The fashion industry is a line of business which is characterised by tough competition. Often the consumer target groups exposed to advertisements identify them as attempts by the fashion industry to persuade them. When this happens, the consumer disregards the information due to selective attention. Faced with these conditions, companies need to find new, creative ways to market their product lines. This essay is about Public Relations, in particular Public Relations that appear in editorial spaces.

The purpose of this thesis is to increase the understanding about consumer buying behaviour when purchasing books online. In order to acquire data for the study we used a questionnaire that 75 students where asked to respond. The respondents were students at the University of Technology in Luleå. Our findings suggest that the following factors are the most commonly cited reasons for deciding to complete the purchase: trust, perceived risk, price, convenience, design of the website and experience. The following factors are the most commonly cited rea-sons for deciding not to complete the purchase: trust, perceived risk, price and the design of the website.

In today's society, consumers get in touch with hundreds of advertising messages a day from companies. It is up to the consumer to choose the messages they want to listen to and ignore the ones they want. Today, there is an advertising saturation and this has implications for both producers and consumer. Companies must be innovative and come with fresh ideas to get us consumers to pay attention to their particular message.  It is through the marketing that companies have an opportunity to spread their message.

Research on the power of customer involvement, and in particular recommendation is very resourceful. Many studies have mapped the reasons for why customers are willing to recommend, however they often ignore potential differences among brands and how that may affect these reasons. This study is built on a quantitative survey investigating how consumers interact with brands, depending on category affiliation. The categories used were Bhat and Reddy's symbolic and functional, consisting of three brands respectively where each brand represented a different product type.The evolvement of social media has also transformed the platform of recommendation from physical to virtual and changed the way people connect. Thus, taking the investigation further, potential differences between symbolic and functional brands was tested in different social media platforms.

For the last 50 years the amount of available consumer goods has exploded in number, due to improvements in production and technology. The problem is that the overall sales of many categories are stagnant and retailers are unwilling to grant the categories more shelf space. Therefore many categories are crowded with products and hard for consumers to navigate in. The purpose of this paper is to examine the effects of an assortment reduction on several variables relating to assortment perceptions, customer satisfaction and store choice. The study was carried out as an experiment with 127 participants.

One fundamental principle in Swedish contract law is that passive acceptance does not constitute a binding acceptance of an offer. Still, business owners use the consumers unknowing of this, and form offers saying passivity will lead to a binding agreement. Business owners are thus trying to ?negatively bind? the consumer to agreements. There are rules prohibiting this kind of actions in the Swedish marketing law (MFL).In order to find out what constitutes this forbidden kind of agreement-entering according to the Swedish Market Court, an analysis of seven cases settled between 2002-2009 and concerning consumers in these situations, is made.

An organization must manage its resource consumption and material flows in order to satisfy the demand of its products as efficiently as possible. Managing of the aforementioned requires a balance between the organizations resources (such as the capability of distribution and production) and the market demand. According to Gardner (1990), an estimation of future demand is a necessity for maintaining the balance. An instrument that is used frequently to estimate future demand is demand forecasting. The demand forecasting practice has been thoroughly studied and a plethora of academic contributions exist on the topic.

SammanfattningAnalysen undersöker meningserbjudandet gällande konsumentfrågor i tre läroböcker inom hem- och konsumentkunskap, med utgångspunkt i kursplan 2000 (Skolverket, 2000a). Först definierades och avgränsades konsumentfrågorna med hjälp av konsumtionsprocessen (Bjurström, 2004, McGregor, 2011a). Det andra steget i analysen var att kategorisera det befintliga konsumentinnehållet utifrån tre undervisningsstrategier: fakta-, normerande- och pluralistisk undervisningsstrategi (Skolverket, 2002, Kronlid & Öhman, 2010). Som ett tredje steg genomfördes en analys även av kursplan 2000, med hjälp av de tre undervisningsstrategierna. Detta tredje steg utgick ifrån antagandet att läroböckernas legitimitet och relevans styrs av kursplanen (Sellander, 1988, Lundgren, 1989, Englund, 2011).

SammanfattningAnalysen undersöker meningserbjudandet gällande konsumentfrågor i tre läroböcker inom hem- och konsumentkunskap, med utgångspunkt i kursplan 2000 (Skolverket, 2000a). Först definierades och avgränsades konsumentfrågorna med hjälp av konsumtionsprocessen (Bjurström, 2004, McGregor, 2011a). Det andra steget i analysen var att kategorisera det befintliga konsumentinnehållet utifrån tre undervisningsstrategier: fakta-, normerande- och pluralistisk undervisningsstrategi (Skolverket, 2002, Kronlid & Öhman, 2010). Som ett tredje steg genomfördes en analys även av kursplan 2000, med hjälp av de tre undervisningsstrategierna. Detta tredje steg utgick ifrån antagandet att läroböckernas legitimitet och relevans styrs av kursplanen (Sellander, 1988, Lundgren, 1989, Englund, 2011).

Consumer Information Processing (CIP) handlar om hur vi som konsumenter tar till ossoch påverkas av den information som ständigt omger oss vid en beslutssituation. Ämnethar länge varit i fokus för forskning inom marknadsföring då detta naturligtvisintresserar företagen i hög grad. Tidigare forskning hävdar att när vi som konsumentertar till oss av de intryck som omger oss, bearbetas dessa intryck tillsammans med dekunskaper vi har sedan tidigare (bottom-up processing och top-down processing).Studier har visat att information som tilldelas oss kan ha direkt påverkan på våra sinnenoch hur vi upplever en produkt.Denna studie undersökte hur olika typer av tilläggsinformation påverkade konsumentersupplevda smak av vin. Tolv testpersoner studerades i ett experiment bestående av tresteg där olika betyg presenterades på de viner testpersonerna bedömde. Resultatet avstudien visade att kvinnor i högre grad påverkas av negativ tilläggsinformation medanmän i högre grad påverkas av positiv tilläggsinformation..

The globalization and the realization of a European common insurance market have increased the importance of cross border insurance contracts. Despite that, a gathered set of rules regulating cross border insurance contracts does not exist. The sets of rules within Private International Law which arises today when determining the applicable law regarding cross border insurance contracts are the law of 1993 on applicable law to certain insurance contracts (the law of 1993) and the law of 1998 on applicable law to contractual obligations (Rome Convention). Since the Rome Convention is the only Community instrument which still is in the form of a treaty, work has been done in order to convert it into a regulation, called the Rome-I-regulation. Therefore, the future Rome I-regulation is of importance for the thesis as well since it most likely will replace the Rome Convention.Swedish law is based on the principle of party autonomy, which means that the contracting parties have the right to freely agree on the content of the contract, including the choice of law.

This paper examines the relationship between the experienced quality in the offering of a brand, emotional attachment and consumer commitment. The study aim to explore several dimensions of the experienced quality in the offering of a brand. Further we examine two conceptualizations of emotional attachment - Brand Attachment and Brand Love - and intend to declare the two of being two separate phenomena. We then conduct a relationship-based analysis wherein the mediating ability of Brand Attachment and Brand Love, between the experienced quality in the offering of a brand and consumer commitment, is examined. Therefore we conduct a focused quantitative study, wherein 171 customers of the fashion retailer H&M have responded to a comprehensive survey both online and in-store, to examine this fun-damental relationship and its components.

The beauty industry has experienced a turnover increase of 220 % the last 20 years (Jones, 2010). At the moment the market for men's skin care is seeing the fastest growth rate in the cosmetic industry and multinational companies such as Procter and Gamble and L'Oréal have identified a "multibillion-dollar potential" within the segment. BUT - fresh research from the category leading company L'Oréal, shows that only 48 % of the male consumers use a skin care product specially adapted for men. It further shows that as many as 28 % of these do not even know how that skin care product got into their bathroom cabinet. The purpose of this paper is to get a deeper insight into men's relationship with skin care products and grooming.

The technological development and increasing popularity for integrated multichannel solutions constitutes both severe opportunities and challenges for todays' and tomorrows' retailers. On the account of consumers leaving traces when using digital channels and the technological development enabling retailers to use this information to create relevant offers, goal-congruity is relevant to apply in the multichannel shopping context. Based upon previous research on goal congruity and channel integration, our main purpose in this study is to increase the understanding for how congruity in an offer increases the intention to redeem the offer. Several studies focus on and contrast the product characteristics hedonic and utilitarian. However, it has been stated that it is crucial that research also examines the difference in target audience, buying situation and as examined in this study: buying decision process.

Event marketing's ability to create strong communication effects is a well-known fact and a contributing factor to its popularity in the world of marketing today. But while we know that it is the interaction between consumers and the brand within the scope of live marketing that gives rise to loyalty and purchase intention, we have no knowledge in how the company's efforts affect the outcome. As the investments in event marketing are growing at a comparatively high pace, it is urgent to obtain a deeper understanding and a sense of direction of the elements infuencing its success.In this study we investigate in what way and to what extent the amount of effort that a company puts into the making of an event is used as a signal of manufactor credibility, ability (i.e., expertise) and consumer care. And in what way and to what extent the perceived effort influence purchase intent, attitude and word-of-mouth. We also analyze marketing events in terms of the theory of equitable exchange and "desperation", a subject matter thus far only touched upon.As we identify two different types of events on the market today, we include both in our study: the in-store promotion related event and the party event, which is held in an external venue.