Consumer Behavior

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University of Halmstad School of Business and Engineering “Master of Science in International Marketing”

Master’s degree level Dissertation

Assessing Youth’s Buying Behaviour towards Sports Shoes (A Case Study of Nike)

Dissertation in “International Marketing”, 20 Swedish credits (30 ECTS)

Author:

Srungaram Narsimha Vamshi Krishna
Supervisor: Venilton Reinert Professor: Svante Andersson

S.S.No. 810609-3035

Contents

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Acknowledgement Abstract 1. Introduction and background 2. Purpose of the study 3. Literature review a. Types of consumer’s buying decision behavior b. Complex buying behavior c. Dissonance d. Variety 4. The buying decision process a. Introduction of buying decision process b. The buying decision process c. Evaluation of alternative d. Purchase decision e. Post purchase behavior 5. Theoretical frame work a. Consumer involvement theory 6. Consumer behavior models a. Introduction and Intergradations of three models b. Hierarchy needs of consumer behavior model c. Consumer behavior model d. Lens model 8. Nike’s Introduction (Nike’s Case Studies) a. Financial performance b. Employees c. Contract factories d. Nike branding 9. Methodology of the Study a. Introduction b. Method c. Types of research d. Research approach e. Population and sample f. Instrument to collect the data g. Research validity and reliability 10. Analysis of the study a. Graphical analysis

3 4 4 8 8 10 10 10 11 10 10 11 11 12 12 12 12 14 14 15 16 18 19 19 20 20 20 21 21 21 21 22 22 23 23 24 26 1

b. Empirical analysis qualitative part c. Empirical analysis of quantitative part d. Over all analysis of the study 11. Suggestions and Findings 12. Conclusion 13. Further Research 14. Limitations of the Study 15. Reference List Appendix

36 37 39 41 41 42 42 43 47

Contents of diagrams
6. Consumer behavior models 1. Maslow hierarchy needs model 2. Consumer behavior model 3. Lens model 10. Analysis of the study a. Graphical Analysis 1. Fig No.2.1 2. Fig No.2.2 3. Fig No.2.3 4.

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