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Influencer marketing has become one of the most popular marketing strategies in today’s ever changing digital scene. Despite being a popular technique of engaging customers, influencer marketing is still difficult for marketers and brands to understand the meaning behind of it and how to take advantage of influencer marketing. The research delves into the multifaceted landscape of influencer marketing. The research questions revolved around three key aspects of influencer marketing. Firstly, a profound exploration of influencer marketing was undertaken, delving into its evolution, benefits and underlying principles of influencer marketing was important to fully understand its dynamic role in modern marketing. Beyond this, an in-depth analysis scrutinized the impact of influencer marketing on consumer purchase behavior, peeling back layers to reveal the nuanced interplay of trust, and authenticity. To answer these questions a thorough analysis of influencer content and consumer interactions was done. To extract meaningful insights, to provide a holistic understanding of the symbiotic relationship between influencers and consumers. Trust emerged as a linchpin in the effectiveness of influencer marketing, profoundly influencing consumer perceptions and behaviors. Conclusively, the study highlights the indispensability of trust and authenticity in influencer marketing. Brands seeking success in influencer-driven consumer engagement must prioritize and harness these factors to navigate the complexities of contemporary marketing landscapes successfully.
The market for foods and beverages is one of the largest worldwide. Thus, there is a lot of interest in understanding and predicting consumer behavior. Two subjects that have gained attention recently in the food sector are perceived naturalness and high-tech eco-innovations like cultured meat. This work addresses how the preference for natural products and the inference of product attributes via perceived naturalness causes problems for novel technological food products. By reviewing existing literature following questions will be answered: (1) What do most people assume about the health, taste, sustainability, and safety of food products based on perceived naturalness? (2) How is the public acceptance of high-tech food eco-innovations influenced by a lack of perceived naturalness? (3) How can these challenges be addressed by food businesses? It will first be determined what natural means for customers and how it influences food choices in general. The main findings based on the currently available market research are consumers do not desire to consume any highly unnatural foods including technological eco-innovations and it might be more efficient in terms of sustainability gains and customer needs to commit resources to developing existing products or eco-innovations that are perceived to be natural.
Young wine consumers are becoming increasingly important for the wine industry, but also represent a challenge for wine businesses as their consumer behavior and attitude towards wine differs from other generations. This relative new group of wine consumers shows a comparatively low level of wine knowledge, while focusing wine choice criteria rather on different attributes, namely wine bottle optics, including label and bottle optic in general. Being aware of wine consumers choice criteria and its implications is crucial for wine marketers to successfully attract their potential customers. The presented thesis uses grounded theory to determine how the choice criteria of wine bottle optic influences the choice criteria of taste, in Gen Z wine consumers. For this purpose, a group of ten Gen Z wine consumers took part in a qualitative experiment, including pre- and post-test interviews, to determine attitude and behavior of participants concerning the wine choice criteria of taste and wine bottle optic. The findings of the study suggest that the choice criteria of wine bottle optic can overrule the importance of the wines actual taste in the decision process of wines. Furthermore, insights into the participants awareness of their own choice criteria, the influence of cognitive dissonance on the topic, as well as general attitude towards wine, such as the low level of knowledge and the preference for wine consumption in social context, could be generated.
Prior research found extremeness aversion effects to be common and robust. Nevertheless, most research neglected the spatial arrangement's influence on a consumer's choice and placed the compromise option of a choice set simultaneously in the spatial middle. Following these findings, five bachelor theses were conducted to investigate both aspects by analyzing numerical and spatial choice architectures – their data comprised three online surveys and three field experiments. This study aimed to compare their findings and analyze their data sets to search for overarching effects. Therefore, we hypothesized that there is either information-format compatibility or a general tendency towards the spatial middle of a choice set. To research this hypothesis, we brought the data sets into a comparable format, analyzed our findings, and conducted t-tests to test for statistical significance. Even though the study could not find overarching effects across the data, it supports the notion that a choice set's spatial arrangement, like the numerical one, can influence consumer behavior. Furthermore, it led to valuable insights for future research approaches concerning expanding extremeness aversion into a spatial dimension.
Travel bans, lockdowns, and social distancing shape the daily pandemic rou- tine and force marketers, producers, business, and consumers to changed buying behavior and disrupted buying habits. Online sales are sky rocking and hence the comprehension of changes in consumer behavior towards online shopping play an important role for the economy. The aim of the present thesis is to investigate changes in consumer behavior due to COVID-19 and give insights whether these changes last or not. Subordinately, it is examined whether – and if, how – online and offline buying motives are linked to possible lasting changes. Therefore, a deductive quantitative method, namely an online questionnaire, was chosen to conduct, and descriptive statistics to display and analyze data. The conducted data confirms a surge in online shopping fre- quency during the pandemic, but also shows that the respondents will not re- turn to old buying frequency habits and keep buying online as much as during the pandemic. Besides that, the present work confirms the assumption that COVID-19 raised awareness to support local stores. I further conclude that the research subjects gain trust in shopping online and will repeat new online shopping experiences. Hence, adopted consumer behavior will be repeated respectively and old buying habits are being refrained.
Recent years have shown a shift in consumer demand in favor of environmentally and consumer-friendly products. These dynamics can be observed in the market through the rapid growth of the natural cosmetics segment. To highlight the ecological products, producers increasingly use ecolabels. The objective is to facilitate vertical product differentiation and to attract the environmentally aware consumer. This research aims at analyzing whether the natural cosmetics user is aware of the implications of the different ecolabels and whether the knowledge depends on demographical factors. The overall result indicates that the consumer possesses a superficial knowledge about ecolabels, which is not correlated to the purchasing behavior or demographic factors. The profusion of ecolabels hinders consumers from taking advantage of the information provided by the ecolabels. In the future, efforts should be made to improve the knowledge of the consumer, which will boost purchasing behavior.
Prior research agrees that consumer choice is heavily influenced by the choice context.
According to the compromise effect, the middle alternative in attribute space is preferred over more extreme options. However, the role of the spatial order of alternatives seems to be neglected by most compromise effect studies. Usually, alternatives are ordered by attributes, meaning that the compromise option is placed in the spatial middle of the choice set, despite the fact that research indicates a consumer preference for the spatial middle of a choice set. To investigate this issue, we hypothesized that an alternative would be chosen more frequently when positioned in the spatial middle of a choice set versus at the edge of a choice set. We assumed that this effect would be stronger when consumers are unfamiliar with a product category. Therefore, we expected to observe a negative correlation between decision-makers’ familiarity with a product category and their tendency to choose an alternative more frequently when positioned in the spatial middle of a choice. To find out, we conducted an online survey targeting 907 university students. The results support our hypothesis and the notion that the compromise effect might be partly driven by a preference for the spatial middle position of a choice set rather than only by a preference for the compromise option.
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.
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.