Socially Desirable Fast Moving Consumer Goods: - A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing - Softcover
Synopsis
Consumers today are more environmentally conscious than ever. However, a gap has been found between the consumer’s intention and the actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The segment for the socially desirable products is estimated to have potential, but so far growth seems to be slow. It has been stated that until now, there is not enough research done that takes a holistic perspective including several fields of marketing.There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and the sales increased. The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so, the authors aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers’ intention and the actual purchase through marketing. Based on the extensive literature review, the authors developed ten propositions that formed a model which that can be used as the backbone for future theoretical and empirical research.
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About the Author
Mr. Forsberg holds a degree of Master of Science in Business and Economics from Uppsala University, Sweden. Currently, he works as a trainee at IBM. Ms. Löfvenberg holds a Master of Science in Business and Economics from Uppsala University, Sweden. Currently, she works as a trainee at Unilever.
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Socially Desirable Fast Moving Consumer Goods
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LAP LAMBERT Academic Publishing Apr 2012, 2012
ISBN 10: 384849762X
ISBN 13: 9783848497621
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Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Germany
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Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Consumers today are more environmentally conscious than ever. However, a gap has been found between the consumer s intention and the actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The segment for the socially desirable products is estimated to have potential, but so far growth seems to be slow. It has been stated that until now, there is not enough research done that takes a holistic perspective including several fields of marketing.There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and the sales increased. The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so, the authors aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers intention and the actual purchase through marketing. Based on the extensive literature review, the authors developed ten propositions that formed a model which that can be used as the backbone for future theoretical and empirical research. 56 pp. Englisch. Seller Inventory # 9783848497621
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Socially Desirable Fast Moving Consumer Goods
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ISBN 10: 384849762X
ISBN 13: 9783848497621
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Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Forsberg MikaelMr. Forsberg holds a degree of Master of Science in Business and Economics from Uppsala University, Sweden. Currently, he works as a trainee at IBM. Ms. Loefvenberg holds a Master of Science in Business and Economics fr. Seller Inventory # 5527171
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Socially Desirable Fast Moving Consumer Goods
Published by
LAP LAMBERT Academic Publishing Apr 2012, 2012
ISBN 10: 384849762X
ISBN 13: 9783848497621
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Taschenbuch
Seller: buchversandmimpf2000, Emtmannsberg, BAYE, Germany
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Taschenbuch. Condition: Neu. Neuware -Consumers today are more environmentally conscious than ever. However, a gap has been found between the consumer¿s intention and the actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The segment for the socially desirable products is estimated to have potential, but so far growth seems to be slow. It has been stated that until now, there is not enough research done that takes a holistic perspective including several fields of marketing.There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and the sales increased. The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so, the authors aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers¿ intention and the actual purchase through marketing. Based on the extensive literature review, the authors developed ten propositions that formed a model which that can be used as the backbone for future theoretical and empirical research.Books on Demand GmbH, Überseering 33, 22297 Hamburg 56 pp. Englisch. Seller Inventory # 9783848497621
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Socially Desirable Fast Moving Consumer Goods : A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing
Published by
LAP LAMBERT Academic Publishing, 2012
ISBN 10: 384849762X
ISBN 13: 9783848497621
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Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Consumers today are more environmentally conscious than ever. However, a gap has been found between the consumer s intention and the actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The segment for the socially desirable products is estimated to have potential, but so far growth seems to be slow. It has been stated that until now, there is not enough research done that takes a holistic perspective including several fields of marketing.There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and the sales increased. The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so, the authors aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers intention and the actual purchase through marketing. Based on the extensive literature review, the authors developed ten propositions that formed a model which that can be used as the backbone for future theoretical and empirical research. Seller Inventory # 9783848497621
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Socially Desirable Fast Moving Consumer Goods | - A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing
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ISBN 13: 9783848497621
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Taschenbuch. Condition: Neu. Socially Desirable Fast Moving Consumer Goods | - A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing | Mikael Forsberg (u. a.) | Taschenbuch | 56 S. | Englisch | 2012 | LAP LAMBERT Academic Publishing | EAN 9783848497621 | Verantwortliche Person für die EU: BoD - Books on Demand, In de Tarpen 42, 22848 Norderstedt, info[at]bod[dot]de | Anbieter: preigu. Seller Inventory # 106502542
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Socially Desirable Fast Moving Consumer Goods: - A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing
Published by
LAP LAMBERT Academic Publishing, 2012
ISBN 10: 384849762X
ISBN 13: 9783848497621
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