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Molise, Puseletso Bridget. "Consumer decision-making styles for Zambian generation X urban females." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97348.
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Thesis (MBA)--Stellenbosch University, 2015.ENGLISH ABSTRACT: The purpose of the research was to investigate the decision-making styles of urban Zambian Generation X females shopping for apparel products. The research made use of a Consumer Styles Inventory (CSI) scale developed by Sproles and Kendall (1986) to measure the characteristics of various shopping styles. Out of 300 self-administered questionnaires distributed, 180 were used for data analysis. The Cronbach Alpha coefficients confirmed the reliability of the CSI scale on 7 out of 8 decision-making styles that could be associated with the consumers under review. The study then used Analysis of Variance (ANOVA) to establish the variation between the different decision-making styles. The findings revealed that the decision-making styles of quality consciousness and a recreational shopping orientation are highly correlated. The research findings have policy implications and recommendations for the development of marketing strategies and further research have been made.
AFRIKAANSE OPSOMMING: Die doel van die navorsing was om ondersoek te doen na die besluitnemingstyle van stedelike Zambiese vroue van Generasie X wanneer hulle klereprodukte koop. Die navorsing het gebruik gemaak van die inventaris van verbruikerstyle wat deur Sproles en Kendall (1986) ontwikkel is, ’n skaal wat in Engels as die Consumer Styles Inventory (CSI) bekendstaan, om die eienskappe van verskillende inkopiestyle te meet. Uit die 300 self-geadministreerde vraelyste wat versprei is, is 180 vir die ontleding van die data gebruik. The Cronbach Alpha-koëffisiënte kon die betroubaarheid van die CSI-skaal bevestig op 7 uit die 8 besluitnemingstyle wat geassosieer kon word met die verbruikers wat ondersoek is. Die navorsingstudie het daarna van variansieanalise gebruik gemaak om die variasie tussen die verskillende besluitnemingstyle te bepaal. Die bevindings het onthul dat die besluitnemingstyle van gehaltebewustheid en inkopies wat as rekreasie beskou word, hoogs gekorreleerd is. Die navorsingsbevindinge het implikasies vir beleid en aanbevelings is gedoen vir die ontwikkeling van bemarkingstrategieë en vir verdere navorsing.
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Hall, Edward John. "The influence of occasion on consumer choice: an occasion based, value oriented investigation of wine purchase, using means-end chain analysis." Title page, contents and abstract only, 2003. http://web4.library.adelaide.edu.au/theses/09PH/09phh1756.pdf.
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Includes list of Supplementary refereed publications relating to thesis; and of Refereed conference papers, as appendix 1 Includes bibliograhical references (p. 316-343) Focusses particularly on the purchase of wine and the factors that influence consumer choice and the values that drive the decision process across different consumption occasions. The effectiveness of occasion as part of the theoretical model of means-end chain analysis is investigated, as well as the feasibility of occasion in the Olsen and Thach (2001) conceptual framework of consumer behavior relating to wine.
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Besharat, Ali. "Essays on Mental Accounting and Consumers' Decision Making." Scholar Commons, 2012. http://scholarcommons.usf.edu/etd/3977.
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This dissertation is structured in the form of two empirical essays, each investigating one type of irrational decision caused by mental accounting. The first essay, titled "Managing the Cost of Multiple Debt Accounts: A Behavioral Perspective", explores why many people pay off credit cards' with the lowest rate first when rationally speaking they should repay the debt with the highest rate most quickly. This essay suggests that irrationality emerges when people seek to close `mental accounts' associated with their credit cards and reduce the total number of outstanding loans rather than decrease the amount of total debt among all credit cards. Consumers want to be debt free. If they can get rid of debt, on even one credit card, they feel a sense of accomplishment which psychologically helps them manage remainder of their debt better. The second essay, titled "Saving by Overspending", explores consumers' over-expenditure and indulgent consumption when they make prepayments in the form of time, effort, or money toward a consumption goal. This essay proposes that people subconsciously try to get their prepayments' worth, but in fact they may be spending their money irrationally. In addition, contrary to common knowledge, this essay suggests that when a prepayment is unanticipated, the loss of self-control is often more prominent when prepayments are made with behavioral resources (e.g., time or effort) than equivalent monetary resources.
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Chatzidakis, Andreas. "The role of neutralisation in consumers' ethical decision-making." Thesis, University of Nottingham, 2008. http://eprints.nottingham.ac.uk/12844/.
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Consumers often behave in ways that are in apparent contradiction to their expressed ethical concerns (e.g. Carrigan and Attalla, 2001). In light of this, it is imperative that theories of consumer's ethical decision-making explain the ways in which people justify these acts to themselves and others. This thesis advances the concept of neutralisation (Sykes and Matza, 1957) in order to explore how individuals soften or eliminate the impact that counter-attitudinal and norm-contradictive behaviour can have upon their self-concept and social relationships. A mixed method approach was adopted, comprising of two qualitative and two quantitative studies. The first qualitative study examined the applicability of neutralisation in consumers' support for the Fair Trade movement, a context which has been identified as of particular concern in previous research. Subsequently, the role of neutralisation in ethical decision-making was hypothesised within the theoretical framework of the Theory of Planned Behaviour (TPB; Ajzen, 1985, 1991). A second qualitative study enabled the operationalisation of the TPB and neutralisation constructs and informed the design of the quantitative studies. A survey study and an experiment served to test the main research hypotheses. Results indicated that neutralisation has a significant, negative effect on intention and it precedes actual behaviour. This represents the first successful attempt to integrate neutralisation with an existing account of ethical decision-making. Despite this, there was no conclusive indication that neutralisation moderates the norm-intention, attitude-intention and intention-behaviour relationships. The experimental study did not appear to confirm the causal role of neutralisation but it did suggest possible moderating effects of the personal (rather than social) acceptance of neutralising beliefs. These findings are discussed in the light of previous studies and implications for neutralisation and ethical decision-making research are explored.
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Schneller, Benedikt, and Jake James Swanson. "Country of Origin within the consumers' decision-making process." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39555.
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Background Country of origin (COO) has developed over the years and so has the definition, from the manufacturing COO and has now developed more into the COO of the brand. This development has led to a gap in research surrounding COO effects in combination with the decision-making process. Purpose The purpose of this study was to understand and explore which product information cues COO effects, along with how these cues influence the consumer's cognitive decision-making process. Leading to recommendations for companies, of how they can then use these effects in their favour. Method An interpretivism philosophy was used as part of this study, along with an inductive approach. Exploratory research was conducted to analyse the qualitative data during the experimental setting within three focus groups to gather in-depth views and opinions of participants. The research was gathered using convenience sampling, with limitations including the pre-bias participants had surrounding a COO. Findings The three most important information cues were quality, price and brand when it comes to what information consumers need to make a purchase. There is a difference in willingness to pay, perceived brand image and value surrounding COO from the COO experiment conducted between Germany and Poland. Research participants would pay on average 104 Euros more for the same product if it was a German brand over a Polish one. COO effects consumers in both a direct and indirect way, the subliminal use of COO, suggesting that the decision-making process is not completely cognitive. Similarly, consumers do not initially perceive COO as an important factor until it is brought up. However it can be said to be at the back of their minds at all times. It was also suggested that consumers have a ranking of countries within their minds and use it to aid their decision-making process. Consumers want to use the rational (intrinsic) cues (quality, design), however the extrinsic cues (brand, price) were identified as being more important. Conclusion In conclusion it can be said that COO is an important influencing factor on the consumers' decision-making process. COO is a factor effecting and influencing the different information cues which consumers identify as being important to their purchase. COO is seen as an influencing factor continuously effecting information cues, but more specifically price, brand and quality. Brands with 'higher' perceived COO's can thrive under their competitive advantage, whilst brands with a 'lower' perceived COO do not do as well.
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Alkhalil, Mohamad. "Effect of eWOM on consumers purchasing decision making process." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-159686.
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People in the past were trying to get information through libraries, magazines or marketing agencies that were created specifically to attract consumers. In the age of the Internet people have been able to communicate with each other around the world after it was one-way communication in the pre-Internet age. Two-way communication has led to the creation of a product purchase website that encourages people to share and publish their views. Today, people looking for the best and most satisfying purchase option that makes multiple alternatives available. Online reviews can increase or decrease the life of these alternatives in the decision-making process. Due to the importance of online reviews in a person's decision, this study aims to investigate and evaluate how and whether online reviews affect the person's decision-making process. The problem is mainly about people's opinion of online reviews, and why they use them, the impact of the electronic word of mouth versus the word of mouth, to what extent online reviews are used to make potential decisions for consumers. In order to obtain the results of the study, focus group were conducted with four of semi-structured interviews. In order to obtain the results of the study, interviews were conducted with the focus group as well as a number of semi-structured interviews. The results showed the dominance of online reviews of a person's decision. Study participants believe that it is good to rely on online reviews to obtain information, while at the same time believing that these reviews do not affect the final outcome but can affect the details of the product or service to be purchased.
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Kurniawan, Sri Hartati. "Consumer decision-making in product selection and product configuration processes /." View abstract or full-text, 2004. http://library.ust.hk/cgi/db/thesis.pl?IEEM%202004%20KURNIA.
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Thesis (Ph. D.)--Hong Kong University of Science and Technology, 2004.Includes bibliographical references (leaves 177-189). Also available in electronic version. Access restricted to campus users.
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Barnes, John. "Decision Making in a Miniature Market." Thesis, University of North Texas, 2018. https://digital.library.unt.edu/ark:/67531/metadc1248407/.
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Although behavior analysts have studied the effects of motivation on preference assessments, consumer behaviorist have not. The purpose of this study was to analyze the effect of the temporary removal of a choice on the order and frequency of purchases after the candy returned. Seventy percent of the time the participant purchased the removed candy first and 60% of the time the participant purchased more than in the baseline.
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Quintal, Vanessa Ann. "An investigation into the effects of risk and uncertainty on consumers' decision-making processes : a cross-national study." University of Western Australia. Graduate School of Management, 2008. http://theses.library.uwa.edu.au/adt-WU2008.0038.
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[Truncated abstract] Global tourism accounted for US$623 billion in 2004, representing 6% of the world's exports of goods and services (World Tourism Organisation, 2005). In the last decade, natural and man-made disasters have adversely affected the tourism industry. Consequently, the risk and uncertainty associated with travel have increased, potentially impacting on tourists' behaviour. However, while travel motivators have received a great deal of research attention, travel constraints have not been examined to the same degree. The present study explores risk and uncertainty and their roles in people's decisionmaking processes in a tourism context. In doing so, attempts were made to clarify the distinction between the risk and uncertainty constructs, which in prior research often have been used interchangeably, leading to some confusion about their roles. The distinction between the perceptual and attitudinal constructs also was clarified, as prior research into their differential impacts has been limited. To achieve these objectives, data were collected from online research panel members in Australia, the United States (USA), the United Kingdom (UK), New Zealand, South Korea, China and Japan, as part of a larger tourism study. While the majority of the country samples were drawn from the general population, the Japan sample constituted an international
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Knutsson, Erika. "Bundling for consumers? : Understanding complementarity and its effect on consumers' preferences and satisfaction." Doctoral thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-49179.
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It is a common market practice to offer two products in a package, so called bundling. While much research investigate how companies can use bundling to increase sales and profit, less is known about how bundling can be beneficial for consumers. There are many advantages with bundling for consumers, as bundles often are offered at a reduced price and provide convenience and reduced risk. But there are also major drawbacks, for example reduced freedom of choice and increased risk of over-consumption. In the present study, the general aim is to increase the understanding of how consumers’ perceive bundle value. To achieve this, focus is turned to bundle composition, more specifically the complementarity between bundle products, as a source of value for consumers. By exploring what complementarity is, how it influences consumer preferences for and satisfaction with bundles and how it interacts with bundle discount insights about the overall value of bundles for consumers is gained. In five scenario-based experiments, the influence of different kinds and different degrees of complementarity on consumers’ perceptions of bundle value is studied and compared to evaluations of separate products. The results show that bundles generally are not preferred over separate products and that they only exceptionally provide more satisfaction. However, the results also highlight the influence of bundle composition on consumer evaluations. Generally, bundle complementarity has a positive effect on preferences and satisfaction, especially when combined with a discount. The results also illustrates that complementarity is a multifaceted concept. Many kinds of relations between bundle products are considered complementary and the degree of complementarity may vary within and between different types of complementarity. Based on the results it is suggested that the notion of complementarity is closely related to consumers’ everyday practices and the value bundles provides in use. When consumers understand the value that bundle products provide in use, the perceived complementarity increases and preferences and satisfaction is positively influenced. It is suggested that bundling can be used as a strategic tool by companies to increase value for customers. By considering their customers’ needs and practices companies can compose bundles that are perceived as complementary and offer value-in-use.
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Saleh, Rosli Bin. "The analysis of consumers' decision-making style dimensions across different product classes." Thesis, University of Strathclyde, 1998. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=20370.
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This thesis investigates the usefulness and reliability of consumers' decision-making style dimensions across the Copeland's (1923) convenience, shopping and speciality product classification. In addition, it also explore the relationships of the differences of consumers' age, household size, job type, income, marital status, child existence in household and gender, and the consumers' decision-making style dimensions. The findings indicate that different profiles of consumers' decision-making style dimensions are formed in different product classes, reflecting the significant product class effect on consumers' purchase behaviour across different product classes. It also suggests that consumers differ along these valid and reliable dimensions when dealing with products from the respective product classes. Product intangibility is also found to be positively related to the dimensionality of consumers' decision-making styles. Relatively, the differences in consumers' age and types of jobs are found to be strongly related to the differences of consumers' decision-making styles. While, differences in income and child existence in household are moderately related, and marital status, gender and household size are weakly related to the differences of consumers' decision-making styles. These variables provide more information on how consumers differ along their decision-making style dimensions. Methodologically, this study uses structural equation modeling in generating the measurement model, other studies in the same area which rely only on the exploratory factor analysis technique. The generated measurement model provides a good starting point for the study on consumers' decision-making styles in the UK environment. This study uses heterogeneous samples to represent the general public in contrast to the student samples used in the earlier studies. Discussions on the theoretical and managerial contributions, research limitations and suggestions for further research summed up this thesis.
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Kneeshaw, Jack. "Consulting the public : involving consumers and citizens in health care decision making." Thesis, University of Essex, 2003. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.268872.
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Adams, Sheree-Ann W. "Role of corporate social / environmental responsibility in cruise consumers' behaviour decision making." Thesis, Leeds Beckett University, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.683936.
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Karimi, Sahar. "A purchase decision-making process model of online consumers and its influential factor : a cross sector analysis." Thesis, University of Manchester, 2013. https://www.research.manchester.ac.uk/portal/en/theses/a-purchase-decisionmaking-process-model-of-online-consumers-and-its-influential-factora-cross-sector-analysis(702ce943-3925-4b84-b99f-d170d3b8e386).html.
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This research explores the online purchase decision-making behaviour of consumers by introducing a comprehensive approach that covers two different viewpoints: a) individual-level behaviour and b) market-level behaviour. Individual-level behaviour enhances our understanding of how purchase decision-making processes unfold and whether they differ for different individuals. Drawing from decision analysis and consumer behaviour literature, four segments of online consumers are introduced based on two individual factors: decision making style and knowledge of the product. Archetypal behaviour of each segment is identified addressing variations in the process and process outcome for different groups. In addition, market-level behaviour investigates the actual behaviour of consumers in relation with different retailers in the market; it is based on the aggregated behaviour of 60,000 individuals. Not only behaviour in a particular website but also cross-visiting behaviour of consumers comparing multiple retailers is examined. For this purpose, a multi-level mixed-method approach is designed. Video recording sessions, think-aloud method, interviews and questionnaires are used to capture the dynamic decision-making process, segment consumers and measure the outcome of the process at individual level. Business process modeling approach and an adaptation of path configuration method are selected for modelling the process. Data from an Internet panel data provider, comScore, is analyzed to explore the market-behaviour of consumers visiting multiple retailers. A set of measurement frameworks, that have been developed to fully exploit the research potential of Internet panel data, are designed for this research. Two sectors of banking and mobile network providers are selected; this research methodology enables a much more detailed evaluation of online behaviour and can be applied in other consumer markets.A conceptual model of online purchase decision making is proposed synthesizing theory from three disciplines: consumer behaviour, decision analysis and Information Systems. This model is able to explain the complexities and dynamic nature of real-life decision-making processes. The results of individual-level analysis show that the synthesized model has an enhanced descriptive power. Purchase decision-making processes in the two sectors appear to be highly complex with a large number of iterations, being more unstructured in banking sector. The process is found to be influenced by the both individual characteristics and each segment exhibits a certain typology of behaviour. Behaviour in terms of the way stages are performed is identical across the two sectors; whereas it differs in relation to intensity of decision-making cycles, duration of the process and the process outcome, being a function of product/ market characteristics.The findings of market-level analysis revealed that banking websites are preliminary visited for using online banking services; despite the high portion of visitors, the intensity of research in these websites is low. On the contrary, mobile network providers attract a higher portion of consumers with purchase intentions and enjoy more intensive research. Consumers have a small consideration set in both sectors; and consider certain banks/providers rather than using the accessibility of all alterative on the Internet. It is evident that comparison sites play an important role in both markets affecting the behaviour of online consumers. Finally, the research stresses the use of the Internet as a complementary channel offering specific benefits in each sector.
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Mhlanga, Sisa. "An exploration of the decision-making processes and coping mechanisms of functionally illiterate South African consumers." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24504.
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Most research on the consumer decision-making process has been conducted on literate adults. More that 20% of the adult population in South Africa is classified as being functionally illiterate, lacking the numeric and language skills required to perform basic retail tasks. Research examining the challenges faced by functionally illiterate consumers is practically nonexistent. With the lack of research on the shopping behaviour of such consumers in grocery stores, retail marketing decisions are likely to be based on implicit assumptions about literate consumers. Furthermore, this leads to a lack of understanding of how functionally illiterate consumers can be empowered in the grocery store environment. The main purpose of this study was to examine how functionally illiterate consumers in South Africa make decisions to accomplish marketplace activities and also to investigate the coping mechanisms they used in the marketplace. The study specifically examined these issues in the context of grocery shopping. This study therefore aims to assist consumer behaviour researchers to compare the traditional consumer decision-making process with that of functionally illiterate consumers. At the same time, this study attempts to enlighten marketers about the characteristics of a significant proportion of the South African consumer market. A qualitative inquiry, specifically semi-structured interviews, was used to gather data amongst twelve adult literacy learners. The study reveals that functionally illiterate consumers are faced with difficulties in grocery stores. These difficulties are either related to the actual store environment or product choice. Functionally illiterate consumers make purchase decisions differently from commonly held perspectives. The major difference is the fact that functionally illiterate consumers make purchase decisions based on a single product attribute, disregarding other attributes. Functionally illiterate consumers employ coping mechanisms to complement their deficient literacy skills. In this study, a total of 18 coping mechanisms were identified. A number of these mechanisms are behavioural strategies that aid these consumers to solve the problems of satisfying their needs in the marketplace. The coping mechanisms reveal that these consumers have varying levels of literacy. In other words, functionally illiterate consumers are not a single homogeneous group of individuals. This further substantiates the notion that literacy is not static whereby an individual is either literate or not. Literacy implies a range of skills that demand competency in specific contexts. Some of these participants are ready to fight the shame of illiteracy by empowering themselves; this includes asking for help which improves their subsequent shopping experience. The participants that are free to talk to other people seem to have reasonably gained confidence. However, there are still some participants who prefer to hide their limited literacy skills and who tend to experience the same recurring problems. An implication for consumer behaviour research is that existing consumer decision models do not adequately reflect the decisions of functionally illiterate consumers.Dissertation (MCom)--University of Pretoria, 2011.
Marketing Management
MCom
Unrestricted
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Shen, Hao. "The effects of procedural and declarative knowledge in consumer information processing /." View abstract or full-text, 2008. http://library.ust.hk/cgi/db/thesis.pl?MARK%202008%20SHEN.
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Gerasimou, Georgios. "Essays on the theory of choice, rationality and indecision." Thesis, University of Cambridge, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.609536.
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Lampi, Elina. "Individual preferences, choices, and risk perceptions - survey based evidence /." Göteborg : University of Gothenburg, 2008. http://catalog.hathitrust.org/api/volumes/oclc/235948582.html.
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Göransson, Sofie, Anna Quant, and Ellen Rydberg. "Unconscious Decision Making and its Impact on Consumers’ Intention to Purchase Online : A Quantitative Study Investigating Consumers’ Mental Shortcuts." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75996.
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Consumers often make decisions without being aware of it, also known as habitual decision making. A part of habitual decision making is mental shortcuts, which can push the consumers to unconsciously make decisions. This study will evaluate if the mental shortcuts anchoring, confirmation bias, loss aversion, paradox of choice and framing effect have an impact on consumers’ intention to purchase fashion online, aiming at finding a relationship between these. The researchers used a quantitative research with a descriptive nature, to gain a broader perspective. With the help of a survey in form of a questionnaire, the researchers collected 293 responses, whereas 274 were qualified. Furthermore, the data was put into SPSS in order to test the reliability, validity and the correlation between the variables. Out of the five hypotheses there were two hypotheses that were accepted, two rejected and one was not qualified to be further tested. The conclusion drawn from this study showed that previous experience on a retailing site decides how consumers’ unconsciously form expectations when purchasing a product on future retailing sites. Further, consumers feel stronger emotions when they feel that they have saved money compared to if they would have gained the same amount when making a purchase.
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Campbell, Cristin L. "Home Repair Experiences of Older Consumers in Montgomery County, Virginia." Thesis, Virginia Tech, 1998. http://hdl.handle.net/10919/78173.
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This study was designed to explore the offers for home repair received at their door by older consumers and the decisions that were made regarding these offers. Deacon and Firebaugh's decision making process was used as the theoretical model for this study. Participants were asked questions about their experiences with door-to-door solicitations for home repair and how they made the decision to accept or reject the offer.
The participants in this study were twenty-five older consumers involved in senior groups in Montgomery County, Virginia. Participants were obtained by the researcher at meetings in different parts of the county. A telephone interview was used to collect the data. Demographic data is reported using descriptive statistics. Qualitative analysis of anecdotal data was used to determine themes and patterns in the interview data. Questions about uses of the media and knowledge of the Virginia Consumer Protection Hotline were asked. The results of this study support the idea that older consumers in this county are being approached at their door by people offering them home repair services. Two of the six participants who had received an offer for home repair (specifically driveway sealing), accepted the offer. One participant was unhappy with the outcome of the repair, while the other was satisfied with the service.Master of Science
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Verruck, Fábio. "Effects of recommendations on decision effort for consumers’ choice." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2017. http://hdl.handle.net/10183/165600.
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Sistemas inteligentes têm sido usados no comércio eletrônico como ferramentas de personalização. Eles são destinados a criar ofertas individualizadas de produtos, recomendações direcionadas e até mesmo modificar o design do website para atender a características específicas de usuários. Tais possibilidades de personalização têm o intuito de facilitar o processo de tomada de decisão, melhorar a navegação e fornecer aos usuários da Internet uma sensação de contato social e de individualização em suas atividades online. A presente tese é o resultado de uma pesquisa experimental destinada a testar os efeitos, ao longo do tempo, de recomendações geradas por meio de métodos implícitos de elicitação de preferências. Para isso, foi criado um website experimental, no qual 189 participantes completaram um série de cinco tarefas de compras com um intervalo de uma semana entre cada tarefa. Os resultados foram analisados a partir da técnica do modelo das trajetórias latentes. Foi possível identificar, a partir disso, que recomendações não têm um efeito significativo no esforço para tomada de decisão nas interações iniciais, mas depois da segunda interação, há uma influência observável da presença de recomendações no tempo utilizado para a tomada de decisão. Em média, tempo para a tomada de decisão foi 21,4% menor para sujeitos no grupo teste quando comparados com o grupo controle. Procurando desvendar os mecanismos através dos quais as recomendações geram a redução no esforço para a tomada de decisão ao longo do tempo, uma análise de moderação foi realizada, incluindo-se como variáveis o envolvimento com a tarefa de compras e a familiaridade com o website, medida a partir do número de interações de compras. Com base nisso, considerou-se que o modelo mais adequado para testar a interação da presença de recomendações geradas por métodos implícitos de elicitação das preferências no website seria analisá-la como um moderador da relação entre envolvimento com a tarefa de compras e esforço para a tomada de decisão. Foi possível observar que em uma análise incluindo envolvimento com a tarefa, presença/ ausência de recomendações e familiaridade com o website estas variáveis interagiram entre si em um modelo de moderação moderada, capaz de explicar 40,25% da variância na variável dependente. Este efeito moderador, entretanto, somente demonstrou ser significativo depois da terceira compra simulada. Adicionalmente, os resultados indicaram que a aceitação da recomendação não estava relacionada com a redução no esforço para a tomada de decisão, o que levou à conclusão de que recomendações podem não estar influenciando as escolhas dos consumidores diretamente, mas sendo usadas como pontos de referência que fornecem parâmetros para a tomada de decisão. Isso foi também verificado ao analisar a variância nas escolhas de compras entre os sujeitos que executaram compras com recomendações e os sujeitos no grupo de controle. Os resultados sugerem que as recomendações podem fornecer auxílio importante para a redução do esforço do consumidor na tomada de decisão, mas sua influência se torna efetiva apenas depois que os consumidores estão familiarizados com o website. As companhias de e-comerce podem se beneficiar com tais informações adaptando a maneira com a qual gerenciam e apresentam recomendações aos seus vistantes.Intelligent systems have been used in electronic commerce for the purpose of personalization. They are intended to tailor product offers, recommendations and even the whole website design to specific users needs and characteristics. Such personalization features are supposed to facilitate decision making process, make internet browsing easier and give the Internet users a sense of social feeling and individualization in their online activity. The present dissertation thesis is the result of an experimental research addressed to test the effects, over time, of recommendations generated by implicit elicitation methods. For that, an experimental website was created, where 189 participants completed a series of five purchase tasks with an interval of one week between each task. Results indicated that recommendations do not have a significant effect on decision effort during initial interactions, but after the second interaction, there is an observable effect of recommendations on time to make a decision. On average, time to make a decision was 21.4% lower for subjects in a test group when compared to the control group. The presence of recommendations generated by implicit elicitation methods at the website was also tested as a moderator of the relationship between involvement with the purchase task and decision effort. It was possible to observe that an analysis considering involvement with the task, presence/absence of recommendations and familiarity with the website these variables interacted in a moderated moderation model capable of explaining 40.25% of the variance of the dependent variable. This moderating effect, however, proved to be significant only after the third purchase took place. Additionally, results demonstrated that recommendation acceptance was not related to effort reduction, what led to the conclusion that recommendations may not be influencing consumers’ choices, but being used as frames of reference that provide parameters for decision making. That was also verified by looking at the variance in the purchase choices between people who executed purchases with recommendations when compared to the control group. Results suggest that recommendations can be important aids to reduce consumer effort, but their influence will only be effective after consumers are familiarized with the website. E-commerce companies can benefit from such information by adapting the way they manage and present recommendations to their visitors.
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Schutte, Sophia Elizabeth. "Student consumers' decision-making process regarding food products containing limited label information / S.E. Schutte." Thesis, North-West University, 2007. http://hdl.handle.net/10394/1813.
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Zhao, Anita Lifen. "An exploration of perceived risk in young Chinese consumers' Internet banking services decision making." Thesis, University of Gloucestershire, 2007. http://eprints.glos.ac.uk/3169/.
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This thesis explores how perceived risk, which has been primarily developed in Western contexts, may help understand consumers' action in relation to the Chinese Internet banking services market. This market is new and acknowledged as having great potential, but there is insufficient information regarding potential consumers and their perceptions or decision-making. The theory of perceived risk is a key construct influencing Western consumers' decision making; whether it is applicable in the current context is unknown. A wider customer perspective is therefore important to improve both our understanding of perceived risk theory and its usefulness in the Chinese Internet banking services market. The thesis reviews the major research perspectives on perceived risk within consumer behaviour literature. It provides a comprehensive understanding of the concept itself, to identify research gaps, and also develops a research model to evaluate consumers' risk perception within the context of Chinese Internet banking services. This research is conducted through the application of a critical realist approach, utilizing mixed methods. This approach enables the research to address a main controversy in the perceived risk field by evaluating the two common measurement models. It also develops an understanding of Chinese consumers' risk perceptions and how consumers' perceptions are formed and influenced by considering a range of contextual issues. This approach highlights the importance of obtaining social and cultural meanings to understand the measurement of risk perception- this is seldom addressed in the majority of perceived risk research. Results are thoroughly analysed, compared and contrasted to relevant Western research. Perceived risk, as a construct, is meaningful in helping to understand potential Chinese Internet banking services users. The principle risk dimensions identified in this research are consistent with those detailed in Western studies. However, the underlying relationships between the risk variables are different. Such differences can be attributed to the specific The measurement of risk is best operationalised through the application of one of the commonly used models - the multiplicative. This model produces results that are more consistent with the qualitative patterns derived from the application of mixed methods research. Whilst this research advocates the use of the multiplicative model, it also contends that future researchers should evaluate both common models- as the impact of context needs to be addressed sensitively,and this would also be consistent with the application of a critical realist perspective. Further, when considering perceived risk measurement, this research has found that the application of multiple variables is useful to test validity and reliability. These two issues are seldom considered or evaluated in previous perceived risk studies. This application also lends itself to the development of greater depth in data analysis, and therefore provides a more specific perspective to understand risk perceptions through detailed measurement. Future research in perceived risk should also address risk evaluation by considering the purchase stages, as consumers risk perceptions may be influenced and subject to change at different stages. Without such an approach results generated may be misleading, and may not provide an adequate basis for understanding consumers and developing appropriate marketing strategies to meet these concerns.
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Nelson, Kim Allen. "Consumer decision-making and image theory: Understanding the socially responsible consumer." Diss., The University of Arizona, 1994. http://hdl.handle.net/10150/186868.
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Many consumers are now considering the effects of general corporate behavior (e.g., political views, charitable contributions, environmental disasters) and of the product's manufacture, consumption or disposal (e.g., animal testing, ecological harm) on society's overall well-being. These situations involve the issue of individual social responsibility and are good examples of complex decisions that are not readily explained by traditional decision theories. Abstract attributes (e.g., product "greenness" or lack of harm to the environment) and the active role of the decision maker's values, principles, and ethics are problematic. The primary purpose of this research is to develop a conceptual framework for consumer decision making in the presence of a social responsibility issue. The secondary purpose of the study is to assess the value of image theory for explaining the decision process. Image theory (Beach and Mitchell 1987; Beach 1990), a relatively recent development in decision making, provides a compatible decision framework for these types of decisions due to its emphasis on an individual's values and on the screening of alternatives using value-laden attributes. Survey methodology and consumer preference tasks are utilized, and the hypothesized models are tested by structural equation modeling. The findings suggest that image theory provides a credible explanation of socially responsible consumer choice. In terms of this study's context, a consumer who has a strongly held social responsibility principle, values a clean environment, has a high level of environmental concern, and believes that his/her actions make a difference, is more likely to be committed to a pro-environmental plan of action and to use certain decision processes. These specific processes are screening alternatives to eliminate those that are not environmentally friendly and weighting the greenness attribute heavily in evaluating options. Using image theory's terminology and structure, social responsibility and environmental value form the value image. Environmental concern and perceived consumer effectiveness form the trajectory image. The strategic image is reflected in the plan (commitment to pro-environmental behaviors) and tactics (using the social responsibility attribute in the decision process). This research demonstrates that enduring values and principles guide consumer behavior involving social responsibility issues.
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Calpo, Karen Prodigalidad. "A comparison of the consumer decision-making behavior of married and cohabiting couples." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2761.
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Park, Boram. "Millennial Consumers’ Cause-Related Product Purchase Decision-Making Process and the Influence of Social Media." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1406211481.
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Nilsson, Elin. "Where to shop? : understanding consumers' choices of grocery stores." Doctoral thesis, Umeå universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-120166.
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For the last couple of decades consumer decision-making has been of increasing interest for retail as well as for consumer behaviour research. Food shopping constitutes a unique type of shopping behaviour. In comparison to other types of shopping, food is essential to life, and not often are there as many choices to be made in a short period of time as when shopping groceries. The purpose of this dissertation was to advance the knowledge of what influences consumers’ choices of grocery stores. More specifically, the main focus has been on how different situations (e.g., type of shopping) influence choices of grocery stores. Five papers, which build on three surveys on how consumers choose grocery stores in Sweden, are included in this dissertation. In the first paper a comprehensive set of ten aggregated attributes that determine store choices were developed. The second paper brought forward five consumer segments (Planning Suburbans, Social Shoppers, Pedestrians, City Dwellers, and Flexibles) based on where and how they shop. In the third paper it was shown that accessibility attributes (e.g., accessibility by car, availability) and attractiveness attributes (e.g., price, service) have different impacts on satisfaction, depending on consumer characteristics and shopping behaviour in supermarkets compared to convenience stores. In the fourth paper the result showed that satisfaction is affected by type of grocery shopping (major versus fill-in shopping) in conjunction with time pressure and which store attributes that are important for satisfaction. It was also shown that the effect of time pressure and type of shopping on satisfaction varied in different consumer segments. In the final paper it was shown that a store has to be more attractive in terms of attributes for a consumer to switch from the grocery store they usually patronage, even if the new store is situated right beside or closer than the consumer’s regular grocery store. The view of a “good location” is further developed in this dissertation, arguing that consumers’ mental distance to a store – their cognitive proximity – is much more important than the physical place of the store. In sum, this dissertation revealed that the situation is more important than previous research has shown. Depending on the situation, consumers will face different outcomes (different stores) and value different store attributes. Hence, stores need to manage different store attributes depending on which consumer groups the stores want to attract and what situation the consumers are facing. Therefore, consumers’ choices of grocery stores are situation-based choices.I ett par decennier har intresset för konsumenters beslutsfattande ökat för både detaljhandeln och forskningen kring konsumentbeteende. Matinköp utgör en unik typ av köp-beteende då det i jämförelse med andra typer av handlande är livsnödvändiga samt att det sällan finns så många val som ska göras under kort tid som vid matinköp. Syftet med denna avhandling är att främja kunskap om vad som påverkar konsumenternas val av livsmedelsbutik. Mer specifikt har fokus varit på hur olika situationer (t.ex. typ av handlande) påverkar valet av butik. Fem artiklar, som bygger på tre olika undersökningar om hur konsumenter väljer livsmedelsbutiker i Sverige ingår i denna avhandling. I den första artikeln utvecklades en omfattande uppsättning av tio aggregerade attribut (baserade på 34 attribut) som bestämmer konsumenters val av livsmedelsbutiker. I den andra artikeln presenterades fem konsumentsegment (Planerande förortsbor, Sociala shoppare, Fotgängare, Stadsbor och Flexibla) som baserades på var och hur de handlar. Den tredje artikeln visade att tillgänglighetsattribut (t.ex. tillgängligheten med bil och öppettider) och attraktivitetsattribut (t.ex. pris och service) har olika effekter på konsumenters nöjdhet. Denna nöjdhet varierade även beroende på konsumentens bakgrundsfaktorer samt huruvida konsumenten handlade i stormarknader eller i närbutiker. I den fjärde artikeln visade resultaten att nöjdhet påverkas av typ av matinköp (storhandlande kontra kompletteringshandlande) i samband med tidspress och de attribut som är viktiga för konsumenternas nöjdhet med butiken. Det visade sig även att effekterna av tidspress och typ av handlande på konsumenternas nöjdhet med butiker varierade i olika konsumentgrupper. Det femte konferenspapperet visade att en butik måste vara mer attraktiv när det gäller attribut för att konsumenter skall byta från den livsmedelsbutik som de brukar handla i, även om den nya butiken skulle öppna precis bredvid eller närmre än den vanliga livsmedelsbutiken. Synen på vad som är ett ”bra läge” utvecklas därför ytterligare i denna avhandling, med argumentet att konsumenternas mentala avstånd till en butik - deras kognitiva närhet - är mycket viktigare än den fysiska platsen för butiken. Sammanfattningsvis visade denna avhandling att effekten av olika situationer är viktigare än vad tidigare forskning har visat. Beroende på situation kommer konsumenter att möta olika utfall (välja olika butiker) och de kommer även att värdera olika butikers attribut olika. Således behöver butiken hantera olika butiksattribut beroende på vilken konsumentgrupp butiken vill attrahera och vilken situation de konsumenterna står inför. Därför kan val av livsmedelsbutiker ses som situationsbaserade val.
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Iranyongeye, Augustine, and Laura-Maria Toivanen. "Consumers’ choice of grocery store in Umeå : A quantitative study on how healthy food and nudging can affect consumers’ choice of grocery store." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172794.
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Nowadays, consumers are being exposed to a large selection of food alternatives with an aim of helping with health matters. For that reason, the consumption of healthy food has been increasing among people, but at the same time, the consumption of unhealthy food has expanded. Due to the advanced technology, there is more information available about health, which makes the consumers’ knowledge about diseases caused by their way of living to grow. Simultaneously, there has been studies proving that consumers’ choices do not often resemble their attitudes. Since consuming healthy food is more popular nowadays, this study had the aim of examining if consumers will choose a grocery store based on different attributes. The study is based on several theories that are the starting point for the study’s research questions which are; Does the selection of healthy food affect consumers’ choice of a grocery store? Does nudging of healthy food affect consumers’ choice of a grocery store? The theories that are used in this study are nudge theory, libertarian paternalism theory, behavioral economics, theory of reasoned action, theory of planned behavior, social marketing theory, choice architecture, cognitive architecture and status quo. The data was collected through a questionnaire, where different questions had the aim to measure what affects consumers when choosing a grocery store. In total, the study gathered a sample of 136 responses whereas 8 of them were removed from the study as outliers. The outcome of this study is based on two independent variables; healthy food and nudging and one dependent variable; choice of grocery store. These variables are composite variables created from a range of other variables. The composite variable healthy food is created from variables checklist, avoidance of unhealthy/unnecessary food, people’s affection, healthy thinking, food habits, attitude of healthy eating, past purchasing behavior, intention and behavior, same groceries and new groceries. The composite variable nudging is created from variables product placement, memory, product placement affection on consumers’ purchasing behavior and visible healthy food. The dependent variable choice of grocery stores was created from the variables; number of healthy food alternatives, price of healthy food, marketing of healthy food and place of grocery store. This study was analyzed in the data program STATA where a multiple linear regression was used to test the hypotheses. According to the result from the regression analysis, there is a significant level between healthy food and consumers' choice of grocery stores. In addition to that, the study shows that there is a significant level between nudging and consumers' choice of grocery stores. Thus, the null hypothesis of this study was rejected.
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Li, Lin. "Influences on consumers' decision making and recognition memory : an investigation using fMRI, EEG and behavioural methods." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/16916.
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Neuromarketing utilizes a variety of neuroimaging technologies, such as electroencephalography (EEG) and functional magnetic resonance imaging (fMRI), to deeply understand consumers' neurological responses to marketing stimuli. For this research, a behavioural study was first performed based on consumers' preferences for different models of cars, in order to find out whether advertisements presented in different formats will have any influence on this. The obtained results of this behavioural study were unexpected, and there was a difference in the opposite direction to that predicted. The mean value of rating of preference for the plain images was higher than the one of the same car image in a car magazine and fashion magazine. Furthermore, the fashion magazine image had slightly higher preference ratings compared to the car magazine. The strongest predictor in a binary regression was the car model itself, independent of context: thus cars were a heterogeneous product for these consumers even for models within a single car body shape and price band. In the second study, Functional magnetic resonance images (fMRI) were acquired while subjects (n=20) made choices during a stimulated purchase decision experiment, which was designed to assess the effect of brand sales volume and pricing information. The behavioural data indicated that the pricing information of packaged and branded snack products influenced decisions. The increased fMRI activations in left and right insula, frontal pole, putamen, and visual cortex were related to brand sales volume. However, the neural correlates of pricing information did not reach to significant levels of activation in factorial ANOVA of fMRI data. The data were interpreted as showing that the sales volume of products -as aggregate market measure - influences brain areas associated with emotional processing during a purchase decision task. This effect might be based on cultural familiarity or prior exposure to products, or it might be based on feelings about the products or brands induced through social influences including advertising. Therefore, the third experiment was an EEG experiment using an old/new recognition task developed from the fMRI experiment, to test the effect of sales volume of product and pricing information on recognition memory. The experiment was replicated in two participant groups under encoding conditions of products sales volume alone and with pricing information. The results showed that greater positivity to hits over left frontal electrodes and greater positivity to correct rejections over right frontal electrodes. In addition, smaller FN400 amplitudes to true recognition than false recognition was elicited in both groups. On top of that, a greater positivity for high sales volume items was found in the recognition interval in comparisons of high and low sales volume items in the comparisons of time course and scalp topography. It was concluded that products with higher sales volume elicited a frontal familiarity effect (FN400), but the results were also strongly influenced by the inclusion of flavour variants which acted as "lures" because of similarity of packaging to "old" items. The results confirm the hypothesis that effects on recognition memory are a possible cause of the neural and behavioural correlates of market-aggregate statistics of higher-selling products.
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Ahmad, Hilal, and Sepehr Mokarram. "Programmatic Advertising’s Effect on Consumer : Artificial Intelligence Technologies in Advertising and Marketing on Consumers Decision Making." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53864.
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Background: With the ever-growing advancement of technology and the implementation of new groundbreaking technology in our day-to-day lives, a path of curiosity was opened that attracted attention. Just how much does the use of artificial intelligence (AI) affect consumer behavior and how much do consumers trust AI. Purpose: The purpose of this thesis is to explore the effects of the implementation of AI and machine learning in marketing on consumer behavior and measure the level of trust consumers have towards this advancement of technology. Method: This research study is conducted through a qualitative method while taking advantage of interviews from individuals based in Sweden ranging from ages of 18 to 30 carried out in a thematic analysis approach. Conclusion: the results show that implementation of AI in marketing has direct effect on the consumer behaviour. The authors have used various different of primary data collected from a number of interviews and secondary data from depth research of articles as well application of consumer decision model (CDF) to analyse and evaluate the findings.
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Bidler, Margarita [Verfasser], Jan Hendrik [Akademischer Betreuer] Schumann, and Thomas [Akademischer Betreuer] Widjaja. "Consumers' Privacy-Related Decision-Making in the Digital Landscape / Margarita Bidler ; Jan H. Schumann, Thomas Widjaja." Passau : Universität Passau, 2020. http://d-nb.info/1210263483/34.
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Bidler, Margarita [Verfasser], Jan H. [Akademischer Betreuer] Schumann, and Thomas [Akademischer Betreuer] Widjaja. "Consumers' Privacy-Related Decision-Making in the Digital Landscape / Margarita Bidler ; Jan H. Schumann, Thomas Widjaja." Passau : Universität Passau, 2020. http://d-nb.info/1210263483/34.
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Kang, Keang-Young. "Perceived risk level on purchase decision making within product specific factors : a comparison between apparel retailers and customers /." Thesis, This resource online, 1995. http://scholar.lib.vt.edu/theses/available/etd-03302010-020656/.
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Wen, Na. "Essays on consumer decision-making in interactive and information rich environments." Diss., Georgia Institute of Technology, 2010. http://hdl.handle.net/1853/34670.
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This dissertation consists of two central parts. Part one of the dissertation examines the impact of interactive restructuring on decision processes and outcomes. Five experimental studies show that consumers examine less information and engage in more compensatory decision processes when interactive restructuring tools are available. Consumers also increase their use of restructuring tools in cognitively challenging choice environments. The availability of a sorting tool improves objective and subjective decision quality when attributes are positively correlated, or when the number of alternatives in a choice set is large, but not when attributes are negatively correlated or choice sets are small. Greater use of interactive restructuring tools has deleterious effects on decision quality when attributes are negatively correlated. Under time pressure the availability of an interactive restructuring tool improves decision quality, even when attributes are negatively correlated, since time pressure limits tool overuse. Finally, the effects of multiple interactive restructuring tools on decision making vary by the types of tools that marketers make available to consumers.
Part two of the dissertation explores the effects of visual design on consumer preferences and choice. Experiment 1 demonstrates preference reversals when visual separators are between product alternatives versus between product attributes. Experiment 2 shows that when product attributes are negatively correlated, visually separating alternatives improves decision quality but visually separating attributes hurts decision quality. Visual separators do not affect decision quality when attributes are positively correlated. Experiment 3 extends experiment 2 to show that visual separators enhance decision-making efficiency and can limit the extent to which consumers adapt to contextual changes in choice environments. Finally, experiment 4 shows that, under time pressure, both visual separators between attributes as well as visual separators between alternatives improve decision quality when attributes are negatively correlated.
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Zhang, Xinyu, and Stacy Besong Enow Egbe. "Sustainable Consumption in Food Industry: In what stages do consumers implement sustainability in their decision making process?" Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-47137.
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This paper examines the concept of sustainable development and sustainable consumption in the food industry and how consumers relate with the idea of organic food produce and their alternatives. The research was developed by using the Consumer Decision Making model and the Norm Activation Model to be able to understand what motivates consumers in their buying choices and why. These models break down the steps a consumer goes through before making a purchase and the emotional evaluation that occurs after that decision is made. With a total of 70 responses from a structured survey sent out, the results indicated that consumers are conscious about sustainable products, are aware of the environmental and social impact but 30.6% of consumers have never looked out for sustainable products.
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Li, Yuejin. "Consumer decision making styles: a comparative study among Motswana, Chinese and South African students." Thesis, Port Elizabeth Technikon, 2004. http://hdl.handle.net/10948/154.
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As the global marketplace becomes more integrated and consumer specialists develop an international focus, developing useful scales to profile consumer decision-making styles in other cultures becomes important. Comparing the decision-making styles of consumers from different countries would thus contribute to the understanding of the effect of the marketing environment as well as of the cultural factors on consumer decision-making styles. It would also be significant to determine if the decision-making styles of foreign consumers differ from those of local ones. The influx of foreign students enrolled at South African Universities and Technikons has resulted in an increase in the number of consumers who have to make purchases connected to their daily lives within a different cultural environment. An understanding of students as consumers and their decisionmaking processes is important to marketers, particularly as students are recognised as a specialised market segment for a variety of goods and services. It would thus be significant to determine if the decision-making styles of foreign students differ from those of local students. This exploratory study investigates the decision-making styles among Chinese, Motswana and South African Caucasian students in a South African context, with a view of verifying the international applicability of the Consumer Styles Inventory (CSI) developed by Sproles and Kendall (1986). Only students with a Caucasian background were included in an attempt to avoid the influence of the different subcultures amongst South African students. It was found that Sproles and Kendall’s (1986) model did not fit the South African samples. It was furthermore found that differences exist among Motswana, Chinese and Caucasian students in consumer decision-making styles. The mean value for the “Novelty-fashion conscious” style was number one in the list of factors for Chinese and Motswana students and second for the Caucasian sample. “Price conscious” style, however, was number one for the Caucasian students.
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Doran, Kathleen B. "Information search and use in consumer decision making : an in-depth study of Chinese and North American consumers." Thesis, McGill University, 2000. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=36763.
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This dissertation explores individuals' approaches to information search and use in consumer decision making in two dissimilar cultures: China and North America. The research consists of two exploratory studies designed to develop a deep description of information search and use in each of the two cultures studied. Since the two cultures are so different, the research also examined cultural dimensionality and the specific dimensions that appear to impact information search and use in each culture. In addition, the studies probed the implications of these findings for other stages of consumer decision making in Chinese and North American culture.The dissertation utilizes primarily qualitative approaches to investigate the topic in an interpretive fashion. Throughout the research, an emphasis is placed on a multi-method approach in an attempt to develop descriptions and theories of information search and use for the two cultures being investigated. The Chinese study was directed from a base in Beijing, China, and the North American study was directed from two bases in Montreal, Canada, and Boston, Massachusetts. The two studies each utilize three product categories chosen to maximize understanding of information search and use characteristics of each culture. The methods employed include focus groups and interviews, observation, content analysis, and store layout and product availability analyses.
The contributions of this research are both theoretical and practical. The dissertation provides a deeply descriptive study of information search and use for two disparate cultures. In addition, the insights gained from the two separate studies should lead to a better understanding of the role culture plays in information search and use more generally. Moreover, the research should help managers to adapt their promotional efforts to the differing cultural needs of two disparate cultures, and to understand how differences in information search and use between cultures can impact other phases of the decision making process, such as the evaluation of alternatives and post-purchase satisfaction.
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Hwang, Jooyoung. "The impact of social media use on smartphones for consumers' restaurant decision-making processes and restaurant consumption experiences." Thesis, University of Surrey, 2018. http://epubs.surrey.ac.uk/849113/.
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Today, travellers expect to obtain pleasure and regard the restaurant as an important travel attribute. In the tourism and hospitality industry, the use of developed tools (e.g., smartphones and location-based tablets) has been popularised as a way for travellers to easily search for information and to book venues. Through reviewing previous literature regarding consumers’ decision-making processes, it is identified that a large number of previous researchers have studied how consumers’ decision-making processes are performed and what factors affect their decision. However, there are few studies that examine consumers’ decision-making processes with the use of social media when choosing a restaurant. This study investigates consumers’ activities and the usefulness of social media on smartphones when they are deciding on a restaurant. More importantly, this research takes into account the three stages of consumption (pre-, during, and post purchasing) separately to understand the heterogeneity in the usage of social media to identify different functions of social media according to different decision tasks. The main aim of this study is to fill a research gap by exploring the impact of social media use on consumers’ restaurant decision-making processes and understanding how these are manifested in the restaurant sector. Considering the main research aim presented above, the specific research questions of this study are to examine the key factors related to adopting social media on smartphones for interviewees’ decision-making processes for selecting a restaurant, to investigate in depth how respondents utilise social media on smartphones for their restaurant decision-making process in accordance with the different consumption stages, to evaluate the usefulness of interviewees’ social media use on smartphones for their restaurant selection, and to obtain deep insight into respondents’ experiences regarding their restaurant decision-making processes in their own words. Qualitative research using semi-structured interviews based on the face-to-face approach was adopted for this study to examine how consumers’ restaurant selection processes are performed with the utilisation of social media on smartphones. Then, thematic analysis was adopted for this study, as many researchers believe that this can be used to analyse results based on a ‘way of seeing’ and this method is appropriate for qualitative researchers in early stages. Based on thematic analysis, this study was able to achieve more realistic results and descriptions in terms of coding, as the researcher of this study tried to follow their expressions when creating ‘codes’. The finding of this research has shown that the adoption of social media on smartphones is positively related with consumers’ gratification. More specifically, when consumers regard that process, content and social gratification are satisfied, their intention to adopt social media is fulfilled. Moreover, the findings of this research imply that consumers’ social media use on smartphones before visiting a restaurant is predominantly related to information acquisition for the restaurant choice (e.g., deciding on a dish and a restaurant, looking at images and checking descriptions of food taste etc.), while the usage of social media during and after visiting a restaurant includes activities related to sharing their experiences by uploading photos and leaving textual reviews, as well as recommending the restaurant to others. In addition to this, it has been revealed that consumers’ restaurant decision-making processes now do not finish right after they have had a meal, as they are still interested in searching for and finding others’ thoughts regarding the same restaurant even after their restaurant visit. Furthermore, it could be regarded that consumers’ social media usage after visiting a restaurant is associated with mutual communication with other followers and there is a possibility that this kind of activity might influence social media users’ next decision-making processes as well. Based on this reasoning, it is suggested by this study that consumers’ restaurant decision-making process needs to be understood in that each stage of the decision-making process is not independent; all the stages of the restaurant selection process are organically connected and influence each other. Thus, it is regarded that the findings of this study can provide a foundation for the understanding of consumers’ restaurant decision-making behaviours based on advanced information technology. More specifically, this study identifies the factors/determinants that influence consumers’ decisions and examines how the specific stages of the decision-making process are performed. This study attempts to provide a comprehensive picture on the impact of restaurant consumers’ social media use as a whole, throughout the restaurant decision-making process. In addition, the findings of the current research offer practical implications for marketers in the tourism and hospitality industry to develop effective social media marketing; for instance, marketers in the restaurant industry are expected to highlight real consumers’ positive reviews regarding restaurants so that these reviews can easily be found with the aid of technology supports (e.g., GPS services) when consumers approach an area in which restaurants are located. Also, restaurant practitioners are advised to regularly manage consumers’ positive or negative comments about their restaurant experiences.
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Braga, Fábio Miguel Iglésias. "The influence and impact of artificial intelligence in the consumer decision-making process: comparing Generation X with Millennials." Master's thesis, 2020. http://hdl.handle.net/10071/21828.
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Artificial Intelligence is currently considered to be one of the most emerging technologies
and that will have the greatest impact on both society and companies. In addition to its
use at an organizational level, in operational terms, it's also used in the way it interacts
with consumers is equally important and requires attention and development. Not all
people have the same adaptability for the use of new technologies and that’s why it’s
important to understand the differences that different generations have on this topic.
Therefore, the main objective of this dissertation is to understand the real influence and
impact that the use of AI can have in the consumer decision-making process, one of the
marketing components that is currently more studied by specialists in the area, comparing
Generation X with Millennials. With this objective, a questionnaire was developed whose
objective was to study the influence and impact that the participants would feel at each
stage of the consumer purchase decision process, through the application of AI. Within
the different stages of the process, fictitious scenarios were created, where the use of an
AI application is implicit for a better understanding of the questions and also of the
research objective. With a final sample of 211 participants, the results suggest that AI
may have an influence on some phases of the process, but not on all, regardless of the
generation to which the participants belong.A Inteligência Artificial é atualmente considerada como uma das tecnologias mais emergentes e que maior impacto terá tanto na sociedade como nas empresas. Para além da sua utilização a nível organizacional, em termos operacionais, a sua utilização na forma como interage com os consumidores é igualmente importante e requer atenção e desenvolvimento. Não são todas as pessoas que têm a mesma adaptabilidade para a utilização de novas tecnologias e é por isso que se torna importante perceber quais as diferenças que diferentes gerações têm quanto a este tópico. Por isso, o principal objetivo desta dissertação é perceber qual a real influência e impacto que a utilização de IA pode ter no processo de decisão de compra do consumidor, uma das componentes do marketing que atualmente é mais estudada por parte dos especialistas na área, comparando a Geração X com a dos Millennials. Com este objetivo, um questionário foi desenvolvido cujo objetivo foi estudar qual a influência e impacto que os participantes sentiram em cada fase do processo de decisão de compra do consumidor, através de aplicação de IA. Dentro das diferentes fases do processo foram criados cenários fictícios, onde estão implícitos a utilização de uma aplicação de IA para uma melhor compreensão das questões e também do objetivo da pesquisa. Com uma amostra final de 211 participantes, os resultados sugerem que a IA pode ter influência em algumas fases do processo, mas não em todas, independentemente da geração a que os participantes pertençam.
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Tung, Chien-hua, and 董千華. "The Study of Relationship Between Life Style and Consumer Decision Making of Generation X in the purchasing of Sedans." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/67220797872639026392.
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碩士國立中山大學
企業管理學系研究所
94
Generation Xers are latchkey kids. They are used to eat microwave food, and grow up with TV – games. As the leading edge of the baby boomer creeps inexorably toward retirement and tighter spending habits, every company with something to sell is starting to focus on younger demographics Gen X''ers in their mid-20s to 40. The purpose of the study is to study Generation X life styles in the purchasing of sedans. More particularly, the purpose is to study the relationship of life style and decision making process, EKB model, of Generation X in the purchasing of sedans. The study aims to examine and identify applicable life styles segments of Generation X, and identify their differences between decision making process in the purchasing of sedans. This study method is questionnaire and 600 questionnaires are released, and the retrieved valid questionnaires are 404 copies. This study utilizes using SPSS for Windows as the tool to conduct statistical analysis, including descriptive analysis, reliability test, factor analysis, cluster analysis, Pearson’s Chi – Square and ANOVA test. Four types of life styles are generalized. There are ACTIVE life style, INFORMATION – ORIENTATION life style, STABLE life style, and INDEPENDENT life style. The finding results as follow. 1. In the purchasing of sedans, there are partial significant differences on demographics with respect of Generation X life styles. 2. In the purchasing of sedans, there are no significant differences on problem recognition with respect of Generation X life styles. 3. In the purchasing of sedans, there are no significant differences on information search with respect of Generation X life styles. 4. In the purchasing of sedans, there are partial significant differences on elevation of alternatives with respect of Generation X life styles. 5. In the purchasing of sedans, there are partial significant differences on purchase with respect of Generation X life styles. In the end of the study, some suggestions for further research are made. Given the study results, the marketer and policymakers of manufacturer sedan brands can find the needs of Generation X life styles in the purchasing of sedans. The study results for marketers and policymakers may provide strategy for sedans with Generation X life styles different of degree of demographics, problem recognition, information search, elevation of alternatives, and purchase.
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Hsu, Yang, and 許揚. "Consumers’ Decision Making on Choosing Health Fitness Club." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/60199833319478546770.
Full textAbstract:
碩士國立嘉義大學
休閒事業管理研究所
94
Because of the economic development and living standard enhancement, the Taiwanese people’s life expectancy has increased. With that comes the concern for good health during the longer life. Health fitness clubs generally provide people a climate controlled facility with a variety of equipment and the availability of professional or trained personnel to facilitate safe use of facilities offered. In USA membership in health clubs increased 51% in the decade of the 1990s. In Taiwan membership in health fitness clubs is also growing. The respondents’ demographic background, decision-making, recognition, marketing preferences and willingness to participation in the health fitness clubs will be included in the survey and their relationship will also be analyzed. This study surveyed 346 respondents. The results show that respondents of different demographic background have different decision-making, recognition, marketing preferences and willingness to participation in the health fitness clubs. Moreover, the respondents’ decision-making, recognition, marketing preferences cause their willingness to participation in the health fitness clubs. The findings of this research are to be presented to people in the health fitness club business and to government agencies concerned with health, fitness and small business development.
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Wang, Shih-lun Alex 1972. "Content class effects on consumer online information processing." 2002. http://hdl.handle.net/2152/11326.
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Chen, Cheng-Yen, and 陳敬燕. "A Study on Young Consumers’ Decision Making for Luxury Apparel." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/81755703992417133095.
Full textAbstract:
碩士東吳大學
企業管理學系
98
More and more people are able to buy luxury goods from the late 1980s. There are 14 luxury brands in “The 100 Top Brands of 2009”, and most of them sell apparel. New luxury brands such as H&M, ZARA and GAP ranked higher than traditional luxury brands. Are consumers today different from those in the past? Many factors such as consumers’ demands for luxury goods have changed. Middle classes are more able to afford to buy luxury goods and more and more people have luxury goods. The study focused on how luxury brands classify consumers according to their life style, and apply the result to market strategy. The conceptual of framework is based on EBM Consumer Behavior Model, using life style as the segmentation variable to analyze young consumers’ decision making process for buying luxury apparel, and the results can be applied as the reference of market strategy. The study shows that can separate young people who buy luxury apparel into four segmentations. There are significant differences in purchase motives and product attributes among different segmentations. But no significant difference exists in demographic variables and information sources. Finally, there is a partial significant difference existing in buying behaviors. We learn that the life style can be used to segment variables for luxury apparel, consumers who buy luxury apparel have the specific life style factors, and life style affects consumers’ buying behavior of luxury apparel.
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CHEN, RUEI-JHEN, and 陳叡臻. "Consumers Dilemma? The Temporal and Social Distance on Decision-making." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/5c2rj4.
Full textAbstract:
碩士國立臺北大學
企業管理學系
106
People often make ideas and behaviors based on their past experiences when making decisions. If people must make decisions for people and things that have not had experiences before, will there be any difference in people’s psychology and behavior than experienced people? When marketing these intangible services, whether the construal level theory is still the same as the conclusion of tangible goods, so that intangible service commodity personnel can also follow the construal level theory of interpretation to make sales easier and more successful. In Taiwan, where the current demographic structure is changing towards the elderly, the country’s rapid development, finding a place where you can make yourself or have a senior retirement life around their relatives and friends become an important part. Therefore, when oneself or the surrounding friends and relatives need to choose a longevity institution that meets expectations, the difference between the occurrence time and the anticipated time (the time distance) and the degree of the relationship between themselves and others (social distance) different decisions and attitudes. According to the time distance and social distance of the Construal Level Theory, this study understands the subject's attitude and decision making in selecting the long-term care industry. This study allows the subjects to perform 2*2 experiments with differences in the distances from near to far in temporal distance to near and far in social distance, allowing the subjects to make choices that are biased towards concrete services or abstractions in Long-term care units of service properties. The results of the study show that the subjects will make decisions that are like the interpretation of Construal Level Theory because of the choice of the time distance difference and the choice of the social distance difference.
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HUNG, YI-HSUAN, and 洪苡瑄. "Research on Consumers' Decision-Making Factors in Kaohsiung Real Estate." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/aacu65.
Full textAbstract:
碩士國立高雄科技大學
金融系
107
Real estate is the leader of the industry and one of the important indicators of the national economy. It not only has the function of consumption but also the role of investment. It is also inseparable from the food and clothing of everyone. Therefore, the decision-making factor of purchasing a house is an important research topic. The purpose of this study is to understand the preferences of real estate consumers in Kaohsiung for real estate. The study distinguishes between quiet environment, convenient transportation, number of flats, flat parking spaces, years of obsolete objects, neighboring MRT stations or train stations and night markets. ... and so on. Sampling is conducted by means of a random network survey, and statistical analysis software (SPSS) is used to explore the factors affecting the decision-makers of the purchasers, so as to provide buyers and sellers with appropriate information on home purchase decisions and make recommendations. The results show that Kaohsiung's respondents who like Sanmin District, Zuoying District and Fengshan District, more than 31 pings, more than 4 rooms, plane parking spaces, and five-year-old objects. There must be MRT stations or train stations and night markets nearby. I hope the distance is too close. It is recommended that relevant government units can plan together with real estate-related industries to build affordable and suitable residential items for most Kaohsiung citizens to solve the problems at the current stage. Key words : real estate, questionnaire, the decision.
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Mukina, Jena. "The influence of Facebook in student consumer decision making." Thesis, 2014. http://hdl.handle.net/10210/9422.
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M.Comm. (Business Management)The overall goal of this short dissertation is to investigate the influence of Facebook on the consumer decision-making process of students at a comprehensive university. The five phases of the consumer decision-making process will be atthe core ofthis study; (1) Problem recognition, (2) Information search, (3) Evaluation of alternatives, (4) Purchase, (5) Post-purchase. Included inthe study is the profile of consumers who use Facebook, the general trends surfacing from the use of online activities, an investigation into each of the five phases mentioned that contribute to the influence Facebook exerts. And ultimately, indicating that Facebook has various degrees of influence ornoinfluence on the different phases inthe consumer-decision making process. This study, through a self administered drop-off questionnaire whose valid respondents (total of 325 respondents), provided information about the respondents' demographic profile, online activities and behaviour along the five phase consumer decision-making process. As the topic of this study was about the usage of Facebook, the sample set qualifier was that having a Facebook profile was a prerequisite. The statistical techniques used in the study were based on descriptive analysis which enabled the analysis of the data with regard to the relationship of the variables whereby the data was easily summarised and understood. The other statistical technique used was factor analysis whereby the reliability and validity of the data was verified and further relationships between the variables were examined. The findings indicate that respondents exhibited actions influenced by Facebook in the first two phases of the decision making process (Problem recognition and Information search), than was evident in the remaining three phases. This framework provides the basis forfurther investigation into the influence of Facebook in the areas of problem recognition and information search and provides the opportunity for marketers to position themselves in a way that will address the two phases bybeing present on the Facebook platform.
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Huang, Ying-Jie, and 黃英傑. "A Study of Eco-label Effect on Consumers’ Purchase Decision Making." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/gaj5jy.
Full textAbstract:
碩士國立中興大學
行銷學系所
101
Consumers buy more environmental-friendly products than ever, with the rising awareness of environmental issues in recent years. Manufacturers in order to gain this green business opportunities, they started giving their products a green claim or green image. However, consumers have no way to recognition products were really green products or not, and felt indecisive. Therefore, government began to formulate Eco-Label, so that can help consumer recognized environmental-friendly products easily. But many researchers did not have the same point yet on Eco-Label can change consumers’ buying behavior. However, most researches focused on the Eco-Label if it can really change consumers’ buying behavior, but they ignored the importance of message that carrying on Eco-Label. There were few researches about the effectiveness of Eco-Label in Taiwan, and most studies focused on one single label only. Therefore, this study based on semiotics theory to discuss the communication between common Eco-Labels and consumers in Taiwan’s market. ( Green Mark, Energy Label and Water Label ) As an empirical research, this study included two variables of cognition and recognition to understand whether they would affect consumers’ decision making. The questionnaire survey was conducted at supercenter in Taichung City, with 314 valid questionnaires were collected, the research results shown that: 1.The recognition of Eco-Label is not positively significant related to purchase. 2.The cognitive of Eco-Label is positively related to purchase. 3.There are the correlation between recognition of Eco-Label and cognitive of Eco-Label. 4.Water Label is the best recognition for consumers in Taiwan and the second one is Green Mark.
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Ling-Ying, Wang, and 王玲英. "Research on the Decision - making Process of Consumers in Leisure Farm." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/76vk7z.
Full textAbstract:
碩士真理大學
休閒遊憩事業學系碩士班
105
In this study, nine legal leisure farms in Tainan area were investigated.,30 interests were analyzed by factor analysis and divided into six common factors, There are "Facilities and Safety", "Price and Brand", "Active Service", "Space and Quality", "Quality of Staff" and "Promotional Activities". And use of cluster analysis will be leisure farms compared with consumers, the importance of the segment attributes are divided into four groups, There are "value type", "educational type", "interactive type" and "safe type" respectively. The study found that in the decision by whom the decision to choose their own destination 46.90% of the highest.In the pre-purchase budget, the highest to NT$5,000.The entrance to the highest proportion of the ticket office.The results and the pre-purchase budget is the same correspondence, indicating that the consumer is not easy to change the budget. In the decision time, the highest proportion within a week.The frequency of consumption will occasionally go to the proportion of up to 62%. The main purpose is to participate in sports athletic activities 27.3%, rural experience 26.4%. The impact of information sources on the extent to the impact of new products, should be with the new and want to experience the relationship between new products. After the purchase of satisfaction, the average satisfaction were 3.54,in satisfaction, the consumer was satisfied with 39.8%. And then purchase the possibility of an average of 3.75, between the general to the satisfaction. And then introduce the purchase of the possibility of an average of 3.80,between the general to the satisfaction of the introduction of the purchase of the possibility of accounting for 53.6%, 24% of ordinary, very likely 16.3%. Keywords ：Leisure farms, consumer behavior, interest segmentation, post -purchase behavior
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Wang, Seu-Kai, and 王思凱. "A Study of Purchasing Decision-Making Styles of Consumers for Taipei." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/77440731596933232233.
Full textAbstract:
碩士國立交通大學
經營管理研究所
93
ABSTRACT An understanding of Consumers’ purchasing behavior, with particular reference to their decision-making styles, is crucial for companies in setting their marketing strategies. According to Sproles and Kendall (1990), the consumer literature suggests three ways to characterize consumer decision making styles, namely, psychographic/lifestyle approach, the consumer typology approach, and the consumer characteristics approach. In the case of apparel purchasing, the dimensions of decision-making styles are investigated by using the Consumer Style Inventory(CSI) developed by Sproles and Kendall(1990). A sample of 252 adult samples was collected. Then Exploratory Factor Analysis was run on the sample data, to examine the validity of the measurement scale to be used in Taiwan’s context. The original CSI scale consisted of 39-items, 4-items were removed due to low factor loadings or significant cross-loadings. Followed by a cluster analysis matching each cluster’s demographic and behavioral characteristics. Three clusters are, respectively, Fashion/Quality Consumer, Traditional/ Practical Consumer, and Confused Consumer. Furthermore, comparisons with researches conducted in other cultures are discussed.
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Lowe, Diane M. "The Effect of Menu Nutrition Labels on Consumers' Dietary Decision Making." 2012. https://scholarworks.umass.edu/theses/744.
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To help combat the growing obesity problem in the United States, the Menu Labeling Act was passed in 2010 as part of the Patient Protection and Affordable Care Act. However, little research has been conducted to determine the optimal format and content of the imminent label. A between-subjects experiment was conducted with a non-probability sample that was provided with three nutrition label treatments and surveyed to determine the labels’ effect on accuracy in dietary judgments and nutrition evaluations, level of certainty and confusion while completing those tasks, and perceived label comprehension and utility. The presence of a label had a positive relationship with all the dependent measures, while the addition of percent daily values to the label had a nonsignificant increase in accuracy but a negative effect on confusion and comprehension.