Thèses sur le sujet « Spanish consumers »

Title: The changes on the Spanish consumer behaviour after the financial crisis 2007. Applied towards a switch to store branded products. Authors: Adrián Cánovas Rosales and Iranzu Ibáñez Pérez Supervisor: Venilton Reinert Level: Bachelor in Business Administration, Marketing Key words: Consumers’ behaviour, financial crisis, leader brands, store brands, Spain, Spanish retailers… Purpose: The main research objective is to find out if there has been a change in Spanish consumer buying behaviour as a consequence of the current economic downturn. Method: The selected research method is an explorative research followed by descriptive one. Secondary data has been collected from books at Halmstad University’s Library and academic journals and other articles founded in the University’s Databases. Primary data has been obtained through a survey among middle class Spanish households. The selected research instrument is a questionnaire. Theoretical framework: We firstly define the consumer behaviour. Then, there is an explanation of the economic crisis focusing on the Spanish case. Finally, stores brands are defined. Conclusion: A summary of the findings obtained from our study are posted. Middle class Spanish households have reduced their consumption, becoming more rational and, consequently, switching to store brands. The limitations of the study as well as some suggestions for further researches are added in this section.

Conducts a deep research of the online and smartphone consumer behaviour with a focus on the Spanish Millennials. The main goal of the thesis is to identify a different online and smartphone pattern among Millennials in Spain, compared to the general population. At the same time, obtaining valuable and insightful information about the Spanish Millennials consumer behaviour and trends is another goal of the thesis. This thesis aims to provide key findings on the topic, adding valuable knowledge, based on the current situation and behaviour of this segment of the Spanish population.

ABSTRACT

The new century has provoked the liberalization of the world economy and market globalization. International marketing has opened the borders for all countries, which can compete with the same competitive tools, increasing the rivalry among them. This

thesis deals with the wine sector and the changes that this sector has suffered in previous years, due to the entrance of new producer countries and the recession that has been produced by European wines, called “Old World” producers.

In this study we will make an analysis of the Swedish wine market, describing how the different players act; from consumers to the special system of alcohol distribution that is controlled by the government, all the way to the producers and kinds of wine that

compose the market.

Among the different wine producers we will make a thorough study of the Spanish case, given that we come from Spain, where the wine industry has a special relevance. Furthermore, Spain is one of the most important wine exporters to Sweden, but in the last years it has suffered a small decrease in its market share.

So apart from studying the current situation of the wine sector in Sweden and how consumers perceive the wine of “Old World” countries, such as France, Italy and Spain and “New World” countries, such as Australia, Chile and South Africa, our main objective is to make some strategic recommendations in order to improve the situation

for Spanish wine.

The study will focus on a quantitative research through a self completion questionnaire, measuring the main features of wine (quality, price, nationality, etc.) and also on different theories that compose the marketing and strategic fields.

In the eighties the Spanish Government launched an ambitious policy aimed at restructuring the militaryindustrial base. Central to it was a remarkable defence R&D effort. Government sources often argue for the military industry as an engine for the modernization of the Spanish industrial base. The object of this dissertation is to reach conclusions on the potential role of Spanish military production as a technological engine for the Spanish economy. This is done through an analysis of the structure of the Spanish military-related industry and its linkages with the rest of the economy. Up till the present most research on the role of military production has adopted too narrow a view focusing mainly on arms producers. This work presents an alternative way of conceptually focusing research of this nature. It expands the ambit of the study to examine all firms involved in military production from components to systems producers, no matter the degree of their involvement. In this way, we find that the strongest linkages with the rest of the industrial and research activities appear in the more "mature" sectors of the economy (mainly in the metal sector) and among producers of components and sub-systems. Consequently, more channels for technological diffusion from military to civilian production are found in these sectors. Yet, these areas have been found to be overlooked by and large by the present defence industrial policy which targets systems assemblers and the electronics, aerospace and software producers as the main recipients of research contracts and incentives. These results further question the conventional usage of implicitly treating defence production and technology as homogenous entities. Through our broad conceptual approach we obtain new insights into the linkages between military-rel~ted and civilian activities. The study reveals that the potent1al effects of military research and production on the rest of the economy depend on the specific sect~rs and,stages,of production targeted by the defence 1ndustr1al policy.

For centuries, halal is a spiritual concept that Muslims continue to follow in their daily lives, specifically when purchasing and consuming products. The Muslim community takes up a big part of the world population. The demand for halal food consumption is increasing rapidly in line with the expansion of the Muslim community with 2.1 billion Muslims worldwide. Halal food becomes a profitable business not only among the Muslim majority countries, but also in countries where the majority are non-muslims. Viewed from an Islamic perspective, the concept of halal is vital to a Muslim. Halal means "allowed" or "permitted" in Islam). Therefore, Muslims will look for products in accordance with accepted religious teachings. This is marked by the number of demands in the world for halal products that already have a Halal certification. Halal appeal displayed in a product becomes a distinctive attraction and identity from similar products that become competitors. This becomes one of the more explorable product marketing tools. Countries with Non-Muslims as their majority are also showing tremendous positive demand trends. With this, the demand for halal food is also noticeable. The demand for halal food consumption is increasing rapidly in line with the expansion of the Muslim community with 2.1 billion Muslims worldwide. The 'Halal' concept has become a new trend in the consumer goods industry, especially with food, and is gaining more popularity. The reason behind it being the fact that the halal concept is not just a purely religious issue, it is now also in the dynamic of business and trade. The purpose of this paper is to investigate the factors that influence purchase intention of halal food among Spanish Muslim consumers. This study aims to tackle questions on the perception of Muslim consumers in Spain towards halal food, and the intention to purchase the halal products, we also take into account the moderating role of religious involvement. This study also observes the mediating role of the halal attitude towards halal" between "halal consciousness" and "purchase intention"; and the moderating role of "religious involvement" between " attitude towards halal" and "purchase intention". Last, this thesis also study the effect of “halal consumers’ attitude” as a moderating variable to measure both indirect and direct effects of some constructs on purchase intention. Data were obtained from a survey of Muslim consumers living in various religions of Spain, then analysed using the partial least squares (PLS) technique. The results showed that product awareness does not have an effect on purchase intention while other constructs do, including the mediating effect of consumers' attitude towards halal label and moderating effect of religious involvement. This study thus contributes to the advancement of knowledge on factors that motivate the purchase intention of halal food.

This dissertation examines the Spanish visual poetry of the 1960s and 1970s, which appeared during the later period of the Franco regime and responded to the rise of mass media and consumer capitalism. It draws on the theoretical work of Gilles Deleuze and Félix Guattari to examine how this poetry created an oppositional practice that destabilized the conventional use of codes in media, art, and literature. It brings to light what I will explore as the "schizoid" character of their work and how it redefines the roles of reader, writer, and text in order to create an awareness that is critical and resistant to what the visual poets position as authoritative discourses, such as capitalism, consumerism, and the authoritarianism of the dictatorship. They see these discourses as subjugating the individual's thought through codes of language and image, and they go about subverting such discourses by destabilizing the language and image itself on which those discourses are built.

This study focuses on the representative works of three different writers, Quizás Brigitte Bardot venga a tomar una copa esta noche by Alfonso López Gradolí, La caída del avión en el terreno baldío by José Luis Castillejo, and Textos y antitextos by Fernando Millán. López Gradolí's book restructures the notion of desire as it is represented in capitalist narratives of lack, ultimately schizophrenizing desire as a displaced logic of lack and creating new, interpersonal codes that redefine desire as immanent connection. Castillejo's work deconstructs representation through open-ended texts that multiply possible reading strategies, thus grounding desire in the process of building new codes. Millán's book deconstructs representation into a figural narrative that redefines the reader's role from that of a passive consumer to that of an active schizoanalyst that co-creates poetic codes and schizophrenizes transcendental structures that govern language and image.

Anthropology
Ph.D.
This dissertation focuses on the human experience during enslavement in nineteenth-century Puerto Rico, one of the last three localities to outlaw the institution of slavery in the Americas. It reviews the history of slavery and the plantation economy in the Caribbean and how the different European regimes regulated slavery in the region. It also provides a literature review on archaeological research carried out in plantation contexts throughout the Caribbean and their findings. The case study for this investigation was Hacienda La Esperanza, a nineteenth-century sugar plantation in the municipality of Manatí, on the north coast of the island. The history of the Manatí Region is also presented. La Esperanza housed one of the largest enslaved populations in Puerto Rico as documented by the slave census of 1870 which registered 152 slaves. The examination of the plantation was accomplished through the implementation of an interdisciplinary approach that combined archival research, field archaeology, anthropological interpretations of ‘material culture’, and geochemical analyses (phosphates, magnetic susceptibility, and organic matter content as determined by loss on ignition). Historical documents were referenced to obtain information on the inhabitants of the site as well as to learn how they handled the path to abolition. Archaeological fieldwork focused on controlled excavations on four different loci on the site. The assemblages recovered during three field seasons of archaeological excavations served to examine the material culture of the enslaved and to document some of their unwritten experiences. The study of the material culture of Hacienda La Esperanza was conducted through the application of John C. Barrett’s understanding of Anthony Giddens’ theory of structuration, Douglas Armstrong’s cultural transformation model, and Paul R. Mullins’ notions of consumerism and identity. Research results showed that the enslaved individuals of Hacienda La Esperanza were active yet highly restricted participants and consumers of the local market economy. Their limited market participation is evidence of their successful efforts to exert their agency and bypass the administration’s control. As such, this dissertation demonstrates that material life, even under enslavement, provides a record of agency and resistance. The discussion also addressed the topics of social stratification and identity.
Temple University--Theses

Qualsiasi prodotto alimentare che si trova sul mercato contiene diverse etichette che aiutano i consumatori nel loro processo decisionale quando fanno acquisti. Questo aiuto può essere garantito solo se i consumatori comprendono il significato di queste etichette, le differenze tra loro e le informazioni che certificano. La tesi ha esplorato il ruolo delle etichette nel settore del marketing alimentare usando studi condotti sull'approccio del consumatore. Utilizzando diversi metodi (statistici ed econometrici), abbiamo analizzato le percezioni, la consapevolezza e la conoscenza dei consumatori verso alcune etichette alimentari e le loro preferenze e comportamenti verso i prodotti alimentari che portano queste etichette (etichette nutrizionali sul fronte della confezione e marchi di qualità europei). I prodotti alimentari certificati di qualità sono stati scelti perché sono drammaticamente rilevanti per il settore agroalimentare europeo, e ancora di più per quello italiano dove costituisce la DOP Economy, data la sua densità. Sulla base dei risultati abbiamo formulato alcune raccomandazioni di marketing, policy, e di comunicazione che potrebbero essere utilizzate dai consorzi per migliorare l'impegno dei consumatori per i prodotti con marchi di qualità. Le raccomandazioni sono state rivolte anche ai policy maker e ai produttori dei prodotti DOP/IGP/STG/Organici ma anche ai policy maker dell'Etichettatura Nutrizionale.
Any food product found on the market contains several labels that help consumers in their decision making when shopping. This help can be guaranteed only if the consumers understand the significance of those labels, the differences between them and the information that they certify. The thesis explored labels’ role in the food marketing sector and studies were carried out according to consumer approach. Using different methods (statistics and econometrics), we analyzed consumers perceptions, awareness, knowledge towards some food labels and their preferences and behavior toward food products bearing these labels (Front of Packaging Nutritional Labels and Quality labels). Quality certified food products were chosen because are dramatically relevant for the European agri-food sector, even more of the Italian one where it forms the DOP Economy, due to its density. Assessments of several food labels from a consumer behavior perspective was carried out. Based on the findings we formulated some policy, marketing recommendations and communication suggestions that could be used by the consortia to enhance consumers’ engagement for products with quality certifications (PDO/PG/TSG or organic). The recommendations were also addressed to policy makers and producers of the PDO/PGI/TSG/Organic products but also to the policy makers of the Nutritional Labelling.

Defence date: 13 December 1993
Examining board: Prof. Jaime Garcia, Universitat Pompeu Fabra, Barcelona ; Prof. José Gonzalez-Parámo, Universidad Complutense, Madrid ; Prof. John Micklewright, E.U.I., supervisor ; Prof. Louis Phlips, E.U.I. ; Prof. Ian Walker, University of Keele
PDF of thesis uploaded from the Library digitised archive of EUI PhD theses completed between 2013 and 2017

Cultural issues are more and more taken into consideration by managers in the context of the internalisation of their businesses. However, a comprehensive study on consumer preferences was not carried out when Science4you opened their points of sales in Madrid, Spain in 2011. The aim of this master’s thesis is to know the characteristics of the consumers of Science4you in Spain, in order to recommend to their managers the required adaptations to the management and marketing strategy, adapting them to the Spanish market, which may differ from the Portuguese due to particularities of the market itself. For this achievement, primary data were collected through surveys and interviews, to characterise the profile of Spanish consumers; also, secondary data on trends in the toy market (as pointed out by experts of the market). The socio-demographic profile, the preferences of the Spanish consumer of educational toys; and market trends that have raised evident differences, when compared with the Portuguese one according to the research conducted, support the management and marketing suggestions for the Science4you’s product portfolio; distribution and customer service; price and promotions; and, marketing and brand identity. Essential, the main strategical advice about Science4you’s business in Spain is to setup a global identity, adapting business aspects to foreign markets that require differences. This project is a starting point: managers should recognise the importance of the study to follow the reasoning for further international markets.
As questões culturais são cada vez mais tidas em consideração por gestores de empresas no contexto de internacionalização dos seus negócios. No entanto, a Science4you não levou a cabo um estudo compreensivo sobre as preferências dos consumidores quando abriram os seus pontos de venda em Madrid, Espanha em 2011. O objetivo desta tese de mestrado é conhecer as características dos consumidores da Science4you em Espanha, para recomendar aos seus gestores as adaptações requeridas à estratégia de gestão e de marketing, adequando-a ao mercado Espanhol, que poderá diferir do Português devido a particularidades do próprio mercado. Para chegar a esta conclusão, foram recolhidos dados primários através de inquéritos e entrevistas, para desenvolver o perfil dos consumidores Espanhóis; e, (2) dados secundários sobre as tendências do mercado de brinquedos (apontadas por especialistas do mercado). O perfil sociodemográfico, as preferências dos consumidores espanhóis de brinquedos educativos, e as tendências de mercado que levantaram diferenças evidentes, quando comparadas com as portuguesas, de acordo com as pesquisas realizadas, sustentam as sugestões de gestão e de "marketing" no que diz respeito ao portfólio dos produtos da Science4you; à distribuição e à atenção ao cliente; ao preço e promoções; e, ao marketing e identidade da marca. Essencialmente, o maior conselho estratégico acerca do negócio da Science4you em Espanha é estabelecer uma identidade global, adaptando os aspetos do negócio aos mercados estrangeiros que exigem diferenças. Este projeto é um ponto de partida: os gestores deveriam reconhecer a importância do estudo e seguir o raciocínio para mercados internacionais futuros.

This study’s purpose was to develop a successful marketing strategy for Small Portuguese Hotels (SPH) in the Spanish market and provide the start-up with recommendations on both tactical and operational level. Various theoretical models have been applied that when used all together, substantiated by an extensive literature framework, fulfil the process of developing a marketing strategy in a successful way which is needed to succeed as a company nowadays. The concluded marketing strategy for SPH has been based on all data gathered throughout the entire study, consisting of both desk and field research. In terms of field research, an online survey was conducted among Spaniards as part of the customer analysis. Besides, an interview has been held with Mrs. Rita Alves Machado as part of the internal analysis and several SPH employees have participated in several questionnaires needed to design the most relevant framework for SPH when qualifying different strategic options to eventually find the best fitting marketing strategy: ‘Before targeting the promising Spanish market, SPH should achieve its short-term goals and improve day-to-day business. Besides, before moving to the Spanish market, SPH needs a complete and clear marketing, sales and social media plan that can straight be implemented and will strongly position SPH in the Spanish market to expand its existing Portuguese customer base.’ The complete and clear marketing, sales and social media plan comprise the recommendations on both tactical and operational level.
Este estudo focou-se no desenvolvimento de uma estratégia de marketing sustentável para a Small Portuguese Hotels (SPH) no mercado espanhol e direcionar a start-up tanto a nível estratégico como operacional. Foram aplicados vários modelos teóricos que, utilizados em conjunto, e fundamentados por uma extensa revisão de literatura, completam o desenvolvimento de uma estratégia de marketing bem-sucedida, necessária para o sucesso de qualquer empresa atualmente. A estratégia resultante foi fundamentada pelos dados recolhidos ao longo de todo o estudo, consistindo em pesquisa documental e trabalho de campo. Em termos da pesquisa realizada em trabalho de campo, foi realizado um questionário online a pessoas de nacionalidade espanhola como análise do cliente. Adicionalmente, foi realizada uma entrevista com a Rita Alves Machado no âmbito da análise interna e com todos os colaboradores da SPH, que participaram em vários questionários, necessários para delinear o quadro mais relevante para a empresa no apuramento de diferentes opções estratégicas e, eventualmente, encontrar a melhor estratégia de marketing pretendida: "Antes de se focar no promissor mercado espanhol, a SPH deve alcançar os seus objetivos de curto prazo e de gestão do dia-a-dia. Adicionalmente, antes de entrar no mercado espanhol, a SPH necessita de um plano completo e claro de marketing, vendas e redes sociais que possa ser implementado eficazmente, que posicionará fortemente a SPH no mercado espanhol para expandir a sua base de clientes portugueses existente." O plano integral de marketing, vendas e redes sociais compreende as recomendações tanto a nível estratégico como operacional.