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Sogoni, Vuyo Monwabisi Vula. "The impact of the marketing communications mix on the purchase decisions for pharmaceuticals in South African Public Health Sector." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/d1021030.
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A significant amount of pharmaceutical marketing literature is available. Most of this marketing has doctors, physicians and specialists as main target audience due to the fact that, historically, these medical professionals were the main pharmaceutical purchase decision makers. Pharmaceutical marketing literature has, historically, also been biased towards the private health sector for obvious reasons as the private health sector constitutes the minority of the pharmaceutical market but with a significantly enormous purchasing power than the public healthcare market, constituting the biggest pharmaceutical market in numbers. It is not surprising therefore that majority of pharmaceutical marketing models have been tailor made for the private healthcare market as the growing number of pharmaceutical companies compete for a piece of the small but extremely profitable private healthcare market. South Africa is no exception as it reflects exactly the same pharmaceutical landscape as described above. For growth purposes, pharmaceutical companies have been showing a continued interest in the public healthcare market in Africa as the vast numbers of the African population present an opportunity for pharmaceutical sales. The inspiration of this research study emanated from the realisation that, in order for pharmaceutical companies to take advantage of the looming African opportunity, there is very little literature on pharmaceutical marketing in the public health sector of which majority of the African market constitutes. This study therefore investigates the impact of marketing communication mix elements on pharmaceutical purchasing decisions for pharmaceuticals in the public health sector in South Africa. Personal selling, public relations and promotions are the marketing communications mix elements being investigated in this study as they are the most commonly utilised in the pharmaceutical industry. Therefore, the study aims to develop an understanding on which of the chosen marketing communications mix elements has the most influence on the pharmaceutical purchasing decisions in the context of the public health sector in South Africa. The study also aims to explore the causal effects of such influences in the public health sector in South Africa. The findings will be valuable to pharmaceutical marketers that are trying to tap in the public health sector market as it is different from the private health sector. The study employs more qualitative approach. A small sample was utilised from the public health sector in the Eastern Cape Province in South Africa. Semi structured interviews were used to collect data which was analysed using grounded theory data analysis methodology. Empirical results revealed that personal selling influences pharmaceutical purchasing decision the most and promotions the least. Mitigating factors were uncovered to assist in optimising the marketing communication efforts for marketers in this sector.
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Wu, Xiaoxuan. "THE TRADE-UPGRADE FRAMING EFFECT ON PURCHASE DECISION MAKINGS." Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/582580.
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Business Administration/Marketing<br>Ph.D.<br>When making decisions, consumers often do not follow principles of normative economic theories but those of behavioral ones. Framing effect – one of the most robust phenomena in behavioral research – has been found to influence consumers’ choices and judgment in purchase decisions. In price promotion practices, however, it is not well understood whether framing a product replacement purchase as a trade-in or an upgrade affects consumers’ purchase decision making process. This dissertation research aims to explore the trade-upgrade framing effect on product replacement purchase decisions and to examine the mechanisms through which such effect manifests itself. The results have demonstrated that consumers prefer a price promotion framed as upgrade to a financially equivalent one framed as trade-in, especially when the upgrade promotion is presented after the trade-in one. Furthermore, the framing effect and order effect are mediated by affect and influenced by cognitive focus, semantic cues, and systematic processing. The theoretical and practical implications are discussed at the end.<br>Temple University--Theses
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Park, Boram. "Millennial Consumers’ Cause-Related Product Purchase Decision-Making Process and the Influence of Social Media." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1406211481.
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Jones, David Blodgett. "Directiveness in promotional communications." Diss., Virginia Polytechnic Institute and State University, 1987. http://hdl.handle.net/10919/77808.
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The style of a communication may influence a receiver's responses as well as the message's factual, informational content. The degree to which a promotional communication attempts to control a receiver's responses can be defined as a relational and therefore a stylistic variable. This dissertation operationalizes a stylistic variable, directiveness, as the degree to which a persuasive communication instructs the receiver how to respond in terms of action, attitudes and beliefs. Directive messages attempt to limit the receiver's responses while less directive or suggestive messages encourage the reader to make up his or her own mind. Using Attribution Theory and the Cognitive Processing Model as theoretical bases, experimental hypotheses were tested involving the impact of directive versus suggestive messages on receiver responses to one-sided and two-sided communications and high and low involvement topics. Directiveness was found to have significant impact on receiver responses depending on the receiver's level of involvement. The main implication of this research is that how a persuasive communication is worded may influence a receiver's responses to what informational content is presented.<br>Ph. D.
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Lin, Lin. "Measuring customer online visiting behavior and its impact on purchase decision and profitability." Diss., The University of Arizona, 2004. http://hdl.handle.net/10150/280623.
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Effective relationship marketing requires accurate measurement of customer tenure/loyalty and a thorough understanding of its impact on firm performance. Although such studies are plentiful for brick-and-mortar firms, few exist for Internet-based E-tailers. Given the visit-intensive customer behavior online, past methods and theories on customer bases analysis and lifetime-profitability relationship based on purchase events may not apply in an e-commerce context. This dissertation proposes a measurement framework that incorporates customers' online visiting behavior both at the in-session, "micro" level and at the long-term, "macro" level using three metrics: session duration, number of pages viewed and online customer lifetime (OCL). Both stochastic model and neural networks are designed and validated for the measurement of OCL. We then study the relationship between customers' online visiting behavior and firm performance by studying five propositions that relate to whether (1) there exists a positive relationship between OCL and customers' purchase intention, (2) customer who spends longer time or view more pages in a session is more likely to buy, (3) customer with longer online lifetime contribute more to firm's profit, (4) customer with longer session duration and more page viewed is more profitable and (5) product type has an impact on the lifetime-purchase and lifetime-profitability relationship.
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Frimpong, Albert Owusu, and Khurshed Alam. "The impact of online marketing influencers on consumer purchase decision: A case study of Ghana." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48255.
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Bohling, Timothy R. "Predicting Purchase Timing, Brand Choice and Purchase Amount of Firm Adoption of Radically Innovative Information Technology: A Business to Business Empirical Analysis." Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/bus_admin_diss/3.
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Knowing what to sell, when to sell, and to whom to sell is essential buyer behavior insight to allocate scarce marketing resources efficiently and effectively. Applying the theory of relationship marketing (Morgan and Hunt 1994), this study seeks to investigate the link between commitment and trust and firm adoption of radically innovative information technology (IT). The construct of radical innovation is operationalized through the use of cloud computing. A review of the vast scholarly literature on radical innovation diffusion and adoption, and modeling techniques used to analyze buyer behavior is followed by empirical estimation of each of the radical innovation adoption questions of purchase timing, brand choice, and purchase amount. Then, the inefficiencies in the independent model process are highlighted, suggesting the need for an integrated model. Next, an integrated model is developed to link the purchase timing, brand choice, and purchase amount decisions. The essay concludes with insight for marketing practitioners on the strength of the factors of commitment and trust on adoption of radical innovation, an improved methodology for the business-to-business marketing literature, and potential further research paths.
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Lelong, Floriane, and Julien Tartas. "The olfactory experiential marketing online." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25478.
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Suttner, Raymond Sharl. "An analysis of the influence exerted by the pharmacist and pharmacy assistant in the purchase decision of health and beauty aid products." Thesis, Rhodes University, 1986. http://hdl.handle.net/10962/d1004383.
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[Introduction] The 1980s have ushered in an era of extreme competitive pressure for the modern business organisation. In previous times many business organisations have succeeded simply because of the excellence of their products, with little concern or attention being paid to the wants and needs of potential customers. As the business environment has become more competitive, however, the point of focus has changed. There is ample evidence which suggests a correlation between success in business and firms which have adopted a marketing-orientated philosophy of business. The evolution of marketing as a discipline has been hastened in recent times by the need of the firm to survive in the face of increasing competition. This "increasing attention" is occurring because of the realisation that sheer product excellence alone will not necessarily mean that the firm will succeed in establishing a group of satisfied customers in the long term. It is the adoption of the so-called "marketing concept" which provides the opportunity for the firm to develop a competitive edge which will more likely eventuate in success.
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Dahl, Teodor, and David Fridh. "A consumer perspective of personalized marketing : An exploratory study on consumer perception of personalized marketing and how it affects the purchase decision making." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-19592.
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The traditional type of marketing is more directed towards big customer segments in specified areas. Due to technological improvement marketing has evolved into an extreme form of segmentation where marketing target the individual consumer based on their personal needs and preferences. This has led to a discussion of whether personalized marketing is something that create privacy concerns or benefits in the eyes of the consumer. The purpose of this thesis is to explore the consumer perception of personalized marketing and how the perception affects the purchase decision-making process. A conceptual framework was developed based on earlier research within personalized marketing. A qualitative method with an abductive approach has been used. Our primary data was collected through 8 different semi-structured interviews and consisted of men and women in the age span of 40-59 years’ old who had engaged in e-commerce at least once during the last six months. Our empirical data has been analyzed out of the literature review, which founds the basis for our findings. Our findings show that the consumer perception of personalized marketing affect the consumer decision-making process in varying ways. A positive perception of the personalized marketing makes the consumer more susceptible to it, which further impacts the different stages in the process.
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Khan, Muhammad Arif, and Sandra Larsson. "A Study of Factors That Influence Green Purchase." Thesis, Umeå universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-67840.
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Title: “A Study of Factors That Affect Green Purchase” Due to the environmental issues, green products have got more attention during the latest years and the availability of such products is increasing in many food stores. The appearance of eco-label assists the consumers in the store to buy eco-friendly products which are less harmful to the environment. Eco-labels which are frequently available in the food stores are; The Nordic eco-label (Svanen), Krav, The Euro Flower, MSC label (Marine stewardship council) and Bra Miljöval. Governments in some countries are supporting these labels to ensure the sustainable development and a better quality of life for everyone, and for the generations to come. A question, which arises here, is that what compels the consumers to choose eco-labelled products over conventional ones. We have short-listed several factors during literature review which can influence the consumers green purchase behavior and these factors are; Eco-motivation, Eco-knowledge, Gender, Peer influence, Price and Shelf space. The purpose of this study is to get a deeper understanding of the factors that can affect green purchase of food products in the store. Thus our main research question that we want to answer with our study is: “Which are the most important factors that influence the purchase behavior of eco-labelled products?” Along with this main research question we are also interested to know if ‘shelf space’ is an important factor that can affect the consumer’s choice of eco-labelled products in the store. Due to lack of data there is still no clear understanding about the role of shelf space in the purchase decision of green products. To answer these questions we will investigate all these factors and try to understand their influence on consumer green purchase behavior. This quantitative study is carried out in Umeå, Sweden with 150 respondents and focuses mainly on the food market consumers. We stand on objectivist position for this study and we believe that cross-sectional research design is most suitable to fulfill our research purpose. We developed several null hypotheses and for this purpose we distributed our research questionnaire at the entrance of different super markets in Umeå, Sweden to collect our data from the respondents. We applied convenience sampling with simple quota to this research. We evaluated the gathered data with help of SPSS. Results proved that eco-motivation and shelf space plays vital role (positive correlated) in the purchase decision of eco-labelled products. We have provided statistical evidence that eco-motivation and shelf space induce actual purchase of green products. Eco-knowledge shows to induce interest in eco-labelled product but does not help in actual purchase of eco-labelled products. Surprisingly price and gender has not shown any influence on the consumer green purchase. We believe that our findings and recommendations can contribute in the area of consumer’s ecological behavior research. Due to our sampling technique (convenience) and small size of our respondent we cannot generalize the results of this study. Key words: Purchase decision, Green marketing, Eco-labeling, Shelf space, Eco-motivation, Eco-knowledge, Gender, Price, Peer influence
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ANDERSSON, JULIA, and EMELIE NORMAN. "Konsumenters köpbeteende : hur handlar kvinnor?" Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20132.
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Syftet med detta arbete är att ta reda på hur konsumenter handlar konfektion och hur butiker kan påverka kunden till köp i butik. Metoden bygger på sökande av information genom litteratur, Internet, intervjuer och en enkätundersökning. Avgränsningen kring konsumentundersökningen är att endast studera kvinnor i åldrarna 20-60 år. Enkäten skickas endast ut via mail, kundklubb och Facebook för att spara tid.Arbetet bygger på tre huvuddelar: Köpbeteende, Marknadsföring och Butikskommunikation.Teorin består av relevant fakta från olika litterära verk samt Internetsidor. Teorin beskriver vad som påverkar en kund när hon handlar. Det är bland annat humör, tidpunkt, marknadsföring, butikskommunikation, service och atmosfär i butiken.Den empiriska delen är grundad på två intervjuer med personer med stor erfarenhet från konfektionsbranschen samt en enkätundersökning om kvinnors köpbeteende i åldrarna 20-60 år och hur de anser sig handla i butik. Frågorna som ställts handlar mycket om vilka faktorer butiker arbetar med för att skapa en säljfrämjande miljö. Resultaten av de båda intervjuerna stämmer väl överens med varandra.Av enkätsvaren kan inget specifikt mönster inom köpbeteende urskiljas. Däremot visar den på gemensamma drag och samband mellan vissa frågor. Utifrån svaren har det också gjorts tre olika exempelkunder av de respondenter som svarat. De olika exempelkunderna kallas för: Karriärkvinnan, Småbarnsmamman och Studenten. Enkäten har vissa brister vilket kan ha påverkat utfallet. En mer genomarbetad enkät hade varit att föredra. Resultaten från intervjuerna och enkäten tyder på att det finns ett samband med hur butiker bygger upp en bra butik och vad kvinnor påverkas av och förväntar sig av en bra butik. Jämförelsen mellan teorin och empirin visar att det finns gemensamma drag om hur konsumenter handlar i butik och hur butiker kan arbeta med olika faktorer som ljus, färg, doft, musik, skyltning, hängning och butikslayout för att skapa en säljfrämjande miljö.<br><p>The purpose of this work is to find out how consumers buy clothing and how stores can influence customers to buy in the store. The method is based on the search of information through literature, internet, interviews and a survey. The demarcation around the consumer survey is to only study women aged 20-60 years. The inquiry is only sent out through email, Facebook and a customer club in order to save time. The work is based on three main elements: purchase behavior, Marketing and Communications Retail. The theory consists of the relevant facts from various literary works and Internet sites. The theory describes what influences a customer when she shops. It can be: a particular mood, time, marketing, retail communication, service and atmosphere in the shop. The empirical part is based on two interviews with people with great experience in the clothing industry and a survey of women's buying habits aged 20-60 years and how they believe they shop in stores. The questions raised are mostly about what factors stores are working with to create a promotional environment. The results of the two interviews is consistent with one another. Of the responses, no specific patterns in buying behavior can be distinguished. However, it shows the common features and relationships between certain issues. Based on the responses it has also been made three different example customers based on responded to the survey. The example customers could be called: The career woman, the mother and the student. A more thorough survey would have been preferable. The results from the interviews and the survey suggests that there is a connection with how a stores built up a good shop and what women are affected by and can expect from a good shop. The comparison between theory and empirical data show that there are common features on how consumers act in store and how stores can work with various factors such as light, color, scent, music, signs, hanging and store layout to create a promotional environment.</p><p>Program: Butikschefsutbildningen</p>
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Ring, Alisia, and Nevalainen Jennifer Hennessy. "Influencer marketing och köpintention på Instagram : En studie om hur konsumenters köpintention påverkas av influencer marketing." Thesis, Högskolan Väst, Avd för medier och design, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-14410.
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The presented bachelor thesis investigates which aspects of influencer marketing may affect the purchase intentions of women in the ages between 18-30 years. The study was conducted by interviews and questionnaires with a focus of attention on consumer shopping habits and Instagram usage. To analyse the collected data, we have applied relevant theories from the research fields of marketing, semiotics and cognition. This formed the theoretical basis when studying respondents answers and allowed identifying the factors that could affect their purchase intentions. The results showed that there was one factor that acted as a direct stimulant of the purchase intention, while four other factors had an indirect effect. The salient aspect was shown to be "consumer attitude" which marked itself as a dominant factor throughout the whole evaluation process. The other aspects of "source credibility", "source attractiveness", "product match-up" and "meaning transfer" where shown to have a combined impact on the purchase intentions, although no individual parameter could be shown as directly influential on its own. The study also revealed that the metric "meaning transfer" contained several underlying variables. These variables were shown to be linked to both cognition and semiotics as the image composition was able to stimulate the consumer attitude which was the dominant factor relating to purchase intention.<br>Följande uppsats undersöker vilka aspekter av influencer marketing som kan påverka köpintention för kvinnor mellan 18–30 år. För att besvara frågan genomfördes intervjuer och enkätundersökningar, med fokus på konsumenters shoppingvana och Instagram-användning. För att tolka den insamlade empirin har vi vänt oss till relaterad forskning och teorier som berör marknadsföring, semiotik och kognition. Utifrån dessa teorier har respondenternas svar granskats, för att hitta eventuella faktorer som kan påverka deras köpintention. Resultatet visar att det fanns en aspekt som direkt stimulerade köpintentionen, medan fyra andra påverkade indirekt. Den primära aspekten "consumer attitude" visade sig vara en relevant och genomgående del under hela utvärderingsprocessen. "Source credibility", "source attractiveness", "product match up" och "meaning transfer" är i sin helhet relevant, dock kunde ingen av dessa fyra konstruktioner på egen hand ledas direkt till köpintentionen. Utifrån studien framkom det att "meaning transfer" hade flera nivåer. Dessa nivåer kunde kopplas till både kognition och semiotik, då bildkompositionen kunde stimulera konsumenternas attityd som är den huvudsakliga faktorn som påverkar köpintentionen.
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Ng, Shuk Wai. "The message features of Chinese language eWOM and the combined effects of valence and argument strength on product attitude and purchase intention : an elaboration likelihood perspective." HKBU Institutional Repository, 2016. https://repository.hkbu.edu.hk/etd_oa/586.
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Technological developments, Internet expansion and the ubiquity of smartphones have revolutionized modern communication. Millions of people link to countless desktops or mobile e-platforms, and information transfer has never been faster or simpler. Previous research has consistently found that online reviews can mould consumers' attitudes toward a product, thereby influencing sales (Chevalier and Mayzlin, 2006; Ante, 2009), and highlighting the importance of electronic word-of-mouth (eWOM) communication as a key factor affecting consumer purchasing decisions. Message quality plays a decisive role in eWOM communication effectiveness (Sweeney, Soutar and Mazzarol, 2008; Cheema and Kaikati, 2010). A persuasive message is comprised of two critical components, message valance and argument strength (Fishbein and Ajzen, 1975; Petty and Cacioppo, 1981), but understanding of their characteristics is limited. Until now, most eWOM investigations have ignored the written content of persuasive messages, tending to use quantitative measures, such as product ratings, to study WOM or eWOM communication (Schlosser, 2011). Additionally, the growing role of China in the global economy points to an increasingly important role for Chinese language communication. To-date English has been the primary language used in past eWOM studies, but findings from non-Chinese language studies may not apply to the Chinese language eWOM communications. The current study is intended to fill this gap. Grounded in the Elaboration Likelihood Model (ELM), this study aims to identify the message features of Chinese language eWOM communication and understand the combined effects of valence and argument strength on attitude and purchase intention have varying levels of persuasiveness in eWOM communication. The present study deepens the knowledge of eWOM communication because it integrates message features into the ELM of eWOM influence. It also extends Sweeny, Soutar and Mazzarol's (2012) traditional WOM study to the Chinese language eWOM context. Practically, this study introduces actual themes, languages and presentation approaches to product reviews that significantly or marginally affect a receiver's attitude toward a product and influence purchase intention. It provides an important reference for the eWOM givers on how to strengthen Chinese eWOM message content by understanding the message features of different review types.
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Stow, Heath Jon. "The effective integration of multiple communication techniques, including social media." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/22837.
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The effective integration of multiple communication techniques is becoming increasingly complex, with the ongoing development of new media. The development of Web 2.0 and the growth of social media provides marketers with additional, possibly even alternative, marketing communication channels. This research explores the integration of social media, specifically Facebook, and the marketing decision making considerations from the context of the integrated marketing communications (IMC) construct.The study surveyed three consumer facing businesses to understand how marketers make decisions, determine if social media leads to more effective marketing and to understand if and how effectiveness is measured. A qualitative multiple case study method was selected which included interviews, direct observation and document reviews.The findings provide insights into marketing decisions relative to the integration of social media. This is complimented by a view of how effectiveness of social media can be measured in the marketing communications sphere. The issue of ROI remains a challenge and only one case successfully deploys this metric. In conclusion, the increasing complex business and marketing environment does not have a simple solution; therefore the Complex Marketing Communications Deployment (CMCD) model is proposed as a framework for reviewing the entire marketing communication system and to integrate new media.<br>Dissertation (MBA)--University of Pretoria, 2012.<br>Gordon Institute of Business Science (GIBS)<br>unrestricted
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Burmester, Cornejo María del Pilar Graciela, and Lagos Dante Nicolás Queirolo. "Determinación de los factores de las variables del marketing mix que inciden significativamente en la intención y decisión de compra de mujeres de 18 a 25 años de los NSE A y B de la Zona 7 de Lima Metropolitana en la industria de la moda de prendas de vestir, con un enfoque especial en los influencers como parte de la P de promoción." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626097.
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La presente investigación tiene como objetivo principal determinar los factores de las variables del marketing mix que inciden significativamente en la intención y decisión de compra de mujeres de 18 a 25 años de edad de los NSE A y B de la Zona 7 de Lima Metropolitana (Miraflores, San Isidro, San Borja, Surco, La Molina) en la industria de la moda de prendas de vestir, con un enfoque especial en los influencers como parte de la P de promoción. Para ello, se realizó un estudio con enfoque mixto, ya que fue tanto cualitativo como cuantitativo. Por un lado, se utilizó el análisis factorial para medir la influencia en la intención de compra; y por el otro, el análisis discriminante para medir la influencia en la decisión de compra. Utilizamos esta metodología para medir el impacto de cada uno de los factores de las variables del marketing mix (producto, precio, plaza y promoción) y especialmente para validar si los influencers generan un impacto significativo sobre la intención y decisión de compra como parte de la P de promoción. Se realizó una entrevista a profundidad a un experto del rubro de la moda para validar nuestros objetivos e hipótesis. Asimismo, se realizó un Focus Group para obtener información relevante del segmento. Finalmente, se aplicó una encuesta a una muestra de 415 personas con la que se obtuvo la información necesaria para realizar el análisis estadístico.<br>The main objective of this research is to determine the factors of marketing mix variables that significantly affect purchase intention and decision of women between 18 and 25 years old that belong to the A and B socioeconomic status from seventh zone of Metropolitan Lima (Miraflores, San Isidro, San Borja, Surco, La Molina) in the fashion and clothing industry, with an special focus on influencers as part of promotion P. For this, we make a mixed approach study, since it was both qualitative and quantitative. On one hand, factor analysis was used to measure the influence on purchase intention; and on the other, the discriminant analysis to measure the influence on purchase decision. We use this methodology to measure the impact of each one of the factors of the marketing mix variables (product, price, place and promotion) and especially to validate if influencers generate a significant impact on purchase intention and decision as part of promotion. An in-depth interview was conducted with an expert from the fashion industry to validate our objectives and hypotheses. In addition, a Focus Group was carried out to obtain relevant segment information. Finally, a survey was applied to a sample of 415 people with whom the necessary information was obtained to perform the statistical analysis.<br>Tesis
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Jakimavičiūtė, Judita. "Vartotojų elgsenos veiksnių įtaka sprendimo pirkti priėmimo procesui." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130205_090742-43549.
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Magistro baigiamajame darbe išanalizuota ir įvertinta vartotojų elgsenos veiksnių įtaka sprendimo pirkti priėmimo procese, iškeltos vartotojų elgsenos problemos, susiję su vartotojo sprendimu pirkti bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje teoriniu aspektu tiriama vartotojų elgsenos samprata, pateikiamos skirtingos Lietuvos bei užsienio autorių nuomonės apie vidinių ir išorinių veiksnių įtaką vartotojų elgsenai bei vartotojų sprendimo priėmimo procesui. Antroje dalyje nagrinėjama UAB „MSF Lithuania“ įmonės veikla, atliktas tyrimo metodikos pagrindimas bei iškelta pagrindinė tyrimo hipotezė. Anketinės apklausos metodu nustatytos demografinės charakteristikos ir veiksniai, turintys daugiausiai įtakos parduotuvės „Marks & Spencer“ vartotojui priimant sprendimą pirkti, bei jų priklausomybė, SPSS programa susisteminami tyrimo metu gauti duomenys, patvirtinama ar atmetama hipotezė ir daromos išvados.<br>In Master‘s Work analized and evaluated consumer‘s behaviour factors that influence the purchase decision making process, also raised the problems related to the customer purchase decision and made recommendations to solve these issues. The first part examined the theoretical aspects of consumer behaviour concept, compared Lithuanian and foreign author‘s opinion on the internal and external factors that influence consumer behaviour and customer decision making process. In the second part examined “MSF Lithuania“ Ltd. activities, investigated methodology validation and raised fundamental research hypothese, by questionnaire survey method determined consumer behaviour factors that affect “Marks & Spencer“ customer purchase decision the most. By SPSS program systematized the data obtained during the investigation, confirmed or rejected hypothese and draw conclusions.
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Hall, Edward John. "The influence of occasion on consumer choice: an occasion based, value oriented investigation of wine purchase, using means-end chain analysis." Title page, contents and abstract only, 2003. http://web4.library.adelaide.edu.au/theses/09PH/09phh1756.pdf.
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Includes list of Supplementary refereed publications relating to thesis; and of Refereed conference papers, as appendix 1 Includes bibliograhical references (p. 316-343) Focusses particularly on the purchase of wine and the factors that influence consumer choice and the values that drive the decision process across different consumption occasions. The effectiveness of occasion as part of the theoretical model of means-end chain analysis is investigated, as well as the feasibility of occasion in the Olsen and Thach (2001) conceptual framework of consumer behavior relating to wine.
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Cuba, Barriga Luisa Alejandra, and La Cruz Velásquez Lady Diana De. "Motivación del consumidor en su preferencia por las tiendas de conveniencia en el distrito de Miraflores." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626344.
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La siguiente investigación pretende analizar las motivaciones del consumidor en su preferencia por las tiendas de conveniencia en el distrito de Miraflores. Para la ejecución del estudio, se han examinado los factores del mix del marketing, tales como producto, plaza, promoción, precio y calidad del servicio; los cuales determinarán en qué grado intervienen en la decisión de compra del cliente.
Las tiendas de conveniencia han presentado una expansión en Lima, desde el 2015. Este formato de tiendas es una propuesta que se puede considerar como un punto medio entre el canal moderno y el tradicional, ocasionando el surgimiento de un nuevo grupo estratégico. Se espera que la investigación pueda contribuir a optimizar las estrategias de este grupo empresarial y en la propuesta de valor ofrecida a los consumidores, integrantes de este nuevo formato de negocio; es por ello, que se proporciona información que evidencia la experiencia real de los consumidores.
La investigación involucra a 381 personas que hayan realizado compras en las tiendas de conveniencia del distrito de Miraflores. La data recolectada, mediante el cuestionario, se analizó con el software IBM SPSS Statistics, utilizando métodos tales como estadística Descriptiva, Chi Cuadrado y Análisis de Correlación de Spearman, para ver en qué grado afectan las variables del marketing mix en la decisión de compra del cliente.
Finalmente, los resultados revelan que el consumidor valora más la localización de la tienda y el amplio horario de atención; así como también, los productos y promociones que son ofrecidos en estas tiendas de conveniencia.<br>This research proposes to analyze the motivations of consumers in their preferences for convenience stores in Miraflores district. In order to carry out the study, the factors of the marketing mix has been studied, such as product, place, promotion, price and quality service; which will determine if these factors influence the customer’s purchase decision.
The convenience stores have presented an expansion in Lima, since 2015. This kind of retail is a proposal that can be considered as a mid-point between the modern and traditional channels, causing the emergence of a new strategic group. It is expected that the research can contribute to improve the strategies of this business group and the value proposal offered to the users among the members of this new business format. That is why, it provides information that demonstrates the real experience of consumers.
The research involves 381 persons approached while purchasing at convenience stores in Miraflores district. The data collected, based on the questionnaire, has been analyzed with IBM SPSS Statistics software, and it was evaluated through statistical methods such as descriptive statistics, Chi-square test and Spearman correlation analysis in order to see at what extend, the variables of marketing mix affect the customer's purchase decision.
Finally, the results reveal that the consumer values the location, products and promotions offered by convenience stores.<br>Tesis
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Forsberg, Mikael, and Sara-Maria Löfvenberg. "Socially Desirable Fast Moving Consumer Goods - A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-156171.
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Abstract Authors: Mikael Forsberg and Sara-Maria Löfvenberg Tutor: Susanne Åberg Title: Socially Desirable Fast Moving Consumer Goods – A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing Keywords Branding, Consumer Behavior, Consumer Value Creation, Decision-making, Differentiation, Eco, Ecological, Environmentally Conscious Behavior, Fast Moving Consumer Goods (FMCG), Green Consumer, Green Marketing, In-store marketing, Marketing, Organic, Purchase decision, Socially Desirable, Value Creation. Background and Problem Consumers today are more environmentally conscious than ever. However, it has been found that there is a gap between the consumer’s intention and actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The potential for the socially desirable segment is estimated to have potential, but growth seems to be slow. It has been stated that until now, there is not enough research done that take a holistic perspective including several fields of marketing. There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and sales increased. Purpose The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so the authors of this thesis aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers’ intention and actual purchase through marketing. Decreasing the gap refers to more fully exploit the potential size of the segment and generate more sales. Method A completely theoretical method was chosen for this thesis. To the authors’ knowledge there has not been done enough specific research to match the purpose of this thesis. A literature review has therefore been conducted within three separate fields of marketing to get a broader understanding of how the gap between intention and actual purchase can be decreased. Based on the extensive literature review, the authors developed ten propositions that formed a model that can be used as the backbone for future theoretical and empirical research. Final Discussion Some highlights of the theoretical discussions earlier in this thesis are presented in the final discussion. The authors suggest that purchase decisions of socially desirable FMCG initially are high-involvement decisions that often are formed outside the in-store-setting. This suggests that more long-term marketing efforts such as brand building in some cases can be more important than in-store marketing when it comes to FMCG that are socially desirable. Symbolic values should be highlighted in branding of socially desirable FMCG because the instrumental differences between FMCG and socially desirable FMCG is limited. It is therefore likely that it is more efficient to focus on consumers’ self-identity to convince them to purchase socially desirable FMCG. It is also important that producers of socially desirable FMCG provide consumers with clear product information in-store and that the products are easy to find. Based on the extensive literature review, the authors have developed eight propositions that form the model presented in this chapter.
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Lévano, Salcedo Solange Lamour. "La calidad como factor del marketing de servicios en relación a la decisión de compra de seguros Oncológicos privados en hombres y mujeres de 25 a 60 años de NSE AB de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/652094.
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En general el tema de investigación sobre la calidad del servicio en relación a la decisión de compra de seguros Oncológicos privados, se desarrollarán los siguientes conceptos: El primero alude al Marketing de servicios, el Segundo a Las 8 p's en donde en específico se hablará de calidad del servicio. El Tercero corresponde a Marketing en salud y el cuarto a marketing Oncológico.
Dentro de los autores más importantes se encuentran Hoffman y Bateson; Kotler y Keller; Del Rosario; Caballero-Uribe; Corea, Gómez; Castillejo, Beceiro y Pinillos, todos los textos académicos que nos hacen referencia al tema calidad como factor del marketing de servicios en relación a la decisión de compra de seguros oncológicos nos dan a entender que se mezclan bastantes tipos de marketing, que resulta ser muy delicado comunicarlo y sobre todo hacer que adquieran el seguro ya que normalmente hay muchas personas de la tercera edad que sí lo adquieren a comparación de los jóvenes adultos que no conocen en que consta tener un seguro oncológico y por ello no les llama la atención adquirirlo.<br>In general, the topic of research on the quality of the service in relation to the decision to purchase private Oncological insurance, the following concepts will be developed: The first refers to the Marketing of services, the second to 8 p's where in particular we will talk about quality of service. The third corresponds to Health Marketing and the fourth to Oncological Marketing.
Among the most important authors are Hoffman and Bateson; Kotler and Keller; Rosary; Caballero-Uribe; Korea, Gomez; Castillejo, Beceiro and Pinillos, all academic texts that refer to the issue of quality as a factor in the marketing of services in relation to the decision to purchase cancer insurance suggest that many types of marketing are mixed, which turns out to be very delicate communicate it and, above all, do that they acquire the insurance since there are usually many elderly people who do acquire it in comparison to young adults who do not know what it means to have cancer insurance and therefore it is not surprising to acquire it.<br>Trabajo de investigación
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Luo, Cheng. "Demographic-related purchase behaviours of consumers : the evolving tension between exploration and exploitation in frequently purchased consumer goods markets." Thesis, University of Manchester, 2017. https://www.research.manchester.ac.uk/portal/en/theses/demographicrelated-purchase-behaviours-of-consumers-the-evolving-tension-between-exploration-and-exploitation-in-frequently-purchased-consumer-goods-markets(2b573170-322d-441f-987e-29d71c633b45).html.
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Consumers make trade-offs in their purchase decision making between extending market knowledge from exploring a product market and maximizing purchase value based on exploiting their current knowledge. The value of these strategies can be enhanced opportunistically by taking advantage of promotions. In this research, a new and unique datamining model was developed to process store scanner data for quantifying the brand selection behaviour of an individual consumer in reaction to promotions. Selected consumers in each of Pittsfield’s salty snack, yogurt, and toilet tissue markets were then segmented into four behavioural segments using clustering analysis based on their Prevalence of Promotion and their Value of Information from Purchases. The behavioural segmentation was valid, as the four generated behavioural segments in each product market could be differentiated by using demographic variables. In a product market, the demographic profiles of behavioural segments can be generated andused for improving the performance in targeting consumers. The generated demographic profiles of a behavioural segment explain how consumers in the segment react to promotions,which can be used for predicting how consumers will react in the future. Complementing demographic profiles, dynamic behavioural evolvements in consumer purchase lifecycles can also help to predict the purchase behaviours of consumers in the future from the purchases that the consumers have made. The evolvements enable people to understand how consumers with a given amount of market experiences make their purchase decisions via making trade-offs between market knowledge extension and immediate purchase value maximization. Product markets differ in their available number of brands for selection. The findings generated in a product market, however, cannot be generalized to a different product market. Consumers have different demographic-related purchase behaviours across frequently purchased consumer goods markets. Based on the findings in the research, the dissertation discusses and provides suggestions forretail businesses to improve their performances for achieving a competitive edge.
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Škrabánek, Tomáš. "Kupní rozhodovací proces na trhu bicyklů/MTB." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-11034.
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This thesis aims to analyze the consumer purchase decision process in the market for bicycles in all its stages. It sets to involve significant specifics that have any bearing on this process. The thesis is divided into several parts. The theoretical part deals with marketing tools applicable within the bicycle market considering bicycle a complex product with all related components. The following part goes into great detail analyzing the purchase decision process in the bicycle market, most of the space being devoted to the actual PDP stages. The last part handles the question of marketing research generally. The practical part of this thesis draws on the results of a marketing research carried out by means of questionnaires. Written questioning played vital part in primary data collection. This work also presents information concerning the questionnaire research. Then, socio-demographic issues are analyzed which specify more closely the questioned-group structure. The statistical analysis of each one question in the questionnaire presents the crucial part which involves both a first stage analysis of all the questions used and a two-dimensional statistical analysis that gives an insight into the coherence between selected questions. Also included is summary of results and formulating marketing recommendations for bicycle manufacturers and sellers.
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Guerra, Nuno José Martins. "Análise do processo de decisão de compra do consumidor de vinho: a avaliação de factores no contexto português." Master's thesis, Universidade de Évora, 2005. http://hdl.handle.net/10174/15812.
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A presente dissertação aborda o processo de seleção de vinho que poderá considerar-se altamente complexa e envolver vários atributos do produto durante a sua compra. Focaliza-se nos quatro atributos de vinho considerados mais importantes para o consumidor português (cor, preço, região de origem e ano de colheita), e situa o processo de decisão em contextos de compra possíveis. Numa primeira fase, utilizou-se a técnica de análise de dados baseada na estatística descritiva. Numa segunda fase, e obviando respostas mais específicas, utilizou-se o modelo de Análise de Regressão Logit. Pretende ser um contributo para melhorar a compreensão da seleção de vinho feita pelo consumidor. Deste modo, os produtores, adegas e outros agentes poderão ter um melhor ponto de partida para decidir as estratégias de preços, embalagem, distribuição e publicidade. ***/Abstract - This dissertation studies the consumer decision making when selecting Wines and may be considered highly complex and may involve trading off a range of product attributes when making a purchase. It focuses on four key Wine attributes considered most important for the Portuguese wine consumer, and situates the decision process within possible buying contexts. In a first approach, basic descriptive statistics data analysis techniques were used. In a second approach, the econometric logit modelling analysis was used to obtain more specific detail in the study. This research is intended to be a contribution for an easier understanding of the wine decision process, and help Wine producers, cellars and other Wine agents in defining strategies concerning price, packaging, distribution and advertising.
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Darnéus, Ekeroth Julia, Natasha Milner, and Elina Nurmi. "Investigating the ‘Greenness’ of Young Consumers : A Study on the Influence of Environmental Concern, Exposure to Green Marketing and Green Scepticism on Green Purchase Decisions." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48191.
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ABSTRACT Date: 2020-06-06 Level: Bachelor Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Elina Nurmi Julia Darnéus Ekeroth Natasha Milner (1993-01-08) (1996-07-24) (1998-05-05) Title: Investigating the ‘Greenness’ of Young Consumers Tutor: David Freund Keywords: Environmental concern, green marketing, green consumer, green scepticism, green purchase decision. Research Question: How can environmental concern, exposure to green marketing and green scepticism influence young consumers’ green purchase decisions? Purpose: The purpose of this thesis is to investigate how young consumers’ green purchase decisions can be influenced by their environmental concern, exposure to green marketing and lastly, green scepticism. It will be analysed if consumers are now overexposed to green marketing, whether there is an action/awareness gap, and lastly, the number of green consumers in the sample will be established. Method: Primary data was collected through a quantitative research method, via a self-completion online questionnaire. The chosen sample was Swedes, aged 18-30 and consisted of 140 respondents. IBM SPSS Statistics was used for the statistical tests undertaken such as Cronbach’s Alpha, Chi-square, Pearson’s correlation and Regression analysis. Conclusion: Environmental concern and green scepticism were found to have a significant influence on the young Swedish consumers’ green purchase decision. A great deal of the sample possessed environmental concern, and it was found to influence their green purchase decision positively. The participants were not sceptical of green marketing, and green scepticism was found to significantly and negatively influence their green purchases. Finally, the young Swedes were minimally underexposed to green marketing with a slight negative, but insignificant, influence on green purchase decisions.
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Hilgenkamp, Heather. "Contrasting multiple models of brand equity’s role in consumer decision making." Diss., Kansas State University, 2014. http://hdl.handle.net/2097/18711.
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Doctor of Philosophy<br>Department of Psychological Sciences<br>Gary Brase<br>Brand Equity is a common phrase in consumer research, but there is still a lot of ambiguity surrounding the measurement of this concept (Keller, 2008). Several methods of measurement have been proposed over the years, but no one method has been adopted as the ideal way to predict purchase intent and measure brand equity. The current research tested three theories—Social Exchange Theory (SET), Theory of Planned Behavior (TPB), and the Yoo and Donthu model—to see which is the best predictor of purchase intent and brand equity. SET assumes consumers weigh the costs and rewards of purchasing the product. TPB uses consumers’ attitudes over purchasing the product, subjective norms of what others would do, and the perceived behavioral control consumers have in actually purchasing the product. The Yoo and Donthu model has been used most often of the three theories in measuring brand equity and includes measures of brand loyalty, perceived quality, brand awareness/associations, and overall brand equity.
Study 1 assessed consumer durable products (TV and athletic shoes) and Study 2 assessed consumer non-durable products (soap and toothpaste). Consumers evaluated these products online based on a picture of the product, the brand name, price, customer reviews, quality ratings, and an advertisement and then indicated their likelihood to purchase the product. Theory of Planned Behavior was the best predictor of purchase intent across all four products assessed indicating that consumers look at external factors such as what others would do as well as how much control they have over purchasing the product as much as they consider their own attitudes.
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Butkouskaya, Vera. "Antecedents and consequences of integrated marketing communications (IMC): testing a theoretical models from firms' and customers' perspectives in spain and belarus." Doctoral thesis, Universitat Autònoma de Barcelona, 2017. http://hdl.handle.net/10803/458127.
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La Tesis Doctoral trata sobre las Comunicaciones Integradas de Marketing (CIM) y se compone de tres partes interrelacionadas que estudian: los antecedentes y las consecuencias del concepto CIM desde el punto de vista de la empresa, el concepto CIM como mediador y los factores que influyen en su efectiva implementación, y CIM basado en la percepción del consumidor.
Mejorado por el avance en las tecnologías, el crecimiento de la competencia y la incertidumbre en el mercado, el concepto CIM evolucionó de un simple instrumento de coordinación táctica a una capacidad dinámica de marketing. Su evolución y una mayor participación en los procesos gerenciales determinan la necesidad de su revisión y mejor comprensión. Basado en la teoría de las capacidades dinámicas, CIM, cuando se combina con la estrategia correcta, puede traer una ventaja competitiva a la empresa y afectar positivamente su rendimiento. Sin embargo, investigaciones anteriores sugieren que las empresas pueden enfrentarse a obstáculos al implementar CIM. En primer lugar, los factores endógenos, incluyendo los efectos relacionados con la gestión interna de negocios y en segundo lugar, factores exógenos, relacionados con los efectos ambientales externos. Además, teniendo en cuenta la relación directa entre los antecedentes estratégicos de CIM y el rendimiento de la empresa, se sugiere el efecto de mediación de CIM. Finalmente, a pesar del enfoque centrado en el consumidor del concepto CIM, los investigadores se han centrado principalmente en analizarlo desde un punto de vista empresarial, pasando por alto la opinión del cliente.
Partiendo de las teorías de las dimensiones institucionales y culturales, para el proceso de recolección de datos se seleccionaron dos países económica y culturalmente diferentes, una economía de transición (Bielorrusia) y una economía desarrollada (España). Para probar los modelos teóricos, realizamos encuestas a empresas y consumidores en Bielorrusia y España.
El análisis de los datos sugiere que la orientación al mercado influye de manera positiva en CIM en ambas economías, pero el efecto de la orientación tecnológica sobre CIM sólo es significativo en la economía desarrollada. Las CIM afectan directamente al resultado de los clientes y el mercado, pero el efecto directo de CIM sobre el rendimiento financiero no es significativo en ninguna de las dos economías analizadas.
El análisis de los efectos moderadores muestra que el tamaño de la empresa y el perfil del gerente moderan las relaciones en el modelo teórico, mientras que el sistema económico no lo hace. El efecto moderador de la estructura organizativa sólo es significativo en la economía desarrollada. Además, en una economía en transición, CIM sólo media las relaciones entre la orientación al mercado y los resultados de los clientes y los mercados. En una economía desarrollada, tanto la orientación al marketing como la tecnológica tienen efectos indirectos en el rendimiento de la empresa a través de CIM.
Los resultados de la encuesta a los consumidores sugiere que la orientación tecnológica afecta positivamente a la percepción de CIM basada en el cliente, pero la orientación al cliente no tiene ningún efecto. Sin embargo, las orientaciones de los clientes y la tecnología tienen efectos indirectos en los comportamientos posteriores a la compra a través de CIM, pero sólo en España. Además, CIM afecta positivamente a la satisfacción del cliente, lo que a su vez influye positivamente en el boca-oído y la intención de recompra. Sin embargo, el boca-oído no tiene impacto en la intención de recompra. Además, la comparación intercultural revela diferencias que indican que sólo en una economía más orientada al mercado como España, CIM afectan al boca-oído y la intención de recompra. Estas relaciones están plenamente mediadas por la satisfacción del cliente en Bielorrusia y parcialmente en España.<br>The Thesis consists of three interrelated parts, which study Integrated Marketing Communications (IMC): the antecedents and consequences of the IMC concept from the company point of view, the IMC concept as a mediator and factors influencing on its implementation effectiveness, and, IMC based on the customer perception.
Enhanced by advancement in technologies, the growth of competition and uncertainty in the market, the concept of IMC evolved from a simple instrument of tactical coordination to a dynamic marketing capability. Its evolution and deeper involvement in managerial processes determine the need for the review and better understanding. Based on the dynamic capabilities theory, IMC, when combined with the right strategy, can bring a competitive advantage to the firm and positively affect its performance. However, previous researchers suggest that companies may face barriers while implementing the IMC. First, endogenous factors, enclosing the effects related to internal business management. Second, exogenous factors, related to the external environmental effects. Additionally, taking into consideration the existence of a direct relationship between the strategic antecedents of IMC and company performance, we suggest the mediation effect of IMC. Finally, in spite of the customer-centric approach to the IMC concept, researchers have been mainly focused on analysing it from a managerial point of view, overlooking the understanding of customer opinion about IMC.
Thus, we address three interrelated objectives. Chapter 1 focuses on analysing the strategic antecedents of the IMC concept and its consequences for company performance (customer, marketing, financial) under the moderating effect of the economy type. Chapter 2 aims to analyse the existent moderating and mediating effects in the IMC theoretical model. Chapter 3 studies IMC customer-based perception, its strategic antecedents and consequences on post-purchase customer behaviour (satisfaction, word-of-mouth recommendations, repurchase intention) from an inter-country perspective.
To test theoretical models, we conduct companies and customer surveys in Belarus and Spain. Drawing from institutional and cultural dimensions theories, for the data collection process we selected two economical and culturally different countries, a transition economy (Belarus) and a developed economy (Spain).
The data analysis suggests that market orientation positively influences on IMC in both transition and developed economies, but the effect of technology orientation on IMC is only significant in the developed economy. IMC directly affects customer and market performance, but the direct effect of IMC on financial performance is not significant in any of the two economies analysed.
The moderating effects analysis shows that company size and manager's profile moderate the relationships in the theoretical model, whereas the economic system does not. The moderating effect of the organisational structure is only significant in the developed economy. In addition, in a transition economy, IMC mediates only the relationships between market orientation and customer and market performances. In a developed economy, both marketing and technology orientation have indirect effects on company performance through IMC.
The results of customer survey analysis suggest that technology orientation positively affects the IMC customer-based perception, but customer orientation has no effect. However, customer and technology orientations have indirect effects on post-purchase behaviours through IMC, but only in Spain. Furthermore, IMC positively affects customer satisfaction, which in turn positively influences WOM and repurchase intention. However, WOM has no impact on repurchase intention. In addition, the cross-cultural comparison reveals differences, indicating that only in a more market-oriented economy as Spain IMC affects WOM and repurchase intention. These relationships are fully mediated by customer satisfaction in Belarus and partially in Spain.
Implications of these findings for researchers and managers are further discussed, as are the limitations.
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Lindberg, Daniel Francesco, and Tobias Vermeer. "The never-ending story : Discovering touch points and customer experiences along the customer journey." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-164269.
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Today’s society is earmarked by developments in technology so drastic, that our lives are continuously changed, impacted and remolded. When thinking about how many impressions one goes through during a single day, the results will be uncountable. And at an increasing pace, many of these impressions are shifting to the digital realm. This thesis acknowledges these rapid changes in the modern world of marketing, particularly the digital aspects of it. Yet while a great amount of research has been conducted to more closely understand digital marketing and how to conduct it, a significantly little amount of research has been spent focusing on the customer. This while the path that a customer takes from need to purchase may have grown to be more complex than ever. Not all the impressions that a customer gains on a certain product or brand come solely from the company behind it. As such, we decided to focus on exploring this customer journey – a relatively nascent theme in the field of marketing research. More specifically, we aim to answer the following research question: How is the customer purchasing decision affected by the customer’s interaction with touch points throughout the customer journey? Our main purpose was to arrive at a model as an answer to the research question, that could be used as a foundation for future research studies. We were intensely curious at gaining a better understanding of the customer journey and what the customers experience as they are touched by different influential channels during their travel from need to purchase. Our study shows that it is possible to synthesize the state of current research on the topic of the customer journey and support it with empirical data gathered from interviews with a variety of customers. Central to our thesis are the following two definitions that we have constructed based on current literature: The customer journey is the individual experience that a customer has when interacting with touch points in the path from a pre-purchase to a post-purchase setting. Touch points are moments of contact between customer and company that individually and collectively influence customer experience. The third critical element is that of the customer experience, which we don’t explicitly define, but implicitly construe as a distinct construct with a powerful impact by serving as the catalyst between touch points and customer actions and perceptions.The result is a conceptual model of the customer journey that we feel could be a foundation for future research on the customer journey to build upon and perhaps one day could serve as an overarching model for marketing as a whole.
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Bäcklund, Erik, and Kagstedt Martin. "Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-158466.
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Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. More specifically, this study focuses on which communication channel that is best suited for establishing brand awareness for this generational cohort. Hence, the purpose of this study is to explicitly analyse the linkage between these variables and provide a guideline for companies targeting Generation Z. To obtain a deeper understanding, previous research has been reviewed and an extensive data collection has been conducted including two methods; interviews and a survey to obtain empirical evidence and valuable insights. The qualitative data was of main focus with the quantitative data gave more of an overview. By combining and evaluating the empirical findings in relation to previous research and theory we could identify patterns and relationships that eventually led to the conclusion and final results of this thesis. The initial results concluded from this study underlined the importance of brand awareness since it was the first step for the purpose of inducing purchases. In addition, the results also highlight the importance of building upon brand awareness to establish brand liking as it will provide for the increase of purchase intention. For establishing brand awareness when targeting Generation Z, Instagram is a means of preference and should be considered as part of a mix of various communication channels in using integrated marketing communications.
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Lehká, Andrea. "Kupní chování spotřebitelů maloobchodního řetězce COOP." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193262.
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This thesis deals with the purchase behavior and habits of consumers in the retail chain COOP, particularly cooperative COOP Hořovice. The work consists of two main parts -- theoretical and practical. The theoretical part solves the issue of purchase behavior of consumer and the factors that influence on consumer during all phases of their purcasing decisions, from a general perspective. Regarding the solving issue work also provides information about private labels, which are typical for retail. Furthermore it includes basic knowledge of marketing research and its phases. The practical part is beginning with important data about the cooperative COOP Hoovice (history, basic information, offered services and private labels). Recommendations for improvements are based on the course of research and its results interpretation.
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Cao, Bao Trang. "Hledání konkurenčních výhod společnosti X a klíčové faktory jejího zlepšení." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150389.
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This thesis deals with finding competitive advantages of the company X and the key factors for improvement. The aim of this work is to find through the research the competitive advantages of the chain company X, which provides fast food on the Czech market, it's deficiencies and key factors, that can help the Company to improve in the future time. The theoretical part consists of five chapters, beginning with a chapter on marketing services, the following chapters deal with the purchase decision-making process in the service market and market category and competitive advantage. Methodology chapter closes then all the theoretical part. The practical part includes chapters examining the importance of a fast food restaurant in the world and the current market trend in the Czech Republic. Other parts deal with the characteristic of market and market category, analysis of competition, characteristic of the company X. The most important chapters in this section are the practical results of the survey, suggestions and recommendations to the company.
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Tacconi, Marli de F?tima Ferraz da Silva. "Estrat?gia de marketing ambiental no varejo de alimentos: um estudo sobre as vari?veis utilizadas pelo consumidor na decis?o de compra de produtos org?nicos." Universidade Federal do Rio Grande do Norte, 2006. http://repositorio.ufrn.br:8080/jspui/handle/123456789/15077.
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Previous issue date: 2006-05-19<br>Demand for organic foods within in Brazil are growing, characterizing itself for if constituting in a new strategical segment of commercialization. In this context, the objective of this research was to investigate the variables used by consumers in the purchase decision of organic products, aiming to characterize the level of competitiveness of these products, assisting in the creation of environmental strategies for the development of the activity and contributing in the increment of the knowledge about the subject, that can assist it in the increase of the commercialization and the consumption of these foods. From data collected in the city of Natal/RN, it was used a survey research, of exploratory and descriptive character. The sample was obtained using 401 questionnaires, in which was realized: the Test of Comparison of Averages, Descriptive analysis, analysis of Cluster and Qui-square. The results found in this study indicate that the main reasons for the organic food purchase are the absence of chemical pesticides in the product, followed by the care with own health and of the household. The main characteristics in the consumers of supermarkets, that are associates with purchase frequency of organic foods are the environmental behavior and lifestyle. Among the profile characteristics, gender, age and number of children are associates with the purchase frequency of these foods and the income and level education not showed association<br>A procura por alimentos org?nicos no Brasil vem crescendo, constituindo-se num novo segmento estrat?gico de comercializa??o. Nesse contexto, o objetivo desta pesquisa foi investigar as vari?veis utilizadas pelos consumidores na decis?o de compra de produtos org?nicos, visando caracterizar o n?vel de competitividade desses produtos, auxiliando na cria??o de estrat?gias ambientais para o desenvolvimento da atividade e contribuindo para o incremento do conhecimento sobre o assunto que possa vir a auxiliar no aumento da comercializa??o e no consumo desses alimentos. A partir de dados coletados na cidade de Natal/RN, utilizou-se uma metodologia de pesquisa do tipo survey , de car?ter explorat?rio e descritivo. A amostra foi obtida atrav?s de 401 question?rios, nos quais foram realizados: o Teste de Compara??o de M?dias, an?lises Descritivas, an?lises de Cluster e de Qui-quadrado. Os resultados encontrados neste estudo indicam que os principais motivos para a compra de alimentos org?nicos s?o a aus?ncia de agrot?xicos no produto, seguido pelo cuidado com a pr?pria sa?de e de seus familiares. As principais caracter?sticas dos consumidores de supermercados, que est?o associados ? freq??ncia de compra de hortifruti org?nicos s?o o comportamento ambiental e estilo de vida. Dentre as caracter?sticas de perfil, g?nero, idade e n?mero de filhos est?o associados ? freq??ncia de compra desses alimentos e as vari?veis renda e escolaridade n?o apresentaram associa??o
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Miranda, António Manuel Cruz de. "Fatores determinantes no processo de decisão de compra no setor automóvel." Master's thesis, [s.n.], 2015. http://hdl.handle.net/10284/5204.
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Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências Empresariais<br>Este trabalho de pesquisa tem por tema “Fatores determinantes no processo de decisão de compra no setor automóvel” e tem por objetivo geral a aferir a importância de um conjunto de fatores (produto, psicológicos, informativos, económicos, envolvimento emocional, e marca) na decisão de compra de um automóvel de um conjunto de marcas de automóveis de gama alta (Audi, BMW e Mercedes-Benz).
Deste modo, avaliou-se o grau de notoriedade das marcas automóveis acima enunciadas, analisou-se o grau de envolvimento dos consumidores com os automóveis, ficou-se a conhecer o nível de confiança com as marcas de automóveis, determinou-se o grau de satisfação com a marca atual de automóvel, aferiu-se o grau de lealdade às marcas de automóveis, determinou-se a intenção de recomendar a marca de automóveis e avaliou-se as relações entre o envolvimento, satisfação, confiança, lealdade e recomendação.
Numa perspetiva académica este trabalho contribuiu para um melhor entendimento dos fatores determinantes na decisão de compra de um automóvel de um conjunto de marcas de automóveis de gama alta. Numa perspetiva profissional, este trabalho auxilia os decisores a aplicarem decisões de marketing mais legitimadas na perspetiva de criar valor nas empresas do setor automóvel.<br>"Determining factors in the purchase decision process in the automotive sector" is the theme of this master thesis, and has the objective to assess the importance of a set of factors (product, psychological, informational, economic, emotional engagement, and marks) in decision to buy a car from a set of car high-end brands (Audi, BMW and Mercedes-Benz).
Thus, we evaluated the degree of notoriety of the above motor companies analyze the degree of involvement of consumers with cars, get to know the level of confidence with the car brands, determine the degree of satisfaction with the current brand of car, measure the degree of loyalty to car brands, determined the intention to recommend the car brand and evaluate the relationship between involvement, satisfaction, trust, loyalty and recommendation.
In an academic perspective this work has contributed to a better understanding of the determining factors in the decision to purchase a car from car high-end brands. In a professional perspective, this work helps decision-makers to apply more legitimate marketing decisions from the perspective of creating value in the companies in the automotive sector.
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Mishra, Himanshu Kumar. "Ignorance is bliss the information malleability effect /." Diss., University of Iowa, 2006. http://ir.uiowa.edu/etd/60.
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Brizante, Janaina Geraldes. "Percepção de dor, atenção visual e aversão a risco financeiro na tomada de decisão." Universidade de São Paulo, 2014. http://www.teses.usp.br/teses/disponiveis/42/42137/tde-13082014-145816/.
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Na tomada de decisão, o conteúdo afetivo dos possíveis resultados é determinante para escolha. Pessoas com diferentes tolerâncias a estes resultados têm distintas tolerâncias a risco. Decisões são moduladas minimizando-se resultados aversivos (emoção negativa e dor), e diferenças individuais relacionadas a aversão a risco poderiam ser preditoras de percepção de dor. Aqui, objetiva-se explorar se indivíduos com distintas aversões a risco financeiro teriam diferente percepção de dor física, social e imagética (contemplação de imagens de baixa valência/alto alerta). Em decisões financeiras, características pessoais de sensibilidade a preço ou produto seriam reveladas na maneira como o cenário de decisão é visualmente explorado. Outro objetivo é investigar como se dá a modulação da atenção visual em decisões financeiras de acordo com características individuais, manipulando-se diferentes formas de apresentação de preço. Espera-se colaborar para o entendimento dos processos de decisão em humanos, e contribuir para a construção de um modelo amplo de tomada de decisão.<br>The human behavior has its basis in dynamic coalitions of networks of brain areas underling emotion and cognition. It is believed that the decision is made through simulations of possible outcomes, and the affective content of these outcomes is crucial to the choice. Individuals experience different levels of tolerance to aversive results, these differences shape tolerance to risk, and it might also shape tolerance to pain. Therefore, pain perception could be an important component of decision-making. We explored the relationship between individual differences in pain perception (nociception, social exclusion and imagetic pain, the displeasure caused by low valence and high arousal images) and financial risk aversion. We also investigated how individual differences in economic decisions are reflected in visual attention, in different prices scenario. We hope to collaborate to a better understanding of the decision processes in humans, and to contribute to the conception of a more complete model of decision-making.
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Huerta, Mendoza Kevin Joel. "Valor de marca, respecto al Social Media Marketing y del eWOM en relación a la decisión de compra de productos enfocados a los eSports." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/657631.
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La industria de los videojuegos competitivos ha tenido una mayor relevancia en el mundo del entretenimiento donde cada vez son más las personas que utilizan las redes sociales para crear comunidades y tener un mayor contacto con marcas de productos dedicados a los eSports. Sin embargo, la influencia que generan las acciones de Social Media Marketing, el boca a boca electrónico y el valor de marca en la decisión de compra de estos productos no ha sido analizada completamente. Por lo cual este estudio, mediante encuestas virtuales, recopiló datos de 250 jóvenes peruanos que sirvieron para determinar que existe una influencia mínima y poco significativa de dichas variables en la decisión de compra. Ello debido a que las personas no percibirían a las opiniones de otros compradores como información relevante y decisiva para una posible compra además de no tener apego hacia las marcas de este tipo de productos.<br>The competitive video game industry has had a greater relevance in the world of entertainment where more and more people are using social networks to create communities and have greater contact with product brands dedicated to eSports. However, the influence generated by Social Media Marketing actions, electronic word of mouth and brand equity in the purchase decision of these products has not been fully analyzed. For this reason, this study, through virtual surveys, collected data from 250 young Peruvians that served to determine that there is a minimal and insignificant influence of these variables on the purchase decision. This is due to the fact that people would not perceive the opinions of other buyers as relevant and decisive information for a possible purchase in addition to not having attachment to the brands of this type of product.<br>Trabajo de investigación
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Pavlíčková, Lucie. "On-line aktivity firmy DERMACOL." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-164057.
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This thesis analyzes Czech cosmetic company Dermacol in the on-line environment. The crucial goal was to give a compact overview of Dermacol's on-line activities and propose their possible improvement. The theoretical part describes and contrasts the purchase decision process in a traditional store and on the internet. Furthemore, it depicts the evolution of the internet and e-commerce in the Czech Republic. In the next part the situation on the market with decorative cosmetics and Dermacol's position on it is analyzed. Crucial part is dedicated to the on-line tools which are used by Dermacol for its presentation, communication and sale. The recommendations and possible proposals for improvement follow. In the end the thesis deals with a research whose goal was to find out the attitude of the Czech consumers towards decorative cosmetics. Moreover, the research examined the awareness about Dermacol's web and e-hop and the willingness of the Czech women to buy decorative cosmetics via internet.
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Alcántara, Rodriguez Agnes Rocio, and De Olarte Wendy Jennifer Sánchez. "Principales factores que influyen en la decisión de compra de Multivitamínicos del tipo Over The Counter (OTC), en mujeres de 25 a 39 años de nivel socioeconómico B de Lima Metropolitana, en el 2019." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/628182.
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El mercado de multivitamínicos Over the Counter (OTC), en los últimos años ha tenido un crecimiento exponencial a nivel mundial, el Perú no es ajeno a ello y viene evolucionando gracias a la mega tendencia del cuidado de la salud. Asimismo, encontramos a una mujer empoderada, que considera importante el cuidado de la salud, además de ser la principal decisora de compra.
El presente estudio busca identificar los principales factores que influyen en la decisión de compra de multivitamínicos OTC, en mujeres de 25 a 39 años, del Nivel Socioeconómico B de Lima Metropolitana, en el 2019; además determinará, qué influencias socioculturales, psicológicas y fuentes de comunicación, son las más relevantes.
El documento consta de cuatro capítulos:
Capítulo 1: establece la formulación del problema, los objetivos y el marco teórico, donde se define el comportamiento y los factores que influyen en la decisión de compra.
Capítulo 2: indica la metodología de investigación, la cual es del tipo exploratoria-descriptiva, con un enfoque mixto, con entrevistas a profundidad, focus group y encuestas.
Capítulo 3: desarrolla el análisis de resultados de la investigación.
Capítulo 4: hace mención a las conclusiones, hallazgos y recomendaciones a las que se llegaron luego de efectuar el análisis.
La principal motivación de la investigación, es brindar información de utilidad, para posteriores estudios de marketing en la industria farmacéutica.<br>The Over the Counter (OTC) multivitamin market, in recent years has had an exponential growth worldwide; Peru is no stranger to it and has been evolving thanks to the mega trend of health care. We also found an empowered woman, who considers health care important, as well as being the main purchasing decision maker.
The present study seeks to identify the main factors that influence the purchase decision of OTC multivitamins, in women aged 25 to 39, of Socioeconomic Level B of Metropolitan Lima, in 2019, it will also determine which sociocultural, psychological and communication sources are the most relevant.
The document consists of four chapters:
Chapter 1: establishes the formulation of the problem, the objectives and the theoretical framework, where the behavior and the factors that influence the purchase decision are defined.
Chapter 2: indicates the research methodology, which is of the exploratory-descriptive type, with a mixed approach, with in-depth interviews, focus groups and surveys.
Chapter 3: develop the analysis of research results.
Chapter 4: mentions the conclusions, findings and recommendations reached after the analysis.
The main motivation of the research is to provide useful information for subsequent marketing studies in the pharmaceutical industry.<br>Tesis
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Oliveira, Francisco Asevêdo. "Transporte de carga fracionada: comportamento de compra dos lojistas de shopping centers em salvador." Universidade Federal da Bahia, 2007. http://www.adm.ufba.br/sites/default/files/publicacao/arquivo/701.pdf.
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Previous issue date: 2007<br>Este trabalho investigou os principais fatores de decisão de compra de serviços de
carga fracionada pelo lojista de confecções dos principais shopping centers de
Salvador. Para isto, foi realizada uma pesquisa de campo, com a aplicação de um
roteiro de entrevistas semi-estruturado, através do qual procuramos observar as
variáveis (1) preço, (2) relacionamento interpessoal e (3) satisfação com o serviço
prestado. Os resultados mostram que o preço é um dos principais fatores da escolha
da empresa transportadora, mas nem sempre é o elemento determinante; ele
aparece em associação com dois outros fatores: relacionamento interpessoal e
condições de entrega da mercadoria. Observou-se um elevado grau de satisfação
dos lojistas com as transportadoras que, atualmente, lhes prestam serviço.<br>Salvador
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Guerrero, Suing Daniela, and López Mariana Patricia Peña. "Relación del Engagement y el eWord of Mouth con la decisión de compra, a través de redes sociales en agencias de turismo en Lima - Perú." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653915.
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Las agencias de turismo en el Perú realizan marketing digital en sus distintas redes sociales para generar interacción con los usuarios y poder ser traducido a una compra del servicio que ofrecen. Sin embargo, existe una comprensión limitada sobre si los esfuerzos realizados por las agencias tienen alguna influencia en su público. Específicamente el presente trabajo analizará si existe una relación positiva entre el engagement, el eWOM y la decisión de compra, por medio de las redes sociales de agencias de turismo en el Perú. Por este motivo, para verificar las hipótesis específicas a través del estudio, se ha utilizado la técnica cuantitativa de la encuesta aplicada a 403 personas. A través de los resultados, todas las hipótesis planteadas fueron validadas y se obtuvo que existe una influencia positiva entre el engagement, el eWOM y la decisión de compra. Finalmente, los resultados pueden contribuir a que las agencias de turismo de Lima tengan un mayor conocimiento y manejo de sus acciones en cuanto al marketing en las redes sociales.<br>Tourism agencies in Peru carry out digital marketing on their different social media accounts to generate interaction with users and be translated into a purchase of the service they offer. However, there is limited understanding of whether the efforts made by agencies have any influence on their public. Specifically, this study has analyzed whether there is a positive relationship between the engagement, the eWOM and the purchase decision, through the social networks of tourism agencies in Peru. For this reason, to verify the specific hypotheses throughout the study, the quantitative technique of the survey applied to 403 people was used. Through the results, all the hypotheses raised were validated and it was found that there is a positive influence between engagement, eWOM and the purchase decision. Finally, the results may contribute to the Lima tourism agencies having a better knowledge and management of their actions regarding marketing in social networks.<br>Trabajo de investigación
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Khenayfis, Sandra Amoyr. "A influência da qualidade do atendimento na decisão de compra." reponame:Repositório Institucional do FGV, 2010. http://hdl.handle.net/10438/7827.
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Previous issue date: 2010-08-31<br>This research investigates the influence of service quality on purchase decision in the mobile phone retail market, as well as a relationship between the consumer’s previous knowledge of mobile services and the importance of salesmen help during the sales encounter. In order to achieve that, a survey was conducted in Rio de Janeiro city using mobile phone retail stores as its research locus. Among other factors, the survey measured consumer’s previous knowledge of mobile services, consumer satisfaction, the importance attributed to salesperson’s help during the sales encounter and the intent to purchase. The quantitative phase was preceded by a qualitative one, in order to acknowledge which were the consumer’s most used attributes to measure service quality. As a result, it was found, in agreement with other previous studies, that service quality positively impacted on purchase decision. The results and both the academic and managerial implications are discussed in this work. Finally, suggestions of future studies are provided alongside the analysis.<br>Neste estudo verifica-se a influência da qualidade do atendimento na decisão de compra de planos pós-pagos de telefonia móvel celular, bem como a existência de uma correlação entre o grau de conhecimento que o consumidor já possui sobre o serviço antes de adquiri-lo e a importância atribuída ao auxílio do vendedor no momento da compra. Para tanto, foi realizada uma pesquisa com pessoas que adquiriram planos pós-pagos nas lojas de uma operadora de telefonia móvel na cidade do Rio de Janeiro, por meio da qual foram analisados: o grau de conhecimento prévio dos compradores sobre os serviços, o grau de satisfação com o atendimento, a importância atribuída ao auxílio do vendedor para a tomada de decisão de compra, entre outros indicadores. A etapa quantitativa foi precedida de uma fase qualitativa, a fim de levantar os atributos considerados importantes pelos clientes para medir a qualidade de atendimento e, com base neles, construídos os questionários que, depois de aplicados e analisados, resultaram na constatação de uma correlação positiva entre a percepção de qualidade no atendimento e a decisão de compra. Os resultados são discutidos, bem como as implicações acadêmicas e gerenciais.
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Shams, Poja. "What Does it Take to Get your Attention? : The influence of In-Store and Out-of-Store Factors on Visual Attention and Decision Making for Fast-moving Consumer Goods." Doctoral thesis, Karlstads universitet, Centrum för tjänsteforskning, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-25947.
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Decision making for fast-moving consumer goods involves a choice between numerous similar alternatives. Under such demanding circumstances, a decision is made for one product. The decision is dependent on the interaction between the environment and the mind of the consumer, both of which are filled with information that can influence the outcome. The aim of this dissertation is to explore how the mind and the environment guides attention towards considered and chosen products in consumer decision making at the point-of-purchase. Consumers are equipped with several effort reduction strategies to simplify complex decision making. The selection of strategies can be conscious or automatic and driven by information in the environment or the mind of the decision maker. The selected decision strategy reduces the set of options to one alternative in an iterative process of comparisons that are fast and rely on perceptual cues to quickly exclude irrelevant products. This thesis uses eye-tracking to explore this rapid processing that lacks conscious access or control. The purpose is to explore how product packaging and placement (as in-store factors), and recognition, preferences, and choice task (as out-of-store factors) influence the decision-making process through visual attention. The results of the 10 experiments in the five papers that comprise this thesis shed new light on the role of visual attention in the interaction between the environment and the mind, and its influence on the consumer. It is said that consumers choose with their eyes, which means that unseen is unsold. The results of this thesis show that it is just as important to be comprehended as it is to be seen. In split-second decision making, the ability to recognize and comprehend a product can significantly impact preferences. Comprehension stretches beyond perception as consumers infer value from memory structures that influence attention. Hence, the eye truly sees what the mind is prepared to comprehend.
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Cortez, Vega Valeria Stephanie. "Impacto de las estrategias del producto editorial en la decisión de compra de libros impresos de los millenials." Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626193.
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El desarrollo del presente trabajo de investigación tiene como objetivo principal reconocer el impacto de las estrategias producto del marketing editorial en la decisión de compra de libros impresos en Perú, aplicado a jóvenes Millenials peruanos. Es así como el presente trabajo de investigación presentará el nivel de impacto de las estrategias de producto del marketing editorial, determinando el perfil del lector millenial que forma parte del grupo que más lee en el Perú y presentará el nivel de impacto de la estrategia de producto del marketing editorial en la decisión de compra del consumidor en la adquisición de libros impresos.
La investigación previa que existe de este mercado en el Perú es bastante escasa, aún así se logro conocer los puntos más relevantes del tema y desarrollar las herramientas de investigación, tanto para el estudio cualitativo como cuantitativo. En lo que respecta al estudio cualitativo, se realizó un focus group a 6 personas como también entrevistas a profundidad a dos expertos en el sector editorial. En cuanto al estudio cuantitativo, se realizó una encuesta virtual a una muestra de 196 personas que cumpliesen con el perfil establecido.
Finalmente, las conclusiones a las que se llegan con esta investigación, es que las estrategias de producto del marketing editorial si impactan de una importante manera la decisión de compra del lector, especialmente si se enfoca en las características del producto valoradas por el consumidor<br>The main objective of the present research work is to recognize the impact of the strategies produced by editorial marketing in the decision to purchase printed books in Peru, applied to young Peruvian Millennials. This is how the present research work will present the level of impact of the product strategies of the editorial marketing, determining the profile of the millennial reader that is part of the group that reads the most in Peru and will present the level of impact of the product strategy of editorial marketing in the purchase decision of the consumer in the acquisition of printed books.
The previous investigation that exists of this market in Peru is quite scarce, even so it is possible to know the most relevant points of the subject and to develop the research tools, both for the qualitative and quantitative study. Regarding the qualitative study, a focus group was carried out for 6 people as well as in-depth interviews with two experts in the publishing sector. As for the quantitative study, a virtual survey was conducted on a sample of 196 people who met the established profile.
Finally, the conclusions that are reached with this research, is that the product strategies of editorial marketing if they impact in an important way the purchase decision of the reader, especially if it focuses on the characteristics of the product valued by the consumer<br>Trabajo de investigación
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Soroková, Lenka. "Kúpny rozhodovací proces spotrebiteľa na trhu letných dovoleniek." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-151510.
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The aim of this thesis is to analyse the consumer's purchase decision-making process at the market of the summer vacations and capture current trends of buying summer vacation in the Czech market. The first two chapters are devoted to basic definitions and approaches, serving to understanding consumer behaviour, description of the marketing mix of tourism and the factors affecting the buying decision of the individual. Next part of the thesis examines different phases of the purchase decision-making process by using secondary data. The fourth chapter briefly describes the tourism market in the Czech Republic, its entities and services overview of tourism. The final part is devoted to the analysis of a questionnaire survey carried out by me and the acquired results. My own research is supported by data from Market -- Media -- Lifestyle (MML). The end of the work is composed of the result summary and conclusion of the investigation and it shows clear process of buying summer vacation on the basis of available data.
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Del, Castillo Pereyra Ryan Jason, and Paz Alexia Slomi Mittrany. "Relación de las promociones, valor percibido, plaza, responsabilidad social y redes sociales de las tiendas de conveniencia en la decisión de compra del consumidor del sector siete en la ciudad de Lima." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/657316.
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Este trabajo de investigación se realizó con el objetivo de definir si existe relación de las promociones, valor percibido, plaza, responsabilidad social y redes sociales de las tiendas de conveniencia con la decisión de compra del consumidor del sector 7 en la ciudad de lima.
El procedimiento desarrollado se basó en la investigación cualitativa y cuantitativa, utilizando el muestreo no probabilístico por conveniencia. En la investigación cualitativa se realizaron entrevistas a tres expertos para conocer las estrategias del rubro y obtener información relevante para cada objetivo planteado del trabajo. En cuanto a la investigación cuantitativa, se llevaron a cabo 388 encuestas, de los cuales fueron 197 hombres y 191 mujeres, a los usuarios entre 18 a 55 años (18-21 años: 40 personas, 22-25 años: 112 personas, 26-29 años: 77 personas, 30-35 años: 67 personas, 36-45 años: 58 personas, 46-55 años: 34 personas) del sector 7 de Lima (Santiago de Surco: 105 personas, San Borja: 63 personas, La Molina: 105 personas, Miraflores: 63 personas, San Isidro: 52 personas) que realizan compras en tiendas de conveniencia, con el fin de conocer sus opiniones para analizar si existe relación entre las variables de estudio.<br>This research was focused with the objective of defining the relationship of promotions, perceived vuale, place, social responsibility and social networks of convenience stores in the purchase decision of the consumer of sector 7 in the city of Lima.
The process developed was based on qualitative and quantitative research, using non-probability quota sampling. In the qualitative research, interviews were conducted with three experts to find out the strategies of the sector and obtain relevant information for each objective of the research. Regarding the quantitative research, 388 surveys were carried out, of which 194 were men and 194 were women, users between 18 and 55 years old (18-25 years old: 80 people, 26-33 years old: 80 people, 34 -40 years: 80 people, 41-48 years: 80 people, 49-55 years: 68 people) of sector 7 of Lima (Santiago de Surco: 78 people, San Borja: 78 people, La Molina: 78 people, Miraflores: 78 people, San Isidro: 76 people) who make purchases in convenience stores, in order to know their opinions to analyze if there is a relationship between the variables under study.<br>Tesis
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Bellido, Caffo Sandra Paola, and Núñez Mónica Andrea Olarte. "Estrategia de Inbound Marketing en social media y su relación con la decisión de compra online en tiendas por departamento en el rubro de la moda." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653523.
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El objetivo de esta investigación es estudiar si existe una relación y de qué tipo entre la estrategia de Inbound Marketing en el social media y la decisión de compra online. Este estudio es relevante debido a que permitirá comprobar que las acciones del Inbound Marketing están relacionadas positivamente con la decisión de compra online en las tiendas por departamento en el rubro de la moda.
Las acciones a considerar para la investigación son las siguientes: atracción, conversión, generación de leads, seguimiento de leads y por último, fidelización. El público objetivo para el estudio son mujeres que realicen compras vía online, se encuentren entre los 18 y 30 años de edad y residan en la ciudad de Lima. Se considerarán 250 encuestas al público objetivo, estas en base al cuestionario estructurado con 20 preguntas.<br>The objective of this research is to study if there is a relationship and of what type between the Inbound Marketing strategy in social media and the online purchase decision. This study is relevant because it will allow us to verify that Inbound Marketing actions are positively related to the decision to buy online in department stores in the fashion sector.
The actions to be considered for the research are the following: attraction, conversion, lead generation, lead tracking and finally, loyalty. The target audience for the study are women who make purchases online, are between 18 and 30 years old and reside in the city of Lima. 250 surveys will be considered to the target audience, these based on the structured questionnaire with 20 questions.<br>Trabajo de investigación
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Zhang, Chenjie. "Why do We Choose This App? A Comparison of Mobile Application Adoption Between Chinese and US College Students." Bowling Green State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1529856226667762.
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Agüero, Zavaleta Fiorella del Pilar, and Arias Andrea Edith Prado. "Determinación de los factores del Marketing que tienen un efecto en la decisión de compra de dermocosméticos en tiendas Retail en mujeres de 25 a 39 años de los NSE A y B que pertenecen a Lima Moderna." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/656228.
Full textAbstract:
La presente investigación tiene como objetivo principal analizar los factores que influyen en la decisión de compra de las mujeres de 25 a 39 años de los NSE A y B que residen en Lima Moderna (Barranco, Jesús María, La Molina, Lince, Magdalena del Mar, Miraflores, Pueblo Libre, San Borja, San Isidro, San Miguel, Santiago de Surco, Surquillo) en la industria de dermocosméticos comercializados por retail. Para este estudio, se realizó un diseño de enfoque mixto, ya que se realizaron entrevistas, focus groups y finalmente una encuesta. La data recolectada fue analizada en el programa SPSS y para el modelo de ecuaciones estructurales usamos AMOS. Asimismo, las metodologías de estudio que se usaron para la obtención de los resultados fueron análisis correlacional, análisis factorial (exploratorio y confirmatorio), análisis discriminante y regresión lineal. La encuesta fue aplicada a 384 mujeres que corresponden a la muestra, con las cuales se logró obtener la información para realizar el análisis de los resultados. Finalmente, dentro de los principales resultados se obtuvo que las redes sociales, el entorno de la tienda y el valor percibido tienen un efecto positivo en la decisión de compra.<br>The main objective of this research is to determinate the effects of factors in the purchase decision of women aged 25 to 39 years of NSE A and B who reside in Modern Lima (Barranco, Jesús María, La Molina, Lince, Magdalena del Mar, Miraflores, Pueblo Libre, San Borja, San Isidro, San Miguel, Santiago de Surco, Surquillo) in the dermocosmetics industry marketed by retail. For this study, a mixed approach design was carried out, since interviews, focus groups and finally a survey. The collected were analyzed using SPSS and structural equation modelling AMOS. Also, the study methodologies used to obtain the results were correlational analysis, factorial analysis (exploratory and confirmatory), discriminant analysis and linear regression. The survey was applied to 384 women who correspond to the sample, with whom it was possible to obtain the information to perform the analysis of the results. Finally, among the main results, it was obtained that social networks, the environment of the store and the perceived value have a positive effect on the purchase decision.<br>Tesis
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Su, Hui-wen, and 蘇蕙雯. "A study on the automobile purchase decision making and the marketing strategy." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/09323708264177431788.
Full textAbstract:
碩士<br>國立中央大學<br>工業管理研究所碩士在職專班<br>97<br>Recently, due to the changing of social trends, the rising of rights for the females and the increasing of the dual-earner families, the changes may affect the viewpoints
of the sex-role orientation between husbands and wives through the process of family purchase decision making.
In the existed studies of automobile purchase behaviors, it shows that the automobile purchase behavior is high involvement purchase behavior. Each point from the process of automobile purchase decision making by married couples is the key for the marketing strategies. In the past, most of the husbands are the leading roles in their families. However, the changing roles played by wives and husbands
have been shown to shift over stages of automobile purchase decision-making lately.
This research would be investigated by married couples and compare the findings with the real marketing case studies. Also, the findings would give marketers new
policies while conducting marketing strategies.
This research has been investigated by married couples with convenience sampling. The findings display that comparative resources don’t have a significant
influence on Taiwanese families, higher education or higher financial contribution don’t affect wives’ position in their families. In addition, there is no difference in
different sex-role orientation attitudes in modern families or traditional families towards automobile purchase decision making. Finally, the conclusion provides that
marketers choose different market target groups base on the demographic variables from market segmentation theory. Also, marketers use different marketing mix in different marketing segmentation.
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Wu, Shao Yu, and 吳少瑀. "The Effect of Group-Buying Websites Marketing Activities on Consumer Purchase-Decision." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/11193779829014868002.
Full textAbstract:
碩士<br>長庚大學<br>商管專業學院<br>101<br>The recent emergence of a new e-business model to meet consumer's demand of strict budgeting is group-buying websites. Because the business model creates win-win situation for buyers and sellers, the market scale of Group-buying grows fast. Taiwan's commercial possibility of group-buying is up to 9 billion in 2012. Faced with such a huge commercial opportunity, many group-buying websites have mushroomed. However, consumers select Group-buying websites more and more circumspectly.
This research aims to detect online-group-buyers’ shopping intention. Those customers who have shopping experience on group-buying websites are the subjects of this research. The purpose of this study is to examine Marketing Mix (customers' needs, customers' cost, convenience, communication), consumer shopping orientation and consumer features and the impacts that these have on the consumer’s purchase decision, and to provide some clarity for marketing executives of group-buying websites attempting to find the right mix of variables for their products and services based on the results and findings.
In this research, 103 valid internet questionnaires are obtained for statistic analysis, factor analysis, reliability analysis, validity analysis, difference analysis and regression analysis to verify the hypothesis. Our results indicate that marketing mix has a significant effect on consumer shopping orientation, and marketing mix has a significant effect on consumer’s purchase decisions. Also, our results demonstrate theories among consumers’shopping orientation, marketing mix and consumer’s decision-making process.