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Westberg, Kathleen J., and n/a. "The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion." Griffith University. School of Marketing, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20050211.124210.
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Cause-related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s. This thesis defines the term cause-related marketing as a marketing strategy whereby the firm makes a contribution, financial or otherwise, to a nonprofit organisation(s) contingent upon the customer engaging in a revenue providing exchange that satisfies business and individual objectives. This strategy may include additional elements such as sponsorship, sales promotion, co-branding and employee involvement. -- In examining the literature relating to cause-related marketing, a need for further research was identified for a number of reasons. First, there is considerable investment and growth in this strategy both in Australia and overseas. Second, academic and practitioner research have indicated strong consumer support for the concept of cause-related marketing, yet there has been limited evidence to date regarding the effectiveness of this strategy, especially in comparison to other marketing strategies. Finally, in an increasingly challenging business environment, marketing practitioners are seeking to explore new strategies and the efficacy of traditional forms of marketing communications is subject to debate. As such, this thesis explored the following research questions: What is the impact of cause-related marketing on the consumer's response in terms of attitude to the strategy, attitude toward the brand and purchase intention? Do consumers respond more positively toward cause-related marketing than toward sponsorship or sales promotion? To address these questions, an experimental research design incorporating self-administered questionnaires was used. The major finding of this research is that consumers may have a more favourable attitude to cause-related marketing than to either sponsorship or sales promotion, however the brand must be perceived to have a natural association or fit with the cause. Further, cause-related marketing has the ability to engender a more favourable change in attitude to the brand than does sales promotion. This change in attitude is affected by the consumer's attitude to the strategy itself. This study did not, however, demonstrate that exposure to cause-related marketing, sponsorship or sales promotion had a significant effect on purchase intention. Finally, neither gender nor personal values have been shown to influence the above outcomes. The findings of this research have a number of practical implications for the effective use of cause-related marketing.
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Andersson, Johannes, Martin Blomkvist, and Mattias Holmberg. "Blog Marketing - A consumer perspective." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-891.
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The phenomenon of blogs is growing rapidly and is expected to increase even in a more rapid pace (Technorati, 2006, November 6). As Wright (2006) discuss; blogs provides a new way of communicating with customers, as customers want to be talked with, not to. Companies have newly started to pay attention to this and as a result, the concept of blog marketing has been born. The little research that has been done on blog marketing has been done from a company perspective. However, no or little research has yet considered how consumers use blogs. In order to use blogs as a communication tool, it is of huge importance for companies to understand how consumers use blogs in their decision making. Hence the purpose is;
“To explore how and why consumers use blogs in their decision making process“
In order to answer this purpose we conducted nine interviews on young adults, as previous research suggests that this population use blogs the most (Tremayne, 2007). From the collected data a qualitative analyze was made in which the empirical findings was analyzed with support of the theoretical framework.
From the analysis we found that consumers use blogs throughout their decision making. Within the consumers’ decision making, collaborative blogs was mostly used as the consumers could get more input from a larger audience and because this type of blog tended to cover a specific topic of interest for the consumers. Consumers were found mainly writing in the blogs when they had knowledge to contribute with or when they needed information that they could not otherwise find in the blogs.
We also noticed that consumers turned to groups they belonged to, so called normative group, or they turned to groups that they did not belong to, so called comparative groups. These groups influenced the consumer by providing them with knowledge and by giving them positive and negative confirmation on their choice of purchase. However normative groups also persuaded the consumer to buy products in order to belong to the group.
Besides this, a pattern of characteristics of the individuals that the consumer blogged with were noticed. Consumers wanted user experiences and thus the vast majority of these individuals they turned to, seemed to be consumers themselves, with relevant product experiences. The consumers also seem to blog more with certain individuals, whose opinions were valued more. These individuals often shared the latest information on products.
Lastly we found that consumers seemed to be selective when reading blog posts. The blog posts needed to contain detailed- and up-to-date information. Moreover, consumers wanted blog post to be written by other consumers because they saw them as more credible then companies. The consumers also chose to read blog posts that show similarities be-tween the consumer and the blogger in terms of either usage pattern of product or preference for product choices.
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HUO, Yue. "Susceptibility to global consumer culture : scale development and purchase behaviour of Shanghai consumers." Digital Commons @ Lingnan University, 2008. https://commons.ln.edu.hk/mkt_etd/7.
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Global Consumer Culture (GCC) is a term emerged in early 1990s. It refers to generally accepted beliefs and consumer tendencies toward globally shared consumption-related symbols such as brands, product categories, and consumption activities and events. Although researchers sought insights in this area in the last decade, they mainly focused on the specific topic of Brand Positioning method under the context of GCC. Little efforts were made to examine what global consumers actually do and think when making their buying decision, and what the common characteristics global consumers share in the world. The existence and increasing influence of global consumers whose social and cultural differences are overshadowed by their similarities in terms of psychological consumer tendencies was demonstrated by previous research. In addition, there was an initial study to develop an individual customer psychology-based scale of Susceptibility to Global Consumer Culture (SGCC) in order to capture globally shared consumption sentiments. The study demonstrated that SGCC would consist of three major dimensions of SGCC, namely conformity to social norms, desire for social prestige, and quality perception.
This thesis suggests that SGCC contain three additional dimensions in the perspective of consumer traits and brand consumption, including consumer innovativeness, consumer ethnocentrism, and Internet technology readiness. It is consisted of two studies. In Study 1, a more comprehensive multiple dimensional scale to measure SGCC is developed and validated. In Study 2, the developed scale is used to predict the consumers’ purchase intentions toward global brand products. Theoretical contributions, managerial contributions, research limitations and future research recommendations are discussed as well.
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Harker, Michael John. "Relationship marketing : the customer's perspective." Thesis, Nottingham Trent University, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.251244.
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Vervliet, Bruce Morton. "A model for green product purchasing behaviour." Thesis, Nelson Mandela University, 2016. http://hdl.handle.net/10948/13636.
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The global warming phenomenon and its environmental impacts have seen the emergence of the green consumer who has become more aware of their power of demand through their consumption choices as they express their own attitudes, values, thoughts, feelings and behaviours in this regard. Organisations have taken cognisance of these trends and taken steps to exploit the opportunity by developing goods and services aimed at meeting the demands of the new consumer. This, in spite of the fact that knowledge of the variables, specifically green consumer profiles, awareness, knowledge and trust in influencing purchasing behaviour remains incomplete. The purpose of this treatise was to determine a clearer understanding of the relevance of these variables to enable marketers to craft more effective marketing strategies, thereby unlocking the profit potential of the green consumer. A model for green product purchasing behaviour was proposed based on extant literature and an empirical evaluation. An empirical analysis was conducted on a sample of 597 consumers over the age of 18 within the Fast Moving Consumable Goods (FMCG) sector in South Africa. The main goal was to establish the relationships of the hypothesised model between the independent variables of green consumer profiles, green product trust, green product awareness and green product knowledge with the dependant variable green product purchase behaviour. There was a high prevalence of African and European female respondents in the 26 to 55 age group, living and working in the coastal areas of South Africa, predominantly Port Elizabeth, earning an income between 10 000 and 30 000 rand per month. The sample was consistent with the psychographic profile of the green consumer as described in the literature, which is characterised as a consumer that takes personal responsibility for environmental solutions, who believes they can make a contribution to solving environmental issues, incorporates green living into daily lives, considers environmental issues when making purchasing decisions, is knowledgeable of, deliberately seeks out and is prepared to pay a premium for environmentally friendly products. When analysing the relationships and the significances of the differences of the independent variables to the dependant variable in the hypothesised model, it was established that the independent variables green consumer profiles, green product awareness and green product trust were significantly related to the dependent variable. A MODEL FOR GREEN PRODUCT PURCHASING BEHAVIOUR green product purchase behaviour. This was in line with and supported the reviewed literature in this regard. It was also established that green product knowledge did not reflect any significant relationship to green product purchase behaviour. This finding did not correspond with the literature as significant relationships with green product knowledge and general environmental behaviour including green product purchase behaviours have been established therein. The findings further demonstrated that the independent variable green consumer profiles displayed the most significant relationship to green product purchase behaviour, followed by green product awareness and then green product trust. When considering the significance in the differences in strengths of these relationships it was noted that although green product awareness and trust may influence green product purchase behaviours it was a combination of psychographic variables reflecting a consumer’s general attitudes and beliefs towards the green agenda that displays the most significant relationship to green product purchase behaviour. Despite the fact that the study was limited to the South African FMCG sector, the profile of the green consumer in the literature was dated, the cause and effect relationships between the variables were not tested and the fact that the hypothesised model was limited to only four independent variables, the above findings may, from a marketing perspective, have practical application for marketing strategies aimed at increasing green product purchasing behaviour. The results imply that directing green marketing initiatives to consumers that are most inclined to purchase and consume green goods or services being those that fall within the biographical and psychographic parameters outlined in this treatise will result in the desired outcomes. Furthermore, marketers should also pursue initiatives that are known to support and increase the amount of green product trust that consumers have in green products, green communications and the organisation. Marketers can also benefit from well formulated green awareness campaigns as the success of these campaigns will yield greater green product awareness which could increase green product purchase behaviours and purchases of green products still further.
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Smith, Andrew Peter. "Consumer's product choice behaviour : an application of chaos theory." Thesis, University of Stirling, 2000. http://hdl.handle.net/1893/1452.
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The primary aim of this thesis is to apply chaos theory to consumer behaviour research. Chaos theory is essentially a theory of time series. The specific focus is product choice consumption behaviour. The conceptual basis for the work is taken from a theory thus far developed entirely outwith the topic focus of consumer research and marketing. The concepts and methods developed by chaos theorists in the natural sciences and some social and behavioural sciences are synthesised with concepts and methods from consumer research. The objective is to both shed light on the consumption process and explore the potential of chaos theory in this field. Ultimately the work attempts to address the question of whether consumer behaviour can be 'chaotic' as described by chaos theory.In order to facilitate these objectives a diary study was conducted using sixty respondents. They were required to record their consumption of branded products for a period of three months. Five product categories were used with informants recording consumption of only one product type (twelve informants in each group). The product groups were as follows: soft drinks; savoury snacks; beer; chocolate snacks and packaged yoghurts and desserts. The data was coded and analysed by methods selected prior to data capture: weighted time series, spectral analysis and phase space analysis. One of the principal findings of the research was that distinctive forms of behaviour were identifiable within the data set as a whole from which a five-fold typology is proposed. However the complexity and individuality of the forms was marked despite this apparent typology. The spectral analysis shows little evidence of regular or periodic patterned behaviour; the series are essentially aperiodic. The phase space analysis reinforces and enhances the analysis of the weighted time series and suggests the series tend more towards chaos than ordered behaviour. The series obey certain 'rules' (i.e. they are 'randomised' but not random) consistent with the existence of determnistic chaos. Moreover they appear globally stable and locally unstable. These findings have a number of implications for various areas of consumer research (e.g. varety seeking, loyalty and other aspects of consumption) and successfully extend the application of chaos theory to another area of human behaviour research.
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Alcheva, Valentina, Cai Yonggang, and Zhao Lingyan. "Cause related marketing : how does a cause-related marketing shape consumer perception, attitude and behaviour?" Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-5739.
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American Express initiated a new marketing strategy twenty-five years ago. Forevery new card user the company donated one cent for the recovery of the Statueof Liberty. The success of the campaign exceeds the expectations. This strategywhere a company declares to spend a defined amount of money for a special causein order to push up its sales is called Cause-Related Marketing. Now more andmore companies use the cause-related marketing strategy as a way out of saturatedmarkets and growing consumer awareness. Billions of dollars are spent every yearin cause campaigns.
Because it is a relatively new approach many researches has shown interest in thismarketing communication strategy. However, there is still lack in the field ofcause-related marketing and especially in the consumer part.
This is also the field of interest for this dissertation and in particular how doescause-relates marketing strategy shape consumer attitude, perception and buyingbehaviour? In order to find out the answer of this question we relied on differenttheories and in addition we conducted a questionnaire among international students.
The results, even though restricted trough the sample, showed that there is aconnection between the cause-related marketing and buying behaviour andattitude. Consumers are more likely to support companies which are engaged incause campaigns and tend to develop positive attitude toward this company and itsproducts. The research was limited to sample of students who took part in thequestionnaire. A further investigation in this field could deliver deeperinformation and be useful for companies and researchers in the field of marketingcommunication and marketing strategies.
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El, Said Ghada Refaat. "Cultural effect on electronic consumer behaviour." Thesis, Brunel University, 2006. http://bura.brunel.ac.uk/handle/2438/412.
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The ubiquitous nature of e-commerce demands an innovative conceptualization of consumer behaviour that responds to various cultural preferences. Culture has been identified as an underlying determinant of consumer behaviour, and this extends to ecommerce. This research investigates this phenomenon for the Egyptian consumer. This research designed a plausible, integrated framework for investigating the target phenomenon, especially for un-explored cultures. To help to identify salient components of the phenomenon, a three-study exploratory phase, that included: interviews, a survey, and card sorting sessions, was undertaken. The exploratory results highlighted the roles of trust, uncertainty avoidance, Internet store familiarity, and reputation as the main salient factors affecting the perception of the targeted group toward e-commerce. The research hypotheses were then developed based on the exploratory results. Finally, a model testing phase to empirically assess the research hypotheses through a laboratory experiential survey with 370 Egyptian Internet users was undertaken. The experiential survey results support the significant role of the Internet store’s perceived familiarity and reputation as the main antecedents of online trust. The relationship between trust and its two antecedents are found to be culturally sensitive; the high uncertainty avoidance of the consumer is found to be associated with a stronger effect of the store’s reputation on trust, and a stronger effect of store’s familiarity on trust. The research also highlights the significant effect of trust on the attitude towards and the willingness to buy from an e-commerce site. This research, by providing an understanding of the cultural drivers of e-commerce, contributes to building a theory of consumer’s cultural trust within an Internet store context. The research reports on the development of an integrated cultural trust model that highlights recommendations for expanding the adoption of e-commerce. The systematic research framework, introduced by this research, can be a robust starting point for further related work in this area.
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Oursel, Killian, and Mbembo Maxia Befene. "How do ethics in influencer marketing impact consumer behavior?" Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-45287.
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Influencer marketing has an unethical side that was important for us to talk about. Thisstudy’s objective was to understand how impactful it was regarding the consumer and how itcould be really bad for a company to use this type of marketing in an unethical way. Theresearch then permitted us to investigate, see and understand consumer’s point of view onthis topic, especially thanks to the interviews that were conducted. The findings were varied,but most of the people that were asked about it were positive about the fact that unethicalpromotions impacted their behavior towards the brands in a bad way. This is the reason whycompanies must choose wisely the influencers they chose to use to promote their brands onsocial media. Indeed, as their name suggests, they influence their followers. That is thereason why they must be ethically correct.
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Akehurst, Gary Paul. "Market structure, behaviour and performance in consumer service industries." Thesis, Southampton Solent University, 1996. http://ssudl.solent.ac.uk/1285/.
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This thesis takes as its underlying theoretical framework the market structure-conduct-performance paradigm of industrial organisation as applied to consumer service industries, notably retail distribution and tourism (including hotels). The addition to knowledge arises from the disciplined application of industrial organisation principles to define, describe, explain and predict real-world behaviour of a selection of service firms and on the basis of observable data, whether government and supra-national policies can improve service market performance if it is found to be failing in clearly defined respects. The problem addressed is how the behavioural processes of competition arise from and shape the identified market structures to be found in consumer service markets. The work begins by examining in detail the development of the main hypotheses and empirical testing of the market structure-conduct-performance framework, followed by the identification of the main strands of past and current economic thought concerning service industries and service firms. Following on from this fundamental analysis of service industries, the definition of markets, industries and firms (basic underlying conditions and parameters linked to market structure) is undertaken, taking hotel and restaurant markets in a spatial dimension, with a novel empirical identification, definition and measurement of the size and growth of hotel markets in particular localities. Moving on from this analysis, the measurement of concentration in the hotel and retail distribution industries is considered with the first attempt at systematically measuring such concentration using an extensive database of companies. Entry to markets (a further element of market structure) is carefully examined with the entry of new firms into local hotel markets and evaluation of the possible impact of a new hotel business on existing hotels. Market conduct or behaviour is examined, first, the reactions of hotel managers to new competition, based on a survey of 250 UK hotel managers followed by a rigorous analysis of market behaviour in grocery retaining markets (especially the analysis of oligopolistic behaviour). Further chapters examine an innovation and diversification in a stable hotel market - the introduction of the budget or economy hotel Finally, service market performance is considered in detail at various points (impact of new hotels and behaviour in grocery retail markets) but is principally considered in teh definition and enhancement of performance by a wide ranging and unique empirical study of European Union (EU) tourism policies within each member state of the EU.
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Alfansi, Lizar. "An assessment of the potential for benefit segmentation in the Indonesian banking sector." Thesis, University of Exeter, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.366620.
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Tilikidou, Irene. "Ecologically conscious consumer behaviour : a research project conducted in Thessaloniki, Greece." Thesis, University of Sunderland, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.327317.
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Lai, Cheng-Hao. "An evaluation of the influence of experiential marketing on spectators' behaviour in the Taiwanese professional baseball league." Thesis, Loughborough University, 2014. https://dspace.lboro.ac.uk/2134/14896.
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The relationships between service quality, consumer satisfaction, and loyalty have been widely discussed in the service marketing literature, but there is still an ongoing debate about these relationships because they have not been well studied in spectator sport industry (Theodorakis & Alexandris, 2008). Schmitt (2011) claimed that consumer experiential could be a new perspective for evaluating the nature of these relationships. However, experience marketing has some special and unique attributes requiring specific definitions in specific research contexts. Thus, the current research attempts to (1) identify what kinds of experiences are found in Taiwanese professional baseball games; (2) test models of relationships between consumer experience, service quality, satisfaction and loyalty taking into account the unique aspects of the specific context of Taiwanese professional baseball games; and (3) test the role of consumer experience on the relationships between perceived service quality, satisfaction and loyalty. In order to achieve the research aims, the current research adopted a mixed method approach using both qualitative and quantitative methods. Four focus groups, representing the qualitative stage, were conducted to acquire a better understanding of consumer experience types and characteristics in Taiwanese professional baseball games. The main findings of the focus groups are that (1) ordinary experiences include the game itself while additional events and activities characterise extraordinary experiences. However, (2) when games involve a special performance and record or modifies a ranking position, they can be seen as extraordinary experiences as well. Moreover, ordinary experience and extraordinary experiences also depend on clubs, game days, and stadiums. A questionnaire survey, representing the quantitative stage, was used to investigate the relationships between consume experience, service quality, consumer satisfaction and loyalty. The sampling strategy was designed based on the specific research context features (i.e., different clubs, dates and stadia), and 1,229 questionnaires were collected. A confirmatory factor analysis was conducted in order to test the measurement model and compare theoretical models according to specific research context features. The main findings were that: (1) the degree of association between consumer experience and service quality is significant, (2) both direct and indirect relationships of consumer experience on consumer satisfaction and loyalty are significant, (3) only an indirect influence, via consumer satisfaction, of service quality on consumer loyalty is significant, (4) the differences of relationships are significant between clubs, but not significant between dates and stadia. The current research concluded that (1) consumer experience is an important dimension to take into consideration to better understand the formation of consumer loyalty, (2) there is a two-way relationship between service quality and consumer experience, (3) Intangible experience elements are captured by consumer experience while tangible experience elements are captured by service quality, (4) Extraordinary experiences in sport spectating events are highly dependent on situational factors, (5) specific research contexts features are important to take into consideration when conducting consumer experience research.
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Mahmood, Ammara. "Essays on consumer behaviour and pricing." Thesis, University of Oxford, 2014. http://ora.ox.ac.uk/objects/uuid:2f99d998-5536-44cc-aae1-99fb97f1a191.
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This dissertation is a collection of five essays examining different aspects of consumer and firm behavior in dynamic markets. The first essay combines clickstreams of users at a major news website with Facebook activity data, to study if social networks complement or compete for online browsing time. This is the first empirical study to show that Facebook activity increases time spent on news sites. Online news consumption is a shared experience, as the activity of social network friends strongly influences the behavior of other network members. We also find that visitors’ own browsing patterns are important predictors of online content consumption. The second essay examines consumer attitudes to risk and uncertainty vis-a-vis their purchase and search decisions for air tickets online. Using a two-stage model of purchase incidence and carrier choice, we find that browsing experience, search costs and product characteristics are important predictors of purchase incidence. Implications for website managers are also discussed. The third essay provides insights on the impact of customer heterogeneity and preference stochasticity on behavior based price discrimination. While customer heterogeneity intensifies competition, resulting in greater price discrimination, preference stochasticity reduces the incidence of price discrimination. Overall, the effect of preference stochasticity is more salient. The fourth essay presents models of strategic interaction to analyze the impact of dominance and concentration on pricing strategies. We show that lack of market dominance is a sufficient condition for discounts to existing customers. We further test our predictions via an experiment with pricing professionals. The behavior of professionals confirms that price discrimination increases with market dominance and concentration; however, lack of dominance is not a sufficient condition for loyalty discounts. We contend that increasing competition is a more effective means of improving consumer welfare compared to regulating dominant firms. The fifth essay considers the role of identity and customer type recognition in influencing pricing behavior in dynamic markets with symmetric and asymmetric players. When customer identity is detectable firms charge higher prices to repeat customers while new customers are offered lower prices. However, pricing behavior changes when information on customer type is available and this behavior varies with market structure. Age, education and experience of managers are also found to significantly influence pricing behavior.
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Griffin, Deborah, and N/A. "Social Issue Exchange: An Exploration of Determinants and Outcomes." Griffith University. Department of Marketing, 2007. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20070910.111229.
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It has been argued that marketing contributes to society by finding solutions to a diverse range of social issues. Importantly, research within the (social) marketing domain recognises that the concept of exchange is a fundamental aspect of influencing people to take on positive social issue behaviours (Andreasen, 1995; Rothschild, 1999). However, regardless of the influence of social marketing, ultimately the behavioural exchange resides with the individual. This infers that exchange can be considered from the individuals (i.e., consumers) point of view, of intrapersonal or self-exchange (Gould, 1994). Furthermore, the conditions that facilitate or constrain this form of exchange are found within the individual and relate to for example, individual differences. However, in recent years there has been limited interest in exchange theory within the marketing domain and, in particular, exchange as a fundamental consumer behaviour phenomenon (Anderson et al, 1999; Gould, 1994). This study seeks to extend current consumer behaviour and social marketing knowledge in the areas of exchange theory and personality. Based on an examination of the extant literature, a model of determinants and outcomes of Social Issue Exchange was developed and empirically tested. The Social Issue Exchange Model proposed in this study accounts for a number of associations which includes a representation of personality termed pro-social orientation along with social issue involvement, attitude toward social issues, subjective assessment of negative consequences and feelings. The determinants of social issue exchange included the multi-component variable pro-social orientation comprising the traits risk aversion, locus of control, consideration of future consequences, susceptibility to normative influence and social responsibility along with the variables social issue involvement and attitude towards social issues. The outcomes of social issue exchange include the variables of subjective assessment of negative consequences and feelings. The study adopted a quantitative methodology using an Internet administered questionnaire that allowed for the measurement of the determinants and outcomes of social issue exchange. The construction of the questionnaire followed a sequential process which involved developing new measures, utilising and adapting existing measures and then pre-testing these measures to ensure the development of a psychometrically sound and respondent-friendly survey instrument. The final survey used Excess Alcohol Consumption and Speeding social issues as stimuli for the study. Data collection resulted in 1146 (comprising 559 for Speeding social issue, and 587 for Excess Alcohol Consumption social issue) useable surveys for subsequent analysis. Analysis included a number of statistical procedures including correlation analysis, exploratory factor analysis, reliability analysis and tests of the model via Partial Least Squares (PLS) analysis. Overall, the findings provided support for the proposed Social Issue Exchange Model. In terms of the measurement model, the findings show that pro-social orientation accounted for different amounts of variance in the five traits, with consideration for further consequences accounting for the most variance and susceptibility to normative influence accounting for the least. In terms of the inner model, all the hypothesised paths were supported with the exception of attitude towards social issues and social issue exchange. A comparison of the smaller models (i.e., Speeding and Excess Alcohol Consumption) with the overall model indicated that largely the relationships were consistent, with the exception of social issue involvement and attitude towards social issues which was not supported in the Excess Alcohol Consumption model. The findings provide a number of theoretical and practical implications for research. From a theoretical perspective, broadening the concept of exchange to account for self-exchange in the context of social issue behaviours contributes to the body of knowledge on exchange. Moreover, aggregating traits to form the multi-component construct pro-social orientation takes a holistic approach to personality and thereby, provides greater clarification of the psychological processes that drive individuals to respond positively or negatively to social issues and associated behaviours. From a practical perspective, this study may lead to a better understanding of how personal characteristics can shape an individuals response to social issues as well as their behaviours. In summary, the importance of understanding the processes that influence individuals social issue behaviours provides a justification for this study. Accordingly, this study offers valuable insights into how exchange is an integral feature of individual behaviour change, as well as positive social change for society.
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Variawa, Ebrahim. "Buying behaviour and decision-making criteria of Base of the Pyramid consumers : the influence of packaging on fast moving consumer goods customers’ brand experience." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/26572.
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Marketers increasingly face challenges in trying to understand the decision-making processes and behaviours of those consumers located at the Bottom of the Pyramid (BOP). It has been proven that 73% of fast-moving consumer goods (FMCG) purchases are made at the point-of sale, and product packaging has been found to play a strategic role in seven of the ten in-store purchase decision criteria. Packaging is, therefore, an important basis through which companies can differentiate products from the plethora of competing brands. On average, big retailers carry 50 000 items and the typical shopper passes 300 items per minute. The packaging must, therefore, perform many of the sales tasks, making an overall favourable brand impression and experience. The research has attempted to understand the constructs of packaging and brand experience as purchasing decision criteria for FMCG products. The researcher administered 250 surveys with low-income consumers in the Star Hyper supermarket in the mining town of Carltonville. The findings demonstrated how low-income consumers have an appreciation of all product packaging as they often re-use it once the product is consumed. Furthermore, lower income consumers enjoy a greater brand experience with 'premium' product brands when compared to their brand experience levels with what they perceive to be 'cheaper' brand products. Even though a statistical weak relationship between product packaging and brand experience was found, the qualitative findings support the notion of a strong relationship as lower income consumers gain more value/greater brand experience not just out of consuming 'premium' brand products, but also from the use of the packaging for other needs afterwards. CopyrightDissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
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CHARTERS, Stephen, and s. charters@ecu edu au. "Perceptions of wine quality." Edith Cowan University. Business And Public Management: School Of Marketing, Tourism And Leisure, 2003. http://adt.ecu.edu.au/adt-public/adt-ECU2006.0004.html.
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The term `quality' is regularly used by those who produce, promote and consume wine. However, the nature and features of wine quality are rarely explained. This study was designed to explore what drinkers consider to be the nature of wine quality and what they believe its features to be. Focus groups and individual and small group interviews were used to explore the conceptualisation and dimensions of wine quality, how that quality is assessed, and what its relevance may be. There were 105 informants, sourced from three states across Australia primarily by utilising friends and acquaintances of the researcher. Informants included consumers with a wide background of consumption practices and involvement levels, and also producers and those involved generally in the marketing, selling and promotion of wine. The study viewed wine as an aesthetic or quasi-aesthetic object and therefore also investigated drinkers' more general perceptions of the links between wine and other aesthetic products, placing the understanding of quality within that context.
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Li, Alex Sai Hoi. "To stop or not to stop? - Investigating the differential effects of two self-control stategies on self-regulatory resource depletion." University of Sydney, 2010. http://hdl.handle.net/2123/6410.
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PhDSelf-regulation is a vital function to humanity, and is an important factor in the dominant paradigm of consumer research, whereby consumer decisions are characterised by the battle between long- and short-term interests. The current research examined the relative effectiveness of two self-regulatory strategies: stopping an already-commenced consumption episode, or to not commence one at all. Traditional economic theories, including the principle of diminishing marginal utility, would predict that not starting is harder to accomplish; whereas a proposal by Thaler (1983) suggests that not starting is in fact the optimal strategy. Two studies were conducted whereby participants were asked to either perform a less-favoured task and resist from starting a more-favoured one (Not Start), or to cease performing a more-favoured task to complete the less-favoured task (Stop). Study 1 found that Stop was more difficult than Not Start, which tentatively supported Thaler’s argument; however there was an explanation which could not be ruled out, namely the psychological distance of the anticipated second task. Study 2 addressed this issue by manipulating that factor by incorporating it into the experimental design. It was found that Not Start became as depleting as Stop when psychological distance of the second task was reduced. This research contributed to the literature by establishing a boundary condition upon the strength model of self-regulatory resource depletion, and adds to the discussion on the descriptive validity of the principle of diminishing marginal utility.
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Grant, Philip. "Exploring Branded Flash Mobs : A study of the impact of branded flash mobs on consumer behavior and consumer experience." Doctoral thesis, KTH, Industriell marknadsföring, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-145132.
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The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. Even so, it is unclear whether or not the branding of flash mobs supports or frustrates this pursuit. Therefore, the goal of this thesis is to help marketers understand the potential impact that branded flash mobs may have on consumer behaviour and brand relationships. Since these interactions are complex we need to observe the convoluted whole from untangled vantage points. Marketing scholars and researchers must then attempt to understand the latent opportunities and unsuspecting dangers when branding a flash mob. Toward answering this end, four distinct research studies were used to examine the phenomenon from four different perspectives. The aim of the first paper is twofold. First, it deductively seeks to understand how to categorize branded flash mobs within the marketing literature through an historical and cultural analysis of the phenomenon. Exploratory in nature, this study then employs a mixed methods approach to understand how marketers are currently using flash mobs, and more importantly, if branded flash mobs are an effective tool of communication and persuasion. In the second paper, a field experiment was conducted to assess the impact of a branded flash mob on consumers’ emotions, consumer experience and connectedness in a public market. Qualitative interviews were used to capture the data. Shifting perspectives, the third paper seeks to understand why some branded flash mobs fail to ‘go viral’. Using of a number of focus groups, participants were asked to watch several branded flash mob videos and discuss their willingness to share them online (e.g., email, Facebook, or Twitter). Toward a better understanding of the impact of branded flash mobs on brand equity, the final paper evaluates viewers’ attitude toward the ad. Using netnographic techniques (Kozinets, 2002) 2,882 YouTube comments from three virally successful branded flash mobs ads were examined to understand how branded flash mobs affect brand equity. Responses grouped into one of four archetypical attitudes, each of which has a distinct impact on brand equity. Motivated by the potential for widespread exposure at a relatively low cost, marketers continue to produce branded flash mobs. Sometimes they are fresh and creative, while at others they are out of tune with the spirit of the phenomenon. This thesis uncovers the impact of these efforts on consumer behaviour and brand equity, and concludes with a guide for managers to consider when planning their next branded flash mob. An acknowledgement of the limitations and an outline for directions of future research are also presented.QC 20140521
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Henneberg, Stephan C. M. "Voting behaviour as a special case of consumer behaviour : a political marketing oriented theory of voter behaviour and the implications for the concept of political marketing management." Thesis, University of Cambridge, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.285001.
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Vaz, Jacques Chicourel Nunes. "Mobile marketing: novos usos do sms no mix promocional de marketing." Universidade Federal da Bahia, 2007. http://www.adm.ufba.br/sites/default/files/publicacao/arquivo/jacques_chicourel_nunes_vaz.pdf.
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A telefonia celular tem se desenvolvido e no decorrer da sua evolução, o telefone celular antes visto apenas como um mero dispositivo de voz, agora passa a ser um protagonista na vida das pessoas desempenhando outras várias funções. Uma destas funcionalidades, o envio de SMS (Short Message Service)1, se tornou um padrão de comunicação usando apenas mensagens de texto para comunicação entre indivíduos. Aproveitando esta capacidade de enviar mensagens de texto para indivíduos com o intuito de divulgar e promover marcas e conceitos, surge o mobile marketing2 e mobile advertising3 que apresentam uma inovação no conceito de interação entre empresas e clientes. Neste trabalho, foi realizada uma pesquisa exploratória referente aos conceitos acerca do tema além de modelos de análise que tratam sobre os fatores de influência da receptividade de mensagens publicitárias enviadas através de SMS.
Salvador
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Laing, Audrey Frances. "Bookselling culture and consumer behaviour : marketing strategies and responses in traditional and online environments." Thesis, Robert Gordon University, 2008. http://hdl.handle.net/10059/400.
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This research examines the implementation of marketing both by chain and online booksellers, and consumer responses to this marketing and a reading of the current trade press revealed calls for research into consumer wants and needs (Watson, 2002; Holman, 2007; Horner, 2007a). While BML (Book Marketing Limited) carries out a valuable range of research into publishing and bookselling on an ongoing basis, nevertheless, both are relatively new research areas, and bookselling is particularly underdeveloped. It would appear that research in the field of bookselling has yet to be examined in an academic context. With specific respect to the development of a comprehensive understanding of consumer responses to bookshop marketing, the research is original, timely and useful, and builds upon the foundations of existing research, as detailed above. The mixed-method approach adopted in this study enhanced the level of triangulation possible, with interviews, surveys and focus groups serving to consolidate and support sets of results. This empirical research has uncovered rich source material from consumers both online and offline, revealing complex responses to traditional and online bookselling environments. Key original findings include: the widespread perception of homogeneity across chain bookshops by consumers; the presence of a coffee shop can enhance the concept of the bookshop as a social space and that consumer behaviour online was found to tend towards linear, goal-oriented book buying, whereas traditional book shopping tends to be much more about browsing, and have a serendipitous quality to it. The research has developed a comprehensive understanding of the approaches to marketing taken by chain booksellers, but more especially, the range of consumer responses and behaviour in both traditional chain and online bookshops. It has built upon the existing scholarly material available in these fields, as well as extending and developing research in the new academic field of bookselling. There is considerable scope for further investigation in both traditional and online bookselling, as outlined in the Conclusions chapter, building on the findings emerging from this research.
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Bluhme, Hugo, and Jenny Lidman. "Please Mind The Gap : A study of the relation between green marketing outreach and consumer decision-making." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-447501.
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Sustainability, and especially sustainable consumption, has become more important throughout the years in line with the challenges of climate change. A large majority of Swedish consumers have a positive attitude towards sustainable consumption. However, their actions do not speak louder than words. Many have the intention of buying sustainable products, but fewer actually buy sustainable products causing an attitude behaviour gap. This study aims to investigate the relation between green marketing and consumer decision making. Diving deeper into the grocery sector as well as the clothing sector the study examines the differences regarding the matter of green marketing and consumer decision-making. With a theoretical starting point in the Theory of Planned Behaviour as well as green marketing, this quantitative study shows that green marketing has an effect on a consumer’s perceived behavioural control which in turn has an effect on the intention. However, the study also states that there is a gap between the intention of buying sustainable products, influenced by attitude, subjective norm and perceived behavioural control, and the actual behaviour to buy sustainably. The study finds a moderately strong correlation between perceived behavioural control and green marketing. Further on, the study also notices a difference between the two sectors, where consumers are reached as well as affected by green marketing to a higher extent within the grocery sector than in the clothing sector.
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Beinö, Olivia, and Linnéa Alexanderson. "Impact of Green Marketing on Consumer Behaviour : A case study on the Furniture Industry." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49031.
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Abstract Background The furniture industry is depending on natural resources, which are threatened by both consumption and climate change. Therefore, companies need to understand their responsibility for sustainable development and preserving the resources to operate in the future. Moreover, the consumption behaviour within the furniture industry has changed drastically over the last decade. For this reason, companies could utilize ‘Green Marketing’ as a marketing tool to promote and provide consumers with the environmental benefits of products and services. However, companies need to be careful since they are at risk of being accused of greenwashing and lose consumer trust. Purpose To examine how furniture companies in Sweden are using green marketing to make an impact on consumer behaviour. The research seeks to create a deeper understanding of how furniture companies are attempting to influence consumers towards a sustainable behaviour. Method A qualitative approach was implemented by conducting five semi-structured interviews with marketing managers at furniture companies in Sweden. Conclusion The authors have found that furniture companies aim to influence consumers towards making more sustainable choices. Furthermore, the respondents aimed to do this by applying sustainable marketing practices with an environmental focus. However, considering the theory of green marketing provided in this study, it is possible to confirm that the companies’ sustainable marketing practices cannot be defined as green marketing.
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Maulana, Amalia Ernawaty Marketing Australian School of Business UNSW. "Revisitation behaviour in a non-transactional website context." Awarded by:University of New South Wales. School of Marketing, 2006. http://handle.unsw.edu.au/1959.4/30479.
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This dissertation examines revisitation behaviour in the context of non-transactional websites. A holistic framework based on theories from repeat purchase behaviour and satisfaction was developed and tested. This study is among the first to consider revisitation as analogous to repeat purchase behaviour. The premise of the model is that revisitation is determined through an evaluation of prior visits and that the elements influencing revisitation included satisfaction, involvement (site, product category and medium) and social influences. Five non-transactional websites were examined with the selection based on the website typology developed in this thesis - a typology that will benefit website research as it provides a consistent and generic framework. Data were collected using a crosssectional web-based online survey via the homepage of the websites. Since satisfaction is considered to be a central factor in traditional repeat purchase behaviour and in website use, the antecedents of satisfaction were also examined. Overall the findings support the importance of content quality as a factor in satisfaction and even though website users are increasingly more proficient, ease of use is still an influential factor as is the attitude to the brand that the site supports. It was found that the users??? motives for using the site affected the relationship between the quality of the perceived benefits and satisfaction. If the motivation to use the site was for information, then the impact of information quality on satisfaction was weaker than the impact of entertainment quality on satisfaction. Alternatively, if the motivation was for entertainment, then once again the impact of information quality on satisfaction was weaker than that of entertainment quality. Initial model testing showed that the only factor to influence revisitation behaviour was enduring site involvement. Cognizant of the dangers of ???data driven theory???, the relationship of the elements was reassessed. The resultant model shows that product category involvement directly influences enduring site involvement and that enduring site involvement is a central construct operating as a direct and a mediating influence between each of satisfaction, social influence, medium involvement and website revisitation.
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Šanderová, Lenka. "Cause-related marketing a principy jeho fungování." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76081.
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Nowadays firms are dealing with fierce competition and are "forced" to keep launching new products and strategies that would attract consumers'attention. One of the fastest growing marketing strategies - Cause-related marketing (CRM) addresses these trends as well as benefits from them. Cause-related marketing is a strategic partnership between a for-profit and non-profit organization. The contributions to the cause are made via consumer'purchases. As many statistics prove, CRM is a very effective strategy resulting in higher sales, enhanced image as well as loyalty. The question remains: how is it possible? What marketing concepts and techniques stand behind CRM? The diploma theses answers those questions and explains most important markteting and psychologial concepts from consumer's and firm's perspective.
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LEIDERMARK, SOFIA, and MIA MARECEK. "Consumer insight : a research of sportswear shopping." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20159.
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The report is an attempt to incorporate consumer insight in the female sportswear segment to figureout how it can be used in the clothing industry. The consumer insight methods are performed on anexperimental basis to get a perception of how it can be done and figure out how it differs fromtraditional market research. The research aims to clarify the important parameters on which buyingdecisions are made. The parameters will be based on price, function, fit, brand, design etc. Thereport is made in cooperation with the company Röhnisch sportswear.The consumer insight concept is a part of a consumer driven or consumer oriented businessapproach. The concept strives to find unconscious needs, the driving forces behind them and furtherput them in a context to solve a problem for the consumer. The aim is to satisfy consumers and atthe same time develop a competitive and successful business model. While traditional marketingresearch usually describe what is, a consumer insight approach aim to understand why.The methods used in this research are participative observations, in-depth interviews, gymobservations and market survey. The qualitative and quantitative methods have been compared anddiscussed. The relevance and the importance of the methods used are highlighted and prioritizinglists are estimated. The result shows a wide variety of shopping behaviours. Varied shoppingbehaviour can be seen depending on products. Essential parameters for an exercising garment are fitand design. The importance of other parameters is also discussed in the report. On one hand aselective, focused and deterministic approach is seen and on the other hand a more passive andopen attitude is observed. Feeling comfortable in terms of aesthetical aspects is essential to motivatethe exercising activity.Program: Magisterutbildning i Applied Textile Management
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Yani, de Soriano Marie Mirella. "An empirical examination of the behavioural perspective model of consumer choice in a Latin American context." Thesis, Keele University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.341242.
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Antonova, Alexandra, and Josefin Ceder. "The Placebo Effect of Eco-Labelling on Consumer Attitudes : An Explanatory Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44519.
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Recently the question of eco-labelling has become increasingly important, especially when used as a green marketing tool. Surprisingly, the marketing placebo effect of eco-labelling and the influence it has on the performance of a product has received little attention. The purpose of this study is to explain the placebo effect of eco-labelling on consumer attitudes. Fishbein’s model of attitudes is implemented whereby a focus group is used as a basis to create a questionnaire and a tasting experiment. The findings of the study provide an explanation and evidence of the placebo effect of eco-labelling. The product with an environmental label is perceived as tastier, healthier and of higher quality than the same product without ecological label.
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Le, Borgne Guillaume. "Sensibilité du consommateur au gaspillage alimentaire : conceptualisation, antécédents, et conséquences." Thesis, Montpellier, 2015. http://www.theses.fr/2015MONTD041/document.
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Le gaspillage alimentaire occupe une place croissante dans l'actualité et l'agenda politique. Les travaux en marketing sur le gaspillage en foyer restent relativement peu nombreux, et n'appréhendent pas la façon dont le consommateur est sensible à la question du gaspillage. Nous proposons dans cette thèse une définition de la sensibilité du consommateur au gaspillage alimentaire, et validons une échelle de mesure de ce construit. Puis nous testons un modèle décrivant les relations entre la sensibilité au gaspillage alimentaire, ses antécédents, et les comportements ayant un lien avec le gaspillage en foyer. Les analyses quantitatives révèlent une sensibilité à deux dimensions : l'une portant sur l'individu et l'autre plus générale. La sensibilité individuelle a un effet (positif) plus marqué sur l'adoption de pratiques "anti-gaspillage" et (négatif) sur un comportement de gaspillage que la sensibilité dite "globale". L'éducation reçue vis-à-vis du gâchis et la préoccupation pour le pouvoir d'achat sont, conformément à l'intuition,des antécédents de la sensibilité au gaspillage alimentaire. Enfin, nous déduisons de ces résultats des recommandations pour les pouvoirs publics, les consommateurs, et les managers, dans le cadre de l'objectif de réduire le gaspillage alimentaireFood waste occupies a growing space in news and political agenda. Yet, studies on food waste are still relatively rare in marketing science, and they do not take into account the way consumers are concerned by food waste. In this work, we propose a definition of consumer's concern for food waste (CCFW) and, we validate a measuring scale for this construct. Then, we test a modeldescribing the relationships between concern for food waste (CFW), its antecedents and, behaviors linked with food waste at home. Quantitative analysis reveals a two-dimensional concern. The first dimension is "individual" (close to the person) and the second one is more "global" (general). Individual concern has a stronger impact on the adoption of waste-reducing practices than global concern. Education received regarding food waste and “concern for purchasing power” are, as expected, antecedents of CCFW. Finally, we give recommendations for governments, consumers and managers, in the light of these results, to help reducing food waste
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Caisová, Alena. "Juice and nectar consumer behaviour. Marketing research in cooperation with Pfanner, spol. s r. o." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9130.
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In the theoretical part the thesis focus on consumer behavior and marketing research. Describes three models of buyer behaviour, main factors influencing the behaviour and the purchase decision-making proces. The second part of the thesis presents results of the primary marketing research.
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Silva, Helena Isabel Dias. "A qualidade das padarias gourmet e a sua estratégia de marketing na definição do perfil do consumidor." Master's thesis, ISA/UL, 2014. http://hdl.handle.net/10400.5/8474.
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Mestrado em Engenharia Alimentar - Qualidade e Segurança AlimentarThe gourmet bakeries are establishments with sophisticated design, high and diverse range of products and refined service. The object of this research work, is studying the type of their customer looking for this products and services, also marketing strategy, due to the increase growing, especially in the center of the country, of the gourmet bakeries. To this project was made a literature review of the subject and two questionnaires (both via on-line). One of them was directed to consumers, which containing 119 responses, treated by Statistica software, using the chi-square test. In conclusion, the consumer of gourmet products depends of age level, literary qualifications and the household income. The consumers also describe gourmet products as owners of high quality and traditional component. The second questionnaire was made to managers of these organizations to verify the efficiency of their marketing plan. In conclusion, this differential strategy present in product, price, promotion and place satisfies the demand of these food products.
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Hanimann, Raphael. "Consumer Behaviour in Renewable Electricity : Can identity signaling increase demand for renewable electricity?" Thesis, Uppsala universitet, Institutionen för geovetenskaper, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-201672.
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A higher percentage of energy from renewable resources is an important goal on many sustainable development agendas. In liberalized electricity markets, an increase in demand for renewable electricity can stimulate further investments in it, yet demand for renewable electricity has developed much slower than demand for other green products. So far, research has mainly examined the willingness to pay for renewable electricity, but limited research has been conducted to the motivations behind it. The concept of identity signaling has been proved to play a significant role in consumer behaviour for green products. However, (renewable) electricity in the Swedish residential market typically lacks two important drivers for idenity signaling: visibility and product involvement. A survey among Swedish households conducted for this study compares choices for renewable electricity under two scenarios, whereof one simulates a higher visibility of and involvement in electricity contracts. The results show that identity signaling has a positive effect on demand for renewable electricity. The results lead to implications for policy-makers, electricity suppliers and researchers.
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Fifield, Paul C. "The effect of cultural values on consumer choice behaviour in Western Europe and the resulting segmentation of the market." Thesis, Cranfield University, 1985. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.279932.
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Yang, Yiqi. "Factors Affecting Downhill Skiing Participation of Canadian Consumers." Thesis, Université d'Ottawa / University of Ottawa, 2019. http://hdl.handle.net/10393/39764.
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According to Statistics Canada (2013), downhill skiing participation rates have declined from 14% in 1992 to 6% in 2010. Finding ways to counteract this decline by revitalizing interest in downhill skiing is necessary to avoid further negative effects on the economic sustainability of the ski industry in Canada. This study proposes a reliable and valid measuring instrument to identify current factors that affect ski participation among various segments of skier groups.
An online questionnaire is developed using extended Shank and Lyberger’s (2015) sports consumption model. It consists of five sections. Data were collected in the winter of 2019 from a convenience sample of 150 university students (targeting 30 participants for each: non-skiers, former-, low-, moderate-, and high-frequency skiers). Reliability was tested using a test(T1)-retest(T2) method among the same participants with a 14-day interval, calculating correlations.
Of the initial 64 items, only 29 showed sufficient reliability. Generally speaking, the internal and external factors showed higher correlations, while the situational factors showed very low correlations and all 15 situational items had to be dropped. The results revealed that internal constraints influence former and low-frequency skiers more than higher-frequency skiers and that all current skiers, particularly in the high-frequency group, were strongly driven by internal facilitators such as positive perceptions. Family and financial constraint as an external, facilitating factor appear to be equally important among all groups of ski participants. Culture, another external factor, acts as a constraint on non-skiers, former skiers and low-frequency skiers, but has significantly less effect on high-frequency skiers. Former skiers are most affected by financial constraints, although this factor is also a constraint for other groups, if to a lesser extent.
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Nkoyi, Anele. "The influence of selected variables on motor vehicle-related purchasing behaviour." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/9119.
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Marketers are faced with informed and highly complex consumers. The consumer market is becoming more competitive and more difficult to predict as consumers make purchase decisions in their everyday life. An ongoing need exists for information and an examination of purchasing behaviour for marketers to succeed in their pursuit of business endeavours. This study examines the influence of selected variables on motor vehicle-related purchasing behaviour. Five independent variables, namely branding, price, promotion, safety features and colour were investigated and the dependent variable (purchasing behaviour) was examined. In doing so, various stages which consumers undergo when making purchasing decisions were discussed. These stages were outlined as need recognition, information search, and evaluation of alternatives, purchase and post-purchase behaviour. The primary research objective of this study was to determine the influence of selected variables on motor vehicle-related purchasing behaviour. In order to achieve the objectives of the study, an empirical investigation was undertaken. The quantitative (positivistic) paradigm was used in this study, as the aim was to test the hypotheses and conceptualmodel of the study using statistical analysis. In gathering primary data, 192 self-administered questionnaires were issued to respondents for completion by means of convenience and quota non-probability sampling. Upon completion of all the questionnaires, data was analysed in order to arrive at the conclusions regarding the research questions. The empirical findings and analysis followed a systematic and statistical process, where exploratory factor analysis using target rotation was used to test the validity of the measuring instrument. Cronbach alpha correlation coefficients were used to confirm the reliability of the measuring instrument, while multiple regression analysis was carried out to test the hypothesised relationships between the independent variables and the dependent variable of the study. ANOVA was applied to determine differences in the demographic characteristics of respondents. The main findings on the validity and reliability of the measuring instrument proved to be statistically satisfactory. The main findings which emerged from the multiple regression analysis suggested that price and colour had statistically significant influence on motor vehicle-related purchasing behaviour. Findings revealed that branding, promotion and safety conditions had no significant effects on motor vehicle related purchasing behaviour. Accordingly, the hypotheses for price and colour were accepted and those for branding, promotion and safety conditions were rejected. Therefore according to respondents, price and colour of a motor vehicle are the most important considerations when undertaking purchasing decisions regarding motor vehicles. Additionally, the empirical investigation revealed that significant differences exist between age groups of respondents, meaning that different age groups of respondents had different perceptions and opinions with regard to their purchasing patterns relating to price. Furthermore, significant differences were also found between male and female respondents in terms of price and colour, meaning that the two genders had different perceptions and opinions with regard to their purchasing patterns in these areas. The empirical findings of this study are relevant for motor vehicle retailers and original equipment manufacturers, as the findings provide important information regarding the influence of selected variables on motor vehicle-related purchasing behaviour. Secondly the findings of this study contribute to the body of knowledge regarding purchasing behaviour.
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Ungsusing, Antika, and Phromporn Pinyotrakool. "The Impact of Radical Innovation on Consumer Behaviour : A case study of iPhone." Thesis, Jönköping University, Jönköping International Business School, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9299.
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Engström, Lisa. "Marketing BILLY to ethnic subcultures : A explorative study of ethnic subcultural consumption behaviour." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-11273.
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Background: The ethnic subcultural consumer is a valuable segment in the multicultural societies of today, which has received little attention from both marketers and researchers. One of the most multicultural cities in Sweden is Malmoe, with 38% of its habitants having a foreign background. For IKEA Malmoe this segment has long been of interest, but have found it hard to increase their diversity among customers. Purpose: The purpose of this study is to help IKEA Malmoe get a greater understanding of the ethnic subcultural consumption behaviour, to attract a higher cultural diversity among customers. This research paper will explore why IKEA Malmoe is not reaching a greater cultural diversity of customers today, and offer insights to how they could work, through their local marketing, to attract this segment. Delimitation: This study will be delimited to the subject of ethnic subcultural consumption behaviour in the area of retail marketing. The research will focus on general consumption behaviour; how consumption is influenced by culture; both the originating culture and the hosting culture; and for the empirical investigation, how ethnic consumption is related to IKEA. Method: The research is a qualitative study with an deductive stance, based on the semi- structured interviews of 14 respondents from eight different subcultures of Malmoe. Result/ Conclusion: The findings of this research showed that it is essential not to see the ethnic subcultural consumer as one homogenous segment, as aspects such as acculturation, age, income and lifestyle were shown to have greater impact on consumption behaviour than national culture. Proposed continued studies: To more thoroughly research the affect of acculturation and national culture as an aspect to ethnic subcultural behaviour, using a homogenous group of respondents
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Karimi, Sameer, Yasen Stoev, and Olle Zander. "Ethical Issues in E-Permission Marketing : A study of how consumer behaviour is affected by unethical practices involving E-Permission Marketing." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36246.
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Rodrigues, Ana Isabel Abreu. "Determinantes da utilização do internet banking em Portugal." Master's thesis, Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, 2013. http://hdl.handle.net/10400.26/17720.
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Piacentini, Maria Grazia. "Modelling fruit and vegetable consumption : a comparative study of two cities with high and low consumption." Thesis, Open University, 1998. http://oro.open.ac.uk/57883/.
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The importance of the consumption of a diet rich in fruit and vegetables, for overall health, has been highlighted by the UK government in recent years. Consumption of fruit and vegetables is considerably lower in Scotland than in other parts of the UK. Behavioural change is most likely to come about through a comprehensive understanding of the range of factors influencing fruit and vegetable consumption, and the nature of the interaction of these factors. With variations in fruit and vegetable consumption by place and social class, this study focused on an area of low fruit and vegetable consumption in Scotland, and compared this to an area of high fruit and vegetable consumption in England, with socio-economic profile matched. The determinants of consumption, and their interrelationship, were investigated using qualitative information from focus group discussions, and quantitative data from a structured questionnaire. Multivariate models of fruit and vegetables consumption were developed, using log linear analysis, logistic regression and discriminant analysis. The models developed identified significant differences between fruit and vegetable consumption behaviour. Fruit consumption was mainly influenced by sociodemographic variables,in particulars mokers tatus. The impact of place and social class was substantial, when these variables were considered in interaction with the other socio-demographic variables. In contrast, vegetable consumption was influenced by motivational and attitudinal factors. Of these, the extent to which vegetables satisfied `convenience' expectations, and `hedonic motivations' were the most important influences, critical to vegetable consumption. The findings also suggest that the development of a generic model of food choice may not be an achievable goal, since the models of these two (similar) foodstuffs are so different. Strategies to promote fruit and vegetable consumption, must address the different characteristics, and priorities, of low fruit and vegetable consumers.
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Fischer, Carolyn. "An investigation into whether young teens change their clothing consumer behaviour and brand preferences after the transition from primary school (grade seven) to high school (grade eight) in the South Western Cape." Master's thesis, University of Cape Town, 2007. http://hdl.handle.net/11427/14644.
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Includes bibliographical references (leaves 149-159).This study focused on two segments that have emerged from an evolution within the children's market- the tween and young teen markets. However, few market researchers had investigated the transition between these two stages - leaving primary school and going to high school. Despite there being a rather small age gap between older tweens and young teens, the numerous challenges brought about due to the transition from primary school to high school could affect areas such as academic performance, friendships and so forth. It was the aim of this study to uncover any changes in relation to the consumer behaviour and brand preferences of young teens occurred due to this transitional period. The literature review looked at the international and South African older tween and young teen markets through market identification and characterization. The transition phase from primary school to high school looked at the similarities and differences of older tweens and young teens and the social and academic impact of school transitions on grade eights. Four areas were identified that were said to influence one's clothing consumer behaviour and brand preferences as a result of the school transition to high school. These were developmental changes; the influence of one's reference groups; role models and the media that one subscribes to, and the financial circumstances in which one lives. The researcher also investigated brand loyalty and the influence of peer pressure on the clothing consumer behaviour and brand preferences of young teens. Furthermore, the literature review covered branding and how fashion and brands influenced the consumer behaviour of young teens. Both quantitative and qualitative research methods were used in this study. The primary research tools used were the two surveys that were successfully administered to two hundred and seventy four grade sevens and eights in ten schools in the South Western Cape. Permission was obtained from the Western Cape Education Department and a time restriction was given for the surveys to be administered to the schools. The researcher also used qualitative research methods in the form of experience interviews with nine members of the academic and business community who were deemed knowledgeable on the topics of child development, branding, consumer behaviour and school transitions. Limited focus groups were conducted, although this was primarily used to construct the questionnaires. Furthermore, the researcher made use of secondary data sources such as reputable and peer reviewed journal articles, books and so forth. Out of the five school sets in this research study the De Kuilen school set showed statistically significant results between grade sevens and eights with regards to developmental, reference group, financial and brand preference changes. The Kuils River school set also showed statistically significant results with regards to developmental, role models, peer pressure and brand preference changes. However, the rest of the school sets showed minor or failed to show statistical differences between the two grades in question. On the whole no significant developmental, reference group, role model and peer pressure changes were noted between grade sevens and grade eights. On the other hand, two of the findings agreed with the initial hypotheses that were put forward. Financial changes did occur, as grade eights received more pocket money than grade sevens and parents were still involved in purchasing clothing for their young teens; and as expected, young teens failed to prove brand loyal. Consequently, although two null hypotheses (financial changes and brand loyalty) were accepted out of six proposed and two school sets out of the five showed statistical differences between the two grades on the matters investigated, the primary null hypothesis was rejected. The researcher concluded that young teens in the South Western Cape did not change their clothing consumer behaviour and brand preferences after entering high school. However, this conclusion was limited only to those schools and students who participated in the study. The researcher recommended that in general both grades could be targeted together as one clothing brand market. Especially when young teens were in the first part of grade eight, as both markets liked wearing brands such as Billabong and Roxy for very similar reasons. In addition, the lack of brand loyalty was not seen to be a hindrance, but an opportunity for marketers to attract young teens due to the fashionability and affordability of the clothing. Their purchasing power not only by themselves, but also more often than not with the help of their parents made them a lucrative market worthy of attention. On the other hand, while the researcher may have gained more knowledge from using more qualitative research, as some information from the questionnaires contradicted each other, it was also suggested that due the two age groups being so similar, it may have been more beneficial to compare two differing age groups such as grade sevens and nines.
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Chagas, José Bernardo Fonseca Pólvora Trindade. "University student gambling consumption." Master's thesis, Instituto Superior de Economia e Gestão, 2007. http://hdl.handle.net/10400.5/12142.
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Mestrado em MarketingThe present research analysed gambling activity of college students from a consumer behaviour perspective in order assess their gambling behaviour. A questionnaire was administered to 216 college students from several courses in different universities in the city of Lisbon (Portugal). No significant differences were found between men and women in gambling activity , both for players and non-players in all the types of games analysed (lottery, bingo and casino). Even tough most students were infrequent gamblers, lottery playing was found to the most played form of gambling (79.6%). Lottery playing was found to be related to parental gambling. This research also examined peer influence and addictive behaviours as gambling influential factors. No significant relationship between peer influence, addictive activities (alcohol drinking and smoking) and university student gambling was found.
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Parker, Don James. "A study of the macro to micro process of persuasion for advertising in context towards a meso dominant logic model of consumer behaviour." Thesis, University of South Wales, 2014. https://pure.southwales.ac.uk/en/studentthesis/a-study-of-the-macro-to-micro-process-of-persuasion-for-advertising-in-context-towards-a-meso-dominant-logic-model-of-consumer-behaviour(8a76c8ce-2301-4134-9d8b-489af0136500).html.
Full textAbstract:
This thesis gains an insight into advertising and integrated marketing communications with an exploration of the relationships between advertisers and consumers at the meso level of interface between the two groups. As an initial investigation into advertising and integrated marketing communications and its relationships to consumers’ behaviour, the inquiry develops by exploring an alternative lineage of interpretive consumer research. The two areas of focus emerging from the literature review are the concepts of manufacturing consent (Herman and Chomsky, 2002) as the macro advertiser/sender level of behaviour and the concept of motivational behaviour research (Tadajewski, 2006) as the micro consumer/receiver level of behaviour. The study utilises a mixed methods research design to explore the interface between advertisers and consumers. From the analysis of the commonalites and variances within the data, a mapping of behaviour between the two groups presented a new and unexpected set of interactions. Interactions that reflect the Foundation Premises within the work of Vargo and Lush (2008) by developing an emergent conceptual model.
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Ahn, Inja Marketing Australian School of Business UNSW. "The impact of national culture on the planning and purchase-consumption behaviour of international leisure travellers." Awarded by:University of New South Wales. School of Marketing, 2005. http://handle.unsw.edu.au/1959.4/20803.
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This research investigates the influence of national culture on the trip planning and purchase-consumption behaviour of international leisure travellers. This study focuses on achieving a theory-driven, rigorous study that covers a large number of national cultures in empirically testing systematic relations between national values and overseas leisure travel behaviour. The study proposes a conceptual model linking four sets of generalized national value dimensions drawn from the Hofstede, Schwartz and Inglehart studies with trip planning and purchase-consumption behaviours, drawing on and extending the model of a tourism consumption system suggested by Woodside and King (2001). Both country- and individual-level control variables are incorporated in the model. Per capita GDP and statutory annual leave are country-level covariates; prior-destination experience, trip purpose, age and gender are individual-level covariates. In addition to these covariates, trip itinerary planning and total external search are included in models of consumption behaviours. Secondary data obtained from the quarterly Australian International Visitor Survey (from quarter one 2000) is used to test the proposed model. The final sample for the study comprises international leisure travellers from 22 Asian, European and North American countries. Trip planning and consumption behaviours are taken as the dependent variables in a series of weighted and multi-level (HLM) regression models where the independent variables include national values, per capita income and statutory leave (at the country-level) and four travel segments constructed from prior-destination experience and trip purpose, age and gender at the individual-level, as well as trip itinerary planning and total search. The study found that national values play a significant role in influencing both trip planning and purchase-consumption behaviour. National values were found to have a stronger impact on trip planning behaviours than on consumption behaviours at a destination. The four sets of national values differed in explanatory power as did, the three national culture models in an international tourism context, although there was substantial convergent validity across the three models of national culture. The impact of national values on overseas leisure travel behaviour was strongest among the holiday travellers and the youngest (15-24) female tourists, followed by older (45-55plus) tourists. The study contributes a theory-driven, rigorous investigation of national culture and overseas leisure travel behaviour by provision of comprehensive conceptual model and by empirically testing the hypotheses on a large number of countries. It enriches our understanding of the role of national culture on cross-cultural consumer behaviour. The study's findings may assist in developing more effective international destination marketing strategy (e.g., positioning, communication and products-services development) by showing the potential usefulness of national values. Finally, several avenues for future research are suggested including direct measurement of cultural values, further empirical testing based on larger samples, further advances in the conceptual model adding post-purchase behaviour and other confounding variables.
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Mazibuko, Aaron Lekatjo. "Brand loyalty of cereal products / Aaron Lekatjo Mazibuko." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4427.
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The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The following brands are common in South Africa and have been listed according to their popularity with
consumers: Kellogg's Corn Flakes, Kellog's Special K, Jungle Oats, Cheerios and Weet Bix.
Kellogg's Corn Flakes are made from maize (corn) and provides guidelines daily amounts (GDA) for
each of the nutrients.
Branding may consist of building an emotional response or cultural response. As consumers are
bombarded with a variety of products to meet the same needs, branding provides a way for
consumers to reduce their decision-making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. If brand loyalty were a random event, there would be no purpose in making it the object of applied scientific enquiry. Verbal reports are insufficient for defining brand loyalty. Such loyalty requires that statements of bias be accompanied by
biased purchasing behaviour.
The study was conducted to determine factors that influence the consumers to constantly use a
particular brand, and prefer it above other cereal products. A literature and empirical study form part of this study. Questionnaires were used as a measuring instrument to determine which factors the consumer considers important in choosing a particular cereal product. Data analysis was done by means of a factor analysis.
A brand loyalty framework developed by Moola was used in classifying the brand loyalty influences.
To a large extent the research concluded that brand loyalty in the cereal market is similar to that found in bread, coffee and toothpaste (as per mentioned model). However, some differences with regard to the brand loyalty influences have been found. This study did not determine if these differences are related to cereal as FMCG, or the specific consumer market that was analysed.Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.
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Rocha, Maria Alice Vasconcelos. "Study of consumer clothing behaviour and its relevance to the successful fashion product development." Thesis, University of Kent, 2007. http://www.research.ucreative.ac.uk/id/eprint/1055.
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Previous research highlighted consumer dissatisfaction with fashion clothing products on offer. There is a lack of information about real consumers needs due to the industry standards of beauty and behaviour as well as a constant rush for innovation that feeds fashion cycles. This research identifies the elements that will enable fashion clothing companies to become more inclusive, and aims to find a methodological relationship between the stakeholders in the fashion industry: consumers, designers and companies. The research considered the difference between a mature market as opposed to emergent ones, and addressed differences between Western and Eastern cultures.
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Rigollet, Daníel Ýmir, and Hannah Kumlin. "Consumer Attitudes towards Push Notifications : As a Marketing Tool to Trigger Impulse Buying Behaviour in Smartphone Users." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-43622.
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This thesis takes the reader on an exploratory journey into the development of impulse purchasing behaviour stemming from the increased usage of web-connected smartphones. At an unprecedented rate, consumers are able to access businesses online, twenty-four hours a day, seven days a week, at their own convenience, without restrictions other than a connection to the World Wide Web. This mobile phenomenon has effectively pushed the commercial market to new boundaries and simultaneously created new possibilities for retailers to reach out to consumers by providing seamless and innovative marketing solutions on portable devices to a fast-growing market segment. This emergent technology and the trends it brings with it, demands special attention to the analysis of consumer behaviourism. As of date, academia has put relatively little emphasis on the evolution of impulse purchasing behaviour as a product of smartphone usage. In this paper, the authors investigate the attitude of local consumers towards so-called ‘push notifications’, whose purpose is to stimulate an impulsive behaviour in the smartphone user. The results of this study show that multiple factors in relation to push notifications on smartphones play an important part in shaping the attitude of consumers and furthermore can elicit impulse buying behaviour. These factors often bridge each other and are at times mutually dependent.
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Shin, Elena, and Maud Bouxirot. "The little emperor : An exploratory study on consumer behaviour re-garding luxury goods in China." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-160.
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The purpose of this thesis is to investigate the behaviour of young Chinese girls toward luxury goods and to provide suggestions for the marketer when marketing products on the Chinese market.
The goal of this study was to see the differences in behaviour between the area of Hong Kong, Taiwan and China (Mainland), but also to identify toward which categories of luxury goods (perfume, leather goods, clothing) people were more favourable.
In order to get information for our thesis we used a qualitative approach (by doing a focus group) and a quantitative approach (by using questionnaire). Our sample can be described as girls aged from 20 to 25 and living in the area of Honk Kong, Taiwan and China (Mainland)
To retrieve information we focused on different variables intervening in the consumer behaviour such as perception, learning and memorisation, motivation and attitude. We investigate perception through, knowledge, symbolism and risks perceived, the learning and memorisation process were evaluate through information , the motivation and attitude were measured through the intention to buy.
As a result of this study we find out some similarities in behaviour in the different geographic areas investigated. These findings can lead to the glob-alization of some specific points of the marketing mix. However great dif-ferences between the regions also appeared and they should be taken in consideration in the marketing strategy in order to be successful.
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Lee, Richard Yee Meng. "The moderating influence of hedonic consumption in an extended theory of planned behaviour." UWA Business School, 2007. http://theses.library.uwa.edu.au/adt-WU2007.0214.
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[Truncated abstract] Against a contextual backdrop of slowing growth in developed mobile service markets, the importance of youth as a growth segment, and youth's tendencies to consume mobile services hedonically, two research streams drove this dissertation. The first stream concerned extending the Theory of Planned Behaviour (TPB) to predict youth's behavioural intentions to stay loyal to mobile service providers. Drawing on selfcategorisation theory, a conceptual model extended TPB by replacing subjective norm with group norm, a social influence from behaviourally relevant peers. With the extended TPB as the theoretical framework, the second stream investigated determinants of mobile loyalty intentions. Common to both streams, a key contribution of this dissertation was how hedonic consumption moderated the relationships among mobile loyalty intentions and their determinants. The dissertation addressed five questions in the two research streams, which to the author's knowledge no published studies have explored. Using a triangulation approach to address the research questions, a qualitative survey and literature review yielded six determinants of mobile loyalty intentions. Next, a pretest led to an improved questionnaire before a large-scale survey gathered data for empirical testing. The survey took place with Singaporean youth and yielded a cleaned sample of n = 415. ... For both low and high hedonic consumptions, customer value was insignificant. This might be due to Singapore's competitive mobile service market; youth perceived little differences in value for money among competing mobile service providers. Testing alternative models offered further insights into youth's mobile loyalty intentions. Youth's mobile loyalty behaviour, operationalised as past switching, was not stochastic, suggesting that mobile loyalty intentions contained underlying determinants. Brand trust, salient in other contexts, did not apply to mobile loyalty intentions perhaps because youth perceived little risk in switching mobile service providers in developed markets. An attitude-group norm interaction also did not relate to mobile loyalty intentions, supporting TPB's construct independence and parsimony. Finally, attitude and customer satisfaction were operationally similar in that they related to mobile loyalty intentions similarly. The dissertation concluded by offering academic and managerial implications and contributions, limitations, and future research areas.