The purpose of this study is to investigate the effectiveness of consumer generated advertising as a marketing tool to encourage online word of mouth. Subsequently, the researchers aim to examine if there are certain design factors in consumer generated advertising that influence the effectiveness of consumer generated advertising in encouraging online word of mouth. The study conducts a multiple case study of several consumer generated advertising campaigns. It consists of in-depth studies of these cases in combination with quantitative analyses of the encouraged word of mouth. The different cases are examined on several design factors that could possible increase the volume of encouraged word of mouth..

The thesis deals with consumers behaviour in the use of online services and the cultures effect on it. It is a study of Swedes and Danes use of online job data bases. The thesis is based on a quantitative study. A questionnaire were used sent out to 80 Swedes and 80 Danes. The theory concerns areas of Online consumer behaviour, decision making and services theory as well as theories within culture in relation to services and behaviour.

During the latest 50 years, the Swedish porcelain tableware industry has gone from being rather successful to experience significant problems. Our empirical study attributes these problems to underlying changes in consumer buying behaviour, whereas current generation theory supports our findings. The younger generation has significantly different preferences compared to older generations, with less focus on quality and more focus on variability, and there is reason to believe that these findings also are applicable to other consumer purchases. The successful porcelain companies of tomorrow will be the ones that continuously can adapt to these and further changes in consumer buying behaviour..

The aim of the thesis was to provide further understanding on how Swedish consumers use the Internet as an information source in their purchase decision process. The subject was investigated from different perspectives: gender, product type and information type. The authors used a quantitative approach, and a survey (n=120) was conducted. It was concluded that men and women are equally influenced by traditional word-of-mouth, but more men than women search for product information online and they are more likely to let their purchase decision to be influenced by it. Women tend more to trust commercial sources.

En sammanfattning av uppsatsen på maximalt 8000 tecken.The purpose of this study was to analyse if there are in-store consumer behaviour differences between the consumers that use ASF and the consumers that not use ASF in store. More precisely this study had two objectives. The first objective was to create a conceptual model depicting the various behavioural effects that the use of ASF may result in. These variables were tested empirically in order to analyze if the use of ASF influence in-store consumer behaviour. The second objective was to analyze if there are differences in the routes taken by the consumers in store, in relation to whether the consumers use the ASF or not..

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 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.

A research on how impulse buying can be stimulated in physical retail stores and see to what extent these stimuli also apply in an online setting. Furthermore, the effects of demographic characteristics on impulse buying behaviour online are taken in consideration..

Thesis purpose: The main purpose of this study is to empirically verify the applicability of Kozinets´ model on an interest, activity or lifestyle based online community, in order to develop an adaptive segmentation approach for segmenting online communities. Methodology: This research is deductive by nature, cross-sectional by design and undertakes a quantitative approach using self-completion questionnaire as a part of a web survey to collect the empirical data needed. Theoretical perspective: The main theories guiding our work and supporting the findings of this study include: market segmentation (descriptive and behavioural) and communities (consumer communities and online communities). Empirical data: A web survey with self-completion questionnaire used to gather empirical data from members of interest, activity or lifestyle based online communities. Conclusions: This study took the specific characteristics of online communities into more consideration than previous research and literature has done and also recognized that an adaptive segmentation approach is needed, depending on the communities of study.

This thesis advances an explicit, consequent, and wholesome ethnomethodological perspective on brand community. It recognizes brand community as a social problem ? something to be continuously solved and achieved. The two main perceivably stable features of the Nikonian community are (1) practical usefulness and (2) the social link. The authors suggest that both features are constantly accomplished through three types of aggregate behaviour (1) lurking, (2) ordinary membership, and (3) community citizenship behaviour (CCB).

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 purpose of this study is to examine the change in consumer behaviour regarding the intention towards buying fruit when the layout of the fruit section has been altered. We want to increase the probability of making impulse purchases by altering the layout. In our study we have combined structured quantitative observations with structured quantitative as well as qualitative interviews, with secondary data in the form of sales data from two selected ICA-stores. We chose to use this triangulated approach in order to cross-examine our findings and overcome the limitations of one method by the use of another. Further, the Latin square design was used for the observations as a means to acknowledge the calendar effect during the experiment.

Term: Spring term 2007Study objects: Reitan Servicehandel AB, Vi-butikerna, ICA Sverige ABPurpose: The purpose of this study is to analyse how procurement is used as a strategy to achieve better competitive strength, within the retail food industry.Theoretical: The theoretical chapter illustrates different procurement organisations, multiple and single sourcing, brand equity, consumer behaviour and involvement, Efficient Consumer Response including supply chain and category management and finally Demand Chain Management.Method: For the case studies, three food retail companies have been interviewed: Reitan Servicehandel AB, Vi-butikerna and ICA AB. To illustrate how consumer behaviour influences retail food market, several secondary consumer research studies have been analysed.Conclusions: The results indicate that the procurement organisation can achieve a better competitive strength by a centralised organisation, which make it possible to improve conditions of terms when ordering higher purchase volumes. The sourcing strategies can improve a company?s power within the supply chain. All companies within the study had a very good knowledge about consumer behaviour.

The behaviour of consumers has changed rapidly during the last decade, and a healthy lifestyle and an environmental mindset has become part of everyday life. This is also something that has become prominent in the supermarkets, where the organic products are increasingly winning shelf space. Several consumer behaviour studies have shown that the attitudes towards organic products and labels are predominantly positive. According to traditional marketing theory, these kind of attitudes should affect consumers? purchase intentions in a positive manner, as well as the actual purchase behavior.

A debate on environmental issues and food safety has been ongoing in Sweden and it is suggested that consumers' are seeking local produce instead of global and exotic foods. Moreover, studies show that the consumers? positive attitude towards local produce does not reflect their actions. The purpose with this thesis is to contribute to a better understanding of the dissonance between the consumer?s attitudes and actual behaviour towards local produce.