Sugarcane spirit market share simulation: an application of conjoint analysis

This study evaluated the influence of packaging and labeling attributes of sugarcane spirit on consumers' behavior by applying the results of conjoint analysis in sugarcane spirit market share simulation. Firstly, a conjoint analysis was performed aiming to estimate the part-worths of each consumer for some sugarcane spirit packaging and labeling attributes. These part-worths were used in the market share simulation using the maximum utility model. It was observed that some packaging and labeling attributes affected consumer's purchase intention and that most consumers showed a similar preference pattern regarding these attributes. These consumers showed preference for the Seleta brand, which was bottled in 700 mL clear glass bottles with a metal screw cap that bore a label illustration unrelated to sugarcane spirit production process and had the information "aged 36 months in oak barrels". This study also showed that conjoint analysis and the use of its results in the market share simulation proved important tools to better understand consumer behavior towards intention to purchase sugarcane spirit.

The Mexican Dream, What Drives the Mexican Millennial to invest?

The Mexican dream is the equivalent of the American Dream for Mexico. This thesis explores what is the equivalent of the American Dream for young Mexican adults (25 to 35 year old Mexicans). The aim of the study is to develop an understanding of the core values of young Mexican adults. The study is made for a case company, Expertos Patrimoniales Wealth Management Advisors, who intend to sell financial management services to these young Mexican adults in the next 5 to 10 years. This study implements a cross-cultural consumer behavior framework by David Luna, in order to consider factors like culture, and value systems to uncover the Mexican Dream for young Mexican adults. In order to gather data for this study, key informants were interviewed in specific areas, such as culture, financial consumer behavior and Mexican culture among others. The results suggest that independence is a strong driver for the young Mexican adults, independence from their family, from the corporate hierarchy and men. These core drivers differ from the traditional culture values where hierarchy and a secure job, family which includes the extended family and women´s economic dependency on men have been strong. Images of the future are created in order to understand the young Mexican adults Mexican Dream in the next 5 to 10 years, in order to provide useful information for the case company for the development of products and services that this segment of the Mexican market might find interesting in the near future.

Path Analysis of Online Users Using Clickstream Da-ta: Case Online Magazine Website

This paper explores behavioral patterns of web users on an online magazine web-site. The goal of the study is to first find and visualize user paths within the data generated during collection, and to identify some generic behavioral typologies of user behavior. To form a theoretical foundation for processing data and identifying behavioral ar-chetypes, the study relies on established consumer behavior literature to propose typologies of behavior. For data processing, the study utilizes methodologies of ap-plied cluster analysis and sequential path analysis. Utilizing a dataset of click stream data generated from the real-life clicks of 250 ran-domly selected website visitors over a period of six weeks. Based on the data collect-ed, an exploratory method is followed in order to find and visualize generally occur-ring paths of users on the website. Six distinct behavioral typologies were recog-nized, with the dominant user consuming mainly blog content, as opposed to editori-al content. Most importantly, it was observed that approximately 80% of clicks were of the blog content category, meaning that the majority of web traffic occurring in the site takes place in content other than the desired editorial content pages. The out-come of the study is a set of managerial recommendations for each identified behavioral archetype.

Energiatoimialan allianssien kehitys Euroopassa vuosina 1990-2009

Tämän kandidaatintutkielman aiheena on selvittää ja analysoida energiatoimialan allianssien kehitystä Euroopassa vuosien 1990–2009 aikana. Euroopan energia- ja sähkömarkkinat muuttuivat 1980-luvun lopulla, jolloin kansallisia monopoleja puret-tiin ja energia- ja sähkötoimialalle haluttiin luoda kilpailulliset markkinat. Tarkoituksena on tutkia, onko energiatoimialalla muodostettu alliansseja noususuhdanteisesti vuosien 1990–2009 aikana. Tutkimusaineiston avulla on pyritty selvittämään, millaisia alliansseja energiatoimialalla on solmittu, mitkä motiivit ovat vaikuttaneet allianssin muodostamiseen, mitkä kriteerit ovat vaikuttaneet allianssipartnerin valintaan ja mihin toimialaan allianssipartnerit kuuluvat. Tässä tutkimuksessa allianssit on rajattu koskemaan yhteisyrityksiä ja strategisia alliansseja. Motiiveja allianssien muodostamiseen on käsitelty kolmen eri teorian pohjalta, jotka ovat resurssiperusteinen teoria, transaktiokustannusteoria ja strategisten ja sosiaalisten aspektien teoria. Allianssikumppanin valintaan vaikuttavia tekijöitä on käsitelty tehtävä- ja partnerisuuntautuneita kriteereitä koskevan teorian pohjalta. Tutkimuksen empiirisessä osassa on käytetty SDC Platinum-tietokantaa, josta on saatu kaikki Euroopassa muodostetut energia-alan allianssit vuosina 1990–2009. SDC Platinum-tietokannasta saatavaa aineistoa on kuvailtu ja analysoitu laadullisin menetelmin.

Perceptions of green branding and identity building amongst small Finnish textile producers

The textile industry is one of the most polluting industries in the world. The amount of air and water pollution it causes puts a burden on the environment. There are companies who have taken the environmental and social aspects into account in the their production and chosen to operate in a green manner. This thesis studies how the phenomenon of green branding is seen from the perspectives of small Finnish textile companies. The theory used in this thesis has to do with green branding and identity building. The theory is used to analyze the results of the empirical findings. The main research question that the thesis aims to answer is how green branding is perceived within the Finnish textile industry. In order to answer the main research question, empirical data was collected from five relevant companies within the Finnish textile industry. The companies interviewed for the study were WST, Saana ja Olli, RCM, R-collection and Tiensivu. The study was conducted as a multiple case based study where multiple experts from green companies were interviewed. The experts were all owners or employees of companies that have a so-called green brand identity. The data was collected through semi-structured interviews, where the relevant experts from each company were interviewed either by themselves, in pairs or in groups. The data that was collected for this study was primary data, and the results of the study are mainly based on the experiences and opinions of the experts interviewed. The data collected does not cover the entire green textile industry within Finland, but study does however give a fairly comprehensive view of the phenomenon, as the textile industry in Finland is quite concise. The general findings of the study show that all experts from the companies interviewed agreed that a green brand identity does benefit their company in one way or the other. The findings also show contradictions with the older theory (eg. Charter et al. 1999, Pickett et al. 1995), and perhaps give a more modern view of the thoughts within the industry.

Motives and barriers for engaging in collaborative consumption in Finland

In this thesis the consumers’ expected motives and barriers for engaging in collaborative consumption in Finland are studied. The phenomenon is observed through the lens of consumer theory and it is connected to the context using Hofstede’s 6-D model. The phenomenon is new and there are almost no recorded results in the background research, and when considering the limitations of this study, there are no results at all. Therefore, combining different kinds of literature, as well as taking along consumer theory and Hofstede’s model that explains cultural factors, it was possible to compile a comprehensive general view of the present state of the phenomenon. The actual study was conducted using qualitative methods and the solution was sought collecting data from six in-depth interviews with interviewees having experience from using, or offering resources, or both. According to the results, the primary motive in all modes of consumption was economic. Anti-materialism, anti-consumption, and expanding lifestyle were another a bit more general motives. Perceived barriers were, especially as a new result, the amount of trouble one has to see and in single modes, a lack of trust, the used platform and too expensive prices.

Scanning the future of Single Euro Payment Area – towards cashless payment methods

The future of paying in the age of digitalization is a topic that includes varied visions. This master’s thesis explores images of the future of paying in the Single Euro Payment Area (SEPA) up to 2020 and 2025 through the views of experts specialized in paying. This study was commissioned by a credit management company in order to obtain more detailed information about the future of paying. Specifically, this thesis investigates what could be the most used payment methods in the future, what items could work as a medium of exchange in 2020 and how will they evolve towards the year 2025. Changing consumer behavior, trends connected to payment methods, security and private issues of new cashless payment methods were also part of this study. In the empirical part of the study the experts’ ideas about probable and preferable future images of paying were investigated through a two-round Disaggregative Delphi method. The questionnaire included numeric statements and open questions. Three alternative future images were created with the help of cluster analysis: “Unsurprising Future”, “Technology Driven Future” and “The Age of the Customer”. The plausible images had similarities and differences, which were reflected to the previous studies in the literature review. The study’s findings were formed based on the images of futures’ similarities and to the open questions answers that were received from the questionnaire. The main conclusion of the study was that development of technology will unify and diversify SEPA; the trend in 2020 seems to be towards more cashless payment methods but their usage depends on the countries’ financial possibilities and customer preferences. Mobile payments, cards and cash will be the main payment methods but the banks will have competitors from outside the financial sector. Wearable payment methods and NFC technology are seen as widely growing trends but subcutaneous payment devices will likely keep their niche position until 2025. In the meantime, security and private issues are seen to increase because of identity thefts and various frauds. Simultaneously, privacy will lose its meaning to younger consumers who are used to sharing their transaction and personal data with third parties in order to get access to attractive services. Easier access to consumers’ transaction data will probably open the door for hackers and cause new risks in paying processes. There exist many roads to future, and this study was not an attempt to give any complete answers about it even if some plausible assumptions about the future’s course were provided.

Participants' perceptions of their involvement in a cardiovascular disease risk factor reduction program

A cardiovascular disease risk factor reduction program was implemented in the Niagara region. To gain an understanding of this program from the participants ' perspective, 10 participants of the program were interviewed to document their perceptions of what they learned in the program, their perceptions of their behaviour change and their perceptions of factors that facilitated or impeded any behaviour change. The learning style inventory and PET test were also given to the participants to further understand their perceptions. Findings unique to this study highlighted aspects of the andragogical model, self-directed learning theory, learning style preference and psychological type that were prominent in the participants' comments and perspectives. Implications for practice, theory development and further research are suggested.

Metal music as critical dystopia : humans, technology and the future in 1990s science fiction metal

Metal Music as Critical Dystopia: Humans, Technology and the Future in 1990s Science Fiction Metal seeks to demonstrate that the dystopian elements in metal music are not merely or necessarily a sonic celebration of disaster. Rather, metal music's fascination with dystopian imagery is often critical in intent, borrowing themes and imagery from other literary and cinematic traditions in an effort to express a form of social commentary. The artists and musical works examined in this thesis maintain strong ties with the science fiction genre, in particular, and tum to science fiction conventions in order to examine the long-term implications of humanity's complex relationship with advanced technology. Situating metal's engagements with science fiction in relation to a broader practice of blending science fiction and popular music and to the technophobic tradition in writing and film, this thesis analyzes the works of two science fiction metal bands, VOlvod and Fear Factory, and provides close readings of four futuristic albums from the mid to late 1990s that address humanity's relationship with advanced technology in musical and visual imagery as well as lyrics. These recorded texts, described here as cyber metal for their preoccupation with technology in subject matter and in sound, represent prime examples of the critical dystopia in metal music. While these albums identify contemporary problems as the root bf devastation yet to come, their musical narratives leave room for the possibility of hope , allowing for the chance that dystopia is not our inevitable future.

Advocating recognition and redistribution in poverty alleviation programs in Ghana : an examination of state and NGO programs and policies

Abstract This thesis argues that poverty alleviation strategies and programs carried out by the government and Non Governmental Organizations in Ghana provide affirmative solutions to poverty. This is because, these intervention strategies have been influenced by conventional discourses on poverty that fail to adequately address non-economic issues of poverty such as powerlessness, marginalization and tmder-representation. The study is carried out in a two-pronged manner; first, it analyses state policies and strategies, particularly the Ghana Poverty Reduction Strategy (GPRS), on poverty alleviation and compares these to NGO programs, implemented with funds and support from external donor organizations. Specifically, I focus on how NGOs and the governnlent of Ghana negotiate autonomy and financial dependency with their funding donor-partners and how these affect their policies and programs. Findings from this study reveal that while external influences dominate poverty alleviation policies and strategies, NGOs and the government of Ghana exercise varying degrees of agency in navigating these issues. In particular, NGOs have been able to adapt their programs to the changing needs of donor markets, and are also actively engaged in re-orienting poverty back to the political domain through advocacy campaigns. Overall, rural communities in Ghana depend on charitable NGOs for the provision of essential social services, while the Ghanaian government depends on international donor assistance for its development projects.

Living between two cultures : personality and adaptation in Chinese immigrant youth /

The aim of the present study was to examine the relationship between shyness and acculturation modes of Chinese immigrant youth in Canada and whether shyness moderates the relationship between acculturation and adaptation. In addition, I examined whether shyness, in conjunction with sociability, moderates the relationship between acculturation and adaptation. Ninety-nine young Chinese immigrants (42 men), ranging in age from 16 to 26 years old, completed a questionnaire that assessed their demographic information, acculturation modes, shyness, sociability, psychological adaptation Oife satisfaction, self-esteem, and depression), and socio-cultural adaptation. Results showed that Chinese orientation was significantly and negatively correlated with age, generation status, English proficiency, and length of residence in Canada. In contrast, Canadian orientation was significantly and positively correlated with generation status, English proficiency, and length of residence in Canada. Canadian orientation was also significantly and negatively correlated with shyness and positively correlated with sociability and psychological and socio-cultural adaptation. Participants who were shyer were more likely to have poorer psychological and socio-cultural adaptation, and to report lower life satisfaction and self-esteem and higher depression. Results from hierarchical multiple regression analyses indicated that Chinese immigrant youth who were separated had higher scores on shyness than those who were integrated and assimilated. There were no significant differences in shyness between youth who were separated and youth who were marginalized, nor were there differences between youth who were integrated and those who were assimilated. Furthermore, integrated Chinese youth reported significantly higher scores in sociability than those who were separated and marginalized but not significantly higher than those who were assimilated.' Shyness did not moderate the relationship between acculturation modes and psychological and socio-cultural adaptation. Unfortunately, the hypothesis to examine if shyness, in combination with sociability, moderated the relationship between acculturation and psychological adaptation could not be tested in the present study because of limitations in cell sizes. The findings suggested that how Chinese immigrant youth acculturate in the receiving country might not be the crucial factor in determining their adaptation. Instead, other factors, such as personality characteristics and nature of the acculturating group, may playa more crucial role. Shyness may have important ramifications for the acculturation and adaptation of young Chinese immigrants to a new society.

"I might be a duck, but I'm human" : an analysis of clothing in Disney cartoons

Mickey Mouse, one of the world's most recognizable cartoon characters, did not wear a shirt in his earliest incarnation in theatrical shorts and, for many years, Donald Duck did not wear pants and still rarely does so. Especially when one considers the era in which these figures were first created by the Walt Disney Studio, in the 1920s and 1930s, why are they portrayed without full clothing? The obvious answer, of course, is that they are animals, and animals do not wear clothes. But these are no ordinary animals: in most cases, they do wear clothing - some clothing, at least - and they walk on two legs, talk in a more or less intelligible fashion, and display a number of other anthropomorphic traits. If they are essentially animals, why do they wear clothing at all? On the other hand, if these characters are more human than animal, as suggested by other behavioral traits - they walk, talk, work, read, and so on - why are they not more often fully clothed? To answer these questions I undertook three major research strategies used to gather evidence: interpretive textual analysis of 321 cartoons; secondary analysis of interviews conducted with the animators who created the Disney characters; and historical and archival research on the Disney Company and on the times and context in which it functioned. I was able to identify five themes that played a large part in what kind of clothing a character wore; first, the character's gender and/or sexuality; second, what species or "race" the character was; third, the character's socio-economic status; fourth, the degree to which the character was anthropomorphized; and, fifth, the context in which the character and its clothing appeared in a particular scene or narrative. I concluded that all of these factors played a part in determining, to some extent, the clothing worn by particular characters at particular times. However, certain patterns emerged from the analysis that could not be explained by these factors alone or in combination. Therefore, my analysis also investigates the individual and collective attitudes and desires of the men in the Disney studio who were responsible for creating these characters and the cultural conditions under which they were created. Drawing on literature from the psychoanalytic approach to film studies, I argue that the clothing choices spoke to an idealized fantasy world to which the animators (most importantly, Walt Disney himself), and possibly wider society, wanted to return.

"The whole earth as village" : a chronotopic analysis of Marshall McLuhan's "Global Village" and Patrick McGoohan's The Prisoner

Marshall McLuhan's "global village", and his theories on communications and technology, in conjunction with Patrick McGoohan's television series The Prisoner (ATV, 1967-1968) are explored in this thesis. The Prisoner, brainchild of McGoohan, is about the abduction and confinement of a British government agent imprisoned within the impenetrable boundaries of a benign but totalitarian city -state called "The Village". The purpose of his abduction and imprisonment is for the extraction of information regarding his resignation as a government spy. Marshall McLuhan originally popularized the phrase "the global village" in The Gutenberg Galaxy: The Making o/the Topographic Man (1962), asserting that, "The new electronic interdependence recreates the world in the image of a global village" (p. 31). This thesis argues that valid parallels exist between McGoohan's conception of "village", as manifested in The Prisoner, and McLuhan's global village. The comprehensive methodological stratagem for this thesis includes Marshall McLuhan's "mosaic" approach, Mikhail Bakhtin's concept ofthe "chronotope", as well as a Foucauldian genealogicallhistorical discourse analysis. In the process of deconstructing McLuhan's texts and The Prisoner as products of the 1960s, an historical "constellation" (to use Walter Benjamin's concept) of the same present has been executed. By employing this synthesized methodology, conjunctions have been made between McLuhan's theories and the series' main themes of bureaucracy as dictatorship, the perversion of science and technology, freedom as illusion, and the individual in opposition to the collective. A thorough investigation of the global village and The Prisoner will determine whether or not Marshall McLuhan and/or Patrick McGoohan visualize the village as an enslaving technological reality.

Bonds away : baseball mythology and the 2007 home run chase

In 2007, Barry Bonds hit his 75 6th home run, breaking Hank Aaron's all-time record for most home runs in a Major League career. While it would be expected that such an accomplishment would induce unending praise and adulationfor the new record-holder, Bonds did not receive the treatment typically reserved for a beloved baseball hero. The purpose of this thesis is to assess media representations of the 2007 home run chase in order to shed light upon the factors which led to the mixed representations which accompanied BOlTds ' assault on Aaron's record. Drawingfrom Roland Barthes ' concept of myth, this thesis proposes that Bonds was portrayed in predominantly negative ways because he was seen as failing to embody the values of baseball's mythology. Using a qualitative content analysis of three major American newspapers, this thesis examines portrayals of Bonds and how he was shown both to represent and oppose elements from baseball's mythology, such as youth, and a distant, agrarian past. Recognizing the ways in which baseball is associated with American life, the media representations of Bonds are also evaluated to discern whether he was portrayed as personifYing a distinctly American set of values. The results indicate that, in media coverage of the 2007 home run chase, Bonds was depicted as a player of many contradictions. Most commonly, Bonds' athletic ability and career achievements were contrasted with unflattering descriptions of his character, including discussions of his alleged use of performance-enhancing substances. However, some coverage portrayed Bonds as embodying baseball myth. The findings contribute to an appreciation of the importance of historical context in examining media representations. This understanding is enhanced by an analysis of a selection of articles on Mark McGwire 's record-breaking season in 1998, and careful consideration of, and comparison to, the context under which Bonds performed in 2007. Findings are also shown to support the contemporary existence of a strong American baseball mythology. That Bonds is both condemned for failing to uphold the mythology and praised for personifYing it suggests that the values seen as inherent to baseball continue to act as an American cultural benchmark.