Sökning: "Johanna Holkko Lafourcade"

Hittade 2 uppsatser innehållade orden Johanna Holkko Lafourcade.

  1. 1. Zooming the Zoomers : The portrayal of older consumers in printed adverts and the perceptions of this portrayal of younger and older consumers

    Magister-uppsats, IHH, EMM (Entreprenörskap, Marknadsföring, Management)

    Författare :Johanna Holkko Lafourcade; Lisa Josefsson; [2010]
    Nyckelord :Older consumers; mature consumers; elderly consumers; Zoomers; consumer behavior; advertising; adverts; marketing; younger consumers; portrayal in advertising; Äldre konsumenter; mogna konsumenter; Zoomers; fram-ställning i reklam; Konsumentbeteende; marknadsföring; reklam; yngre konsumenter;

    Sammanfattning : Purpose: The purpose of this thesis is two folded: firstly to do a content analysis on how consumers older than 55 years (Zoomers) are portrayed in advertisements in the largest Swedish magazines, and secondly, to uncover what perceptions of this portrayal that older and younger consumers have. Background: The population of the world is growing older, and thus older consumers (+55) are a large and rapidly growing group of the population which also are strong in purchasing power. LÄS MER

  3. 2. E-commerce : A study on women's online purchasing behavior

    Kandidat-uppsats, IHH, EMM (Entrepreneurskap, Marknadsföring, Management)

    Författare :Malin Eliasson; Johanna Holkko Lafourcade; Senida Smajovic; [2009]
    Nyckelord :E-commerce; women; online purchasing behavior; online shopping; Internet shopping; E-handel; kvinnor; Internet köpbeteende; Internet handel;

    Sammanfattning : Abstract Key words:E-commerce, women, online purchasing behavior, online shopping, Internet shopping Purpose: The purpose of this thesis is to map out the present behavior of women between 40-55 years concerning Internet shopping. Fur-thermore, the research aims at finding and analyzing factors that might help marketers when persuading the target group to increase their usage of Internet as a purchasing channel for home textile and decorations. LÄS MER