World wide globalization and the rapid development of the Internet have lead to significant changes for companies around the world. The world has ?shrunk? and increased supply of goods and services has lead to a more intense competitive situation. As the market changes, so does consumer behavior. Today?s Consumers do no longer wish to be treated as a group, rather they are looking for products and services that specifically fit their personal values.Recent years, the consumption of digital consumer electronics has sky-rocketed.

The media arena is becoming more and more crowded by various brands and different commercial messages. At the same time, Consumers learn how to screen marketing communication and their cognitive ad filters enable them to avoid message elaboration. Thus, new thinking and new communication executions are required in order to surprise the Consumers and break through the clutter. In the present study, we have investigated how the choice of media affects attention, memory and several communication effects that the ad can generate in the short as well as in the long term. The study is conducted on a well-known brand within a low-involvement product category.

Until the sixties potatoes have had a unthreatened position at the Swedish dining tables, but then different alternatives such as rice and pasta have become popular. In 2005 the Swedish potato-consumption have more than hafted compared with the sixties, we have gone from circa 90 to 40 kilograms per person and year. This paper aims to provide those who are involved within the potatoe business with an overview of the attitude and behaviour towards potatoes that are being held by Swedish Consumers. In order to reach to the conclusion, in- store interviews had been held with customers in the cities of Stockholm and Malmö. The interviews showed that the typical potato-consumer prefers to choose and in pick their own potatoes to a bag in the store in favour of the pre-packed alternatives. Based on the outcome of the interviews a number of conclusions could be drawn. The Consumers were of the perception that the pre-packed alternatives were too big for their households.

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 music industry has been subject to great changes during the last ten years. The most significant factor contributing to this change is the increasing usage of broadband and thereby the increasing frequency of downloading music illegally. Music piracy and file sharing have caused record sales to plummet. Consumers have now moved on to consuming music in a digital format, not only through downloading but also from streaming music online, an activity partly made possible by social media channels such as YouTube. As the consumption patterns have changed companies within the music industry have been forced to find other sources of income than record sales and they have also needed to find alternate ways to market their artists.

This study is about how older people are portrayed in TV- commercials, and what those images are saying about senior citizens as Consumers. I?ve chosen two of Sweden?s most popular TV channels that are broadcasting commercials and from those two channels recorded commercials in a period of one week, three times a day (morning, afternoon and evening/night). My purpose with this study was to see when older people stared in commercials, which kind of merchandises they were marketing, in which manor they acted out their roles, and (if possible) say something about the elderly people as Consumers..

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.

Companies in the apparel industry are becoming increasingly responsible with regards to the social and environmental issues related to textile production. Despite these tendencies, there are great insecurities surrounding the concept of CSR and the effects on Consumers of CSR communication. There is currently no model for breaking the concept of CSR down into smaller elements, specific for the apparel industry. In the first part of this thesis, we create such a model, applicable in a consumer communication context. In the second part, we investigate the effects on consumer attitudes and intentions of communicating the different elements of CSR presented in the model.

Consumers today leave a fragment of information when they pay with their debit and credit cards. The aim of our work is to investigate ways to design a concept of a system in which digitally stored information that today is fragmented among several different holders, can be assembled into a system and made available to Consumers. In our study of how a system for financial flow of information should be designed, we intend to study the present situation and the attempts made to alter it into a more informative reality. We intend to investigate the flow of information when a consumer pays by card, and the possible solutions regarding the design and transportation of digital receipts. A majority of the information of our digital consumption is today handled digitally.

The challenge that companies currently face in their attempts to break through the media clutter has resulted in an increased use of provocative advertising worldwide. History shows that this strategy can result in a brand crisis due to negative consumer sentiment. Despite this fact, advertisement generated crisis remain a relatively unexplored field in the academic world of marketing. The objective of this thesis is to further explore crisis creation from provocative advertising, evaluate the affiliated negative consumer consequences, and to examine the effects of two contrasting company strategies to remedy these types of crisis situations. An experiment was conducted on Swedish and Norwegian students in order to examine whether the communication and information sharing between the target Consumers and others could explain the development and consequences of provocative advertisement crisis due to its psychological effects.

Purpose: The aim of this study is to inquire into the congruency of store image perceptions, projected by Ikea and Ilva, and how Danish and Swedish Consumers perceive the aforementioned stores? images in their respective domestic market. Also, the aim sets out to evaluate the success of these stores? images on Consumers and on transference to host markets. Further, the aim is to discern specific store image attributes captivating Swedish and Danish Consumers.

 This thesis aims to through certain parts of the brand equity investigate the trust of Consumers for a brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The results show that the respondents have positive associations with ICA, they think that ICA maintains a high quality on their products and services and that 50% more often choose to do their grocery shopping at ICA. The conclusion of the study is that ICA has a strong brand equity resulting in brand trust from Consumers, which is founded in the brand reliability and brand intentions of the company. .

This bachelor thesis argues for Consumers' views on origin labeling effect and their willingness to pay for goods with this kind of label. The purpose of this study is to analyze the factors that influence and to measure willingness to pay for a national origin labeled product previously only competeing with a less expensive conventional product, when a further regional product is introduced in the purchasing decisions of Consumers. This is achieved by testing whether Simonson's (1989) theory of the compromise effect is applicable to increase Consumers' willingness to pay for eco-labeled food products. The factors affecting the willingness to pay; trust in eco- label, opinions about the products of their own nation and the surrounding region. Furthermore presents theory about what underlying the consumer consumption choices.In order to achieve credible results 240 respondents have participated in a questionnaire survey.

It is important to Ockelbogårdar to have knowledge about different needs by the segments on a market, while they can bring a product into line with consumer needs by marketing. To survey the needs of Consumers, demographic segmentation could be in use. It is about to survey the most importent factors or advantages the Consumers have in their living environment.The purpose of the essay is to investigate how Ockelbogårdar could make their marketing better against several target groups, in the existing building population, by distribute the Consumers into segments. On the basis of the investigation and the segments that will introduces, Ockelbogårdar can offer the consumer a living which fits the indivdual consumer.A poll have been done by the conusmers of Ockelbogårdar. The poll have been delivered by post and a quantity data about the needs of the consumer have been evaluated.

The implementation of this research increases the awareness of the value for luxury fashion brands in utilizing social media as a communication channel to reach young Consumers globally. It provides a general understanding of young Consumers? perception of luxury fashion brands on social media in regards to geographic cultural background, attitude towards new luxury, and preferred way of contacts..