Essays about: "differences between consumer and business to business marketing"

Showing result 1 - 5 of 32 essays containing the words differences between consumer and business to business marketing.

  1. 1. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Roosa Maria Viloma; Katharina Nadine Junge; [2023]
    Keywords : Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

    Abstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE

  3. 2. Cultural Impact on Standardization/Adaptation of the Marketing Mix - A Qualitative Study on MNEs in the Sportswear Industry

    University essay from Göteborgs universitet/Graduate School

    Author : Matilda Arvidsson; Ruben Strandberg; [2022-07-05]
    Keywords : The Integration-Responsiveness Framework; Globalization; Localization; Standardization; Adaptation; Cultural Difference; Marketing Management; International Marketing;

    Abstract : In order for an international business to grow and secure competitive advantages, firms have to exploit and expand to new markets and pinpoint the importance of international marketing. Local market demand is highly related to cultural differences and consumer preferences which raises the dilemma whether firms should adapt their marketing mix to the new local market or use a cost-effective standardized model that is based on their host market. READ MORE

  4. 3. Why We Buy an Electric VehicleExploring Different Perceptions of Sustainability And How it Affects the Consumer Behavior - A Research for Electric Vehicles Marketing in Sweden, Germany, United Emirates, and Saudi Arabia

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

    Author : Hala Tarabishi; [2022]
    Keywords : Sustainability; Perception of Sustainability; Consumer Behavior; Hofstede’s Cultural Dimensions; Electric Vehicle; Tesla;

    Abstract : Research questions                How do different cultural perceptions of sustainability affect the consumer behavior towards EVs? Purpose:                                         To inductively explore some different perceptions of sustainability in comparison between Sweden, Germany, United Emirates, and Saudi Arabia, as well as to investigate how these perceptions influence consumer behavior towards the EV industry with Tesla leading the way. Method:                                           This research was conducted with an exploratory qualitative approach. READ MORE

  5. 4. Impact of country of origin on consumer purchase intention among Pakistani customers buying fashion clothes online

    University essay from Högskolan i Gävle/Avdelningen för ekonomi

    Author : Hafiz Azhar Ahmed Khan; [2022]
    Keywords : Country of origin; Consumer preference; Consumer purchase intention; and Fashion clothes.;

    Abstract : Title: Impact of country of origin on consumer purchase intention amongPakistani customers buying fashion clothes onlineLevel: Master Programme in Business Administration (MBA): Business ManagementAuthor: Hafiz Azhar Ahmed KhanSupervisor: Dr. Ehsanul Huda Chowdhury & Dr. Katarina ArbinExaminer: Dr. READ MORE

  6. 5. Cultural awareness for competitiveness in the global market  IKEA’s Japan adventures as case study

    University essay from Linnéuniversitetet/Institutionen för organisation och entreprenörskap (OE)

    Author : Yulia Lindholm; [2022]
    Keywords : Culture; Culture awareness; Globalization; Marketing Mix; Adaptation; Standardisation; Case Study;

    Abstract : In internationalisation, entering new markets is a challenging and risky process.  There are various factors to consider when planning a strategic approach to meet the demand and preferences of customers in a foreign market. To meet this challenge, knowledge of the new market plays a major role in the outcome of internationalization. READ MORE