Essays about: "consumerbehaviour"
Found 3 essays containing the word consumerbehaviour.
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1. Social Media Made Me Buy It : A qualitative study on how consumers decision- making process gets affected by social media advertising exposure in the evaluation stage of the EBM model when purchasing fashion items.
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : This thesis was conducted to better understand how consumers in Sweden are affectedin the evaluation stage of the EBM model in the context of social media advertisingexposure within the fashion industry and further to identify what factors are importantfor consumers when evaluating different options and see what type of advertisementthat is preferred. The thesis was conducted using a qualitative approach and datacollection consisted of conducting 25 in-depth semi-structured interviews withconsumers representing different parts of Sweden and 2 expert interviews to betterunderstand the retailer's perspective. READ MORE
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2. Consumer Behaviour of Young People in the Music Industry : A comparative approach between Sweden and Spain
University essay from Sektionen för ekonomi och teknik (SET)Abstract : Internet had undergone a revolution in almost all the markets of the world in many differentaspects. Even every time the Internet is adopted by more people, it is still perceived as risky. READ MORE
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3. A Time of Reckoning -Counterfeiting and anti-counterfeiting strategies in the light of brand theory and consumerbehaviour: Case study Nokia Mobile enhancements and Vertu Handset
University essay from Göteborgs universitet/Graduate Business SchoolAbstract : The harmfulness of counterfeiting to sales of genuine goods aside, this paper will focus on the effect counterfeiting has on the brand value of the counterfeited brand. The empirical results indicate that counterfeits allow the consumers to delink the brand from the product, making the general anti-counterfeiting strategies poorly adjusted to this reality. READ MORE
