• norsk
    • English
  • norsk 
    • norsk
    • English
  • Logg inn
Vis innførsel 
  •   Hjem
  • Norges Handelshøyskole
  • Thesis
  • Master Thesis
  • Vis innførsel
  •   Hjem
  • Norges Handelshøyskole
  • Thesis
  • Master Thesis
  • Vis innførsel
JavaScript is disabled for your browser. Some features of this site may not work without it.

Consumer fairs for jewellery : a study of which factors that influence the attitude and intention of consumers to visit a consumer fair for jewellery

Wahl, Christianne Kvalsund
Master thesis
Thumbnail
Åpne
Wahl 2011.pdf (5.533Mb)
Permanent lenke
http://hdl.handle.net/11250/169321
Utgivelsesdato
2011
Metadata
Vis full innførsel
Samlinger
  • Master Thesis [3748]
Sammendrag
This study seeks to explore which factors that influence the attitude and intention of

consumers to visit a consumer fair for jewellery, and investigate whether there exist

differences between the genders. The results of this study can help managers understand

which factors that attract visitors to the fair, and provide guidelines regarding focal areas in

promotional efforts.

A theoretical adoption theory, the Theory of Reasoned Action, was modified to structure the

relationship between influential factors and the attitude and intention to visit a consumer fair

for jewellery. One qualitative study and two quantitative studies were carried out to reveal

which factors that matter to consumers when forming attitudes and intention to visit the fair.

The results show that the marketing of the fair and the influence and initiative of peers have

significant influence on both attitude and intention, while also past behaviour regarding

jewellery and the price of the entry-ticket significantly influence intention. These results are

based on all respondents. Furthermore, the results indicate that men and women are

influenced by different factors, such as the marketing of the fair being a stronger influence

on female respondents, while men are strongly affected by the influence and initiative of

peers. Theoretical and managerial implications are discussed at the end of the thesis,

providing managers with an understanding of how to attract visitors.

Kontakt oss | Gi tilbakemelding

Personvernerklæring
DSpace software copyright © 2002-2019  DuraSpace

Levert av  Unit
 

 

Bla i

Hele arkivetDelarkiv og samlingerUtgivelsesdatoForfattereTitlerEmneordDokumenttyperTidsskrifterDenne samlingenUtgivelsesdatoForfattereTitlerEmneordDokumenttyperTidsskrifter

Min side

Logg inn

Statistikk

Besøksstatistikk

Kontakt oss | Gi tilbakemelding

Personvernerklæring
DSpace software copyright © 2002-2019  DuraSpace

Levert av  Unit