Essays about: "product definition in marketing"

Showing result 1 - 5 of 12 essays containing the words product definition in marketing.

  1. 1. Challenging The Binary Conversation Around Hair Care: A quantitative study on how gender-neutral marketing can be used for gender-specific brands in the hair care industry.

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Viktoria Turujlija; Lia Ogbazion; [2020]
    Keywords : Gender-neutral marketing; Advertising; Hair care; Brand extensions; Gender stereotypes;

    Abstract : The purpose of this thesis is to examine the effects of gender-neutral brand extensions for masculine and feminine brands by using gender-neutral marketing. We also provide a definition of gender-neutral marketing and put gender-neutrality in a brand extension context. READ MORE

  3. 2. Why buy green? : An exploration of drivers and barriers related to sustainable purchasing in the Swedish food sector

    University essay from Umeå universitet/Företagsekonomi

    Author : Henrik Adolfsson; Freddy Wickström; [2019]
    Keywords : sustainability; green consumption; sustainable consumption; consumer behaviour; green consumer profile; drivers; barriers; values; attitudes; behaviour; heuristics; knowledge;

    Abstract : Sustainability has become a subject of much interest in recent years, due to the deterioration of the natural environment. In response there has been increasing public pressure on businesses to provide environmentally friendly product alternatives for consumers. READ MORE

  4. 3. Branding and consumers in the kitchen appliances industry context : An exploratory study with a focus on customer experience

    University essay from Uppsala universitet/Industriell teknik

    Author : Nicola Mantellina; Rosendo Solvas Navarro; [2019]
    Keywords : brands; consumers; consumers experience; competitive advantage; loyalty; marketing; business strategy; brand loyalty; branding strategies; brand management theories.;

    Abstract : Researchers have shown that strategies focused on building long-term competitive advantage tend to be more profitable for businesses. Further, companies have traditionally put their focus on strategies and on marketing tangible attributes of products and services such as quality, price and so on to differentiate from the competitors (Mascarenhas et al, 2006). READ MORE

  5. 4. Communication of sustainable fashion : To communicate sustainable fashion through the label

    University essay from Akademin för textil, teknik och ekonomi

    Author : Annika Karlsson; [2015]
    Keywords : Sustainability; Eco-label; Marketing; Visual communication; Message; Fashion supply chain; consumer behaviour;

    Abstract : The purpose in this thesis is to analyse which information about the sustainable impacts in fashion supply chain is the most important for the consumer. To find out how the eco-label can be designed with information and messages about the sustainable producing process, and to make the consumer more safe and satisfied with the fashion industry’s communication about sustainability and their sustainable products. READ MORE

  6. 5. Fifty Shades of Green

    University essay from Högskolan i Borås/Institutionen Textilhögskolan

    Author : Carolina Christodoulou; Philip Bertilsson; [2013]
    Keywords : green marketing; green products; green cosmetics; green consumers; gap study;

    Abstract : The current green marketing industry is growing due to increasing consumer demand in combination with current environmental issues. Even so a common definition of the term green does not exist which creates both company and consumer confusion. READ MORE