Purpose: To examine how a tour operator works to implement sustainability in the development of the business, as well as what significance it has to Consumers in selecting a tour operator. Furthermore, the purpose is to provide recommendations on how tour operators should work to communicate their commitments.Methodology: The research strategy applied is a case study which follows an abductive approach. Qualitative and quantitative methods were applied to complement each other. A semi-structured interview with a tour operator and a consumer survey constitute the empirical foundation.Conclusion: The conclusion of the study is that Consumers show a positive attitude towards CSR, but do not see it as a determinant when choosing a tour operator. Thus, CSR does not constitute a competitive advantage against competitors.

The fashion industry in Kenya is slowly growing. The middleclass is getting bigger and theinterest for fashion among these Consumers is increasing. One major problem for the growthof the industry is the extensive second hand trade, which has given several problematicaffects. The textile production has almost disappeared, the western influences are evident andthe consumer?s price sensitivity is prominent.The aim of this thesis is, by conducting a field study; to qualitative examine how to develop astrong domestic fashion brand on the Kenyan market and to give a foundation for a brandingstrategy for people involved within fashion in Kenya.

How effective is consumer power? Can Consumers regulate corporate behavior?And if so is the case, could the mechanisms where Consumers regulate corporatebehavior have any democratic value to contribute with? These are the questionsthat this master's thesis comprehends with. The purpose of this writing is toconstruct a theory of consumer power that is compatible with democratic theory,this in order to contribute to the ongoing discussion within the discipline ofpolitical science about the third democratic transformation. A discussion that hasbeen actualized due to the democratic deficit created by the growing corporatepower and the shift of power from state to private enterprises. Besides showingfor a parallel between the democratic mechanisms that exists in the relationbetween citizens and state on the one hand, and the Consumers and corporationson the other hand, this paper argues that Consumers do have a great potential inregulating corporate behavior towards a higher social responsibility andawareness.

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.

Previous studies have pointed out the potential risks involved with targeting homosexual Consumers by using ads with homosexual imagery in mainstream media. Many of these studies have indicated that there may be drawbacks with exposing heterosexuals to these kinds of advertisements. The purpose of this paper is to investigate whether this is true for all groups of heterosexual Consumers. An experimental study was carried out to examine the effects of explicit homosexual imagery on a heterosexual group with a generally positive attitude towards homosexuality. Empirical evidence suggests that homosexual imagery does not elicit any negative reactions among these heterosexual Consumers.

It is important for every store to have a good financial performance which can be affected by the average purchase and the number of customers in the store. Customers shopping experience can affect both of these factors and therefore it is important for retailers to know about how an in-store environment can affect this experience. The purpose of this study is to give retailers an indication of the importance of Consumers' shopping experience and how this may affect the store's financial performance. To study this subject an in-store survey was conducted in four grocery stores in Stockholm where a total of 320 Consumers answered a total of 41 questions about their shopping experience. By sales data it was possible to conduct a statistical analysis to see which variables regarding Consumers shopping experience influenced the average purchase.

Breaking through the clutter and getting Consumers? attention is a constant battle for marketers. Could consumer magazines be the solution to the problem? It is not a new marketing method but consumer magazines do not look like traditional marketing and they offer Consumers value. Since these are qualities that could increase Consumers? will to take part of commercial messages, it might be a method that deserves more attention.

Title: Brand loyalty and switching behavior ? A case study of the Swedish ketchup market Authors: Marcus Andersson Mattias Hedblad Tutors: Björn Bergenståhl, (Professor) Department of Food Technology, Engineering and nutrition, Division of Food Technology, Lund University Frans Melin (MBA PhD) Department of Business and administration, Lund University Ragnar Sjögren Johansen, (Marketing Manager Sauces) Procordia Food AB Problem: The market for daily groceries is mature and the competition has become tough. For the manufacturers to be able to grow they have to compete for the existing Consumers. The problem is for the manufacturer to protect its Consumers and still be able to gain Consumers from its competitors. Purpose: Our ambition is to study Consumers brand loyalty for daily groceries, with the purpose to understand how loyalty starts, how it can be strengthened, and how it can be broken.

Abstract The growth of supra-national organizations, such as the European Union, has been a recent trend in today?s global environment, which has challenged traditional marketing concepts and product cues. One such cue that is significantly challenged is the 'origin cue'. An origin cue is conceived to be a socially constructed notion that Consumers use to discern where goods come from and to accordingly evaluate products with. The origin cue is often predominantly materialized in the public sphere by a 'made in' labelling scheme.

To business owners and Consumers electronic commerce means new conditions and possibilities. Often and specially at the Internet information between Consumers and sellers is asymmetrically distributed. Among the Consumers there is a shortage of confidence in electronic commerce. In order of a positive development of electronic commerce it´s important to find a solution to the shortage of confidence. Confidence may be created by legislation or by self- regulation.

The purpose of this thesis is to get a better understanding of Consumers? perception and knowledge of Fair Trade and Fair Trade products in Sweden. Literature was reviewed before the empirical research was conducted. A quantitative method, in form of a questionnaire survey, has been used. We have entered different areas related to our topic.

This study aims to investigate how Consumers perceive variety in grocery stores and further how private brands have affected Consumers? perceptions of variety in grocery stores.The study focuses on the perceptions and attitudes towards variety and the impact of private brands on perceived variety. Hence, a qualitative rather than quantitative study has been used. Photo elicitation has been used in both focus groups and in-depth interviews, which have been the empirical data collection of the study. Scientific articles and books have also been used in the process.

A majority of Swedish Consumers have a positive attitude towards organic production and the number of organic products on the market is increasing. Despite these positive trends, there are still relatively few Consumers who choose to buy organic produced products. According to statistics, only 3% of the total sales of food consist of organic products. The aim with this essay is to understand what is needed, both from the grocery store and the consumer's point of view, to increase the consumption of organic food. Information has been collected partly through questionnaire with Consumers and partly through analysis of sales statistics for a selected numbers of products. Then the empirical material have been analysed in the light of a combination of the Behavioural Perspective Model (Foxell, 1997) and Kotler's Four P:s (Kotler, 2002). Consumer's willingness to buy organic products is influenced by a number of different factors. One important thing is if the grocery store offers a behaviour setting that stimulates the Consumers positive attitude and facilitates their possibilities to collect new information. Furthermore, the store needs to offer a broad and well-visualised selection of organic products.

In a time where information overload is a fact, well formulated messages is required and communication is a big contributing element for building strong brands. In the north of Sweden, Norrmejerier is one of the big actors with dominance on the dairy factor market. Through making milk products that lands in the Consumers refridgerators, they are not only working for economical interest but also for improving the nature of the north of Sweden. Through visual communication, Norrmejerier shows the Consumers a beneficial view of the north of Sweden which corresponds to the populations own impression of their part of the country. This contributes to a feeling of belonging that makes strong and loyal consuments. The feeling of belonging is also reflected in Norrmejeriers commercial movies, that uses the Consumers conscience to make costumers. By two group interviews and a semiotic analysis of Norrmejeriers commercial movies, this study aims to examine how Norrmejerier uses qualities of the north of Sweden when building their brand.

Purpose: To examine how a tour operator works to implement sustainability in the development of the business, as well as what significance it has to Consumers in selecting a tour operator. Furthermore, the purpose is to provide recommendations on how tour operators should work to communicate their commitments.Methodology: The research strategy applied is a case study which follows an abductive approach. Qualitative and quantitative methods were applied to complement each other. A semi-structured interview with a tour operator and a consumer survey constitute the empirical foundation.Conclusion: The conclusion of the study is that Consumers show a positive attitude towards CSR, but do not see it as a determinant when choosing a tour operator. Thus, CSR does not constitute a competitive advantage against competitors.