Essays about: "thesis in marketing consumer goods"

Showing result 11 - 15 of 35 essays containing the words thesis in marketing consumer goods.

1. 11. Getting Labeled : The Influence of Brand Prominence among Generation Y Consumers

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Carina Kradischnig; [2015]
   Keywords : Brand Prominence; Conspicuous Consumption; Costly Signaling; Generation Y; Luxury Marketing;

   Abstract : Background: Since the early 1990s, the market for luxury goods has been growing at an unprecedented pace (Granot et al., 2013). Formerly exclusively targeting the richest of the rich, nowadays luxury products are aiming at a broader and considerably younger customer base, the Generation Y (Truong, 2010). READ MORE

3. 12. Determinants of smartphone shopping adoption: Key factors for online shopping of consumer goods through smartphones in Sweden

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Joel Persson; Jonas Berndtsson; [2015]
   Keywords : Smartphone; e-commerce; online shopping; retail; consumer behaviour; UTAUT; Sweden; Business and Economics;

   Abstract : The purpose of this thesis was to examine key factors for adoption of online shopping of consumer goods through smartphones in Sweden. Previous research on online shopping and m-commerce was reviewed and the Unified Theory of Acceptance and Use of Technology model (UTAUT) (Venkatesh et al. 2003) was chosen. READ MORE

4. 13. The Paradox of Luxury : A perspective on luxury value and consumer behavior

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Philip Lundén; Oscar Modig; [2015]
   Keywords : Luxury value; consumer behavior; contextual value; concept of luxury; marketing and luxury clothing.;

   Abstract : There must be a human factor to explain the lack of logic in luxury consumption. This irrational behavior is subject to explanation in this thesis, using values to map a framework where hopefully, conclusions can be drawn regarding how values drive people to consume luxury clothing. READ MORE

5. 14. Extending the Understanding of Sales promotions’ Influence on Brand Knowledge : A Quantitative Study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Martina Dahl; Anna Johnsson; [2015]
   Keywords : Sales Promotion; Monetary Promotion; Non-Monetary Promotion; Brand Knowledge; Brand Awareness; Brand Image; Swedish Food-Retail Industry; Fast Moving Consumer Goods FMCG;

   Abstract : Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge   Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. READ MORE

6. 15. 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