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Showing result 1 - 5 of 14 essays matching the above criteria.

  1. 1. Research on marketing strategies for apparel FMCG brands based on young female consumer purchasing behaviour

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Xinying Liu; Zirong Wang; [2023]
    Keywords : Apparel FMCG; Consumer behaviour; Competitiveness; Digital Transformation;

    Abstract : Background: In today's fast-paced and highly competitive marketplace, Fast Moving Consumer Goods (FMCG) brands must create a strong competitive advantage in one way to achieve this is to understand and cater to the needs, preferences and behaviors of their target consumers.In case of apparel FMCG brands, young women are an important demographic group as they make up a large portion of the consumer market. READ MORE

  3. 2. Value creation through the service consumption process in the fashion industry : An exploratory study of where value is created during the service consumption process in connection with e-commerce

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Lina Almqvist; [2022]
    Keywords : Value; Service consumption process; E-commerce; Value creation; Online shopping;

    Abstract : Purpose The purpose of this study is to analyze the customer's perception of value through each stage of the service consumption process in connection with e-commerce. The aim is to see where in the different stages customers experience value. Method For this research a qualitative method was used in the form of semi structured interviews. READ MORE

  4. 3. Oops! I Did It Again... : Exploring consumers’ post-purchase emotions in regards to impulsive shopping and product returns online.

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Elin Jönsson; Rebecka Ölund; [2021]
    Keywords : Impulsive buying; post-purchase emotions; product returns; cognitive dissonance;

    Abstract : Background: The expansion of e-commerce and online orders have led to companies creating new marketing strategies, where impulsive purchases are important in order to boost sales. However, this also has negative aspects concerning overconsumption and the environmental impact. READ MORE

  5. 4. "I trust the influencer, do you?" : A quantitative study on Instagram users' level of activity and experience of trust towards influencers regarding purchase intentions during covid-19.

    University essay from Karlstads universitet/Fakulteten för humaniora och samhällsvetenskap (from 2013)

    Author : Sarah Ljungberg; Mathilda Nilsson; [2021]
    Keywords : Influencer; covid-19; Instagram; trust; activity; gender; age; Influencer; covid-19; Instagram; förtroende; aktivitet; kön; ålder;

    Abstract : People have now lived through a pandemic for over a year, where many parts of the world have undergone big changes. Such as, restrictions, which has made us keep physical contact with other people to the bare minimum. READ MORE

  6. 5. Is store death upon us? : Investigating the importance of sensory marketing in the swedish fashion retail industry among women

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Petra Olgrim; Ronja Karlsson; [2021]
    Keywords : Sensory Marketing; Atmospherics; Swedish Female Buying Behavior; Customer Experience; Physical Stores;

    Abstract : This bachelor degree addresses the importance of sensory marketing in the swedish fashion retail industry among women. The concept of “store death” has become an increasingly talked about topic in Sweden and is something that affects both consumers, entrepreneurs and business owners alike. READ MORE