The fashion market is highly dynamic, and characterized complexity, abstract phenomena and creativity. Further, differences between factors such as gender, countries and social classes pose increasing challenges to fashion companies and researchers active within this area. In light of these facts, the value of creating tools that help companies and professionals active within this industry becomes evident. Much research has been focused on creating a more thorough understanding of its underlying logics and its main drivers from a business perspective, whereas knowledge regarding fashion consumers and what drives their behavior are more limited. Through this study, insights about the Swedish fashion market and its consumers are generated.

The competition amongst companies is getting tougher and the economic markets are getting even bigger with new products and businesses. One way for companies to differentiate themselves from the competitors is through packaging design. If the merchandise is to send a reliable and solid message to consumers, the attributes of the packaging must be consistent and uniform. If the different attributes are not coherent, the message loses credibility towards the consumer. Through the sent messages, the pack signals the products? expected quality and price.This paper includes two studies, in which the main objective is to discover and build understanding about Swedish consumers? perception of a product?s price depending on the pack?s design.

Background: An increasing number of operations on children are performed as day surgery and this experience of health care may affect future hospital stays. The aim of this qualitative study was to describe children´s experiences in connection with day surgery. Method: Ten children aged six to fifteen who had gone through general anesthesia at examinations or surgery were interviewed and the content was analyzed by systematic text condensation. Result: The core category ?From uncertainty to relief with newly acquired experience? could summarize the result of this interview study.

In my study I focus on how teachers work and teach regarding reading in schools and what kind of methods they are using. The purpose of this study is to find out if there are any differences between experienced and inexperienced teachers. I examine this in three different primary schools where I interviewed two teachers with long experience in teaching children in the age of six to ten years old. I also interviewed two teachers with four or less year of experience in teaching. I have done this study through qualitative interviews with experienced and inexperienced teachers. Through these interviews my purpose was to find out how they teach the students how to read and what factors that influence the choice working strategies. The results show that teachers, regardless of experience teach the students through different approaches.

Syfte: Huvudsyftet med uppsatsen är att redogöra för ett internationellt företags marknadsföringsstrategi på den europeiska marknaden, i det här fallet Volvos, sett ur ett standardiserings- och anpassningsperspektiv. Metod: Vi har genomfört en litteraturstudie för att få en teoretisk grund för arbetet. Därefter utfördes en empirisk studie av Volvo med hjälp av intervjuer med anställda på företaget samt med nyckelpersoner på reklam- och mediabyråer. Vid analysen av Volvos marknadsföring har vi även använt oss av reklamfilmer och annat material från företaget. Resultatet från den empiriska studien sattes i relation till de aktuella teorierna.

Thee purpose of this study was to examine what helps in counseling against women victims of domestic violence, and how to identify empowerment in their experiences? It is a qualitative study using semi-structured interviews where the collected material is based on five interviews. The group we studied is victims of domestic violence who had taken part of counseling. The interviews were based on an interview guide that sought answers to women´s experience of counseling. The interviews were analyzed with the help of theories of support, domestic violence and empowerment.

There is no consensus of the concept sexual health in the context of being HIV-positive women. Research in the area tends to focus in different measurable parts of sexual health for HIV-positive women. A meta-synthesis on that research issue can develop a deeper understanding and knowledge of how HIV-positive women in qualitative studies describe and experience sexual health. The purpose with this study is to analyze and synthesize the results about how HIV-positive women describe and experience sexual health. The meta-synthesis follows Noblit and Hare´s method of meta-ethnography and additional use of Walsh and Downe´s checklist to appraise qualitative articles.

The purpose of this study is to examine if digital public libraries are serendipitous environments. Serendipity in this instance is defined as finding something unexpected and valuable, while searching for something else.A survey was conducted at two Swedish digital public libraries, where the patrons were asked to fill in a questionnaire online. The questions were based on the work on serendipitous digital environments by Lori McCay-Peet, as well as considerations of human factors that could possibly influence serendipity.The result indicate that a majority of patrons experience serendipity at the digital library, although it?s still more common to do so at the physical library or on other web sites. The result also confirms the importance of taking human factors into account when studying serendipity.

This essay studies how advertisements in various anti-smoking campaigns can influence and persuade by using anti-logos as counter-arguments to the tobacco industry's logos. In contrast to tobacco advertising arguments such as freedom (logos), pleasure (pathos) and trademark (ethos) the anti-smoking campaigns create anti-logos arguments with various connotations such as repulsive pictures and sexual implications to influence groups of people not to start smoking or to quit smoking.Advertisement of tobacco does not exist nowadays due to legal restrictions in the western world; however several decades of myths created in the consumer consciousness still exist. Thus one can speak of a tobacco advertising ideology that exists and the various anti-smoking campaigns trying to change that ideology.The purpose of anti-smoking campaigns is to conduct a kategoria of myth that tobacco advertisement has created over the years. Anti smoking organizations do this by creating a new ideology to affect consumer?s attitude toward smoking and the tobacco myth with an anti-myth.

Man spends most part of the day at work and is therefore influenced by it?s ambience. That?s why it?s important that the environment at work is health promoting and can function as a supportive environment. The purpose of this study was to describe job satisfaction among employees and to analyse a possible connection between job satisfaction and employees experiences of SOC.

This paper attempts to replicate a study from 2009 about users reading habits and the future of e?books. Due to the increased use of smartphones and tablets since 2009, there is a reason to reasearch if the perception and use of e?books has changed. The methods used is qualitative interviews complemented with an online questionnaire.

The purpose of this thesis is to examine adults? fictionreading habits. The focus is finding out what differencesexist between men and women to study the significance offiction to readers. The study is based on a questionnairesurvey with men and women coming in to a public library.We used Sten Furhammar?s reading dimensions andcategories to describe the importance of the respondentsreading experience and describe the ways that men andwomen read.Our result shows that the genres men and women prefer arenovels, detective stories/thrillers and biographies.

ABSTRACT The potato has had an important role in the Swedish dietary customs for quite some time. However, during the last forty years, consumption has decreased from 87 kg/year and person to 46 kg/year and person. Other products such as pasta, rice and bulgur are competing with the potato. Many of the competitors have been developed and refined while the potato has not changed much. The potato is still a bulk product while competing products have been differentiated. Stakeholders within the potato market has realized that something has to be done and today there are a number of organizations and networks that all actively work to preserve the Swedish agriculture and specifically the potato as a product. The purpose with this essay is to examine how store managers in the Swedish grocery stores view the handling of the potato in the store, the quality and packaging, marketing and future consumption.

This research study constitutes a critical stand, which departure from the increase in welfare, and decrease in quality of life, and is further directed to the sphere of consumption. Contemporary consumers appear to seek for components to construct their self with through consumption, consumerism has become a sphere of life, and has consequently also become a victimizing force steering the identity and self construction of consumers. The alarm bells however are echoing in Western society, and consumers are experiencing dilemmas such as fragmentation, powerlessness, uncertainty and meaninglessness.In this respect we have presented spiritualism as an applicable path of escape or alternative to the scheme of the material oriented consumption sphere. We intend to broaden the scope of the interplay between spiritualism and consumerism in the act of yoga, and we have therefore been researching: what yoga is doing to consumers, and what consumers are doing to yoga. The study is based on an existential epistemology paradigm, which emphasis on the meaning of the yoga experience attained from the subjects of research; the yoga practitioners, and therefore we have carried out three focus group discussions.

Title: The nurse's dilemma in psychiatric inpatient care - a balancing act between good and evil Objective: To describe the nurse's experience of relieving patient suffering caused by coercive measures on a closed psychiatric ward . Frame of reference : The results are discussed in light of Eriksson´s theory of suffering and caring relationships Method: A qualitative analysis based on focus group discussions Results: The analysis resulted in six categories, to protect the patient , to involve the patient , not to lose control , to remain , to justify compulsion , and to be touched . The results showed that nurses had the experience of being able to relieve the suffering of patients caused by coercive measures. It was also found that the nurses had a tendency to justify coercive measures , the more experience they had of performing these . Conclusion: The results describe that nurses have the experience and knowledge of how to relieve patients' suffering caused by coercion but also their experiences of performing these .