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Dissertations / Theses on the topic 'Motivation research (Marketing)'
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Bee, Colleen Claire. "Mixed emotions : what if I feel good and bad? /." view abstract or download file of text, 2005. http://wwwlib.umi.com/cr/uoregon/fullcit?p3190507.
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Thesis (Ph. D.)--University of Oregon, 2005.Typescript. Includes vita and abstract. Includes bibliographical references (leaves 179-187). Also available for download via the World Wide Web; free to University of Oregon users.
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Joshua, Edwin (Edwin Ratnaraj) Carleton University Dissertation Management Studies. "An examination of product knowledge and information search in consumer information processing." Ottawa, 1992.
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Smith, Andrew Peter. "Consumer's product choice behaviour : an application of chaos theory." Thesis, University of Stirling, 2000. http://hdl.handle.net/1893/1452.
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The primary aim of this thesis is to apply chaos theory to consumer behaviour research. Chaos theory is essentially a theory of time series. The specific focus is product choice consumption behaviour. The conceptual basis for the work is taken from a theory thus far developed entirely outwith the topic focus of consumer research and marketing. The concepts and methods developed by chaos theorists in the natural sciences and some social and behavioural sciences are synthesised with concepts and methods from consumer research. The objective is to both shed light on the consumption process and explore the potential of chaos theory in this field. Ultimately the work attempts to address the question of whether consumer behaviour can be 'chaotic' as described by chaos theory.In order to facilitate these objectives a diary study was conducted using sixty respondents. They were required to record their consumption of branded products for a period of three months. Five product categories were used with informants recording consumption of only one product type (twelve informants in each group). The product groups were as follows: soft drinks; savoury snacks; beer; chocolate snacks and packaged yoghurts and desserts. The data was coded and analysed by methods selected prior to data capture: weighted time series, spectral analysis and phase space analysis. One of the principal findings of the research was that distinctive forms of behaviour were identifiable within the data set as a whole from which a five-fold typology is proposed. However the complexity and individuality of the forms was marked despite this apparent typology. The spectral analysis shows little evidence of regular or periodic patterned behaviour; the series are essentially aperiodic. The phase space analysis reinforces and enhances the analysis of the weighted time series and suggests the series tend more towards chaos than ordered behaviour. The series obey certain 'rules' (i.e. they are 'randomised' but not random) consistent with the existence of determnistic chaos. Moreover they appear globally stable and locally unstable. These findings have a number of implications for various areas of consumer research (e.g. varety seeking, loyalty and other aspects of consumption) and successfully extend the application of chaos theory to another area of human behaviour research.
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Agarwal, James. "A dimensional and holistic model of consumer choice : a validation study." Diss., Georgia Institute of Technology, 1993. http://hdl.handle.net/1853/30558.
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Harris, William Detwiler. "An investigation into the effect of affect intensity on consumer responses to persuasive appeals /." Full-text version available from OU Domain via ProQuest Digital Dissertations, 1989.
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Campbell, Richard M. Jr. "Measuring consumers' evaluations of the functional, symbolic, and experiential benefits of brands /." view abstract or download file of text, 2002. http://wwwlib.umi.com/cr/uoregon/fullcit?p3061937.
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Matoušková, Tereza. "Strategie rozvoje podniku Focus CZ Marketing and IT Research s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223696.
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This diploma thesis deals with the strategy that leads to the development of company providing services. Proposed changes and their most leading action to eliminate the weaknesses and use opportunity, as revealed by the analysis of external and internal factors affecting business activity. These changes in the future should lead to further business growth, manifested in the profits.
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Němcová, Barbora. "Návrh rozvoje motivačního programu společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224459.
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This diploma thesis focuses on the motivation system in a selected company. In the theoretical part, main terms will be explained which are related to this issues. The practical part is focused on the description of company and analysis of the current motivational programme. In the last part of thesis are describes proposals for improving the motivational programme.
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Gross, Justin A. Alderman Derek H. "The festival gap : comparing organizers' perceptions of visitors to a survey of visitors at the Carolina Renaissance Festival, 2005 /." Access via ScholarShip, 2006. http://hdl.handle.net/10342/1111.
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Thesis (M.A.)--East Carolina University, 2006.Presented to the faculty of the Department of Geography. Advisor: Derek Alderman. Includes bibliographical references (leaves 114-119). Also available via the World Wide Web. Adobe reader required.
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Jiang, Ying. "Affect, perceived service quality, and satisfaction : assessing the moderating role of service setting." HKBU Institutional Repository, 2001. http://repository.hkbu.edu.hk/etd_ra/308.
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Sung, Wing-yiu Raymond. "A comparative study of the influence of country of origin on consumer attitudes : a comparison between Guangzhou, Shenzhen and Hong Kong students /." [Hong Kong : University of Hong Kong], 1986. http://sunzi.lib.hku.hk/hkuto/record.jsp?B12324851.
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Tomiuk, Daniel 1967. "The impact of site-communality on the attitudinal and behavioural components of site-loyalty : a cross-sectional study." Thesis, McGill University, 2005. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=85960.
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We examine whether the precepts of what have been termed 'close', 'intimate', or, more specifically, 'communal' relationships in Social Psychology may be communicated via Web site content and whether this positively impacts Site-Loyalty. We introduce a variable called Site-Communality defined as the extent to which Web site content signals that a company's relationship with its customers goes beyond the formal, 'tit for tat' business dealings that are typically expected from purely commercial exchanges, and instead, more closely abide by the norms and behaviours evocative of friendships and/or family relations. We develop multi-dimensional measures of Site-Communality and Site-Loyalty. Using Structural Equation Modelling (LISREL VIII), we then empirically investigate the influence of Site-Communality on the attitudes and behavioural intentions associated with Site-Loyalty using cross-sectional data collected from 305 subjects asked to explore and evaluate one among many real Web sites chosen so as to maximize variability on Site-Communality.Our results show that Site-Communality has a strong, direct, positive effect on the attitudes and behavioural intentions associated with Site-Loyalty. This directly contradicts conjectures from several authors dismissing as unimportant or irrelevant to Web site design, the affective/relational aspects more closely associated with traditional, interpersonal, face-to-face commercial encounters (e.g., Cox & Dale, 2001; Zeithaml, Parasuraman, & Malhotra, 2001, 2002). Generally, such factors were believed to loose their relevance in self-service, Web-based commercial environments, at best, becoming contingently important only when customer/employee communications actually occurs (i.e., emails/telephone conversations).
However, contrary to our expectations, our results show that the positive relationship between Site-Communality and Site-Loyalty is attenuated (rather than accentuated) by the visitor's 'Communal-Orientation in Traditional Commercial Environments' which is defined as the extent to which a consumer enjoys 'getting to know' employees (i.e., waitress, bank teller, hair stylist) and relating with them on a more personal-level than is typically required for the effective delivery of a service. One possible explanation for this unexpected result is that when highly communally-orientated consumers are exposed to a Web site high in Site-Communality, they may be reminded of what they are missing out on if they choose to conduct their business online rather than in more traditional business environments.
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Rajitphan, Jantarach Yupin Lawanprasert. "Intention to buy OTOP food products among consumers in Nonthaburi Province /." Abstract, 2007. http://mulinet3.li.mahidol.ac.th/thesis/2550/cd399/4937999.pdf.
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Jeong, So Won. "Impacts of Social Capital on Motivation, Institutional Environment, and Consumer Loyalty toward a Rural Retailer." The Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1316504275.
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Al-Mosa, Yara Abdullah S. "Extending Understanding of Middle Eastern Littering Behaviour Beyond the Individual: A Formative Research Study." Thesis, Griffith University, 2017. http://hdl.handle.net/10072/367907.
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The unprecedented scale and cumulative impact of individual behaviour on the natural environment threatens the balance of the world’s ecosystem (Milfont & Schultz, 2015; Veiga et al., 2016; Weaver, 2015). Over many centuries human practices have contributed to environmental degradation (Davis, 2011) potentially limiting future growth and wellbeing. While environmental issues and concerns have been understood since the 1970s, the destruction and overuse of environmental resources continues (Mehmetoglu, 2010). One common human behaviour that significantly contributes is littering (Chitotombe, 2014), which can be intentional or accidental, individual or a more complex multi-faceted social problem.
Social marketing seeks to motivate people to change their behaviour at the downstream level and/or it seeks to alter the systems and environment surrounding an individual to effect behavioural change for the good of society (Polonsky, Francis, & Renzaho, 2015). Social marketers seek to encourage the target audience to trial a social behaviour and then sustain or maintain that behaviour (Cavill & Bauman, 2004; Evans, Blitstein, Hersey, Renaud, & Yaroch, 2008; Parkinson, Russell-Bennett, & Previte, 2012; Walls, Peeters, Loff, & Crammond, 2009).Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Sung, Wing-yiu Raymond, and 宋榮耀. "A comparative study of the influence of country of origin on consumer attitudes: a comparison between Guangzhou,Shenzhen and Hong Kong students." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1986. http://hub.hku.hk/bib/B31263616.
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Rodrigues, David Barros. "As motivações para o consumo de alimentos saudáveis sob a ótica de marketing." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-30112016-143743/.
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A sociedade tem sofrido há décadas os malefícios da má alimentação. Ao mesmo tempo que as pessoas têm consciência da importância de mudar seus hábitos, enfrentam grande dificuldade em alterar a forma como se alimentam. Uma série de pesquisas foi realizada sobre a questão do que motivaria as pessoas a escolher seus alimentos de forma geral, algumas apontando o Prazer Sensorial como principal motivação, mas pouco foi investigado sobre quais seriam os drivers da escolha de alimentos saudáveis. Há uma lacuna na literatura em relação a quais seriam os impulsionadores da escolha desse tipo de produto. Desta forma, o objetivo desta pesquisa é investigar as motivações para a escolha de alimentos saudáveis, pelos consumidores. Neste sentido, este trabalho insere-se em uma linha de pesquisa chamada Transformative Consumer Research. Para abordar os objetivos, desenvolveu-se uma investigação estruturada em 4 fases: (1) revisão da literatura; (2) pesquisa qualitativa por meio de entrevistas em profundidade; (3) pesquisa quantitativa por meio de modelagem de equações estruturais - amostra de desenvolvimento com 262 entrevistas; (4) pesquisa quantitativa por meio de modelagem de equações estruturais - amostra para teste do modelo com 300 entrevistas. Os resultados mostram que a motivação Familiaridade seria a mais importante a ser atendida para ampliar o consumo de alimentos saudáveis. Em segundo lugar, destaca-se a motivação Energia, entre as pessoas mais velhas (40 anos ou mais) e o Controle do Peso, entre as mais jovens (39 anos ou menos). O estudo aponta ainda duas outras motivações, Saúde e Funções do Corpo (intestino e digestão). Elas têm efeito significativo na intenção, mas há poucas evidências do seu impacto no consumo real. Por fim, a motivação Prazer Sensorial, apontada como a mais importante em trabalhos anteriores sobre alimentos no geral, destaca-se como a menos importante para o consumo de alimentos saudáveis. A pesquisa traz contribuições teóricas no sentido que apresenta um modelo integrativo das motivações ao consumo de alimentos saudáveis, traz o desenvolvimento de novas escalas, oferece definições para as motivações e os alimentos saudáveis, e aponta as diferenças entre as motivações ao consumo de alimentos saudáveis e as relacionadas aos alimentos no geral. São também apresentadas contribuições às empresas de alimentos, que poderiam adequar suas estratégias de posicionamento, targeting e produto de acordo com as necessidades reveladas dos consumidores. A pesquisa traz ainda contribuições sociais. Órgãos governamentais, ONGs e associações, que têm por objetivo a promoção da alimentação saudável, poderiam utilizar os resultados como forma de melhorar a eficácia de seus programas para ampliar o consumo destes produtos junto à população.Society has faced for decades the consequences of bad nutrition. Consumers know they should change their habits, but they have a hard time altering the way they eat. Previous research was carried out on the motivations for food consumption in general, some of them pointing out Sensory Pleasure as the most important one, but not as much was studied about what would be the main choice drivers for healthy food. There is a gap in the literature related to what would be the chief motivators for the consumption of these products. Therefore, the objective of the present study is to investigate what are the main motivations for consumers to choose healthy foods. Accordingly, this research can be related to a line of investigation called Transformative Consumer Research. To approach the objectives, this research was structured in 4 phases: (1) literature review; (2) qualitative research through in-depth interviews; (3) quantitative research through structural equation modeling - development sample with 262 interviews; (4) quantitative research through structural equation modeling - model test sample with 300 interviews. Results showed that the motivation Familiarity is the most important to be worked on to enhance the consumption of healthy foods. In addition, two other motivations stand out, but with a more limited reach: Energy is more relevant among older consumers (40 years old or older), while Weight Control is more important among younger consumers (39 years old or younger). The research still points out two other motivations, Health and Body Functions (intestines and digestion). They have a significant effect on the intentions to consume, but there is not strong evidence of their effect on actual consumption. Finally, Sensory Pleasure, pointed out in previous studies as the most important motivation to food consumption in general, is presented here as the least important motivation for the consumption of healthy foods. This study has theoretical contributions while presenting an integrative model of motivations for healthy food, delivering new scales development, conveying definitions for motivations and healthy foods, besides pointing out the differences between the motivations for the consumption of healthy foods and food products in general. In addition, contributions to companies that market healthy foods are also discussed, since they could use the results to make their positioning, targeting and product strategies more adequate to consumer needs. The investigation also delivers social contributions. Govern agencies, NGOs and associations, which have as their main goal to improve population nutrition, could use the results to improve the efficacy of their programs aimed to enhance the consumption of healthy foods.
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DeShields, Oscar Winston. "The relationship between spokesperson credibility and purchase intentions : a proposed theory and experimental evaluation." FIU Digital Commons, 1992. http://digitalcommons.fiu.edu/etd/2779.
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The purpose of this dissertation is to develop and evaluate an expanded spokesperson credibility model to address issues uncovered in Ohanian's (1991) study about linkages between spokespersons ' credibility and consumers ' purchase intentions. Based on Tajfel's social categorization theory (1981), 12 hypotheses were developed to test direct and indirect relationships between spokesperson's credibility and purchase intentions.
The sample for the study consisted of 1,162 respondents 82.9% students and 17.1% nonstudents; 48.2% males and 51.4% females; 31.3% Caucasian (American); 24.5% Cuban (American); 19.6% other Hispanics and 22.5% other ethnic groups. The data were collected .by having respondents either view a video tape or listen to an audio tape in a classroom or shopping mall setting. The respondents were told that they would hear a spokesperson presenting a message. After listening to the message they would then be asked to complete a questionnaire.
The spokesperson credibility model was tested using covariance structure analysis as implemented in the LISREL software. A series of ANOVAs were used to test the impact of the moderating variables on purchase intentions.
The findings indicate that Ohanian's (1991) credibility constructs i.e., attractiveness, trustworthiness, and expertise are significantly related to purchase intentions. In addition, the following interactions were found to be statistically significant:
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Fong, Sharon Mei Chan. "Examining re-patronising intentions formation : the intention-as-wants model /." Connect to this title, 2007. http://theses.library.uwa.edu.au/adt-WU2008.0020.
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Zhang, Ling Ling. "A new appraisal model of consumer dissatisfaction : the mediating effects of performance inadequacy and moderating effects of tolerance to inferiority." Thesis, University of Macau, 2008. http://umaclib3.umac.mo/record=b1872574.
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Bóriková, Kateřina. "Analýza trhu dárců krevní plazmy." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205758.
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The master´s thesis discusses the analysis of the plasma donor market in the Czech Republic with focus on Prague and Central Bohemian Region. The main aim of this thesis is to assess this market, identify behaviour of blood plasma donors and motives leading to regular donations, through research of primary and secondary data. Further the thesis deals with detection the awareness of donating blood plasma among studnets of prague universities and barriers to become a donor. The theoretical part of this thesis defines a donor market with legislation. Application part includes competitor analysis based on secondary data and research of blood plasma donators and Prague students. Thesis concludes with a marketing recommendations for a selected donor centre, which are deducted from the analysis.
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Juráň, Vilém. "Praktické využití interního marketingu ke zvýšení motivace zaměstnanců vybrané firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-403838.
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Interní marketing je dnes aktuálním tématem, kterým se zabývá vedení mnoha firem. Tato práce se zaměřuje na metody, které mohou zlepšit interní marketing firmy a přispět tak k lepší motivaci zaměstnanců. V práci je analyzována současná situace interního marketingu firmy Imcon Electronics v oblastech interní komunikace, motivace a vzdělávání se ve firmě. Cílem této práce je navrhnout způsoby, které by měli zvýšit motivaci zaměstnanců této firmy. Práce přináší bližší pohled na současné praktiky ve společnosti a návrhy, jak lépe motivovat její zaměstnance. Také obsahuje ekonomické zhodnocení, náklady a odhad ekonomického přínosu pro firmu.
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Fong, Sharon Mei Chan. "Examining re-patronising intentions formation : the intention-as-wants model." University of Western Australia. Graduate School of Management, 2008. http://theses.library.uwa.edu.au/adt-WU2008.0020.
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Competition in the mobile services industry is intense, with players in the industry offering generally similar subscription plans. Opportunities are few for differentiating one service provider from another. In the light of prior research suggesting value is multi-dimensional, the present study, which examines how these dimensions impact customer satisfaction and repurchase intentions, provides differentiation opportunities for mobile service providers through focusing on value dimensions that are important to customers. Of six perceived value dimensions examined in the present research, value for money, reputation and social value dimensions had significant effects on customer satisfaction and repurchase intentions. One way for companies in the highly commoditized mobile service industry to minimize customer defection is to enhance their relationships with customers. However, as relationship building comes with a cost, it is of interest for companies to know whether certain customer groups will reciprocate more than others with loyalty if they are satisfied. The results from the present study show customer relationship inclination, the customer attribute examined, did not moderate the relationship between customer satisfaction and repurchase intention. Finally, recent studies have differentiated measures of repurchase intentions on the basis of volition levels and have suggested that better model fit can be achieved when higher volition measures are used. Intentions-as-expectations represents the lower volition end and intentions-as-wants represents the higher volition end of intention measure. However, the present study did not find any significant differences in model fit with the different intention measures used.
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Hrstka, Jiří. "Věrnostní program jako nástroj pro zefektivnění prodeje." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-223808.
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The master’s thesis is proposal of loyalty program of food reailer, which should serve as a tool for building relationship with the costumers and potential for creating competitive advantage. In order to program be best used by the company, should serve an analysis of current situation in the company, then also present loyalty program analyses and analyses of needs and wisch of company’s costumers, as well as researching loyalty programs in other companies in Czech Republic and foreign countries. Klíčová slova
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Mishra, Himanshu Kumar. "Ignorance is bliss the information malleability effect /." Diss., University of Iowa, 2006. http://ir.uiowa.edu/etd/60.
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Skliaustytė, Beata. "Personalo ugdymas įvairaus tipo bendrojo lavinimo mokyklose." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20070103_160226-65475.
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SUMMARY
Modern dynamic society constantly raises new requiremant towards existing education systems. One of the most important factors determining the implementation of alteration are both the readiness of a teacher to alter and rise of shoolmasters qualification, that is the understanding of a new role, permanent training, the ability to think, interpret and find the most proper decisions solo.
In this work is analyzed the problem: What reasons determine the involvement of schoolmasters in qualification improvement events?
The purpose of the work is to analyze the training of staff in at different schools of general training. To reach this purpose the following tasks are projected: 1) to fulfill the analysis of literature sources studying the training of staff; 2) to unfold the attitude of school administration towards staff training; 3) to unfold teachers attitude towards staff training.
Fulfilling practical research the aim is either to deny or to confirm the hypothesis that teacher take part in qualification improvement event stimulated with their inner motivation of qualification improvement.
The objects of the research are gymnasium, secondary, common and primary schools and their teachers and heads. The research has been fulfilled with the help of questionnaires and interviews.
The work consist of the following parts: content, preface, 3 chapters, conclusions and offers, the list of literature and annotation. In the first chapter the analysis of literature sources... [to full text]
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Kratavičiūtė-Ališauskienė, Aistė. "Analysis of formal and informal systems of performance evaluation: the case of the Office of the Prime minister of Lithuania." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140616_095755-05950.
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System of performance evaluation is an essential part of performance management and a major source of organizational control. Discussion about motivational/demotivational power of the formal and informal systems of performance evaluation for different personality types of employees opens a new page in the studies of human resource management. The following research question reflects the core of this thesis “To what extent the informal system of performance evaluation exists beside the formal system of performance evaluation and how do they operate as work motivators/demotivators for civil servants of different psychological types?”. The formal and informal systems of performance evaluation in the Office of the Prime Minister of Lithuania (OPML) are analysed using the theoretical research framework based on three different perspectives: sociology of law, human resource management and psychology. An ethnographic research, supplemented by the psychometric instrument HEXACO PI-R, is conducted to unfold the informal system of performance evaluation and to investigate its motivational/demotivation impact on two different personality types of OPML advisers (ORGANIZED and FLEXIBLE). The formal system is found to be a motivator for the ORGANIZED civil servants and demotivator for the FLEXIBLE advisers, while the informal system served as demotivator for all of the advisers who admitted its existence. In-depth interpretations of the doctoral dissertation research results are provided... [to full text]Veiklos vertinimo sistema yra neatskiriama veiklos valdymo dalis ir svarbus organizacinės kontrolės įrankis. Diskusijos apie formalios ir neformalios vertinimo sistemų motyvavimo / demotyvavimo galią skirtingų asmenybės tipų darbuotojams atveria naujas perspektyvas žmogiškųjų išteklių valdymo tyrimuose. Šios disertacijos esmę atspindi tyrimo klausimas „Kiek neformali veiklos vertinimo sistema egzistuoja šalia formalios veiklos vertinimo sistemos, ir kaip jos, kaip darbo motyvatoriai / demotyvatoriai, veikia skirtingų asmenybės tipų viešojo sektoriaus darbuotojus?“. Formali ir neformali veiklos vertinimo sistemos Lietuvos Respublikos Ministro Pirmininko tarnyboje (MPT) analizuojamos pasitelkiant teorinį tyrimo pagrindą, kuris yra paremtas trimis skirtingomis perspektyvomis: teisės sociologija, žmogiškųjų išteklių valdymu ir psichologija. Etnografinis tyrimas, kurį papildo psichometrinis įrankis HEXACO PI-R, atliktas siekiant identifikuoti neformalią veiklos vertinimo sistemą ir ištirti jos motyvacinį / demotyvacinį poveikį dviejų skirtingų asmenybės tipų(ORGANIZUOTIESIEMS ir LANKSTIESIEMS) MPT patarėjams. Nustatyta, kad formali sistema veikia kaip motyvatorius ORGANIZUOTIESIEMS patarėjams ir kaip demotyvatorius LANKSTIESIEMS valstybės tarnautojams, o neformali sistema demotyvuoja visus patarėjus, kurie pripažino, kad tokia sistema egzistuoja. Darbe analizuojami atlikto tyrimo rezultatai ir pateikiamos išvados.
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Johnová, Radka. "Specifika chování zákazníka na trzích kulturního dědictví." Doctoral thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-76023.
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Doctoral thesis Specifics of Consumer Behavior on Cultural Heritage Market is a market research based analysis of visitors of museums and galleries. The main goal of the work is to describe and segment the audiences, find out stimuli influencing visitor behavior, visitor motivation and lifestyle in order to suggest new marketing strategies attracting either new visitors or to turn occasional visitors into clients. The first part uses the theoretical microeconomic approach for analyzing the demand for cultural heritage; the price policy and price strategies of museums and galleries, and results in socially justified price of merit goods. The second part compares the Czech "consumer" of cultural heritage with an average consumer behavior in the same markets within the European Union and the U.S.A. The main part of the thesis consists of the research project based on quantitative descriptive research among museum and gallery visitors. The sample size is 543 respondents. Respondents were interviewed from September 2008 to March 2009 (personal intercept interview) in 25 organizations (from large and important institutions to small and regional organizations). The research project uses the nonprobability (convenience) sample of those who came to a museum, gallery or exhibition. The thesis results in the recommendation of marketing strategies for museums and galleries.
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Whiddon, Jeremiah J. "Advertising strategy and anthropology : a focused look at consumers and their organizing devices." Thesis, 2002. http://hdl.handle.net/1957/31496.
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This thesis was designed and written with advertising stakeholders in mind.
The aim of my thesis is to illustrate how listening to and understanding the
behavior and voices of consumers from the perspective of a trained anthropologist
can improve advertising strategies. My instruments for conducting this research
include an in-depth investigation of 28 consumers who use organizing devices (e.g.
personal digital assistants and paper-based organizers) and a qualitative analysis of
two print ads from Palm, Inc.
In the first phase of my research, I employed ethnographic techniques and
analyses to shed light on the usage-based benefits consumers realize by using
organizers. In the second part of my research, I reveal my analysis and
interpretations of print ads from Palm, one of the world's largest producers of
organizers.
My research culminates with the placement of the Palm advertisers'
decisions in a critical framework. I do this by illuminating the consonance and
contradiction between the ways in which I found consumers using organizers and
the ways in which they are promoted in the advertising.
Among other things, my research found informants using their organizers as
a means to escape the tedium of commuting to and from work; I also found
informants using their organizers to extend their memory capacity and create
solutions to problems. In the end, my interpretations lead to pragmatic conclusions
that potentially make advertising strategy more efficacious: Palm advertising
should create scenes in which people are actively using their organizers to achieve
benefits (e.g. memory, entertainment, etc.) they seek.Graduation date: 2003
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Lin, Wei-Ting, and 林維婷. "The research on Participation Motivation and Integrated Marketing of Female Marathon Runners." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/06756936385889271003.
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碩士國立勤益科技大學
企業管理系
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The developing society has seen modern people become wealthier, and in coherence with such expansion is the importance of personal, leisurely activities. With the booming of marathon's popularity, there is currently an increasing trend of females participating in regular workouts and marathon as part of their activities of daily living. The purpose of this study is to understand the background, motivation and the current integrated marketing status of female runners, and to discuss the intention of regular participators, as well as the effect of integrated marketing tools. Participants of this study include females who have participated and finished a marathon run in 2015. A total of 220 questionnaires were issued, and a 93% return rate (205 questionnaires) was obtained. By using the ‘Background Variables of female Runners’, the ‘Measurement of Motivation’, and the ‘Measurement of Integrated Marketing Tools’ through means of questionnaires and statistical analysis, results show that apart from the variable of ‘Living Regions’, other background variables have an influence on motivation and integrated marketing tools. This study clarifies the practical intention between the motives of female marathon runners and the application of integrated marketing. Besides contributing to the promotion of marathon running to females, the findings of this study provide corporations a comprehensive reference to apply integrated marketing tool in order to maximize promotional benefits.
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Anitsal, M. Meral. "An application of the means-end theory Measurement of Delivery and consumption of an educational service /." 2007. http://etd.utk.edu/2007/AnitsalMMeral.pdf.
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Cheng, Wei-Hao, and 鄭維浩. "The Research of Invest Motivation and International Marketing Strategy For Taiwanese Company Which invested in China." Thesis, 1996. http://ndltd.ncl.edu.tw/handle/y4kxad.
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Nguyen, Thanh M. "Shopping motivations, retail attributes, and retail format choice in a transitional market : evidence from Vietnam." Thesis, 2014. http://hdl.handle.net/1959.7/uws:35473.
Full textAbstract:
The purpose of this two-phase, sequential mixed method study is to examine the impact of shopping motivations (utilitarian motivation and hedonic motivation), retail format attributes and demographics on the retail format choice of either a supermarket or a traditional market in a transitional Vietnamese economy.
The first phase was a qualitative study which explored the link between shopping motivations and retail format attributes, using in-depth interviews with sixteenth shoppers in Hochiminh city. The reason for gathering qualitative data is to enable the researcher to develop the scale of shopping motivation constructs that is contextually relevant to Vietnam, taking into consideration its cultural backdrop and pace of economic development. This is because similar scales developed in a Western context might not be suitable in measuring and determining motivation constructs in Vietnam. The qualitative study aims to adjust and modify these scales as well as assist in discovering retail format attributes and determining demographics variables that might impact on Vietnamese shoppers’ choice retail format.
Based on the findings from this qualitative study, combined with extensive, extant literature reviews, a second phase study was undertaken to develop two instruments. These instruments were used to survey consumers shopping mainly for two kinds of products for their households: non-food products and processed food products. The sample size for the non-food products study was 276 shoppers, and the sample size of the processed-food products study was 301 shoppers. The surveys were conducted in 24 districts of Hochiminh city. Logistic regression modeling was used to analyze the data.
Results from the study indicated that shopping motivations (utilitarian motivation and hedonic motivation) impact significantly on retail format choice in a transitional, Vietnamese economy. In addition, “location” and “time convenience” were traditional market attributes that were strong predictors in shoppers’ choice of traditional markets. “Merchandise selection” was an important supermarket attribute in predicting shoppers’ choice of supermarkets. Finally, age and the average household income monthly of Vietnamese were found to be important predictors of retail format choice for only processed food products but not for non-food products.
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Alegre, Joseph G. "Exploratory research into motivational factors which influence demand for a country resort." Thesis, 1993. https://vuir.vu.edu.au/15556/.
Full textAbstract:
The purpose of this minor thesis was to research factors that influence a person's decision to visit a country resort, and how this information may be used for marketing purposes. The theoretical framework for the collection and analysis of data was derived from a variety of sources relating to the fields of marketing and tourism. From these sources a questionnaire was constructed, with the aim of finding out from respondents what factors influenced their decision to visit a country resort. Consequently, having obtained this information, it was used to explore how it can
be implemented as a marketing tool by using the model as a backdrop to 'how consumers make their decisions based on motivational factors that bear an influence upon the person's decision-making process'.
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Young, Jennifer Lee 1973. "Using principal components analysis to understand consumers' moment-to-moment affect traces and their influence on ad and brand attitudes." 2008. http://hdl.handle.net/2152/17836.
Full textAbstract:
Marketers and advertisers have long searched for new and more powerful ways to measure the effectiveness of advertising. One data source that has proven useful is consumers’ moment-to-moment affective responses to advertisements. The first essay of my dissertation examines consumers’ moment-to-moment evaluations of advertisements and presents an application of principal components analysis that allows researchers to understand divergence in consumer response and link this divergence to specific elements of the ad’s storyline. While traditional research has focused on the aggregate peak, final moment and linear trend of consumers’ affect traces in predicting overall evaluations of the advertisement, this application provides better predictions of holdout evaluations. Additionally, I find these traditional measures do not provide insight into consumers’ credibility assessments of the advertisement and illustrate that these evaluations are determined much earlier in the advertisement. The second essay of my dissertation examines how important consumer characteristics (receiver factors), such as prior brand attitude and product category involvement, impact consumers’ moment-to-moment affective responses to advertisements. I also examine how these consumer characteristics moderate the relationship between consumers’ affect traces and important downstream variables such as attitude toward the ad, attitude toward the brand and likelihood to purchase the product. I demonstrate that consumers form biased evaluations based on their prior brand attitude and category involvement and illustrate how advertisers can reduce these biases resulting in greater attitude change in consumers less positively predisposed to the product.text
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Kao, Chi-ya, and 高琪雅. "A Research On Motivation and Performance --The Comparison of the Top Distributor in Multi-level Marketing between Japan and Taiwan." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/10820154822890965360.
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碩士國立高雄第一科技大學
應用日語所
92
Abstract The structure of this research starts with Preface as Chapter One and ends with Chapter Five. Chapter One depicts research motive and purpose. Chapter Two lists all reference documentation, which integrates prerequisite study in multi-level direct marketing. Chapter Three illustrates research methodologies, which introduces research processes, research targets, as well as the design and execution of questionnaires and the visit form. Chapter Four focuses on analysis of leading styles and motivation based on the result of questionnaires, and summarizes the result of visit. Finally, Chapter Five describes the findings from this research and the issues to work on going forward. First of all, this research conducted documentation survey on human resource management, motivation, and direct marketing. It then proceeded to the quantitative survey of 250 direct marketers in Taiwan to verify the anticipated leading styles by direct marketers and the right way to motivate and increase operation efficiency. In addition, we also visited six successful direct marketers to verify the definition of the following: Success and the roles of successors, leaders, operation strategies and business motives, and motivation. According to the visit result of this research, we found that successful direct markets in both Japan and Taiwan share the same view in successful marketing and the principles of success. Their common viewpoints are summarized as follows: 1. A successor is confident, diligent, helpful to others, and has set specific and achievable goals. 2. A successor does not take failure as failure; but take it as an unsuccessful way. 3. A successor does not find excuses but focuses on the way to success. 4. Success is not to arrive at the destination; but is the process to endeavor. Next, the commonality of a leader is summarized: A leader 1. is a positive thinker; 2. will follow through; 3. will lead by example; 4. is grateful for everything; 5. is always humble and finds ways to learn and grow. Besides, the ways to increase motivation efficiency are summarized below: 1. Conduct company-wide and product related training. 2. Hold user training, OPP, NDO to develop potential. 3. Host HOME PARTY. 4. Use hint effectively. 5. Set goals. 6. Exploit the power of gratitude. Based on the above result, we found that the motivation factor (or called motive factor), when compared to the leading style factor, is more effective in motivation.
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Morokane, Matjie Pride. "Drivers of employee propensity to endorse their employer’s brands." Diss., 2014. http://hdl.handle.net/2263/43966.
Full textAbstract:
Employees are important endorsers and gatekeepers to authentic conversations
brands want to have with their consumers. This research focuses on predictors of
employee endorsement. The purpose of the study was to investigate how internal
marketing, internal engagement and perceived external prestige influence employees’
propensity to engage in positive word-of-mouth conversations about their company’s
brands to their families, friends and close networks. Although the concept of word-ofmouth
has received a lot of attention from researchers and practitioners alike, few
studies have focused on the perspective of the initiator of word-of-mouth
conversations, especially if the sender is employed by the brand being endorsed.
From the literature reviewed an endorsement model was developed testing
relationships between the constructs of (independent) internal marketing, internal
engagement prestige and (moderating) perceived external prestige with (dependent)
employee endorsement. A quantitative study was conducted through an email-based
survey for which data from 156 employees from a South African bank was used to test
hypotheses. A moderated regression was applied to establish the model fit to the data
collected.
The results of the model confirm that internal marketing and internal engagement are
important predictors of employee endorsement. Although an organisation’s external
prestige is theoretically important to employees, data reveals that the variable does not
have a significant bearing on the relationships between internal marketing and internal
engagement with employee endorsement. These findings are relevant for businesses
seeking to leverage their employee potential not only in strengthening their branded
services when servicing customers also growing their client base with an engaged
customer base emanating from authentic trust relationships.Dissertation(MBA)--University of Pretoria, 2014.
zkgibs2015
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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Van, Zyl Shalaine. "Understanding repeat attendance in market research studies : reasons for regular participation and recruitment procedures." Diss., 2017. http://hdl.handle.net/10500/23120.
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This dissertation presents the findings of a qualitative study on understanding the motivating factors underlying repeat attendance in market research studies and the ways in which repeat attendance participants are recruited to take part in such studies. The study was approached from an interpretivist paradigm, employing the self-determination theory and the theory of self-concept maintenance. Purposive sampling was applied. The data was collected by conducting eight semi-structured interviews with participants who had taken part in numerous market research studies. Through thematic analysis, sub themes were identified from the data, combined into second-level themes and grouped into the following three overarching themes: (1) participation motivation; (2) honesty/dishonesty; and (3) recruitment procedures. It was found that participants were not only motivated by extrinsic motivators such as incentives, but that intrinsic motivators were also present. Furthermore, a level of dishonesty was also evident, not only among the participants, but among the recruiters as well.Psychology
M.A. (Psychology with specialisation in Research Consultation)
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Choi, Mi-Jeong. "Relationship among involvement characteristics, fashion innovativeness, and fashion opinion leadership of female college students." Thesis, 1993. http://hdl.handle.net/1957/35648.
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"Modelling and estimating purchase intentions without the binomial assumption." Chinese University of Hong Kong, 1996. http://library.cuhk.edu.hk/record=b5888970.
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by Chi-heng Chan.Thesis (M.Phil.)--Chinese University of Hong Kong, 1996.
Includes bibliographical references (leaves 70-71).
Chapter 1 --- Introduction --- p.4
Chapter 1.1 --- Existing models on purchase intentions --- p.4
Chapter 1.2 --- Objective --- p.7
Chapter 2 --- Modelling --- p.9
Chapter 2.1 --- Beta Distribution --- p.9
Chapter 2.2 --- Beta-binomial Distribution --- p.16
Chapter 2.3 --- A new model without the binomial assumption --- p.17
Chapter 2.3.1 --- Difficulties of the binomial assumption --- p.17
Chapter 2.3.2 --- A new measure of stated purchase intentions --- p.18
Chapter 2.3.3 --- Modelling the True purchase intention --- p.19
Chapter 3 --- Methodology --- p.21
Chapter 3.1 --- Two Approaches of Estimation --- p.21
Chapter 3.1.1 --- Least Square Approach --- p.21
Chapter 3.1.2 --- Maximum Likelihood Approach --- p.23
Chapter 3.2 --- Estimation Procedures --- p.24
Chapter 3.2.1 --- Least Square Estimation --- p.26
Chapter 3.2.2 --- Maximum Likelihood Estimation --- p.27
Chapter 3.2.3 --- Difference between DUNLSF and DUMPOL --- p.27
Chapter 3.2.4 --- Evaluation of the Two approaches --- p.28
Chapter 3.3 --- Results --- p.28
Chapter 3.4 --- Simulation Study --- p.37
Chapter 3.4.1 --- Procedure --- p.37
Chapter 3.4.2 --- Simulation Results --- p.37
Chapter 3.4.3 --- Evaluation of performance --- p.41
Chapter 4 --- An Example --- p.42
Chapter 4.1 --- Review on Usage of survey --- p.42
Chapter 4.2 --- The Survey --- p.43
Chapter 4.2.1 --- Details of the survey --- p.44
Chapter 4.2.2 --- Results and Findings --- p.45
Chapter 4.2.3 --- Interpretation --- p.47
Chapter 5 --- Discussions and Conclusions --- p.51
Chapter 5.1 --- Discussions --- p.51
Chapter 5.2 --- Further Implications --- p.52
Chapter 5.3 --- Conclusion --- p.54
Chapter A --- Beta Distribution --- p.55
Chapter B --- Programmes of estimation --- p.57
Chapter B.l --- Minimization of (??) by the algorithm DUNLSF --- p.57
Chapter B.2 --- Minimization of (??) by the algorithm DUMPOL --- p.60
Chapter C --- Programmes of simulation --- p.63
Chapter C.1 --- Simulation 1 (Refer to P.39) --- p.63
Chapter C.2 --- Simulation 2 (Refer to P.40) --- p.67
Chapter C.3 --- Simulation 3 (Refer to P.41) --- p.67
Chapter D --- Programmes for figure drawing --- p.68
Bibliography --- p.69
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Ijabadeniyi, Abosede. "The influence of cultural diversity on marketing communication : a comparison of Africans and Indians in Durban." Thesis, 2014. http://hdl.handle.net/10321/999.
Full textAbstract:
Submitted in fulfilment of the requirements for the Degree of Master of Technology: Marketing, Durban University of Technology, 2014.Consumer behaviour towards marketing communication has a cultural undertone. The forces of globalisation have made it imperative for marketing practitioners to further integrate culturally sensitive variations in marketing strategies. While cultural values are changing due to global trends, culturally sensitive consumer behaviour has attracted more complexities due to media learning. Therefore, the journey to creating a sustainable competitive advantage in a multicultural market such as South Africa entails the realisation of the growing individualistic tendencies of consumers’ cultural dispositions toward marketing communication. The study aimed at investigating the influence of cultural diversity on the perceptions of Africans and Indians in Durban toward marketing communication. The study investigated respondents’ cultural values in terms of the individualism-collectivism (IC) constructs based on marketing communication-specific cultural values (MCSCV). A quantitative study was conducted to attain the objectives of the study, with the use of a self-administrated questionnaire. African and Indian respondents were recruited using judgmental sampling at the main shopping malls in Umlazi and Chatsworth, respectively. The sample selection was based on the representation of respondents’ population in Durban. The study covered a sample size of 283 Africans and 92 Indians. The SPSS software was used to analyse data. The findings of the study reveal that both races showed more individualistic rather than collectivistic tendencies toward marketing communication. The choice of media of Africans and Indians is significantly influenced by their racial identities. Overall, the findings suggest that it is erroneous to direct stereotypic marketing strategies at culturally homogeneous/diverse groups. The study recommends that a thorough study of prevailing cultural cues in ethnic segments should precede the development of marketing communication strategies.
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Husák, Lukáš. "Marketingový výzkum motivace k návštěvnosti fanoušků FK Dukla Praha na zápasech." Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-353302.
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Title: Marketing research of motivation to attendance of fans FK Dukla Praha on matches. Objectives: The main target of this thesis is to reveal the cause of low attendance at local matches of FC Dukla Praha, based on marketing research. Methods: Marketing research consists of qualitative methods. For acquiring the necessary data, methods of electronic questionnaire, personal enquiry and interview were used. FC Dukla Praha fans inquiry was conducted by a method of electronic questionnaire on server Vyplňto.cz. During FC Dukla Praha fans motivation factor measurement, a part of Al-Thibiti (2004) questionnaire was used. The people enquiry was conducted by a method of personal enquiry. The interview was conducted as an in-depth individual talk supervised by Ing. Vladimír Šmíro, marketing manager. The statistics analysis was implemented for the gained data interpretation. Results: The results of this research revealed many reasons that lead to descending number of the audience of FC Dukla Praha matches. The most serious ones are unsuitable terms and times of the matches, the whole generation of FC Dukla Praha fans outflow, unsuitable premises, quality of performances and difficult access to the pitch/stadium. The club received sufficient information and at present, they try to remedy this negative...
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"Levels of involvement, consumer information seeking and interest stimulation: an experiment on television advertising." 1997. http://library.cuhk.edu.hk/record=b5889116.
Full textAbstract:
by Fong Sze Nga, Natalie.Questionnaire in Chinese.
Thesis (M.Phil.)--Chinese University of Hong Kong, 1997.
Includes bibliographical references (leaves 78-84).
Acknowledgments --- p.i
Abstract --- p.ii
Chapter I. --- Introduction --- p.1
Chapter A. --- Overview
Chapter B. --- Purposes
Chapter C. --- Reasons for selecting television commercials
Chapter D. --- Objectives of the study
Chapter E. --- Outline of this research report
Chapter II. --- Theoretical Framework --- p.8
Chapter A. --- Shared themes on involvement
Chapter B. --- Statement of problems
Chapter C. --- Individual-centered involvement level
Chapter D. --- Stimuli-centered involvement level --- High/low involvement product commercials
Chapter E. --- Dependent variables
Chapter F. --- Other concepts pertaining to involvement
Chapter III. --- Methodology --- p.20
Chapter A. --- Sample
Chapter B. --- Overview of the experimental study
Chapter C. --- Modifications of pilot study
Chapter D. --- Index construction of independent variables
Chapter E. --- Index construction of dependent variables
Chapter IV. --- Hypotheses & Analysis --- p.42
Chapter A. --- Main findings
Chapter B. --- Summary of main findings
Chapter C. --- Further Analysis on Relationships Between People Involvement Level and Information Seeking & Interest Stimulation
Chapter D. --- Other concepts pertaining to the concept of involvement
Chapter V. --- Discussions & Implications --- p.66
Chapter A. --- What is high involvement?
Chapter B. --- Variations of personal values and product advertisements
Chapter C. --- Importance of individual-centered involvement level
Chapter D. --- Involvement is consumer-determined and situation-specific
Chapter E. --- Measurement of involvement level
Chapter F. --- Differentiation of product and commercials
Chapter G. --- Equivalence of product commercials
Chapter VI. --- Suggestions for Future Research --- p.76
Chapter VII. --- Limitations of the Study --- p.77
References --- p.78
Appendices
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Macamo, Monica Aniceto. "The decision to buy "Made in Mozambique"." Diss., 2007. http://hdl.handle.net/10500/2074.
Full textAbstract:
This study aims at understanding the decision to buy "Made in Mozambique" products, which is important for developing marketing strategy and promoting national products.
To explore the factors influencing consumers' buying decisions, means-end theory and its associated methodology provide a useful framework for understanding why people buy "Made in Mozambique" rice by characterising the relationships between the attributes, consequences associated with those attributes, and the values those consequences help reinforce.
Methodology: a total of 20 consumers were interviewed. It is important to mention that only rice was used in this study. The laddering interviewing technique was then used to link these chains of meanings. Analyses and interpretation of the resulting data provide an effective complement for studying consumer purchasing motives and suggest recommendations for managerial practice and future research efforts.
Summary of the study findings include: (i) Attributes: Quality, cost, national; (ii) Consequences: healthy, well-being, affordable, trust, contribution, and fulfillment; and (iii) Values: Feeling happy, longevity and self-esteem.The theoretical component of this research covers the definition and discussion of Means-end theory and consumer decision-making.Industrial Psychology
M.A. (Industrial & Organisational Psychology)
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Thompson, Kim Helen. "Buying motivations for apparel : a comparative study between male and female generation y consumers." Thesis, 2011. http://hdl.handle.net/10413/8292.
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According to Kotler and Armstrong (2004: 259), “a product‟s position is the way the product is defined by consumers on important attributes”. Knowledge of these attributes, and more specifically, which attributes “attract customers to stores is more important than ever” (Paulins and Geistfeld 2003: 371). Furthermore, it is important to note that the attributes which constitute consumers‟ perceptions of value may be of different importance to different groups of consumers (Ziethaml 1988: 14 cited in Sweeney and Soutar 2001: 204), hence justifying the need to study Generation Y independently. According to Sweeney (2006: 6), it is important to study this specific age cohort as “Millennials are very different from previous generations at the same age” and many of their key behaviours and preferences “are likely to remain part of their lifelong culture” and adult buying behaviour. Consequently, it is vital to satisfy and capture this market now in order to secure a committed clientele for the future. Yarrow and O‟Donnell (2009: 2) also describe Generation Y as “potentially one of the most powerful and influential generations ever” (Yarrow and O‟Donnell 2009: 2), as well as being known for its unprecedented purchasing power “of which two-thirds goes on clothing” (Ebenkamp 1999: 4). The research objectives for this study were: 1. To identify the most patronised stores according to a sample of male and female Generation Y consumers. 2. To determine the relative importance of the attributes that Generation Y consumers apply when choosing between clothing retailers. 3. To determine the relative importance of the attributes that Generation Y consumers apply when purchasing various garments and pieces of clothing. 4. To identify the determinant attributes that influence clothing store selection among Generation Y consumers. 5. To determine whether a significant difference exists between the attributes of the male and female Generation Y respondents with regard to clothing store selection. The study involved a two-stage triangulated research design, with a qualitative focus group stage preceding a quantitative survey stage. The data obtained from the focus groups was analysed and subsequently used to formulate and refine the survey to be used in stage two of the triangulation. Purposive quota sampling was utilised during stage two of the research, which resulted in 380 sufficiently completed questionnaires, the findings from which enabled the researcher to achieve the research objectives.
The key findings of the study revealed that Mr Price, Edgars, Woolworths and Identity were the most frequently patronised by the UKZNP student respondents. The attributes found to be of the most importance with regard to influencing clothing store selection were: High Quality Merchandise, Value for Money, Uniqueness of Merchandise, Fashionable Merchandise, Store Cleanliness, Wide Selection of Merchandise and Low Prices. The clothing attributes which were identified as the most important to the sample of Generation Y respondents when choosing clothing to purchase, were: Good Fit, Comfort and Quality. The results of the Discriminant Analysis, combined with the mean importance ratings of the clothing store attributes, revealed three determinant attributes influencing clothing store selection among the Generation Y respondents, namely: Low Prices, Fashionable Merchandise and Uniqueness of Merchandise. Finally, an Independent Samples T-Test, as well as a Mann-Whitney U-Test, were run to determine whether a significant difference exists between the attributes of the male and female Generation Y respondents with regard to clothing store selection. The results revealed that female Generation Y respondents in this study place greater importance on the attributes of Convenient Location, Low Prices and Appealing Advertising, when choosing between clothing retailers, while the male Generation Y respondents perceived High Quality Merchandise as being more important and influential. Lastly, numerous recommendations were made regarding how to target and satisfy the Generation Y consumer market, with particular reference to each of the clothing retailers.Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2011.
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Juarez, Hernandez Maria Isabel. "A cross-cultural study of motivational factors and values influencing purchase of organic food in Germany and Mexico." Doctoral thesis, 2010. http://hdl.handle.net/11858/00-1735-0000-0006-B060-0.
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Esteves, Alexandre Miguel Fernandes. "O marketing digital no engajamento e manutenção de clientes : o caso da empresa Hostogether." Master's thesis, 2018. http://hdl.handle.net/10400.14/29416.
Full textAbstract:
O principal objetivo desta investigação é o de perceber de que maneira o marketing digital pode ajudar no engajamento dos clientes com as marcas, nomeadamente com a Hostogether. Este estudo tem assim especial incidência sobre as redes sociais da empresa tentando perceber quais são os motivos que levam os proprietários de casas de alojamento local a interagir com determinadas marcas de alojamento local nas redes socias e desta maneira criar uma estratégia de engajamento nas redes sociais para os clientes da empresa Hostogether.
Resultaram da revisão de literatura 7 motivações principais, nomeadamente o “entretenimento”, a “informação”, a “remuneração”, a “confiança”, a “influência social”, o “sentimento de comunidade” e o “suporte”, que foram posteriormente analisadas através de entrevistas semiestruturadas a 3 colaboradores da empresa Hostogether e a 3 clientes Hostogether perfazendo um total de 6 entrevistas.
Os resultados das entrevistas confirmam na generalidade as motivações que foram encontradas na revisão de literatura realizada apresentado assim relações positivas entre as motivações e a interação dos clientes com as redes sociais de alojamento local sendo que as motivações que se revelaram mais importantes foram a “informação” e o “suporte”. Tanto os clientes entrevistados como os colaboradores Hostogether valorizaram a motivação “remuneração” uma vez que é algo que os clientes procuram e as empresas estão dispostas a oferecer. A “influência social” e o “entretenimento” não se revelaram fortes motivações como revisto na revisão de literatura. O “sentimento de comunidade” revelou-se uma motivação bastante importante uma vez que os clientes afirmaram estar mais predispostos a utilizarem as redes sociais se se sentissem parte de uma comunidade ou de um grupo mais restrito de pessoas. Como todos os entrevistados só utilizavam a rede social Facebook para auxiliar o seu negócio de alojamento local as medidas propostas focaram-se essencialmente nessa rede social tendo sido proposto a criação de um grupo de Facebook mais restrito que trespassasse a ideia de comunidade. Portanto, esta investigação torna-se relevante para os profissionais de marketing que procuram alcançar este mercado, com características muito próprias no que diz respeito à área do alojamento local.The main objective of this research is to understand how digital marketing can help in the engagement of customers with brands, namely with Hostogether. This study has a special impact on the social networks of the company trying to understand what are the reasons that cause owners of local accommodations to interact with certain brands of local accommodation in social networks and in this way create a strategy of engagement in social networks for the customers of the company Hostogether. 7 main motivations, such as "entertainment", "information", "remuneration", "trust", "social influence", "community feelings" and "support", resulted from the literature review, later analyzed through semistructured interviews to 3 employees of the company Hostogether and to 3 Hostogether clients for a total of 6 interviews. The results of the interviews confirm in general the motivations that were found in the review of literature performed, thus presenting positive relations between the motivations and the interaction of the clients with the social networks of local accommodation, and the most important motivations were the "information" and "support". Both the interviewed clients and the collaborators valued the motivation "compensation" since it is something that customers look for and companies are willing to offer. "Social influence" and "entertainment" did not reveal strong motivations. "Community feeling" was a very important motivation, since clients said they were more likely to use social networks if they felt part of a community or a smaller, more restrict group. As all respondents only used the social network Facebook to assist their local housing business, the proposed measures focused essentially on this social network and proposed the creation of a more restricted Facebook group that crossed the idea of community. Therefore, this research becomes relevant for marketers seeking to reach this market, with characteristics very specific as regards the area of local accommodation.