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Lapierre, Matthew Allen. "Emotion regulation and young children’s consumer behavior." EMERALD GROUP PUBLISHING LTD, 2016. http://hdl.handle.net/10150/623035.
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Purpose - This paper aims to explore how children's developing ability to effectively regulate their emotions influences their consumer behavior. Design/methodology/approach - Working with 80 children and one of their parents, this study used direct observations of child behavior in a task where they needed to regulate their emotions and a survey of parents about their child's emotional development and consumer behavior. The research used quantitative methods to test whether children's emotion regulation predicted parent reported consumer behavior (e.g. purchase requests, parent-child purchase related conflict) via multiple regression analyses. Findings - After controlling for children's age and linguistic competence, the study found that children's ability to control positively valenced emotions predicted consumer behavior. Specifically, children who had more difficulty suppressing joy/happiness were more likely to ask their parents for consumer goods and were more likely to argue with parents about these purchases. Practical implications - Content analyses of commercials targeting children have shown that many of the persuasive appeals used by advertisers are emotionally charged and often feature marketing characters that children find affectively pleasing. These findings suggest that these types of marketing appeals may overwhelm younger children which can lead to conflict with parents. Consequently, marketers and policy makers may want to re-examine the use of such tactics with younger consumers. Originality/value - While the potential link between children's emotional development and consumer behavior has been suggested in theoretical work, this is the first known study to empirically test this theorized relationship.
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Pagla, Maria. "The impact of brand attitudes and social agents on young consumer behaviour." Thesis, Middlesex University, 2011. http://eprints.mdx.ac.uk/8326/.
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Brand promotion among young children continues to be a marketing area which raises key concerns amongst marketers and in the wider society. Key prior literature has focused extensively on the relation between age and children‟s brand recognition and recall. A number of studies have mainly investigated the influence of the media and the association between advertising messages and young consumers' behaviour. Far fewer studies have studied brand attitudes and social agents, such as peers and family members, as possible influencers of consumer behaviour. A review of literature about children's consumer abilities reveals that brand attitude is considered important when investigating behaviour. Furthermore, literature on child consumer socialisation reveals, that more factors exist which are believed to influence children's attitudes and behaviour to brands. Personal attributes such as age, gender and cultural background as well as influences within the family (particularly parents and siblings) and influences outside the family (mainly peers and media) should be investigated. The thesis aims to identify factors influencing children‟s behaviour and attitudes towards brands. Important questions are: the way personal attributes and social agents influence young consumers' attitudes and behaviour; and the degree to which attitudes influence children's behaviour for branded items. Children aged between 6 and 12 from a number of schools in Cyprus participated in the study. Different methods were incorporated to answer the research questions. An exploratory questionnaire, a large scale questionnaire and semi structured interviews were the main tools used. Ethical considerations were given high priority in the research design and a number of authorities were consulted for ethical permission. The findings of the thesis indicate that family, peer pressure, and media influence young consumers' brand attitudes. In addition, children's consumer behaviour for branded products is influenced by peer pressure and is an outcome of their own brand attitudes. Nevertheless, personal attributes did not appear to be significantly related with brand attitudes and behaviour; while TV advertisements were negatively related with children's brand requests and purchases.
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Hein, Wendy. "Players and layers : young men's construction of individual and group masculinities through consumption practices." Thesis, University of Edinburgh, 2010. http://hdl.handle.net/1842/4478.
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Literature across a range of social science disciplines highlights the existence of multiple masculinities, performed and negotiated through everyday practices. However, many studies of male consumers have not explicitly addressed how practices construct gender. In consumer research, themes of masculinity have mainly emerged in studies of advertising images, subcultural consumption, brands, events and consumer tribes. Few studies have explored men’s consumption and the construction of masculinity through and across practices. Previous studies also appear to have examined gender, practices and identities at either individual or group levels. This study therefore sought to address the role of consumption in young men's construction of masculine identities, across a range of contexts, and at individual and group levels. Working within the Consumer Culture Theory tradition, these issues were explored through ethnographic research with young Scottish men aged 18-22, developed from contact with members of a football-themed University society. Data on collective practices were generated through non-participant observation followed by participant observation over a 13-month period. Practices included playing, watching and supporting football, visiting pubs and nightclubs, and playing poker. Accompanied shopping trips also formed part of the study. To gain further insights into individual identities long interviews with nine key informants were conducted. The analysis involved the iterative cycle of de-contextualising and re-contextualsing of data strips in the form of detailed reflexive fieldnotes, interview transcripts, photographs and film material. Masculinities emerged as contextualised, shifting and deeply rooted within practices of these young men. Their consumption produced normative ideals within groups. It also played a role in practices during which ‘masculine capital’ was sought. This capital was expressed through knowledge and experience in practices rather than objects and brands. Practices came to resemble games in which this capital was constantly contested. Through these games, groups also negotiated their place within the cultural context of gender relations. Consumption within practices constructed 'invisible’ gender identities through collectively shared meanings of masculinity. However, seemingly normal meanings of masculinity and consumption emerged as highly complex and layered as individuals constructed their multiple selves across practices. Rather than being fixed, consumption and masculinity was constantly (re)negotiated in changing contexts. This layered negotiation process of consumption meanings and masculinity was also reflected in informants’ discourse. This study suggests that various masculinities are 'played for’ through consumption across culturally situated practices. It shows how practices and consumption meanings shift during the negotiation of often contradictory and intertwined layers of gender identities. Methodologically, it offers insights into the challenges of gender differences between researcher and researched, and the role of new technologies such as mobile phones in ethnographic studies. Consumption and marketing messages may therefore allow young men to ‘do’, ‘talk’ and ‘be’ masculine across varying practices and contexts.
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Hjalmarson, Hanna. "En växande marknad : studie av nöjdheten med konsumtionsrelaterade livsområden bland unga konsumenter." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1412.
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I den här avhandlingsstudien undersöks nöjdheten med tillvaron i vårt konsumtionssamhälle bland konsumenter i olika åldrar. De tre områden som för unga konsumenter (9–19 år) som grupp hade starkast samband med den övergripande nöjdheten: (1) att vara nöjd med sig själv, (2) sina kläder, samt (3) vikt och hälsa, studeras sedan närmare. Fokus ligger på nöjdhetens samspel med olika aspekter på konsumtion, där olika förhållningssätt kan tänkas vara kännetecknande för mer eller mindre nöjda konsumenter. De undersökta aspekterna är materiella värderingar, inställning till reklam, mottaglighet för social påverkan inför köp, kommunikation om konsumtion i familjen, konsumtion av onyttiga livsmedel, läsvanor och TV-vanor. Till underlag för undersökningen ligger en enkätstudie med totalt 816 respondenter, samt en intervjustudie med totalt 200 deltagare. Urvalet, som består av skolungdomar mellan 9 och 19 år samt en mindre grupp av deras föräldrar, bor alla i Degerfors kommun i östra Värmland. Huvudresultaten är att de flesta är ganska eller mycket nöjda med merparten av undersökta områden. Dock finns intressanta skillnader mellan olika åldersgrupper och kön. De kvantitativa resultaten kompletteras med en mängd intressanta och insiktsfulla utsagor från studiens deltagare när det gäller de flesta undersökta områden. Sammantaget kan resultaten tolkas enligt en modell som går ut på att vi blir nöjda med våra konsumtionsval så länge de bidrar till att uppfylla våra mål, vilket i de flesta fall sker genom att vi genom kunskapsutvecklande eller symbolisk konsumtion får större inflytande i relevanta referensgrupper.
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Hjalmarson, Hanna. "En växande marknad : studie av nöjdheten med konsumtionsrelaterade livsområden bland unga konsumenter /." Stockholm : Handelshögskolan i Stockholm, 2007. http://www2.hhs.se/EFI/summary/720.htm.
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Järvstrand, Andreas, Axel Larsson, and Kasper Sundström. "Transforming Consumer Values into Eco-Friendly Purchases : A study on young Swedish consumers within the Electronic mobile device market." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30145.
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Problem: Although modern people are more aware than ever about the environment and responsible sourcing of raw materials, a gap exists between consumers’ preferences on eco-friendly products and their actual purchasing behaviour. Companies operating in the electronic mobile device industry have been unable to bridge this value-action gap and relatively little research has been conducted on this industry. Topic & Purpose: This paper aims to investigate and discover the preferences and purchasing behaviour of young Swedish consumers operating in the electronic mobile device industry. This paper will focus on purchasing intentions, willingness to pay, and identify which consumption values have the highest effects on these consumers’ intent to purchase eco-friendly mobile devices. Method: A descriptive strategy and a deductive approach were applied in order to understand the impact of consumption values, CSR, brand image, and product information on young Swedish consumers. Eight hypotheses were developed to test the influence of each of these factors. The empirical study was was based on a quantitative approach and the data collection was made through an online survey and face-to-face interviews targeted towards young Swedish consumers between the ages of 18 and 28. The data analysis was conducted by using the SPSS program in order to gain numerical values which could be used to analyse the validity of each hypothesis. Conclusion: This study discovered two out of five consumption values to have a clearly higher impact on young Swedish consumers’ purchasing intentions towards eco-friendly mobile devices. These values were emotional and conditional value, indicating that environmental awareness and situational factors have the highest influence on shaping the consumption values of these consumers. In addition, brand image was seen to be an influential factor for these consumers, as opposed to CSR, or product information. Based on these findings, suggestions for further research were presented.
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Lee, Richard Yee Meng. "The moderating influence of hedonic consumption in an extended theory of planned behaviour." UWA Business School, 2007. http://theses.library.uwa.edu.au/adt-WU2007.0214.
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[Truncated abstract] Against a contextual backdrop of slowing growth in developed mobile service markets, the importance of youth as a growth segment, and youth's tendencies to consume mobile services hedonically, two research streams drove this dissertation. The first stream concerned extending the Theory of Planned Behaviour (TPB) to predict youth's behavioural intentions to stay loyal to mobile service providers. Drawing on selfcategorisation theory, a conceptual model extended TPB by replacing subjective norm with group norm, a social influence from behaviourally relevant peers. With the extended TPB as the theoretical framework, the second stream investigated determinants of mobile loyalty intentions. Common to both streams, a key contribution of this dissertation was how hedonic consumption moderated the relationships among mobile loyalty intentions and their determinants. The dissertation addressed five questions in the two research streams, which to the author's knowledge no published studies have explored. Using a triangulation approach to address the research questions, a qualitative survey and literature review yielded six determinants of mobile loyalty intentions. Next, a pretest led to an improved questionnaire before a large-scale survey gathered data for empirical testing. The survey took place with Singaporean youth and yielded a cleaned sample of n = 415. ... For both low and high hedonic consumptions, customer value was insignificant. This might be due to Singapore's competitive mobile service market; youth perceived little differences in value for money among competing mobile service providers. Testing alternative models offered further insights into youth's mobile loyalty intentions. Youth's mobile loyalty behaviour, operationalised as past switching, was not stochastic, suggesting that mobile loyalty intentions contained underlying determinants. Brand trust, salient in other contexts, did not apply to mobile loyalty intentions perhaps because youth perceived little risk in switching mobile service providers in developed markets. An attitude-group norm interaction also did not relate to mobile loyalty intentions, supporting TPB's construct independence and parsimony. Finally, attitude and customer satisfaction were operationally similar in that they related to mobile loyalty intentions similarly. The dissertation concluded by offering academic and managerial implications and contributions, limitations, and future research areas.
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Morlot, Evelyne. "Nostalgic consumption behaviours among young generations in photography : A comparative approach of Instagram and analogue photography." Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-76235.
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With the emergence of digital cameras on phones, photography has become a popular routine. For some people, it is close to a form of ritual, every moment of the present is preciously archived and possibly shared to relatives on social media. This consumption of photography contrasts radically with the one practiced 20 years ago. Analogue photography was more occasional, because it is more time-consuming and also more costly. However, we observe today a resurgence of analogue photography and more particularly among young generations. This phenomenon goes hand in hand with the popularity of transforming contemporary pictures into old-looking ones with services like Instagram. Therefore, there is a regain of popularity for old devices and old aesthetic among young generations which indicates the existence of nostalgic behaviours among these consumers. The present study aims to explore these two phenomena in order to identify patterns of consumption about nostalgic behaviour among young generations. In order to achieve this, a comparative design is adopted to evaluate the differences and similarities between analogue photography and Instagram practice. This study generates knowledge about the changes in consumption since the digitalization of photography. Indeed, Instagram and analogue photography are rooted in the need to provide alternatives to digital photography which has made photography pervasive and less personal. Instagram and analogue consumers express different attitudes to achieve this desire to create meaning. Thus, the findings reveal that Instagram consumers give value to their everyday life experience by using nostalgic effects. This is interpreted by the fact that old-looking pictures are perceived as more narrative so they have more power to tell stories. Conversely, analogue users renew old practices in order to give more meaning to their photographic experience. It allows them to be more involved in a process of creation which does not exist anymore in digital photography.
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Dean, Dianne. "Consumption of politics : it's not always a rational choice : the electoral decision-making of young voters." Thesis, University of Stirling, 2006. http://hdl.handle.net/1893/198.
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The aim of this thesis was to explore the efficacy of the rational choice model in the electoral decision making of young people. The initial view was that this was too narrow a concept to apply to a real world situation. Therefore, consumer behaviour theory was reviewed in order to find out how marketers understand consumer decision making and explore if this could add anything to electoral decision making. Using an ideographic approach, this research revealed a number of different groups that did not conform to the rational choice model. Moreover, it was interesting to discover that many voter and non-voter groups exhibit what can be described as irrational behaviour. Using education as a key variable and the Elaboration Likelihood Model as an analytical framework, it was possible to identify the different ways in which the groups built up their political knowledge and what effect this had upon the extent of their engagement with the electoral process. Two models were developed that described the various groups and their electoral behaviour. The thesis concludes by suggesting that engagement is limited to a small number of groups and the level of engagement is determined by a complex mix of education, life stage and the notion of risk.
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Fischer, Carolyn. "An investigation into whether young teens change their clothing consumer behaviour and brand preferences after the transition from primary school (grade seven) to high school (grade eight) in the South Western Cape." Master's thesis, University of Cape Town, 2007. http://hdl.handle.net/11427/14644.
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Includes bibliographical references (leaves 149-159).This study focused on two segments that have emerged from an evolution within the children's market- the tween and young teen markets. However, few market researchers had investigated the transition between these two stages - leaving primary school and going to high school. Despite there being a rather small age gap between older tweens and young teens, the numerous challenges brought about due to the transition from primary school to high school could affect areas such as academic performance, friendships and so forth. It was the aim of this study to uncover any changes in relation to the consumer behaviour and brand preferences of young teens occurred due to this transitional period. The literature review looked at the international and South African older tween and young teen markets through market identification and characterization. The transition phase from primary school to high school looked at the similarities and differences of older tweens and young teens and the social and academic impact of school transitions on grade eights. Four areas were identified that were said to influence one's clothing consumer behaviour and brand preferences as a result of the school transition to high school. These were developmental changes; the influence of one's reference groups; role models and the media that one subscribes to, and the financial circumstances in which one lives. The researcher also investigated brand loyalty and the influence of peer pressure on the clothing consumer behaviour and brand preferences of young teens. Furthermore, the literature review covered branding and how fashion and brands influenced the consumer behaviour of young teens. Both quantitative and qualitative research methods were used in this study. The primary research tools used were the two surveys that were successfully administered to two hundred and seventy four grade sevens and eights in ten schools in the South Western Cape. Permission was obtained from the Western Cape Education Department and a time restriction was given for the surveys to be administered to the schools. The researcher also used qualitative research methods in the form of experience interviews with nine members of the academic and business community who were deemed knowledgeable on the topics of child development, branding, consumer behaviour and school transitions. Limited focus groups were conducted, although this was primarily used to construct the questionnaires. Furthermore, the researcher made use of secondary data sources such as reputable and peer reviewed journal articles, books and so forth. Out of the five school sets in this research study the De Kuilen school set showed statistically significant results between grade sevens and eights with regards to developmental, reference group, financial and brand preference changes. The Kuils River school set also showed statistically significant results with regards to developmental, role models, peer pressure and brand preference changes. However, the rest of the school sets showed minor or failed to show statistical differences between the two grades in question. On the whole no significant developmental, reference group, role model and peer pressure changes were noted between grade sevens and grade eights. On the other hand, two of the findings agreed with the initial hypotheses that were put forward. Financial changes did occur, as grade eights received more pocket money than grade sevens and parents were still involved in purchasing clothing for their young teens; and as expected, young teens failed to prove brand loyal. Consequently, although two null hypotheses (financial changes and brand loyalty) were accepted out of six proposed and two school sets out of the five showed statistical differences between the two grades on the matters investigated, the primary null hypothesis was rejected. The researcher concluded that young teens in the South Western Cape did not change their clothing consumer behaviour and brand preferences after entering high school. However, this conclusion was limited only to those schools and students who participated in the study. The researcher recommended that in general both grades could be targeted together as one clothing brand market. Especially when young teens were in the first part of grade eight, as both markets liked wearing brands such as Billabong and Roxy for very similar reasons. In addition, the lack of brand loyalty was not seen to be a hindrance, but an opportunity for marketers to attract young teens due to the fashionability and affordability of the clothing. Their purchasing power not only by themselves, but also more often than not with the help of their parents made them a lucrative market worthy of attention. On the other hand, while the researcher may have gained more knowledge from using more qualitative research, as some information from the questionnaires contradicted each other, it was also suggested that due the two age groups being so similar, it may have been more beneficial to compare two differing age groups such as grade sevens and nines.
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Awanis, Sandra. "Youth vulnerability and susceptibility to credit card misuse and indebtedness : a cross-country exploration." Thesis, University of Manchester, 2013. https://www.research.manchester.ac.uk/portal/en/theses/youth-vulnerability-and-susceptibility-to-credit-card-misuse-and-indebtedness-a-crosscountry-exploration(61a934c5-1746-450b-b2d1-c6b00b5e4cb8).html.
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Vulnerable consumers are likely to fall victim to negative marketplace outcomes due to the secondary effects of marketing practices. In particular, credit card targeting directed towards young people elicits ethical criticisms because of the perceived vulnerability of the target segment, the targeting efforts that are deemed more predatory than informative, and the stigmatising protectionist policies that limit the youths’ financial freedom. Vulnerable consumers are often overlooked in marketing considerations, leaving it to the public policy to intervene. This thesis aims to show that vulnerability is a marketing problem as much as it is a public policy issue, by highlighting the social effects of unethical marketing directed towards vulnerable consumers. The study depicts how young people, supposedly representing the most educated segment of the population, come to experience vulnerability due to credit card misuse and indebtedness. In addition, the study introduces a new concept and measure of susceptibility to credit card misuse and indebtedness (SCCMI) to investigate the extent to which youths are influenced by credit card temptations, which affect their likelihood to experience negative credit card outcomes. This study examines youth vulnerability and susceptibility to credit card misuse and indebtedness in a cross-country context, as the issue of vulnerability and power imbalance is arguably more pressing in the international market. The sampling involves young (18-25 years) credit card users in Singapore, Malaysia and the UK. These countries represent different degrees of credit card issuance and consumer protection regulations, which affect the youths’ credit card attitude and behaviour. The first study utilises qualitative methodology to examine youth vulnerability to credit card misuse. Baker et al.’s (2005) situational framework of actual consumer vulnerability helps to identify relevant themes pertained to the youths’ experience of credit card misuse and indebtedness. The qualitative study also serves as an exploratory phase to the subsequent quantitative study. The qualitative results enhance the conceptualisation and measurement scale development of SCCMI measure. The study then tested the validity, reliability and parsimony of the SCCMI measure and its proposed antecedent and consequent factors across the Malaysian, Singaporean and UK country samples. Vulnerability and susceptibility assessments in this study yield theoretical, methodological and practical implications. Vulnerability analysis draws upon the internal characteristics and external conditions that both facilitate and impede such vulnerability. Meanwhile, assessment of susceptibility provides an analytical tool to foresee and pre-empt future vulnerability. This study offers methodological contributions in its use of mixed methods, as a qualitative inquiry aids in understanding vulnerability while quantitative inquiry focuses on foreseeing potential vulnerability. A cross-country study analysis is valuable as it sheds light on the differences and similarities of consumer vulnerability and susceptibility across developing and developed countries. The study inform marketers that there are negative social consequences arising from unethical targeting practices, which leads to distrust and scepticism over credit card marketing directed towards youths. However, the youths’ experience of vulnerability also varies across individuals, which indicate that protectionist policies that shield the entire youth population from credit card exposure are not always necessary. Both credit card marketers and policy makers have the capacities to redress and pre-empt vulnerability without sacrificing the youths’ financial welfare and rights to harness the benefits that credit cards have to offer.
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Bergdahl, Moa, and Chloé Brazille. "The meeting of generation D and fairtrade companies : A study on the consumption behaviour of young swedish women and their characteristics." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-168434.
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Young people, born in the 1990s, are pictured by the society as individuals who are connected and who tend to put their physical moments besides. Only a few studies have been carried out to understand how they feel and why they act as they do. The purpose of this study was to understand the consumption behaviour and the characteristics of a new generation: Generation D, in order to reach them efficiently with fairer market alternatives. This research seeks to address the following questions: 1.Who are the people representing Generation D? 2.What is sustainable, what is fair? 3.How should the relationship between the generation and fair-trade brands look like? We found out, with the help of the empirical findings and the analysis, that a company needs to take into account two main characteristics to target this generation. We noticed that social media have a real impact on the people from this generation. This generation grew up with the development of the technological world; the internet is part of their life. We noticed that social media might influence the self-esteem of this individuals, they tend to compare their life to others. However, social media are one of their main channels of communication. We also found out that the individuals who are part of this generation are looking for meaningful actions. They want to be useful and help our society by protecting the environment or social rights. To be able to reach the people from this generation, companies need to use social media to communicate with them and focus on the understanding of the true feelings of these individuals. They need to establish an honest relationship. This thesis might be valuable for companies who want to target young generations and reach them efficiently. They need to understand the true feelings of their target group and rethink marketing strategies to differentiate themselves from the jungle of competitors. Marketers can also use our synthesis of the theoretical framework and apply it to their segment. Lastly, this study helps in raising awareness regarding the effects of using the internet and regarding the expression of oneself.
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Okutani, Daiki, and Dairong Wu. "How can insect-based food appeal to consumers in the Swedish market? : A qualitative study on identifying major factors that impact purchasing insect-based food and examining how novel companies can penetrate the Swedish market." Thesis, Jönköping University, IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52841.
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The main purpose of this study was to examine the main factors that both positively and negatively influence consumers purchasing behavior in terms of insect-based food. By investigating the factors, the study aimed to shed light on how insect-based food can seamlessly penetrate the Swedish market with the use of marketing strategies. In order to further facilitate the study, a qualitative research with an inductive approach was selected. With the foundation of formulated questions, the semi-structured interviews were conducted to gain deeper insights in relation to the study. The interviewees included Swedish residents in the age range of 20-40 and 13 individual interviews were carried out to ensure the quality of data. The study identified some major contributing factors: sustainability, product quality and availability. These major factors, therefore, created a need for potential marketing strategies, which primarily focuses on extensive information sharing and green labelling.
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Jernberg, Alice, Sandra Eklund, and Andreea-Jessica Roman. "The Impact of Sustainable Advertising and its Relationship to Consumer Brand Loyalty : An Empirical Study of Young Adults and their Brand Switching Behaviour on High- and Low Involvement Products." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48793.
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Even though the majority of companies have realised the benefits of implementing sustainability practices into their business strategies today, the problem is that the marketing of these activities still has a negative impact on the environment. Therefore, the purpose of this research is to examine if the impact of sustainable advertisements can influence the purchase decisions of young adults who show loyalty to another brand. In order to reach this purpose, qualitative research was conducted using an abductive approach through 23 semi-structured individual interviews with consumers between the ages of 19-30. This enabled us to get an in-depth understanding of their subjective consumption behaviour in comparison to sustainable advertisements. This report draws on existing literature which states that sustainability promotions positively impact the consumer decision process and that consumers’ rarely switch from a brand they are highly loyal to. The results show that sustainable advertisements' impact on young adults is dependent on the product-involvement category. In order for sustainable advertisements to have a chance to generate a switching behaviour among young adults for high-involvement products, the message must provide clear and transparent information regarding the product, because the perception of brands tends to be more valuable. However, this is not as important for low-involvement products since sustainable messages can provoke a switching behaviour based on emotional appeals. Therefore, this research contributes to companies which seek to use sustainable marketing for high- or low-involvement products.
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Babu, Theodore Duncan. "Marketing to the emerging black middle class in South Africa : an in-depth exploration of the lives of young black professional women." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97301.
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Thesis (MBA)--Stellenbosch University, 2015.ENGLISH ABSTRACT: The emerging black middle class in South Africa provides immense opportunity for marketers who wish to capture this segment of the market. However, in order to be relevant, a deep understanding of this ever-evolving segment is absolutely necessary. Characterised by complexity, the black middle class is heterogeneous and evolves at rapid speed. Studies by the Unilever Institute of Strategic Marketing highlighted the immense value of black middle class women, coined Black Diamond™ women. The primary objective of this research was to gain insights into the life of young black professional women and, secondly, to understand the driving forces behind their decision-making. This was achieved through an in-depth exploratory study. The first step in this study was to conduct a literature review on the black middle class in various African countries and the black middle class in South Africa. A review of literature on marketing communication provided the basis for reasoning on the appropriateness of different marketing communication tools. Literature also revealed the emergence of a possible new consumer type, the hybrid consumer. The literature review provided the framework for designing the interview schedules used in the expert interviews and interviews with the Black Diamond™ women. The findings of this research assignment were that the modern black middle class women face many complexities in their daily lives. Brands can, therefore, be significant to them by supporting them in their lives. Brands should customise their offerings, meet the black middle class women in innovative ways at different touch points, and bring meaning in their lives. Brands should also know that culture is prominent in all areas of their lives, which presents unique challenges.
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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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Stowe, Kaylee Ann. "Influence of nutritional labelling on the choice of a fast food by young adults from the professional and clerk occupational groups in the City of Cape Town, South Africa." Thesis, Cape Peninsula University of Technology, 2017. http://hdl.handle.net/20.500.11838/2667.
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Thesis (MTech (Consumer Science: Food and Nutrition))--Cape Peninsula University of Technology, 2017.Objective: To determine whether nutritional information provision would influence the choice of a popular fast food by young adults employed in the City of Cape Town, South Africa (SA), within the professional and clerk occupational classifications as consumer group, using a beef burger as exploratory item. Methodology: A survey, in the form of a self-administered questionnaire comprising closedended multiple-choice questions, was used to obtain information on the respondent fast food consumption, fast food consumption on nutritional information provision using a beef burger as exploratory item, demographic, biographic and lifestyle characteristics, and eating practices. Through the purchasing of beef burgers across four major leading fast food franchises located within the Western Cape, and specifically those based in the City of Cape Town competitive in this fast food category, information pertaining to beef burger ingredients and the individual ingredient weights were obtained, to compile 16 representative beef burger-types to be presented in the questionnaire. Beef burgers were presented as two menu-options (i.e. the first containing energy provision alone, vs. the second containing extended nutritional information as energy, total fat, saturated fat and cholesterol provision) within the questionnaire, to obtain information on whether nutritional information provision would influence the respondents’ choice, and if so, which provision would do so. The questionnaire was assessed for content- and face-validity by an expert panel, and on the research receiving ethics approval, piloted and adapted before being distributed. Questionnaires were distributed according to the respondent preference for ease of use as either a hard printed copy or an electronic questionnaire. This was done via means of purposive and convenience sampling and by way of snowball sampling, to obtain young adults aged 20 to 34 years who were consumers of fast food and specifically beef burgers, within the selected occupational classifications working for small- to medium-sized companies in the City of Cape Town. Via the Pearson’s chi-squared and Fisher’s exact test and a logistic regression (Wald chisquare statistic) applied on the analysis, the factors to significantly influence the respondents to change their beef burger choice on the nutritional information provison were determined. Results: The final sample consisted of 157 respondents. A near-even split occurred between the respondents who would (52.2%) and wouldn’t (47.8%) be influenced by the nutritional information provision. Of the respondents who indicated that they would be influenced, the extended nutritional information provision had the highest influence. Twelve factors comprising a combination of the respondent biographic and lifestyle characteristics (n = 2), eating practices (n = 7), and fast food consumption (n = 3), were found to significantly (p < 0.05) influence the respondent choice of a beef burger on the nutritional information provision, and on application of the logistic regression, one factor strongly (p < 0.001) in each of the three domains. Of the respondents who indicated that they would not be influenced, more than half (54.4%) gave their reason as even though they were aware, or had an idea of the nutritional content of burgers, that they would still purchase their original choice even if the nutritional information was available, followed by one-quarter (25%) who indicated that they did not understand nutritional information. Conclusions: Extended nutritional information provision was found to positively influence a popular fast food choice among young adults employed within the City of Cape Town, SA, with health-consciousness being the overall factor identified to influence the choice of a healthier option on the nutritional information provision, as the identified significant factors were all related to health-conscious consumer attributes.
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Ioannou, Soula. "Young Cypriots' consumer meanings of health-related behaviours." Thesis, University College London (University of London), 2002. http://discovery.ucl.ac.uk/10020409/.
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Koukouvinos, Dimitrios. "Psychosocial Factors Influencing Young Consumers' Clothing Disposal Behaviour in Greece." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16798.
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The following Master thesis deals with the problem of clothing disposal in Greece examining primarily the psychosocial factors that influence this behaviour. More specifically, the author sets a theoretical framework using the Triandis’ (1977) model of Interpersonal Behaviour and examines how the factors included in the model influence clothing disposition among young individuals in Greece as well as to what extend they do it. Furthermore, the author explores the clothing disposition behaviour of the above mentioned sample regarding an old t-shirt.The thesis consists of six chapters. In the first chapter, the author examines the problem of clothing disposal in terms of how it is formulated and what are the environmental effects deriving from it. Due to the fact that there is no information about clothing disposal in Greece, the problem is examined in relation to countries like the USA and the UK and then the findings are connected to Greece so the reader can understand the importance of the problem in the country.The second chapter sets the theoretical framework of the problem by examining the existing theories and studies in the fields of disposition and clothing disposition. Moreover, in this chapter there is a thorough analysis of Triandis’ (1977) Theory of Interpersonal Behaviour to guide the reader through the rest of the paper.In the third chapter, the research methodology is analysed in respect to the general design, the sampling technique used and the questionnaire development and distribution.After setting all the necessary elements, in chapter four the author analyses the results of the research with a statistical method based on SPSS. Findings of the three research questions are demonstrated in this chapter with a small discussion regarding them.Chapter five consists of the discussion around the findings of the research. Under this section the author discusses how and why the psychosocial factors, as presented in Triandis’ (1977) Theory of Interpersonal Behaviour, influence clothing disposal behaviour among young individuals in Greece as well as the actual disposal behaviour.Finally, in chapter six of this thesis a conclusion of the findings takes place with parallel suggestions about further research in this field and some proposals in relation to the problem.Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing
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Thienmongkol, Kaorat, and Pongsatorn Thaisuntad. "Consumer behavior toward online purchasing behavior : “What factors trigger the online purchasing decision of young Swedish consumer?”." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6544.
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Program: MIMA student – International Marketing Course name: Master Thesis (EFO705) Title: Consumer behavior toward online purchasing behavior Authors: Kaorat ThienmongkolPongsatorn Thaisuntad Supervisor: Daniel Tolstoy Problem: “What factors trigger the online purchasing decision of young SwedishConsumer?” Purpose: The purpose of this report is to study the insights about the factors that triggerpurchasing behavior of young Swedish consumer to shopping on the internet.The result will enable managers of e-commerce firms to outline strategies topenetrate the Swedish market, and will also contribute to e-commerceliterature in general. The students who study and interested in this area will beable to use this result as their empirical data and to enhance their knowledge. Method: 160 questionnaires were used as primary data. Stockholm, Goteborg, Uppsala,Vasteras, and Eskiltuna are the cities that authors collected the data. Forsecondary data, authors collected data from the website. Conclusion: Young Swedish consumers have positive experience on online shopping, trustand like to shop online. They concern on the type of product when shoppingon the internet. And young Swedish consumer also effect by situational factor. Keyword: online shopping, online purchasing decision, consumer behavior
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HUBRECHTS, LAURENT, and Beyhan Koktürk. "Effects of visual merchandising on young consumers' impulse buying behaviour." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-18976.
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Oates, Blake A. "Exploring Perceptions of Brand Loyalty and Consumer Identity among Millennial Males Living in Central Ohio." Thesis, University of North Texas, 2018. https://digital.library.unt.edu/ark:/67531/metadc1157519/.
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Brand loyalty is a common theme throughout consumer and market research, yet it has not been a major topic among anthropologists. The research presented here is an anthropological exploration of the social and cultural influences on how a unique demographic - millennial males - view their own loyalty to brands. Through the use of qualitative interviews and online surveys, participants provided insight in to how they viewed their favorite brands and how those brands fit in to their lives. After analysis was done on these interviews a number of themes and degrees of attachment were identified and discussed.
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Li, Xiufeng, and Yazhi Xin. "Factors Influencing Organic Food Purchase of Young Chinese Consumers." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-256003.
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Organic food has drawn attention of more and more consumers. As a result, many researchers have attempted to explain the motivations and marketing issues relevant to the topic. The previous studies provide some conflicting results and could not produce a comprehensive understanding of organic food consumers in China. Given the present research, this paper attempts to conduct a comprehensive study of organic food consumption by examining a variety of factors influencing the consumption of organic food and provide some marketing implications through a survey of young consumers in a large metropolitan area in China. The results have shown that the revised TRA model has been successfully applied in this study. The research has concluded that “food safety”, “nutrition”, and “environmental friendly” are significant factors to impact the purchase of organic food while considering the demographical variables. In addition, the study found that consumers prefer vegetables, fruits, grain and beans, milk, meat and eggs to be organic, which are ranked according to the degree of preference. Moreover, the research suggests that the main barriers bringing about the gap between attitudes and behaviors are price, the distrust on certifications of organic food, and unavailability. These findings have implications for marketing communications to consumers and potentially for organic product development.
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Adam, Shaneen. "Youth perception of service quality of large food retailers in the Cape Metropolis." Thesis, Cape Peninsula University of Technology, 2017. http://hdl.handle.net/20.500.11838/2654.
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Thesis (MTech (Business Administration))--Cape Peninsula University of Technology, 2017.Retailers (including food retailers) are facing challenging times due to the dynamic business environment. Increasing competition, uncertain economic environment. The sophistication of consumers has prompted retailers to improve not only their product offering but service quality too. Some food retailers, however, have gained a reputation for poor service quality. On the other hand, those food retailers providing high levels of service quality, warrant customer satisfaction and customer loyalty, and minimise customer defection, ultimately affecting positive profitability. The youth is a significant market to target for any retailer. Retailers that can attract and muster support from the youth can build long term relationships that result in strong customer loyalty. For this study, second and third year retail students enrolled at a university of technology were deemed as the target population following the rationale that these students would be familiar with retail concepts and be conscious of service quality issues. The study aimed to measure youth perceptions of service quality of large food retailers in line with the dimensions of the Retail Service Quality Scale (RSQS). An online survey was employed via the university’s intranet to where the youth customers were requested to rate their service quality perceptions of a large food retailer they frequented the most and to highlight areas of service quality that required attention. The results were generally neutral, large food retailers were generally perceived as fairly providing quality service in some areas, though in other areas not so successful. The findings reveal that youth significantly felt personal interaction and physical aspects of the retailer was the most important service quality determinant. In particular, convenient shopping was paramount; and thereafter quality goods and services offered by the retailer. The study further showed that youth favoured service quality offered by retailers over the price of goods and services. Therefore, youth would remain loyal to their food retailers that provide satisfactory levels of service quality even if their prices were higher than their competitors’ prices. Retailers that want to attract youth would need to improve the reliability dimension, which includes stock availability, and the service process relating to paying. The literature and the data collected provided the researcher with the opportunity to explore youth perceptions of service quality of food retailers in the Cape Metropolis.
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Ma, Jialin, and Shumei Li. "Chinese young consumers' buying behavior of online second-hand clothing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14000.
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Recent years have witnessed the increasing popularity of second-hand clothing (SHC) worldwide. In the developed countries, consumers show more willingness to accept SHC and the SHC market is relatively mature. In China, consumers’ attitudes towards SHC is always somewhat negative for many reasons. However, nowadays more Chinese young consumers have intentions to buy SHC partly because they want to follow the global fashion trend or to sustain the environment. To recycle and reuse waste textiles, some regulations have been issued by the Chinese government, but restrictions are still put on trading SHC and it is far from enough to formulate a perfect SHC market. The emergence of online platforms such as Idle Fish and Zhuan Zhuan stimulate the potential market and provide a new channel for trading SHC.As reducing clothing production and waste is one of the solutions to alleviate environmental burden in China, it is necessary to improve Chinese consumers’ buying behavior of SHC. This investigation is concentrated on Chinese young consumers, to gain an insight of how they think of SHC and what factors will influence their purchase behavior. A mixed method was applied in this investigation, which included the semi-structured interview and the self-completion questionnaire. Respondents are mostly from Shanghai and Shandong province, aged between 18 to 24 years old. Factors affecting Chinese young consumers’ buying behavior were assessed in three dimensions: perceived concerns, perceived values and subjective norm. When analyzing the data, comparisons between genders or districts were made. It could be observed that three words ‘unsanitary’, ‘cheap’ and ‘eco-friendly’ are used most by Chinese young consumers to express their views on SHC. Among all the factors, hygiene and safety problem is the biggest concern to a majority of Chinese young consumers. Although SHC is not prevailing in China now, it is likely for them to buy it in the future if platforms can be improved and trading SHC can be supported by the government. Since possible ways of improving buying behavior are only given through Chinese young consumers’ perspective, they should be examined from platform operators’ and government’s point of view in the future research.
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Söderholm, Linda, and Jenny Olofsson. "The Effect of Corporations’ Irresponsible Actions on Young Consumers’ Purchasing Behavior in the FMCG Apparel Industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-227308.
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Background and Problem: CSI is a topic with a limited amount of research despite it being a very relevant issue and that its counter pole CSR is one of today’s most popular subjects to study. In both areas there is a gap in the literature regarding the apparel industry where there CSI can be evident in many different aspects, especially in the production process. In the FMCG market, the demand for apparel that has been produced ethically has increased over the years. Still, the importance that the consumers place on ethical attributes in their purchase decisions is rather unknown. Purpose: The study's purpose is to investigate the young consumers’ emotions towards FMCG apparel corporations in order to see if CSI actions give them a negative attitude. It will further be explored to see if the attitude towards the corporations reflects in their intentional purchase behavior and their actual behavior. This will provide insight to the young consumers’ knowledge and interest for CSI, aiding corporations in their quest for excellence when it comes to consumer relationships. Method: This research is done through a deductive, qualitative research. A literature review is done to create a great understanding to the concepts of CSI, consumer attitudes and planned behavior. Four focus groups are conducted as a base for the empirical findings. Further, these two chapters are compared in an analysis to get an understanding about the young consumers’ attitudes towards corporations acting unethically and the affects it may have on their planned behavior. Conclusion: Based on the analysis, the study found clear evidence that the participants have a negative attitude towards corporations’ CSI activities. However, these attitudes did not, as theory suggests, have any effect on the participants’ intended and actual purchasing behavior. Instead it is shown that young consumers base their decisions on contextual factors, where the most significant one is price.
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TOVIKKAI, KAMOLWAN, and WIWATCHAI JIRAWATTANANUKOOL. "An Exploratory Study on Young Thai Women Consumer Behavior toward Purchasing Luxury Fashion Brands." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9895.
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Abstract
Date: June 2, 2010
Program: MIMA – International Marketing
Course name: Master Thesis (EFO 705)
Title: An Exploratory Study on Thailand‟s Young Women: Consumer Behavior toward Purchasing Luxury Fashion Brands
Authors: Kamolwan Tovikkai (851125)Wiwatchai Jirawattananukool (841111)
Group number: 2462
Tutor: Konstantin Lampou
Problem: If and how personal value, social recognition, and demographics impact Thai female students luxury fashion brand purchases and which marketing strategies should be used to influence their purchase intention?
Purpose: -To identify what motivates Thai female students in purchasing luxury fashion brands -To identify the most effective strategies to use in penetrating the market and keeping the loyalty of customers Thailand.
Method: Quantitative research method via survey was used for this research. Survey questionnaires were distributed to sample groups. The variables used in this paper personal values, social, recognition, intention to buy products, and demographics. Both primary and secondary type of data collection were used for this research.
Conclusion: Based on the demographic information, there are two indicators that are significant to purchase intentions of Thai female students on luxury fashion brands. Social status is one of the significant indicators of socialiiirecognition variable. There is a strong level of relationship on Thai female students toward luxury fashion products. Personal Values‟ indicators can be utilized on Thai female students as the following; materialism, the need for uniqueness, conformity, and vanity. All of them have strong levels of significance. However, Ethnocentrism has no relationship and effect with the luxury fashion product in Thailand.
Key words: Thai female students, Luxury fashion products, Luxury fashion brands, Consumer behavior
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Holm, Joanna, and Sofia Green. "The Future is Female : A Study of Young Chinese Women's Behavior towards Luxury goods." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16788.
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Purpose: The purpose with this paper is to improve the understanding for companies on what influences female Chinese consumers in the age 20-25 year old to buy luxury goods. Research question: What behaviors do 20-25 year old Chinese women consumers have in relationship to luxury goods? Method: The study is mainly consisting of a quantitative web-survey that consists of 100 respondents. The survey was addressed to young women that came from China, in the ages 20-25 year old. It was of interest to get answers both from young women that are luxury consumers and from those who are not, in order to get a hint of how they relate to luxury goods in general. As a complement to the survey, a qualitative focus group interview was made with five young Chinese women in the age 22-24 year old. Theory: The theoretical framework includes theories about; luxury, reference group, family, roles and status, motivation, attitudes and beliefs and the buyer decision process. Conclusion: The results show that young Chinese women’s consumer behavior is in some aspect in the process of change. For example, they now want to stand out, but subconsciously they still act upon what earlier theories have claimed, to be like everyone else, because it is firmly rooted in their behaviors. This shows that they are in the process of a behavioral change towards acting more individualistic. Young Chinese women's consumer behavior is characterized by the fact that they have a positive attitude towards buying more luxury goods in the future, both for personal reasons but also because it will help their career and make them seem more professional. Although, they consider there to be some risks with buying luxury goods, both social and economic. Concerning the buyer decision process they research about the product, either by reading magazines looking on the Internet or talking to their friends. Today almost every purchase, regarding luxury, is planned and often based on personal opinions but sometimes with the regards of others opinions, like friends and family.Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing
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Yung, Lai-fong Edith. "Popular culture and deviant youth behaviour in Hong Kong." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B20622296.
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Gustafsson, Hannah, Lawko Karim, and Fuglerud Helmie Säll. "Value Enhancers and Inhibitors for Green Purchasing Behavior : Attitudes towards green products within the food industry among young Swedish consumers." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44087.
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Abstract Problem: Food consumption represents the largest contributor to climate change in Sweden, with activities that contribute to excess waste and greenhouse gas emissions. Although studies indicate positive attitudes towards green purchasing behavior among young Swedish consumers, inconsistency between green purchasing intent and actual behavior have been noticed. Purpose: The purpose of this qualitative research paper was to understand and identify underlying enablers and inhibitor to green purchasing behavior amongst young Swedish adults. Furthermore, the authors sought to understand the inconsistency between purchasing intent and actual purchasing behavior, of young Swedish consumers. Method: To answer the research question a qualitative research was conducted with a deductive approach. Focus groups with semi-open interview questions were used to collect empirical data. The target group for this research were young Swedish adults between the ages of 20-26. Conclusion: This research identified knowledge as the main inhibitor and enhancer of green purchasing behavior, as well as other factors that can be traced back to the amount and accessibility of knowledge. It was also concluded that companies have failed in delivering their green marketing strategies, as young consumers display confusion and mistrust towards green products.
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Kachale, Mphatso Grace. "Inexperienced young adults' assessment of major household appliances for personal use." Diss., Pretoria : [s.n.], 2005. http://upetd.up.ac.za/thesis/available/etd-03082006-135356.
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Mpofu, Bukhosi Dumoluhle. "Consumer perceptions of private label brands: an Eastern Cape university-aged analysis." Thesis, Rhodes University, 2011. http://hdl.handle.net/10962/d1002783.
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This research investigates the consumer perceptions of private label brands amongst the university aged consumers from selected Eastern Cape universities. The research also aimed to ascertain whether or not generation Y consumers are aware of the existence of private labels, whether price, quality, advertising, packaging, reference groups and demographic variables influenced generation Y purchasing behavior of private label brands. To achieve these objectives, the research made use of the simple random technique to gather the primary data via the use of an online structured questionnaire. The sample population selected where the students in the Eastern Cape Province Universities (Rhodes and Nelson Mandela Metropolitan Universities) who reside off-campus. The assumption was that students who reside off-campus are more aware of private labels as they carry out shopping more than those that reside on campus and generally would have more disposable income and the reason that two different universities have been chosen is to provide a broad base of student opinions, covering varying cultural and income backgrounds, thus allowing for unbiased, valuable research. After pre-tests were conducted the questionnaire was made available online to easy the distribution of the questionnaire and allow for a greater response rate. Descriptive and inferential statistics where used to analyze the results of the questionnaire. The results showed that consumers are generally aware of private label brands and have at least seen them being advertised. Furthermore, the results showed that consumers purchase groceries based on price, quality and convenience of location of the grocery stores .The results indicate that Generation Y consumers are indeed a significant part of the consumer population and that they represent a confident, self reliant, optimistic and positive generation and are verbally and visually more sophisticated, creating a whole new language through digital media and that Generation Y consumers are generally aware of the existence of private labels. The results also indicate that Generation Y consumers strongly agreed that they purchase groceries based on price and quality, meaning price and quality are very influential when purchasing groceries and that the packaging of, generally, all private label brands was not attractive hence a conclusion was made that packaging of private labeled products does not influence Generation Y’s purchasing behaviour of private labels.
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JIRESKOG, SOFIA, and SOFIA JIRESKOG. "Köpbeteende och attityder : en studie av unga tjejers attityder till företaget Gina Tricot." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20125.
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Konkurrensen är idag hård inom modebranschen. Flera stora aktörer slåss om kunderna och ett brett utbud, snabba leveranser och att effektivt möta efterfrågan är av stor vikt. Utveckling och globalisering har lett till att privatpersoner snabbt och enkelt kan leta fram information själva. Konsumenterna kan jämföra priser, utbud och annat hemma på internet. Människor väljer idag kläder inte bara utifrån funktion och kvalitet utan utifrån intressen, livsstil och andra faktorer. Konsumenter syn på olika varumärken påverkas inte bara av företagen själva utan också av andra företeelser. Bloggar, sajter som pricerunner och andra mellanmänskliga aktiviteter är exempel på faktorer som företagen inte kan kontrollera. I vår studie undersöker vi unga kvinnliga konsumenters attityder för att se vad det leder till för slags köpbeteende. Frågor vi arbetar med är till exempel vilka variabler kunder prioriterar vid ett klädinköp. För respektive företag är det viktigt att känna sin målgrupp väl och veta vad de har för önskemål och behov. Vi undersöker vad kunderna prioriterar och om det handlar om t.ex. pris, kvalitet eller tillverkningsförhållanden. Är det bara ett bra pris och kvalitet som prioriteras när kunden väljer vad som ska köpas eller spelar andra saker in? Vi inriktar oss på en del av Gina Tricots målgrupp, unga tjejer mellan 14-24.Vårt syfte med studien är att undersöka, beskriva och analysera vilka viktiga delar som ingår i processen mellan Gina Tricot och deras kunder för att åstadkomma positiv respons?För att kunna svara på problemet väljer vi att ansluta två delproblem. •Vilka viktiga delar i erbjudandet uppfattar konsumenterna som särskilt intressanta?•Vilka delar i marknadsmixen fokuserar Gina Tricot på i första hand?Genom att samla fakta och utföra marknadsundersökningar kan vårt problem besvaras. Vår undersökning påvisar att de två faktorerna unga kvinnliga kunder prioriterar högst vid klädinköp är plaggets kvalitet och ett rimligt pris. I den valda gruppen förknippar många Gina Tricot och företagets koncept med ”billigt”, ”ungt” och ”snabbt mode”. Många tycker att företaget är snabba på att hänga med i trender. Gina Tricot uppger att deras fokus på ligger på pris, kvalitet och passform. Företagets marknadsföring är inriktad på igenkänning. De svart-vita reklamerna med en leende tjej är välkända. Majoriteten av våra respondenter uppger att det sett reklamen från Gina Tricot på bl.a. tv, tidningar och reklampelare.The competition today is fierce in the fashion business. Several large players are fighting to attract customers and a wide range, quick deliveries and ability to effectively meet the demand is of great importance. Progress and globalization has made it easy for individuals to find information. Consumers can compare prices, ranges and other things at home at the Internet. Nowadays people do not only pick garments because of their function or quality but because they symbolize a certain interest, life style and other factors. A costumer’s view of different brands is not always affected by the company but also by other phenomena. Blogs, sites like pricerunner and other interaction is examples of such things the companies cannot control. In our study we investigate young female consumers’ attitudes to see what kind of buyer’s behavior it leads to. Questions we work with are for example what kind of factors costumers favors when she’s purchasing clothing. It’s important for companies to know their target group well and to know their wishes and needs. We explore the priorities of consumers and if they are for example a reasonable price, good quality and fit or how the garments have been manufactured. We focus our study on one segment in Gina Tricots target group, young girls between 14-24 years.Our intention is to investigate, describe and analyze which important elements are included in the process between Gina Tricot and their customers to achieve a positive response? To be able to do this we choose to connect two further questions.•Which important elements does the consumers find particularly interesting?•What parts in the marketing mix does Gina Tricot focus on primarily?By collecting information and implement a market survey are we able to answer our questions. Our study shows that the two factors young female customers’ favors the most is the garments quality and a reasonable price. In our chosen segment many respondents’ associates Gina Tricot and their concept with expressions like “cheap”, “young” and “fast fashion”. A lot of the respondents think that the Company quickly responds to new trends. Gina Tricot states that their main focus is on price, quality and fit. The Company’s marketing strategy is based on recognition. The black and white commercials with a smiling girl are well known. The majority of our respondents state that they have seen the Gina Tricot commercial on for instance television and in newspapers.
Program: Butikschefsutbildningen
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LI, YANZI, and SARAH MOUSSEAUX. "Luxury fashion brands on social media : a study of young." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17375.
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The implementation of this research increases the awareness of the value for luxury fashion brands in utilizing social media as a communication channel to reach young consumers globally. It provides a general understanding of young consumers’ perception of luxury fashion brands on social media in regards to geographic cultural background, attitude towards new luxury, and preferred way of contacts.Program: Master Programme in Fashion Management
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Rahman, Md Minur. "Green Products : A Study on Young & Native Swedish Consumers’ Purchase Intentions of Green Products." Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-83525.
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The aim of this study to explore the green products purchases intentions of the young & native Swedish consumers. Many studies have done on the green products and consumers of green products. Researcher also focused on the consumers’ and their purchase intention based on the age. Some studies conducted only on the young consumers of a particular country. However, this study focused on the young consumers of Sweden. Attitude, knowledge and friends and family influences are considered as the three basic factors of this study. I tried to investigate the influence of these three factors on the green purchase intentions of young Swedish. The Theory of Planned Behavior is used to predict human behavior. The theory is on the basis of three factors, those factors are attitude to the behavior, subjective norms and perceived behavior control. As mentioned before that I have considered three factors for this study and theses three factors are related with the other three factors of the Theory of Planned Behavior. This research used quantitative method, and quantitative method requires large numbers of sample. To fulfill the quantitative method’s requirement on sample numbers, I have considered 190 young Swedish from different places of Umeå and Stockholm. Analysis of the consumers’ response showed me positive response of young consumers on green products. The TPB helped me to explain my three factors as these factors are related with the factors of TPB. All the factors I have considered are positively explained and supported by Theory of Planned Behaviors. Findings of this study describes that Swedish are environment conscious consumers. They have positive knowledge, attitude on green product and intention to buy green products. As this study was based on young Swedish and they have showed their positivity on the green products and indented to purchase green products in future.
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Barua, Promotosh, and Md Sajedul Islam. "Young Consumers’ Purchase Intentions of Buying Green Products : A study based on the Theory of Planned Behavior." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-45212.
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This investigation explored the contextual factors affecting young consumers’ attitudes and their intentions of green purchase behavior in the area of consumer behavior. This study seeks to understand young consumers’ green purchase intentions based on the Theory of Planned Behavior (TPB). At the same time, this study also intends to detect variables that influence young consumers’ intentions of buying green products. In this thesis, a quantitative approach was adopted. Using a sample of 282 young people, a survey was developed and conducted in Umeå University, Sweden. Results indicate that parental influence is the top predictor among all the variables we studied. From the correlation analyses; we can see that top three predictors are important for understanding purchase intentions of young consumers. Influence of contextual and background factors –parents, peer, and environmental knowledge – clearly played an important role in influencing young consumers’ purchase intentions of buying green products. To the end, a proposed model is developed to understand green purchase intentions of young consumers. Implications for marketers are also discussed in this study.
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Yung, Lai-fong Edith, and 容麗芳. "Popular culture and deviant youth behaviour in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31978800.
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Ma, Yoon Jin. "Young consumers' fair trade consumption application of the theory of planned behavior to non-food fair trade purchases /." [Ames, Iowa : Iowa State University], 2007.
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Bumrungkitjareon, Tipaporn, and Suveera Tanasansopin. "Purchasing Intentions of Young Thai Male towards Men‟s Skin Care Products." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12604.
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Title: Purchasing Intentions of Young Thai Male towards Men's Skin Care Products Problem: Men concern more about their image than ever before. This behavior is becoming a new trend in cosmetic market. Moreover, Thailand is one of the fast growing cosmetics industry, particularly male skin care market within countries in Asia-Pacific region. However, most of the literatures have just studied on women cosmetic products. There are a few studies within male cosmetic market, despite the demands of cosmetic products are increasing among men as well as women. Purpose: This study aims to discuss the relationships between dimension of brand equity, overall brand equity, brand preference and purchase intention of men‟s skin care products among young Thai male in Bangkok. The study measures the equity of brand and identifies the impact of brand equity on brand preference and purchase intentions. Research Question: How does brand equity associate with purchasing intention of young Thai male towards skin care products? Method: Quantitative research method interpreted by the authors is applied in this research. A questionnaire-based survey is used as a tool to collect the data and the specific variables used in this paper: the dimension of brand equity, overall brand equity, brand preference, and purchase intention. Both primary and secondary types of data collection were used for this research. Conclusion: The results reveal that each dimension of brand equity, which consists of brand loyalty, brand awareness, brand association, and perceive quality have a significant impact on overall brand equity. However, brand loyalty and perceive quality have a bigger impact on brand equity than brand association and brand awareness. The impact of brand equity in itsIIconsequences supported the direct positive impact on brand preference and purchase intention. This predicate that brands with higher levels of brand equity would generate higher levels of customer brand preference. Moreover, the customers, who have high level of brand preference indicated that they have more willingness to continually purchase the specific men‟s skin care brand and this can build higher purchase intention. Last but not least, this current research also figure out that using celebrity may not be the most effective strategy to stimulate consumer purchasing intentions toward men‟s skin care product among young Thai males in Bangkok.
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Yaro, Walita. "The Role of Luxury Fashion Brands : A qualitative research of how the consumption of luxury fashion brands relate to young consumers' self-concept." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-132964.
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The market for luxury brands has outpaced other consumption categories through its growth, and has been found in continuous development. As there is an increasing amount of luxury categories, the consumption of luxury fashion brands account for the largest proportion of luxury profits, and the marketing costs for such brands has shown to surpass those of other fashion categories. Consumer researchers have throughout decades emphasized how individuals participate in consumption behavior to form their self-concept in relation to brands. However, previous research has disregarded the multidimensional perspective regarding the theory of self-concept when examining the consumption of brands. Hence, the current research paper aims to strengthen the existing self-concept theory by exploring the role in which luxury fashion brands have by focusing on how the consumption of such brands relate, and contribute, to the consumer’s self-concept. By applying a qualitative method to investigate such purpose, and involving the existing theory of self-concept, brand image, and brand personality, it appeared that luxury fashion brands has a function to operate as a confidence booster for young consumers’ perception of their self-concept. In terms of the theoretical contribution of this paper, this research further illustrates how the theoretical explanation of brand image and brand personality relates to two different dimensions of the consumer’s self-concept. The consumption of luxury fashion brands has shown a significant role in individuals’ consumption behavior by emphasizing a striving, and motivating, part in the self-concept of young consumers.
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Azevedo, Ana Teresa Oliveira Magalhães da Rocha. "Do consumo de substâncias ao comportamento antissocial: programa de intervenção." Bachelor's thesis, [s.n.], 2013. http://hdl.handle.net/10284/3991.
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Projecto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em CriminologiaEste trabalho tem como principal objetivo descrever a relação entre o consumo de substâncias e o comportamento antissocial propondo um programa de intervenção junto de uma amostra de adolescentes que frequentam o Agrupamento Escolar de Águas Santas na cidade da Maia, com idades compreendidas entre os 14 e 17 anos. O principal objetivo desta proposta de programa de intervenção será o de promover a redução do consumo de substâncias e dos comportamentos antissociais, frequentemente, associados. Procura-se, desta forma, intervir em alguns dos fatores de risco inerentes a estes casos, diminuindo o seu potencial determinante, e procurar-se-á potenciar os fatores de proteção.
This work has as main objective to describe the relationship between substance use and antisocial behaviour proposing an intervention program with a sample of adolescents attending the Cluster School in the city of Águas Santas Maia, aged between 14 and 17 years. The main objective of the proposed intervention program will be to promote the reduction of substance use and antisocial behaviours. Wanted thereby intervene in some of the risk factors inherent in these cases, decreasing its potential determinant, and enhance protective factors.
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Holstvoogd, Ezra. "Factors that influence the purchase intention of sustainable apparelproducts relating young consumers in the Netherlands." Thesis, Högskolan Dalarna, Institutionen för kultur och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:du-37630.
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Purpose: This research’s purpose is to test previous used factors that influence the green purchase intentions of apparel products on a not yet tested target group, young consumers in the Netherlands. The goal that goes with the purpose is to stimulate the sustainable apparel consumption in the Netherlands. Research design: To fulfill the purpose of this study, an online questionnaire has been distributed to young consumers in the Netherlands. A total of 400 valid respondents were collected through the convenience sampling- and snowball sampling method. With the valid respondents the multiple linear regression and hierarchical linear regression were conducted. Findings: The current study has found enough evidence to statistically prove that attitude, subjective norm, perceived environmental concern, a low aesthetic risk, and willingness to pay premium have a positive influence on the purchase intention. The study did not find enough evidence to statistically prove that perceived behavioral control, perceived environmental knowledge, and perceived consumer effectiveness have a positive influence on the purchase intention.
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Henriksen, Julia, Paulina Henriksson, and Linn Wadsten. "We Are What We Buy : An exploratory study of how young Swedish consumers construct their identities through luxury consumption." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39855.
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Abstract Problem: Previously, only few wealthy individuals had the opportunity to engage luxury consumption. Today, money and time is a lot more dispersed and thus give the regular citizen a chance to purchase luxury goods. Productivity and quality management has led to a growing production of luxury goods and has been spread to the mass population. Previous studies have proven that there is a relationship between possessions and identities, but lack research on younger consumers and their agendas for luxury consumption. Purpose: The purpose of this research is to explore how young consumers are using luxury consumption when constructing their identities and if this new group of luxury consumers consume luxury goods in a new way. Method: In order to fulfill the purpose of this thesis, an epistemological relativistic assumption has been made, and includes a qualitative exploratory research design with an inductive approach. The primary data was collected through semi-structured interviews, where participants had an interest in luxury consumption. Conclusion: Our findings suggests that there is a new group of young consumers who construct their identity through luxury consumption, based on the symbolic meanings and the perceived personal reward. This social group uses luxury consumption to conform with their preferred social references, but also to differentiate themselves. Certain possessions, interests and the environment an individual live in were all found to be important tools for young consumer when they construct their identity. “We are what we buy” has been proven to be a central concept in young consumers identity creation of this study.
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Färemo, Emma, and Angelica Fredriksson. "Information gathering considering the influence of brand- awareness and attitude : A study focusing on young female consumers behavior in the cosmetic industry." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26915.
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Problem: Research shows that it is crucial to acknowledge the information search step to understand consumer decision-making. Moreover, consumers‟ buying behavior is affected by their brand awareness. A problem is however that there exist a gap in previous research on understanding the consumers‟ actual behavior and why they choose certain platforms for their information gathering. Purpose: The purpose of the thesis is to get an understanding of consumers‟ information gathering process about cosmetic products and in turn to what extent that can create brand- awareness and attitudes. The thesis aims at filling the gap of truly understanding consumers inter-action in media and their behavior. The target audience to be stud-ied is young women, age 18-26, in the cosmetic industry. The inten-tion is to take an exploratory research view and to understand how this group of customers behave and also to describe why that is the reason. Methodology: To meet the purpose of the thesis, a qualitative research design was chosen since it allows the participants to express their opinions, re-flections and feelings as well as truly understanding the target in the way it enables deeper discussions. Three focus groups were con-ducted with young female consumers, and one in-depth interview was held with the partner company The Body Shop. The data was color-coded and presented separately in the result section, so that every participant‟s opinion was visible, before combining the results with theoretical reasoning in the analysis section. Conclusion: This study shows that young female consumers spend most of their information search on Instagram and Youtube since it is quick, fun and give inspiration, but they also value recommendations from friends. On all platforms they highly value a feeling of personal rela-tionships. Regarding brand- awareness and attitudes, it was found that brands are for the most part very important for the young fe-male consumers and they learn about brands both in their infor-mation search online and offline when talking to friends or visiting stores.
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Radons, Daiane Lindner. "Comportamento de compra pró-ambiental: estudo com jovens consumidores." Universidade Federal de Santa Maria, 2013. http://repositorio.ufsm.br/handle/1/4659.
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Coordenação de Aperfeiçoamento de Pessoal de Nível SuperiorFrom the perspective that natural resources are finite and that human behavior is affecting negatively the natural environment, a new attitude of society is perceived, that starts charge organizations act more responsible and committed to environmental issues. The effects of environmental concern by organizations go beyond compliance, studies show that consumers tend to reward actions of environmental responsibility of companies, once it passes to consider environmental issues at the time of consumption. From this perspective, recents researchs seek to identify the factors that affect the purchase decision of consumers, especially the green purchase behavior. Given the importance of environmental issues in consumption emerged the following question: "What factors influence the green buying behavior of consumers? To answer this question, a survey was conducted with the objective of check the green purchasing behavior of young consumers. To that end, was developed a research descriptive and causal, quantitative approach, and as instrument for data collection were administered questionnaires to university students, residents in Santa Maria / RS. The questionnaires were developed based on studies of Doughfous, Petrof and Pons (1999), that referred the innovative consumer behavior, and Lee (2008), which brought together eight scales, arising from previous research: i) green purchase behavior (LEE, 2008), ii ) environmental attitudes (KAISER, WOLFING; FUHRER, 1999), iii) environmental concern (SCHULTZ et al., 2004), iv) perceived seriousness of environmental problems (GARCIA-MIRA; REAL; ROMAY, 2005), v) perceived environmental responsibility (MANZO; EINSTEIN , 1987), vi) effectiveness perceived of environmental performance (MANZO; WEINSTEIN, 1987), vii) concern with self-image in the protection of the environment (LEE, 2007), viii) social influence (RYAN, 2001). With the exclusion of variables and inclusion of correlations, was obtained the final model, which includes eight constructs and twenty-seven variables. The fit indices proved satisfactory, being proven the validity and reliability of the constructs. The findings demonstrate that environmental concern, social influence, concern with self-image and innovative behavior positively affect the buying behavior green. It was also found the influence of generation and gender as moderators factors in the relationships investigated.
A partir da perspectiva que os recursos naturais são finitos e que o comportamento humano está afetando, negativamente, o ambiente natural, uma nova postura da sociedade é percebida, a qual começa a cobrar das organizações uma atuação mais responsável e comprometida com questões socioambientais. Os efeitos da preocupação ambiental pelas organizações vão além do cumprimento da legislação, estudos apontam que o consumidor tende a recompensar ações de responsabilidade socioambiental das empresas, uma vez que o mesmo passa a considerar questões ambientais no momento do consumo. Nessa perspectiva, investigações recentes buscam identificar os fatores que afetam a decisão de compra dos consumidores, especialmente, o comportamento de compra verde. Diante da relevância da questão ambiental no consumo, surgiu o seguinte questionamento: Quais fatores influenciam o comportamento de compra verde dos jovens consumidores ? A fim de responder tal questão, foi realizado um estudo com o objetivo de verificar o comportamento de compra verde de jovens consumidores. Para tanto, desenvolveu-se uma pesquisa descritiva e causal, com abordagem quantitativa, e como instrumento de coleta de dados foram aplicados questionários aos jovens universitários, residentes em Santa Maria/RS. Os questionários foram elaborados com base no estudo de Doughfous, Petrof e Pons (1999), que se refere ao comportamento de inovação do consumidor, e no estudo de Lee (2008), o qual reuniu oito escalas, originadas de pesquisas anteriores: i) comportamento de compra verde (LEE, 2008); ii) atitudes ambientais (KAISER; WÖLFING; FUHRER, 1999); iii) preocupação ambiental (SCHULTZ et al., 2004), iv) gravidade percebida de problemas ambientais (GARCIA-MIRA; REAL; ROMAY, 2005), v) responsabilidade ambiental percebida (MANZO; EINSTEIN, 1987), vi) eficácia percebida do comportamento ambiental (MANZO; WEINSTEIN, 1987), vii) preocupação com a autoimagem na proteção do ambiente (LEE, 2007), viii) influência social (RYAN, 2001). Com a exclusão de variáveis e inclusão de correlações, foi obtido o modelo final, que engloba oito constructos e vinte e sete variáveis. Os índices de ajuste se mostraram satisfatórios, sendo comprovadas a validade e a confiabilidade dos constructos. Os achados demonstram que os constructos preocupação ambiental, influência social, preocupação com a autoimagem e comportamento inovador afetam positivamente o comportamento de compra verde. Constatou-se também a influência da geração e do gênero como fatores moderadores nas relações investigadas.
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Zhang, Zeyu. "Media’s Strategic Use of Appeals and Cultural Values in Influencing Consumer Behavior and Purchase Intentions: An Examination of the Skin Whitening Phenomenon Among Highly-educated Young Chinese Adults." Ohio University / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1626173058545024.
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Zhang, Zeyu. "Media’s Strategic Use of Appeals and Cultural Values in Influencing Consumer Behavior and Purchase Intentions: An Examination of the Skin Whitening Phenomenon Among Highly-educated Young Chinese Adults." Ohio University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1626173058545024.
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Santos, Ana Carolina Batista Vicente Pereira dos. "Retro-revolution : a relação entre o público jovem e os produtos retro." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12862.
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Mestrado em MarketingOs produtos retro, com estéticas e caraterísticas aparentemente ultrapassadas, estão cada vez mais presentes no mercado contemporâneo. Parece não existir limite para esta tendência que afeta desde automóveis a eletrodomésticos, vestuário, produtos alimentares, entre outros. O objetivo desta investigação é estudar o comportamento dos jovens enquanto potenciais consumidores de produtos retro, clarificando se o público jovem tem intenção de adquirir este tipo de produtos e quais os motivos que influenciam essa intenção de compra. Considera-se pertinente esta população alvo pelo facto de estar particularmente disponível para efetuar consumos específicos e diferenciados. A investigação foi realizada adotando uma abordagem quantitativa e amostragem por conveniência, através de um questionário online administrado aos jovens entre os 18 e os 30 anos de idade, residentes em Portugal e Espanha. Em termos de conclusões, verifica-se que os jovens têm intenção de comprar produtos retro. Através da realização de uma regressão linear múltipla, evidencia-se que a familiaridade e o anseio pelo passado são fatores motivacionais que influenciam positivamente esta intenção de compra, verificando-se diferenças entre a nacionalidade portuguesa e a nacionalidade espanhola. Demostra-se ainda que não existem diferenças assinaláveis nas respostas por sexo e rendimento, mas que em termos de nacionalidade os portugueses apresentam maior intenção de compra. A presente dissertação é um contributo tanto a nível académico, melhorando o conhecimento sobre comportamento do consumidor associado aos produtos retro, como a nível empresarial, fornecendo informações relevantes que permitem que os marketers desenvolvam produtos e mensagens de comunicação mais adequadas, de forma a estimular o público jovem.
Retro products, with outdated aesthetics and characteristics, are more and more present in the contemporary market. There seems to be no limit to this trend, which affects cars, clothing, food products, among others. The aim of this research is to study the behavior of young people as potential consumers of retro products, clarifying if those have the intention to acquire this type of products and which are the motives that influence such purchasing intention. This target population is considered appropriated, since it is particularly available to consume in a specific and differentiated way. The investigation was carried out adopting a quantitative approach and convenience sampling, using an online questionnaire provided to young people with ages between 18 and 30 years, living in Portugal and Spain. As conclusions, one can verify that young people have the intention to buy retro products. It is emphasized, through a multiple linear regression, that familiarity and yearning for the past are motivational factors which positively influence that purchase intention, with differences between Portuguese and Spanish nationalities. It is further demonstrated that there are no considerable differences in responses by gender and income, but in terms of nationality one can verify that Portuguese individuals present a higher purchase intention. The present dissertation is a contribute both at an academic level, improving the knowledge on consumer behavior associated with retro products, and at a company level, providing relevant information that allow marketers to develop more adequate communication products and messages, in order to stimulate the young people.
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Granström, Alicia, and Sofia Persson. "Unga konsumenters kunskaper och beteende inom 3R-principen : med fokus på återvinning och återanvändning av kläder." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14778.
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Svenskar slänger över 7,5 kg kläder per år i hushållsavfall och 60 procent av dessa plagg är hela och skulle kunna återanvändas. Det nuvarande linjära systemet som utnyttjar jordens resurser och producerar produkter som sedan kasseras, bidrar till bland annat stora mängder avfall och utarmning av naturresurser. Detta är en ohållbar resurshantering. Med den cirkulära ekonomin kan redan använda resurser återanvändas fler gånger istället för att kasseras. Konsumenter visar idag på ett allt större intresse för miljön och hur deras köp kan påverka miljön. Trots detta visar rapporter på att svenskars klädkonsumtion ökar och att unga människor är aktiva konsumenter som sällan tänker på miljön när de handlar. För att skapa en medvetenhet och beteendeförändring krävs kunskap och förståelse. Den cirkulära ekonomin tar inte hänsyn till den bakomliggande orsaken till den ökande resursanvändningen, vilket är människors konsumtionsbeteende. För att kunna övergå till den cirkulära modellen måste man därför undersöka människan och dess roll samt konsumtionsbeteende. Denna uppsats utgår från den cirkulära ekonomins 3R-princip och konsumtionsbeteende. Syftet med studien är att undersöka unga konsumenters kunskaper och beteende inom 3Rprincipen genom en kvalitativ forskningsmetod. Empirin har samlats in genom åtta djupintervjuer med unga konsumenter i åldern 23-27 år som studerar på universitet eller högskola. Resultatet visar på att unga konsumenter som studerat 3R-principen i sin utbildning har kunskaper inom området, men finner inte dessa tillräckliga för att kunna göra hållbara val. Resultatet visar även på en positiv inställning till återvinning och återanvändning av kläder men inte prioriteten att agera hållbart. Slutsatsen är att unga konsumenter har kunskaper inom 3R-principen men dessa är inte tillräckliga för att ändra sitt konsumtionsbeteendet. Unga konsumenter har även intresse och vilja att agera mer hållbart men inte prioriteten att faktiskt göra det.Swedes throw over 7.5 kg of clothing a year in the garbage and 60 percent of these garments are whole and could be reused. The current linear system, which exploits the Earth's resources and produces products that are later discarded, contribute to both large amounts of waste and depletion of natural resources. This is an unsustainable resource management. With the circular economy, already used resources can be reused multiple times instead of being discarded. Consumers today show an increasing interest in the environment and how their purchases can affect the environment. Nevertheless, reports show that Sweden's clothing consumption is increasing and that young people are active consumers who rarely think about the environment when shopping. To create awareness and behavioral change requires knowledge and understanding. The circular economy doesn’t take into account the underlying cause of increasing resource use, which is human consumption. Therefore, in order to switch to the circular model, one must examine humans and their role as well as consumption behavior. This essay is based on the circular economy's 3R principle and consumption behavior. The aim of the study is to investigate young consumers' knowledge and behavior within the 3R principle through a qualitative research method. The empirical material has been collected through eight in-depth interviews with young consumers aged 23-27, studying at university or college. The result shows that young consumers who studied the 3R principle in their education have knowledge in the field, but do not find these sufficient to make sustainable choices. The result also shows a positive attitude towards recycling and reuse of clothing, but not the priority to act sustainable. The conclusion is that young consumers have knowledge within the 3R principle, but these are not enough to change their consumption behavior. Young consumers also have an interest and willingness to act more sustainable, but not the priority to actually do so.
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Ferraz, Caroline de Souza. "Desvendando a economia colaborativa: um estudo quantitativo sobre as motivações de sua adesão." Escola Superior de Propaganda e Marketing, 2018. http://tede2.espm.br/handle/tede/313.
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Collaboration is no longer just a human value, it has become a lifestyle. With the rise of virtual communities and social networks, individuals have taken up collaborative principles and practices, going beyond the cyberspace and applying them to other physical dimensions of life. This behavior change has become a global phenomenon, transforming the way people live and consume. Within this context, this research aims to understand the motivations that lead to sharing economy, focusing on young people from the São Paulo Metropolitan Region, who were born in the 1990s and grew up with the advent of the internet. The study proposes a dialogue between authors such as Bockmann (2013), Lamberton and Rose (2011), Van de Glind (2013) and Hamari et al. (2013) in order to understand the different motivational factors, besides quantifying this information based on a survey conducted with 570 respondents. Results contribute to the literature as well to the Brazilian market regarding sharing economy, showing that the relationship between Brazilians and this economic alternative, despite the strengthening of collective values, is still quite individual and rational. The main motivations involved are convenience and flexibility, reduction of costs and access to new and differentiated services, all of them considered extrinsic, driven by a benefit or a reward. Social and sustainable factors, for instance, were not direct motivations. More than bringing greater understanding about the phenomenon, this research seeks to foster discussions and new studies about the future of sharing economy
A colaboração deixou de ser somente um valor e tornou-se um estilo de vida. Com a ascensão das comunidades virtuais e redes sociais, os indivíduos retomaram os princípios e práticas colaborativas que extrapolaram o ciberespaço e passaram a ser aplicadas a outras dimensões físicas da vida. Essa mudança de comportamento tornou-se um fenômeno global, transformando o modo como as pessoas vivem e consomem. Dentro desse contexto, a presente dissertação tem como objetivo entender as motivações que levam à adesão da economia colaborativa, tendo como foco jovens da Região Metropolitana de São Paulo nascidos na década de 1990 ˗ que cresceram com o advento da internet. O estudo propõe um diálogo entre autores como Bockmann (2013), Lamberton e Rose (2011), Van de Glind (2013) e Hamari et al. (2013) com a finalidade de compreender os diferentes fatores motivacionais para a colaboração e atribui quantificações a eles por meio de uma pesquisa survey com 570 entrevistados. Os resultados contribuem tanto para a literatura quanto para o mercado brasileiro no que diz respeito à economia colaborativa, mostrando que a relação do brasileiro, apesar do fortalecimento de valores coletivos, ainda é bastante individual e racional. As principais motivações relacionadas aos serviços financeiros consistem na conveniência e praticidade, redução de custos e no acesso a serviços novos e diferenciados, todas elas consideradas extrínsecas, ou seja, em função de um benefício ou recompensa. Os fatores sociais e sustentáveis, por sua vez, não se mostraram impulsionadores diretos. Mais do que trazer maior compreensão sobre o fenômeno, esta investigação busca fomentar discussões e novos estudos acerca do futuro da economia colaborativa.