The thesis provides with the broad overview about the consumer awareness of the gender dimension within brand personalities. The research contributes to branding theory and gender studies and demonstrates that consumer gender influences does not influence the perceived brand personality gender. However, it also shows that consumers prefer brands with a clear gender, but not necessarily the same gendered brands..

Companies and special interest organizations pays multiple millions each year in order to reach out with messages about that their products are biggest, best and most beautiful. The publicity happens among thing like TV, in brochures, on the Internet andin newspapers etc. places. This means that consumer permanently becomes affected of publicity, and is thereby in an exposed situation. Around the EU, the border of what to consider undue or not, have been in different levels.

The buying decision process describes how the consumer makes a purchase decision through a rational process (Markin, 1979) and an understanding for how consumers make a purchase decision can according to Sands et al. (2010) be obtained by increased knowledge for the information search process (the second part of the buying decision process) before a purchase. Today?s society offers great opportunity to obtain information (Rahim & Clemens, 2012; Bawden & Robinson, 2009) and by that there are in other words good opportunities for a rational acting by the consumers. However, there are factors working against that consumers act rationally and seek information prior to their purchases primarily in the form of the concept of information overload (Bawden & Robinson, 2009) which claims that consumers are limited in their information search because there is too much information but also other factors such as lack of time (Wood & Neal, 2009) and ability to find information (Slegers et al.

The purpose of this thesis is to contribute to a further understanding of the complexity in green consumer behaviour by examining how and why individuals priorities values, personal norms and identity in green consumer behaviour. The thesis employs a qualitative approach with an abductive strategy. The empirical data was produced through in-depth interviews with green consumers. Based upon the empirical findings and theoretical concepts, a conceptual model was introduced to illustrate how consumers prioritise between several values when assessing green products. The prioritisation is dependent on internalised values as well as the product function and the need that the consumer seeks fulfilled.

The amount of web APIs that are open to the public is increasing fast. Both the free web APIs as well as the ones that cost money to access. Both bigger and smaller organizations, professional and non-professional developers use these web APIs to add value to their systems or use it to create new applications. This is an area study where alot of research has been done in the last few years. In spite of this there are still no user-centered evaluation methods for web APIs.

The Swedish do-it-yourself (DIY) market has expanded in recent years and is today a SEK90 billion market. Competition is fierce, however, and the DIY retail chains compete over market share with extensive marketing campaigns. Advances in computer technology have made it possible to acquire and compile huge quantities of point of sale data. However, due to a lack of economic theories and statistical methods, this data cannot be effectively utilized and the effects of the campaigns are not measured in any detail. In this study a new method was used to examine the effects of marketing campaigns in the DIY consumer market.

The use of digital devices are widely spread among us. Children have an iPad in their hands before they learn how to talk and we bet you look at your smartphone more times a day then you would like to admit? Interaction through these devices have become so natural in our daily life that we get confused when a retailer does not offer a website or an app. The habit of searching for information in the most accessible channel and buying in the one that offers the benefit of convenience, and of course, saves you money and time, is a common way of shopping these days. This is referred to as multi-channel shopping.

Identification and analysis of key success factors for an entrepreneurial firm to achieve leverage when establishing on a foreign market with a premium consumer product..

The essay concerns corporation?s usage and consumer?s attitude towards the phenomenon Big Data. The aim is to analyse whether corporation-management and future ambitions concerning consumer data coincide with attitudes and opinions of today's consumer, and how these opinions reflect consumer behaviour online. The essay is limited to focus on how companies use consumer data in order to better understand and improve the efficiency of their marketing. A self-composed analyse-model was created using previous studies concerning Internet-usage in Sweden, previous management analysis of corporations use of Big Data combined with theory of Cognitive Dissonance. A questionnaire was then created with the analyse model as foundation.

The Swedish consumer electronic industry has recently experienced an increasingly intensive price war. The price war has forced some operators in the business to declare bankruptcy, as the only way to compete has been by driving down prices. A challenge that retail chains in the consumer electronics industry is facing is to increase their margins. If store personnel can success with upselling, the companies will increase their profits. The purpose of this paper is to examine if the sales people in the consumer electronic industry can influence the customer to buy a more expensive product and what the effects the upselling has on the customers' attitudes.

During recent years, financial innovation has given rise to numerous structured investment opportunities aimed towards the general public. These have enabled private investors to engage in high-risk investments offering as much as 400 per cent leverage while oftentimes not fully having grasped the risk involved. The issuers of these securities have been criticized for using advertising of a too aggressive and misleading nature.By presenting 819 potential investors with two different investment opportunities yielding the same return over a six day period, we have aimed to assess whether the inclination of being affected by judegmental heuristics varies with factors such as knowledge, overall attitude towards the asset class, risk appetite and experience from previous investments.We have observed that investors' perception of the attractiveness of an investment can be distorted by altering the information presented to the investor. However, our findings show that this tendency decreases with an increased level of knowledge, experience and risk appetite..

Some theorist, like George Ritzer and Max Weber, claim that everything has its optimal process and that all companies therefore will strive towards standardization. Researchers like Paco Underhill and Pine & Gilmore on the other hand, claim that an increasingly global competition forces businesses to focus more on consumer demands, experiences and differentiation. This thesis challenges these statements with empirical data by looking at shopping malls and their strategies as well as consumer preferences. It arrives at the conclusion that output is primarily driven by customer demand, and that consumers value a certain part of predictability..

This study examines retail atmospherics from a reality perspective. The topic "special exposure" has received research interest in the past but it has not been recognized as a critical consideration in the daily retail business. Too many retailers leave assortment decisions to thumb rules or trial and error. The highest aim of this study is in addressing that gap between theory and practice. To catch the attention of the customer is important in supermarkets because most grocery purchase decisions are made at the point of purchase.

Consumer generated advertising is a new phenomenon in the landscape of communication. Tools such as the Internet enable the consumer to create and spread messages for brands without the permission or control of the brand owner. We carried out a quantitative experiment to investigate the effects of how companies choose to handle these activities as well as how expectations of these consumer generated ads differ from traditional advertising. The findings show that strong brands may benefit from these activities if handled the right way and the brand owner adapts it?s reaction to the content of the ad.

It is important, for companies operating on a homogeneous product market, to understand and adapt to customer needs. Since coffee is a homogeneous product in food retail it is vital for coffee companies to work extensively with differentiation and the fierce competition. The prevailing homogenity makes it difficult for companies to develop the product itself and must therefore work to create added value to the product.The purpose of this thesis is to carry out a study on consumer decision-making when purchasing homogeneous products, and to examine how companies work to strengthen their brand and gain market share in a homogeneous product market. The market that this thesis highlights is the coffee market.To answer the purpose of this thesis the writers have conducted a questionnaire survey regarding consumers? decision-making process and interviewed two marketing managers for two major actors on the coffee market.