Essays about: "female consumer behavior"

Showing result 21 - 25 of 36 essays containing the words female consumer behavior.

  1. 21. Perception meet Reality : A pilot study of the self-congruence of female online shoppers

    University essay from Akademin för textil, teknik och ekonomi

    Author : Nicole Di Natali; Matthildur Ivarsdottir; [2015]
    Keywords : Self-Congruence; Perception; Fit Issues; Online Shopping; 3D Scanning; Body Image Self Discrepancy; Social Comparison; Consumer Behavior;

    Abstract : The goal of this research is to better understand the gap between the consumer's actual self image versus their perceived ideal image; in which, could help an online retail company to respond more effectively and provide a better service to its target customer with an added goal of reducing the rate of returns. A two-phased mixed methods approach was applied to this research to test for participants perceived and actual ideas of themselves, as well as their attitudes towards ideals. READ MORE

  2. 22. Information gathering considering the influence of brand- awareness and attitude : A study focusing on young female consumers behavior in the cosmetic industry

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Emma Färemo; Angelica Fredriksson; [2015]
    Keywords : Information gathering; young female consumers; brand- awareness and attitude; online; offline; social media; cosmetic products;

    Abstract : Problem: Research shows that it is crucial to acknowledge the information search step to understand consumer decision-making. Moreover, consumers‟ buying behavior is affected by their brand awareness. READ MORE

  3. 23. Is Your Facebook Identity in Line with Beloved Betty, Anxious Ann or Critical Catharina? - A study of consumers’ creation of a Facebook identity through Facebook usage and its implication for social media marketing

    University essay from Göteborgs universitet/Graduate School

    Author : Elisabeth Karlsson; Sofia Singer; [2014-12-05]
    Keywords : Social Media Marketing; Identity Creation; Facebook Usage; Consumer Culture Theory; Symbolic Interactionism;

    Abstract : Firstly, this study aims to understand and analyze patterns in the 25-30 years old female consumers’ creation of a Facebook identity. Secondly, this study aims to present implications concerning social media marketing with the help of the results related to the first aim. READ MORE

  4. 24. Cross-cultural differences in brand image perception

    University essay from IT-universitetet i Göteborg/Tillämpad informationsteknologi

    Author : Emelie Jansson; [2013-09-20]
    Keywords : Brand; brand image; brand associations; brand perception; brand identity; brand personality; culture; intercultural communication; cultural dimensions; marketing; marketing communications;

    Abstract : Problem – International companies need to become more aware of differences within cultures and consumer behavior to stay competitive in today’s business environment. Even though international companies aim to communicate the same image of global brands across different cultures, the image of those brands may still be perceived differently due to differences in cultural values. READ MORE

  5. 25. Product Placement in Television Series

    University essay from IT-universitetet i Göteborg/Tillämpad informationsteknologi

    Author : Carolin Moll; Monika Walicka; [2013-09-13]
    Keywords : Product placement; television series; marketing communications; mass media; Gossip Girl; luxury products; advertising;

    Abstract : Purpose: To explore how young women are affected by the product placement of luxury products in the television series Gossip Girl. Background: Consumers are turning away from traditional ways of advertising and research has proven that advertising is more effective when the recipients are not directly aware of its promotional purpose. READ MORE