of the marketing environment as the default situation analysis for consumer behavior. Determination of marketing tools used to define the appropriate marketing mix. Detect changes in consumer behavior due to the economic crisis and its impact on the automotive industry.

APA, Harvard, Vancouver, ISO, and other styles

21

Blomqvist, Eriksson Erica, and Rebecca Järkemyr. "Do you give in to your inner shopaholic? : A study of influencers impact on consumers mobile impulse buying behavior." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39538.

Full text

Abstract:

Influencer marketing has become a significant marketing tool for companies since the profession as an influencer is emerging. Especially on Instagram as it is one of the biggest social media platforms for influencers. This results in a change for followers also being consumers since more products are being marketed through Instagram. Further, the easy access of mobile devices makes it effortless to purchase products endorsed by influencers. Previous research exists about Influencer marketing, m-shopping and impulse buying behavior. However, an opportunity was found to study the relation of these. Thus, this paper focus on investigating factors on consumers mobile impulse buying behavior affected by influencers, in the context of Instagram. The purpose of this thesis was to investigate influencers impact on consumers mobile impulse buying behavior, analyzing through the social media platform of Instagram. A study with mixed method research design was conducted to carry out the purpose of this thesis. The qualitative data was collected through semi-structured interviews with the aim to discover in what way Instagram influencers affect consumers mobile impulse buying behavior. The themes and codes acquired from the findings of the qualitative study were tested with a questionnaire through a quantitative study, this to identify which factors impact the consumer’s mobile impulse buying behavior the from Instagram influencers. The empirical evidence suggests that the Relation to influencers content, Perception of influencer, Conscious spontaneous purchase and Cause of purchase are factors that have an impact on consumers mobile impulse buying behavior by influencers on Instagram. The empirical evidence further implies an influential process between the different factors. Tough, it was not tested how they were related as the study did not aim to compare the interrelation between the factors.

APA, Harvard, Vancouver, ISO, and other styles

22

Kotzee, Anri. "A framework for developing personas as basis for market segmentation in Pretoria spas / A. Kotzee." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4432.

Full text

Abstract:

The South African spa market is booming and strong growth rates have been recorded for both revenue and visits between 2002 and 2008. As a result of these growth rates, competition among spas is increasing; spa managers and spa marketers therefore have to ensure that their businesses have marketing plans that have sufficiently detailed consumer information in order to allow these businesses to remain competitive in the growing spa industry. Satisfied consumers are probably one of the most important aspects to consider when planning strategies aimed at achieving a competitive advantage in an industry. When consumers are satisfied, they will return and also recommend services to friends and family. In order to ensure consumer satisfaction in the spa industry, spa managers and their marketers should ensure they have sufficient knowledge regarding the descriptive characteristics of their consumers in terms of their demographic and geographic backgrounds, as well as their specific needs regarding spas and spa visits. The method used by businesses to collect the sufficient information regarding their consumers is known as market segmentation. The study followed a descriptive research design, which was supported by a quantitative method of collecting data. The data collection instrument used was a structured self-administered questionnaire. For the purpose of selecting respondents a non-probability sampling procedure was followed and 98 respondents participated in the study. The main aim of this study was to obtain the information necessary for developing personas as basis for market segmentation in Pretoria spas. Quantitative information was therefore collected, which was used to compile the following profile of a typical study population respondent: * The typical study population respondent can be described as a White Generation Y female who is either single or married/living together without any children. She speaks Afrikaans or English and is a full-time employed professional living with between 1 and three family members. She leads a healthy lifestyle, has a high living standard and is willing to travel up to 30km to a spa. Her actual spa visits are less than twice a year, twice a year or once every three months. However, she would like to visit a spa more frequently, such as monthly or weekly. The reason she cannot visit more often is because spa visits are expensive and she does not have time to visit more often. Her major reasons for visiting a spa are to relief/reduce stress, to feel better about herself, for overall wellness or for special occasions such as birthdays, holidays or when she receives a gift card. When visiting a spa she would prefer to go alone, with one or two good friends or with her husband/life partner. Her perception of spa visits is positive for the relieving of stress and the soothing of sore joints and muscles. The buying behaviour of the typical study population respondent will be affected by aspects such as recession or financial difficulty, the reference of a good friend, the recommendation of a family member and friend, information on a website, the professionalism and friendliness of the spa therapists and the types of services a spa offer. The recommendations that can be made to marketers regarding the results of this study are the following: * Spa managers and marketers can use the profile as starting point for the qualitative research that has to follow the quantitative research when developing personas. * The current profile may be used to for developing marketing strategies until personas have been developed. * The collected data may be used to compile profiles to be used as input for further research on other potential markets such as male spa users. Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2011.

APA, Harvard, Vancouver, ISO, and other styles

23

Ackelid, Emma, and Gabriella Stenmark. "Konsumenters uppfattning av hållbarhetsmärkningar i dagligvaruhandeln : Hur köpbeslutet påverkas." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64127.

Full text

Abstract:

Hållbarhet är en stark faktor som påverkar både konsumenter och företag i växande utsträckning. Att medvetet konsumera i enlighet med hållbara riktlinjer ligger i många konsumenters intresse, och företag utvecklar kontinuerligt strategier för att bemöta konsumentbehov och höja sin försäljning. I takt med detta ökar utbudet av hållbart märkta produkter och hållbarhetsmärkningar. För konsumenter innebär detta större valmöjligheter men också eventuella svårigheter då hållbarhetsmärkningar ofta upplevs snarlika och svåra att förstå betydelsen bakom, vilket i sin tur kan ha en motverkande effekt på konsumenters köpbeslut. Syftet med denna studie var därför att undersöka hur konsumenter i dagligvaruhandeln ställer sig till svenskt etablerade hållbarhetsmärkningar på likvärdiga produkter, för att utforska hur hållbarhetsmärkningar påverkar konsumenters köpbeslut vid köptillfället. Studien eftersträvade att identifiera de starkaste faktorerna som ligger bakom konsumenters beslut att köpa eller inte köpa hållbart märkta produkter. Avsikten var att ge företag/varumärken en bild av vad konsumenterna behöver för att effektivt vägledas i sitt köpbeslut. Insamling av data genomfördes genom enkäter med kvalitativ karaktär då studien avsåg att belysa konsumentåsikter kopplade till konsumentbeteende. Urvalet som inkluderades i studien utgjordes av individer som köper produkter i dagligvaruhandeln. Analys av data skedde med utgångspunkt i grundad teori där nyckelord och mönster mellan respondenter och svar identifierades och tolkades. Resultatet av studien visade att konsumenter främst påverkas i köpriktning vid köp av hållbart märkta produkter till följd av miljömässiga omvärldseffekter och personliga effekter på den egna hälsan, men även till viss del till följd av omvärldseffekter kopplade till socialt ansvarstagande samt tillgänglighet av information. Bristande tilltro som skapar associationer till opålitlighet samt bristande förståelse till följd av dålig kunskap är de enda faktorerna som har påverkan på köpbeslut i icke-köpriktningen enligt resultatet av studien. Genom att belysa de faktorer som påverkar konsumenter i köpriktning och motverka de faktorer som påverkar konsumenter i icke-köpriktning, kan företag/varumärken uppnå företagsnytta.

APA, Harvard, Vancouver, ISO, and other styles

24

James, Diana. "Problematic use of mobile phones : measuring the behaviour, its motivational mechanism, and negative consequences." Thesis, Queensland University of Technology, 2012. https://eprints.qut.edu.au/54749/1/Dianna_James_Thesis.pdf.

Full text

APA, Harvard, Vancouver, ISO, and other styles

25

Jankevičiūtė, Ramunė. "Vartotojų elgsenos internete ypatumai." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20090807_084653-91121.

Full text

Abstract:

Šis baigiamasis magistro darbas siekia atskleisti vartotojų elgsenos internete ypatumus ir atlikti empirinį tyrimą, kurio metu siekiama nustatyti pagrindinius interneto vartotojų ne/pirkimo internetu motyvus. Darbą sudaro trys dalys: vartotojų elgsenos internete teorinių aspektų analizė, vartotojų ne/pirkimo internetu elgsenos ir motyvų analizė bei remiantis pirmų dviejų dalių analizės rezultatais paremti problemos sprendimo būdų pasiūlymai. Tyrimo ir analizės metu buvo identifikuoti keli kritiniai vartotojų elgsenai atliekant pirkimą internete įtaką darantys veiksniai, su jais susijusios problemos bei pateikiamos rekomendacijos, kaip jas išspręsti. In this master’s paper work, work author is seeking to reveal features of the Internet consumer behavior and to make empirical research, which would determine main internet buyer‘s non/purchasing motives in the Internet. The paper work consists of three parts: the analysis of the theoretical aspects of the internet user‘s behavior, buyer’s non/purchasing in the Internet behavior’s and motives’ analysis and, based on the analysis results of the first two parts, the provided problem solution offers. The study and analysis identifies a number of critical consumer behavior, while making a purchase online, factors, issues related to these factors and provides recommendations on how to solve them.

APA, Harvard, Vancouver, ISO, and other styles

26

Eriksson, Malin, and Evelina Lorentzson. "Från retro till metro : Att marknadsföra skönhetsprodukter till män." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45427.

Full text

Abstract:

Research question: How should cosmetic companies develop marketing strategies for beauty products to appeal to men as a customers? Purpose:The purpose of this paper is to explore how marketing strategies of beauty products aimed for men should be designed in order to appeal to potential and existing male customers. Furthermore the paper aims to identify strategic proposals that cosmetic companies should apply in creating marketing for men. Method:The case study is based on a qualitative research method with an inductive approach in which the data collected is done through semi-structured interviews and observations. Results: The results show that cosmetics companies should make use of marketing specifically intended for men to appeal as a consumer group. Furthermore, companies should adapt their marketing communications to coincide with men's preferences, interests and characteristics as well as to use market channels for highlighting product ranges intended for men. Limitations: The study of cosmetic companies presents itself on a national level, which means that the conclusion is aimed for the Swedish market and Swedish men. Theoretical and practical contributions: The theoretical contribution of this paper is to overlap the gaps identified in the literature between company and consumer. In order to do so, there must exist a correlation between the marketing mix, segmentation, positioning and target marketing. The practical contributions of this paper is to provide cosmetic companies with proposals of how they should adapt their marketing strategies to appeal to men as a consumer group on the Swedish market.

APA, Harvard, Vancouver, ISO, and other styles

27

Ericsson, Felicia, and Lisa Karlsson. "Instagrams påverkan på män och kvinnor : En kvalitativ studie om skillnader mellan kvinnor och mäns påverkan av reklam på Instagram." Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-44395.

Full text

Abstract:

Instagram är en gratis mobilapplikation för socialt nätverk som ger privatpersoner, såväl som företag möjligheten att dela videos och fotografier med varandra. Idag fungerar Instagram även som en plattform för företags reklam och marknadsföring, vilket har påverkat användares konsument-och köpbeteende. Uppsatsens syfte är att undersöka om det finns några skillnader i köpbeteende mellan kvinnor och män efter de har blivit påverkade av reklam på plattformen Instagram och på så sätt bidra med kunskap som kan intressera företag i deras digitala marknadsföringsstrategier. Studien är genomförd genom en kvalitativ metod som innefattar semistrukturerade intervjuer samt ett frågeformulär. Frågeformuläret undersökte respondenternas konsumtion och vad som fick dem till att konsumera under tre veckors tid. Intervjuerna tillträde därefter och gav respondenterna ett större utrymme för fördjupning av personliga upplevelser. Slutsatsen visade på att männen och kvinnorna i studien har påverkats på olika plan. Kvinnorna i studien konsumerar efter de blivit påverkade av reklam på Instagram, männen gör inte det. Kvinnor har möjligen mer tillit för influensers och blir inspirerade medans männen i studien inte hade den tilliten. Instagram is a free mobile application for social networking that gives individuals as well as companies the ability to share videos and photos with each other. Today, Instagram also serves as a platform for companies to do marketing on, which in turn has influenced users' consumer and buying behavior. The purpose of this thesis is to investigate whether there are any differences in buying behavior between women and men after they have been influenced by advertisement on the platform Instagram and to contribute with knowledge that may interest companies in their digital marketing strategies. The study is conducted through a qualitative method that includes semi-structured interviews and a questionnaire. The questionnaire examined the respondents' consumption and what made them consume for a period of three weeks. The interviews then took place and gave the respondents room for deepening their personal experiences. The conclusion showed that the men and women in the study have been affected on different levels. The women in the study consume after being influenced by advertisement on Instagram, the men in the study do not. Women may have more confidence in influencers and are inspired by them, while the men in the study did not have that confidence.

APA, Harvard, Vancouver, ISO, and other styles

28

Öhlund, Emma, and Anna Thorsell. "Iögonfallande layout & känsloväckande stimuli : En studie om modebutikers fysiska upplägg och dess påverkan på konsumentbeteende och köpbeslut, ur ett företagsperspektiv." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-26298.

Full text

Abstract:

Denna studie har som syfte att förklara och ge en ökad förståelse för hur utvalda företag i modebranschen arbetar med det fysiska upplägget i butiker, genom bland annat atmosfär, sinnesstimuli och visuell merchandising. Samt vilken påverkan upplägget kan ha på konsumenters köpbeslutsprocesser och därmed även uppfattningen om varumärket. Sex intervjuer med olika företag har gett kvalitativa data som sedan analyserats mot varandra utifrån studiens teoretiska referensram. Resultat visar på att de studerade företagen inte planerar sin butiksyta beroende på teorier om konsumentbeteende och sinnesmarknadsföring. Utan istället planeras ytan beroende på varumärke och positionering, vilket skiljer sig åt beroende på företag. Att förmedla en känsla och att ge ett helhetsintryck med hjälp av upplägget är viktigt och baseras på hur butikerna vill att varumärket ska uppfattas, vilket sedan påverkar köpbeslutsprocessen då det avgör om kunderna väljer att konsumera i butiken eller inte. En lyckad planering av butiksytan för de studerade företagen, grundar sig därmed inte på hur väl ytan planeras utifrån tidigare forskning om sinnesmarknadsföring och visuell merchandising, utan hur bra den planeras utifrån varumärket. This study aims to describe and to give greater understanding of how selected companies in the fashion industry works with the physical layout of stores, including the use of atmosphere, sensory stimuli and visual merchandising. Also what impact the layout can have on consumers buying process and the perception of the brand. Six interviews with different companies gave qualitative data that was analyzed together and against each other, based on the theoretical framework of the study. The result shows that the selected companies do not plan the layout based on theories of consumer behavior or sensory marketing. Instead the layout is planned based on the brand and the positioning the company works for, which differentiates itself based on what company it is. To convey a feeling and to give an overall impression of the brand with the help of layout is important, and it is based on how the companies want the brand to be perceived. This then affects the buying process because it determines if the customers choses to consume in the store or not. A successful planning of the layout, for the companies in the study, is therefore not based on how well it matches with recent research in the field, but how well it is matched based on the brand only.

APA, Harvard, Vancouver, ISO, and other styles

29

Lammers, Alice, Selma Sakic, and Emine Suwhanli. "Influencerns roll i konsumentens köpprocess : relation och trovärdighet är avgörande." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-22041.

Full text

Abstract:

Vilken påverkan sociala medier har på konsumenter finns idag etablerat, men vilken påverkan influencers specifikt har på konsumentens köpprocess är ett outforskat område. Därmed är syftet med studien att undersöka vilken påverkan influencers har på konsumenters köpprocess. Studien redogör för influencerns roll i konsumentens köpprocess och hur viktigt det är för konsumenten att känna någon form av relation och trovärdighet till denne för att kunna påverkas till köp. De teoretiska modeller som applicerats på resultatet är köpprocessen och Black Box modellen som berör själva processen och The Big Five modellen som berör individen, det vill säga konsumenten. Studien har en tvärsnittsdesign och består av både online enkäter och intervjuer, av orsaken att tillföra både bredd och djup till undersökningen. Studiens primära målgrupp är svenska män och kvinnor i åldrarna 18-30. Enkäten besvarades av 150 respondenter och intervjun bestod av nio deltagare. Ur resultatet framkommer det att konsumenten använder sig av influencers främst i köpprocessen andra och tredje steg, detta bygger på trovärdighet och relation, där konsumenten ser influencern som ett givet hjälpmedel. Det framkommer även att influencers både har en direkt och indirekt påverkan på konsumenten då många respondenter medger att de någon gång genomfört ett köp på grund av något de sett i social media eller att influencern sått ett frö för framtida köp. Studiens resultat bidrar med riktlinjer för hur modeföretag kan optimera sin marknadskommunikation genom influencers i sociala medier för att påverka konsumenter till köp. Studiens resultat bidrar till forskningen då influencerns påverkan på konsumenten belyses samt vilka faktorer som är avgörande under köpprocessens gång. Studien består av svenska deltagare och är begränsad till Sverige. The effect that social media has on consumers is an established area, but the effect that influencers have on consumers and their buying process has yet to be discovered. Therefore, the purpose of this study is to examine the effect that influencers have on consumers buying process. The study describes the role of the influencer in the consumers buying process and the importance credibility and relation has for further impact on intention to buy. The theoretical models that were applied to the result were the consumer buying process and the Black Box model that refer to the process and The Big Five model which refers to the individual, i.e the consumer. The study has a cross-sectional design and implies both online surveys and structured interviews. The primary target group consists of Swedish men and women, ages 18- 30. The Survey was answered by 150 respondents and the interviews had nine participants. The result shows that consumers use influencers in the consumer buying process, mainly in the second and third step. This is built on credibility and a relation where the consumer sees the influencer a given tool in the process. It appears that influencers have a direct and indirect influence on the consumer since a majority of respondents admit to making a purchase because of a post they saw on social media, but also admit to the possibility of influencers planting a seed for future purchases. The result of the study contributes with guidelines for fashion companies on how to optimize their marketing communication through influencers on social media to stimulate consumers to purchase. The result of the study also contributes to research by representing influencers impact on consumers and establishes the crucial factors during the consumer buying process. The study is limited to Swedish participants and was conducted in Sweden. The study is written in Swedish.

APA, Harvard, Vancouver, ISO, and other styles

30

Prudente, Marise Evangelista. "INFLUÃNCIA DOS ELEMENTOS DO COMPOSTO DE MARKETING NA DECISÃO DE COMPRA DE ARTESANATO: UMA INVESTIGAÃÃO NO MERCADO CENTRAL DE FORTALEZA." Universidade Federal do CearÃ, 2006. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15457.

Full text

Abstract:

Neste trabalho Ã apresentada uma investigaÃÃo que visa identificar a ordem de influÃncia dos elementos do composto de marketing â produto, preÃo, comunicaÃÃo e distribuiÃÃo - na decisÃo de compra de artesanato pelos turistas nacionais e estrangeiros do Mercado Central de Fortaleza. Para tanto, foi realizada uma pesquisa quantitativa, com 256 turistas compradores do Mercado, sendo 204 brasileiros e 52 estrangeiros, utilizando um questionÃrio estruturado por meio de entrevista direta, tendo como base teorias que abordam a temÃtica em questÃo. Em sÃntese, as conclusÃes extraÃdas desta investigaÃÃo mostram que o produto Ã o elemento do composto mercadolÃgico de maior influÃncia na decisÃo de compra, seguido do preÃo, do atendimento e da apresentaÃÃo do ponto-de-venda. A pesquisa tambÃm pÃde constatar que os turistas tÃm uma boa percepÃÃo desses elementos. Este estudo fornece informaÃÃes que podem auxiliar os permissionÃrios do Mercado Central no desenvolvimento de estratÃgias mercadolÃgicas, objetivando o alcance das necessidades de seus clientes. This study presents an investigation that intends to identify the influence of marketing tools â product, price, communication and distribution â in purchase decision of handcrafts by tourists in âMercado Central de Fortalezaâ. A research was done with 256 buy trunts in the market, 204 brazilians and 52 foreigners, using a structured questionnaire and direct interviews. The conclusion of this investigation is that the product is the element of major influence in the decision to buy, followed by the price of that product, the salesman and the presentation of the store. The research identifies that the tourists have a good perception of these elements. This study provides information to the development of marketing strategios with the objective of reaching the clients necessities.

APA, Harvard, Vancouver, ISO, and other styles

31

Rutgerson, Isabelle, Jessica Alm, and Hampus Liljhagen. "Förstagångsköpare av högengagemangsprodukter : Hur de söker information och utvärderar alternativ." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23994.

Full text

Abstract:

The purpose of this study is to generate an understanding of first-time buyers of high involvement products, by examine how they search for information and evaluate alternatives. Three research questions were formulated to achieve the purpose of the study. Two of them concern first-time buyers’ behavior and the third one aims to answer if any possible explanations to their behavior could be identified. The study is based on theories within the research field of consumer behavior regarding purchase behavior, the consumer decision process, decision making style, involvement and knowledge along with uncertainty. In order to answer the purpose and the associated research questions, data was collected with a qualitative approach through semi structured interviews. The empirical data was analyzed by a thematic analysis, derived from a model based on the theoretical framework. The results of the study indicate that first-time buyers do not consider their internal information search adequate, and therefore search for further information externally. Their external information search tends to involve several sources. The sources credibility seems to be based on previous experiences from other situations. How they evaluate alternatives also seems to be influenced by previous use of cut-offs and decision rules, to simplify their decision making. Further the results argue that the stages search for information and evaluation of alternatives is rather integrated and iterative than detached. However, it appears that the decision-making style of first-time buyers of high involvement products differ in their degree of involvement, levels of knowledge and experienced uncertainty. Both the complex and the dissonance reducing buying behavior is occurring in first-time buyers of high involvement products. Additionally, the results indicate that tendencies of both a complex and dissonance reducing buying behavior could be identified in one individual.This study is written in Swedish. Syftet med den här studien är att skapa en förståelse för förstagångsköpare av högengagemangsprodukter genom att undersöka hur de söker information och utvärderar alternativ. Tre forskningsfrågor formulerades utifrån studiens syfte, varav två rör förstagångsköpares beteende och den tredje ämnar ge svar på eventuella förklaringar till deras agerande. Studien utgår från teorier inom forskningsfältet för konsumentbeteende som berör köpbeteende, köpbeslutsprocessen, beslutsfattarstil, engagemang samt kunskap och osäkerhet. Med ett kvalitativt angreppssätt samlades data in genom semistrukturerade intervjuer för att ge svar på syftet med tillhörande forskningsfrågor. En modell togs fram baserat på den teoretiska referensramen som sedan låg till grund för en tematisk analys av empirin. Studiens resultat visar att förstagångsköpares interna informationssökning inte är tillräcklig vid högengagemangsköp, vilket resulterar i att ytterligare information söks externt. I den externa sökningen tenderar de att söka information från flera källor. Källornas trovärdighet verkar bedömas utifrån deras tidigare erfarenheter från andra sammanhang. Även utvärderingen influeras av tidigare tillämpning av brytpunkter och beslutsregler som underlättar beslutsfattandet. Det framgår också att stadierna informationssökning och utvärdering av alternativ snarare sker integrerat, i en iterativ process, än var för sig. Studiens resultat bekräftar att beslutsfattarstil, engagemang samt kunskaps- och osäkerhetsnivå influerar informationssöknings- och utvärderingsprocessen hos förstagångsköpare av högengagemangsprodukter. Däremot framgår det att förstagångsköpare av högengagemangsprodukter har olika beslutsfattarstil, grad av engagemang samt besitter olika nivåer av kunskap och upplever varierad grad av osäkerhet. Både ett komplext och dissonansreducerande köpbeteende förekommer hos förstagångsköpare av högengagemangsprodukter. Dessutom visar resultatet att det kan identifieras tendenser som tyder på både ett komplext och dissonansreducerande köpbeteende hos en och samma individ. Studien är skriven på svenska.

APA, Harvard, Vancouver, ISO, and other styles

32

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/.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

33

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

34

Matuschak, Alina. "Mechanisms of influence on consumer buying behavior." Thesis, Київський національний університет технологій та дизайну, 2019. https://er.knutd.edu.ua/handle/123456789/13091.

Full text

APA, Harvard, Vancouver, ISO, and other styles

35

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

36

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

37

Fracasso, Sara <1994&gt. "In store-digitalization: the implications for consumer buying behavior." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/14038.

Full text

Abstract:

La tesi verterà sul tema delle nuove tecnologie e in particolare sull'impatto che esse hanno avuto nel processo di decisione dei consumatori. Inoltre, verrà esplicitata l'evoluzione dei canali di marketing fino all'affermarsi dell'omnicanalità per far fronte alle nuove esigenze dei consumatori. Infine, verrà analizzato il caso dell'azienda dove ho svolto il tirocinio in correlazione con il tema della tecnologia in-store.

APA, Harvard, Vancouver, ISO, and other styles

38

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

39

Grinová, Renáta. "Kupní rozhodovací proces při výběru mobilního operátora." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76853.

Full text

Abstract:

The aim of this diploma thesis is to analyze a buyer decision process of consumers in choice of mobile phone operator with a focus on individual. The diploma thesis is divided in six parts. The first and second parts focus on theory of marketing of services with an emphasis on services of mobile operators followed by consumer behavior. Next part covers problems of mobile phone operator's market. Next key part is buyer decision process of consumers in choice of mobile phone operator based on secondary (agency) data and based on results from analysis of a questionnaire. A summary of acquired results is compared to all phases of buyer decision process in sixth part. Comparing of results for picked customer segment with actual offer of mobile operators in Czech Republic is at the end of this thesis.

APA, Harvard, Vancouver, ISO, and other styles

40

Kharaishvili, Tinatin. "Consumer behavior towards telemarketing." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193307.

Full text

Abstract:

Telemarketing has become a big industry and convenient way of successfully managing business affairs with low costs. The aim of the thesis is to present telemarketing services from the customers point of view; analyzing what are consumer behavior towards telemarketing in Georgia and the Czech Republic, and also what are the perceptional and attitudinal causing factors of these behaviors. This is the comparative study and the research is mainly based on the primary data. For the research accomplishment, the questionnaire survey was used for gathering important information and data in order to make the relevant conclusions. According to the results, B2C telemarketing services are not welcomed in the Czech Republic and people tend to have mostly negative attitude. In case of Georgia, people have relatively more positive attitude and behavior towards telemarketing services.

APA, Harvard, Vancouver, ISO, and other styles

41

Bennström, Stephanie, Michel Kabwe, and Fredrik Karlsson. "En kvantitativ studie om sociala nätverks påverkan på konsumenter genom Facebook." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-11874.

Full text

APA, Harvard, Vancouver, ISO, and other styles

42

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

43

Yoon, Sangsuk. "Procedure Invariance Violations in Consumer Behavior." Diss., Temple University Libraries, 2018. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/482977.

Full text

Abstract:

Business Administration/Marketing Ph.D. Although prior studies have widely examined how descriptions of task environment influence consumer preference, the effect of procedure elicitation methods on consumer preference have not yet been explored thoroughly. To address this issue, this three-essay dissertation investigates the effect of preference elicitation methods on consumer preference in three different domains: anchoring, risky choice and decision framing. This dissertation also uses a multi-method approach that includes behavioral experiments, meta-analysis, p-curve analysis, eye-tracking, and computational modeling to deeply understand the impact, robustness, and underlying processes of procedural manipulations in the three domains. The overall results show that changes in decision processes not only affect consumer preference immediately in all three domains, but also have long-term effects. Critically, these findings imply that the impact of procedural manipulations on consumer preference is robust and is not a short-term distortion of preference. Thus, marketers and policy makers can utilize different procedural elicitation methods to shape long-term consumer preferences, and need to consider decision procedure in setting up marketing strategies. Limitations and future research directions are discussed in the last chapter of the dissertation. Temple University--Theses

APA, Harvard, Vancouver, ISO, and other styles

44

Srungaram, Narsimha Vamshi Krishna. "Assessing Youth’s Buying Behaviour towards Sports Shoes." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1423.

Full text

Abstract:

The paper focuses on attitudes and behavior on the concept of the youth’s buying behavior towards branded sports shoes, different consumers have got different decision making process. The buyer’s ultimate goal is to buy the product of qualitative, quantitative with low/best affordable price. In order to identify different kinds of consumer’s behavior towards buying of different branded shoes and Nike sports shoe. I have carried out buying behavior of youth and different kind of consumer behavior models, literature and theory of consumer behavior; finally, I analyzed and concluded with research based on questionnaire of Nike shoes and case studies of Nike sports shoes at Halmstad University.

APA, Harvard, Vancouver, ISO, and other styles

45

SURI, CHIRAYU. "NEURO-MARKETING: CUSTOMERS’ BUYING BEHAVIOR IN BIG BAZAAR." Thesis, 2019. http://dspace.dtu.ac.in:8080/jspui/handle/repository/16299.

Full text

Abstract:

Neuro-marketing is taking the world by storm and has been utilized by almost every major company and university in some way or form. It takes advantage of the vast blind-spot beyond our conscious awareness; leveraging psychological phenomenon in subtle ways to lead us into certain decisions. This study probes into the psychological aspect of customers to understand whether Neuro-marketing(parameters) can have significant effects on customers‟ buying behavior in shopping stores.

APA, Harvard, Vancouver, ISO, and other styles

46

MOHIT. "HOW SOCIAL MEDIA IS IMPACTING THE CONSUMER BUYING BEHAVIOR." Thesis, 2022. http://dspace.dtu.ac.in:8080/jspui/handle/repository/19691.

Full text

Abstract:

The goal of this paper was to find out how social media is impacting the buying behavior of the consumers. Social media websites and applications are the most crucial mediums for effective digital marketing activities. The influence of social media on customer behavior is one of the fascinating aspects of modern marketing. Understanding customer behavior allows businesses to offer items that consumers desire and need, increasing sales and profits. On the other hand, consumer behavior is exceedingly complicated since it encompasses a person's particular personality, personal preferences and attitudes, and various degrees of consumption.

APA, Harvard, Vancouver, ISO, and other styles

47

Chen, Kuo-Chang, and 陳國章. "A Study of Consumer Buying Behavioron Innovation Marketing." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/62468703967748189771.

Full text

Abstract:

碩士 國立成功大學 高階管理碩士在職專班 91 In the past, the business-model of Taiwan was highly export orientated and depending on OEM. The market was controlled by the client.Even if the retail price was high, the manufacturer, has very little profit margin and may be stripped off to end up a loss. Taking some successful business experiences as reference, We tried to figure out an innovative marketing model to integrate financial group, design, production, marketing and distribution, supported by trust and insurance companies. This model enables consumers to get quality guarantee as well as 9 free supplements at every three years interval after they purchase product. This research is to find out the feasibility of this innovative marketing method. Through CATI system, 634 effective samples were gathered by randomly interviewing 20 years and older demos of Taiwan. A series of analysis was conducted to answer the following questions: Could consumer accept this kind of innovative method? Where are the right consumers? What kind of product could be accepted by using this kind of marketing method? What is the distribution channel that works for this? What is the best timing they would purchase a product through this kind of marketing method?The conclusion are:1. This innovative marketing model is acceptable to the consumer.After cross tabulation analysis, the acceptance rate is 55.21%. If we try hard to develop the 31.4% latent consumer who answered “so-so”, the acceptance rate maybe up to 80%.2. The group of people who can accept this innovative method has three noticeable phenomenon:1)50.27% unmarried persons could accept.2)The younger the person is, the more he/she could accept. 71.08% of age 21-25 consumers accept. 64.35% of age 26-30 consumers accept. Even 59.38% of age 31-35 consumers accept.3)The higher degree a person has, the more he/she could accept. 69.57% of Masters and higher degree of consumers accept. 61.29% of Bachelors accept 57.66% of college-educated consumers accept. And, 56.6% of high school and tech school educated consumers accept.3. Acceptable house ware by this method has a wide range of products. The most acceptable one is “pillow case and bed sheets” 18.77%, then, subsequently; rice cooker 16.72%, wok 15.93%.4. The marketing place of this innovative marketing method is most accepted in stores, say 58.99%, because the public is accustomed to see and touch the product before they buy. Secondly, 23.82% would buy through TV. Then, 18.93% would buy through DM, which came with newspaper.5. The way of distribution of this innovative marketing method is mostly accepted as stores, 71.14%. Secondly, home delivery service 17.19% and then, private truck company 10.25%. This finding complements the marketing place analysis.The best buying point of this innovative marketing method is wedding. Whoever is getting married, this is highly acceptable: self 60.09%, children 56.31% and relatives 44.8%. There are 51.11% of consumers will purchase with this method once they get a bonus pay.

APA, Harvard, Vancouver, ISO, and other styles

48

"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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

49

Mostert, P. G. (Pierre). "Buying behaviour of South African internet users." Thesis, 2002. http://hdl.handle.net/2263/29162.

Full text

APA, Harvard, Vancouver, ISO, and other styles

50

RATHI, VIVEK. "IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR." Thesis, 2020. http://dspace.dtu.ac.in:8080/jspui/handle/repository/18200.

Full text

Abstract:

Social Media Marketing is one of the methods of Digital Marketing. It is technique in which marketers use social media platforms for promotion of the brand, its product and to connect with the consumers. Consumer buying behaviour involves all the factors influencing the decision making process like consumer's attitude, preference, brand appeal, etc. Social Media Marketing has a positive impact on Consumer Buying Behaviour. The research presents substantial evidence to prove that majority of consumers are influenced, enticed and make actual purchase because of Social Media Marketing. The profession, age, gender and income are most crucial factors in this research. From this study we find out the profession, age group, and income level of people being most impacted by Social Media Marketing. Social Media Marketing is going to replace TV as the medium having maximum impact on consumers in the near future. It not only impacts consumer but also has a positive impact on the brand itself.

APA, Harvard, Vancouver, ISO, and other styles

Dissertations / Theses on the topic 'Marketing and Consumer Buying behavior'

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles