Sökning: "Hiva farhadi"
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1. Generation Z as Influencers of Today andCustomers of the Future : A quantitative study based on the Theory of Planned Behavior Model with the context of High Involvement Products and the New-Car Market
Master-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)Sammanfattning : Purpose: The purpose of the paper is to find solutions to increase the purchase intention of HIP’s and encourage Generation Z to influence todays’ customers to buy online as well as to purchase in future online when they become relevant customers in the new-car market, and to enable car manufacturers to use the potential of increased margins and sales, of online shopping in the car industry. Design/Methodology/Approach: The structure was followed by a deductive approach. LÄS MER
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