Essays about: "Warangkhana Pakdeejirakul"

Found 1 essay containing the words Warangkhana Pakdeejirakul.

1. 1. A comparative study of Swedish generation Y decision-making style between high involvement and low involvement products.

   University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Author : Warangkhana Pakdeejirakul; Micheal Agosi; [2013]
   Keywords : Consumer Behavior and Decision-Making; Consumer Decision Making Style; Product Involvement; Sweden and Generation Y;

   Abstract : Title A comparative study of Swedish generation Y decision-making style between high involvement and low involvement products. Research questions  How does product involvement influence consumer decision-making styles in Generation Y of Swedish nationals for the two selected products?  To what level does the model proposed by Sproles and Kendall in 1986 now apply to the modern-day Generation Y in Sweden as they decide on both of the selected products? Purpose The purpose of this research undertaking was to discover and investigate the Swedish generation Y decision-making style and examine if there is a relation between product involvement and consumer decision-making style, and also to compare the extent to which the modern-day Generation Y in Sweden correspondence between age, location and product orientation not predicted by Sproles and Kendall in 1986. READ MORE