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For thousands of years cash has been the only common payment method worldwide. From the markets of Ancient Rome to the itinerant tradesman of the Middle ages cash was indispensable. It was safe, easily transportable, and durable. Today, cash is considered a phase-out model. Newer, faster, more practical and, above all, more secure payment methods have long been available. Banks and governments in particular would like to abandon cash, as it is much easier to monitor electronic payment transactions than cash transactions. This results in concerns for many citizens, as they, especially the older generation, are still very attached to cash and still have difficulty using alternative payment methods.
However, the rise of electronic payment methods is unstoppable, all experts agree. This matter of fact and its input is an interesting and relevant topic for consumer research. This thesis examines the purchasing behavior of consumers using electronic payment cards. The cards do not differ in their external appearance, the difference lies in the components of the card and ensures that there are two types of cards of different weight. Cards which have the normal weight of this type of card and cards which are slightly heavier than the normal (standard) cards. The reason for the different weight of the cards is that objects of different weights are perceived differently by people. It is generally believed that heavier items are more valuable than light ones, probably due to the heaviness of metals such as gold and silver, which we humans generally consider as very valuable. The aim of this work is to find out if the weight of the cards which are intended for everyday use has an impact on the buying behavior of the consumers. This will be investigated scientifically with an empirical data analysis.
Global warming threatens our climate. The planet we know today will deteriorate seriously if nothing changes. The massive consumption of textiles makes the fashion industry as the second leading global polluter after the oil industry. The rise in population increases demand and therefore, also production, which in turn leads to harmful environmental impacts. The global consumers have become increasingly concerned and aware of the importance of sustainability. Due to rising awareness of customers regarding the environment, green marketing strategies have become an important topic. Therefore, a huge number of companies are “greening” their marketing mix. Environmental concern and knowledge of consumers are growing but there is still contradicting behavior of consumers regarding environmentally friendly products. The purpose of this study is to examine the influence of green marketing practices and environmental behavior factors on consumer buying behavior taking the fashion industry as an example. This thesis depends on theoretical findings of green marketing and environmental behavior factors in general and on the fashion industry. The practical part consists of a self-conducted survey were the impact of the above-mentioned determinants were examined on the example of eco-friendly fashion. Conclusions that can be drawn from the study were that even though consumers know about the negative impact of the fashion industry and they are concerned about the environment it does not translate into their behavior, since there are other factors which influence consumers decision more heavily when purchasing fashion items.
Prior research on choice in context demonstrated extremeness aversion to be very effective on consumers’ purchasing behaviour. However, it seems that previous studies have neglected to investigate the impact of the spatial arrangements of choice architectures on consumers purchasing behaviour. Based on indications of prior research, we pursued to demonstrate in this study that consumers who are uncertain regarding their
preferences tend to search for alternatives in the middle of a choice architecture. Therefore, we hypothesized that an alternative, positioned in the middle of a choice architecture, will present a relatively higher choice share. To research this hypothesis we conducted an online survey mainly in Central Europe, which involved a total number of
901 respondents at the age between 15 and 95. The study’s results demonstrate that the decision making of the majority of the participants is heavily influenced by a choice architecture’s spatial arrangement. It became evident that the choice share of one
alternative was higher when presented in the middle of a choice architecture than when presented in the periphery.