Sökning: "marknadsföring FMCG"

Visar resultat 1 - 5 av 20 uppsatser innehållade orden marknadsföring FMCG.

  1. 1. Sustainability and Customer Values as Part of Strategic Marketing : A Focus Group Study Exploring What Customers Value in a Sustainable FMCG Product

    Master-uppsats, KTH/Skolan för industriell teknik och management (ITM)

    Författare :Matilda Schill; Ebba Flykt; [2023]
    Nyckelord :sustainability; FMCG products; customer values; behaviors; marketing; hållbarhet; “FMCG”-produkter; kundvärderingar; beteenden; marknadsföring;

    Sammanfattning : This is a focus group study to explore the marketing process for a start-up company about to develop and launch a sustainable razor. In this process, understanding what the customers value in a sustainable product for daily use, such as razors, and how to apply this in the marketing process is of great importance. LÄS MER

  3. 2. Stories in product descriptions - How advertising creativity in narrative advertising affects consumer responses

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Albert Bäckman; Eden Lev; [2022]
    Nyckelord :Narrative advertising; Advertising creativity; Product descriptions; Transportation theory; Product stories;

    Sammanfattning : Narrative advertising, ads that contain events, characters, and a plot (Boller & Olson, 1991a) has become widely popular among marketers. Simultaneously, advertising creativity, known as how original or relevant an ad is (Rosengren, Eisend, Koslow, & Dahlen, 2020), has been said to be the most important tool in a marketer's arsenal (Reid, King, & Delorme, 1998). LÄS MER

  4. 3. Utvärdering av maskininlärningsmodeller för riktad marknadsföring inom dagligvaruhandeln

    Kandidat-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Författare :Ebba Sundström; Valentin Goodbrand Skagerlind; [2020]
    Nyckelord :Machine Learning; Prediction; Direct Marketing; Database Marketing; Logistic Regression; Elastic Net; Stepwise Selection; Costumer Behavior;

    Sammanfattning : Företag inom dagligvaruhandeln använder sig ofta av database marketing för att anpassa deras erbjudande till deras kunder och därmed stärka kundrelationen och ökaderas försäljning. Länge har logistisk regression varit en modell som ofta används för att bygga upp maskininlärningsmodeller som kan förutse vilka erbjudanden som löses in av vilken kund. LÄS MER

  5. 4. FACTORS INFLUENCING GREEN CONSUMPTION : The moderating effect of market maturity

    Magister-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Amin Babazade; Uliana Paramzina; [2019]
    Nyckelord :green consumption; green products; market maturity; moderating effect; factors influencing green consumption; emerging markets; developed markets.;

    Sammanfattning : Purpose – The purpose of this master thesis is to examine factors influencing green consumption and to explain the moderating effect of market maturity on these factors in developed and emerging markets.Design/methodology/approach – In this research the pragmatism epistemology was employed as the scientific perspective of the current research. LÄS MER

  7. 5. RFID in the FMCG Market

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Rasmus Schaffert; Joakim Askling; [2019]
    Nyckelord :RFID; FMCG; Technology; Behaviour; Consumer;

    Sammanfattning : As a result of digitalization, the food industry, along with the rest of the retail industry, faces many new challenges. With increased customer demand for sales and seamless experience through digital channels, larger companies, with a traditional store concept, need to adjust their business concept accordingly. LÄS MER