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"Methods for Consumer Research, Volume One: New Approaches to Classic Methods brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in the classical methods of consumer science. The book touches on the latest developments in qualitative techniques, including coverage of both focus groups and social media, while also focusing on liking, a fundamental principle of consumer science, consumer segmentation, and the influence of extrinsic product characteristics, such as packaging and presentation on consumer liking. In conjunction with the second volume, which covers alternative approaches and special applications, this book is an invaluable reference for academics working in the fields of in-sensory and consumer science, psychology, marketing and nutrition. And, with examples of the methodology being applied throughout, it serves as a practical guide to research and development managers in both food and non-food companies."--

Consumer behavior

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Die Beschäftigung mit Betriebsformen zählt zu den zentralen Strömungen der Handelsforschung. Vor dem Hintergrund des demografischen Wandels ist es daher verwunderlich, dass die Betriebsformenwahl älterer KonsumentInnen in der wissenschaftlichen Diskussion bis dato kaum Berücksichtigung findet. Diese Forschungslücke versucht die Arbeit zu schließen. Den theoretisch konzeptionellen Rahmen bildet das entwickelte Stimulis-Organism-Response-Modell. Methodisch setzt die Untersuchung auf einen sequentiellen "Mixed-Methods"--Ansatz. Die Ergebnisse zeigen, dass für KonsumentInnen 60+ vor allem das Sortiment und die Orientierung im Lebensmittelgeschäft einen positiven Einfluss auf die (Wieder- )Besuchwahrscheinlichkeit haben.

Consumer behavior.

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Consumer behavior.

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The influence of social media in society continues to grow. Facebook, the largest online social media in the world today, has over 1.65 billion users from all over the world. From a marketing perspective, Facebook offers a unique opportunity for addressing enormous numbers of potential customers. This has created a growing need to research Facebook and evaluate its suitability for marketing purposes. One of the main tasks of marketers and academics is to determine whether money invested in communication on Facebook generates the anticipated profits. It is widely known that a firm's greatest revenue comes from a maximum of 20 % of customers who have developed a positive relationship with the company. A long-term positive relationship is most often built between a customer and a brand. A consumer with a positive relationship with a brand speaks more about the brand, repeatedly purchases its products and is willing to pay more for them, in this way becoming a loyal customer. The subject of this work is brands in the fashion segment, specifically common clothing brands. The name 'common fashion brands' was introduced on the basis of a qualitative study that forms part of this work. The aim of the study was to divide the Czech fashion market by price level and quality from the perspective of Czech customers and to name these categories. The main objective of the dissertation was to determine whether it is possible to build loyalty to the company Facebook pages of common fashion brands, followed by loyalty to brands. The results of a survey conducted for this purpose were divided into five main chapters. Chapter 1 provides an analysis of the attributes of common clothing brands and describes the common fashion brands that are bought most often on the Czech market. Chapter 2 identifies the customers of common clothing brands and their shopping habits, and Chapter 3 investigates Facebook and its users. Chapter 4 addresses the company Facebook pages of common fashion brands and their fans. In the final chapter of the work, loyalty to company Facebook pages and to common clothing brands is tested using the statistical model of structural equation modelling (SEM). This model showed that it is possible to build fan loyalty to Facebook company pages and subsequently to clothing brands.

Brand loyalty. --- Consumer behavior.

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Production management --- Consumer behavior