Consumer behaviour: Drivers of behaviour, motivation...

 

Understanding the customer is one of the biggest challenges a marketer faces in his/her daily work life. A thorough understanding of the customer is the basis for a positive interaction. The starting ...

Encouraging more responsible and sustainable consumption is fast becoming an important public policy goal. Global automotive marketing has traditionally encouraged purchase and consumption choices tha ...

Differentiating one product from its competitors is a classic demand for marketing. In the past, healthcare marketing had the privilege of being able to build on sound functional differentiations betw ...

Beauty has always been a major concern for people, but in the 21st century beauty seems to have reached a new level; perfectly-styled female and male bodies and faces flood not only magazines and cale ...

It is no longer the case that shopping at a low-cost store indicates poverty; smart consumers have come to realise that price is not always an indicator of quality, as premium-priced products may be m ...

This article argues that trust is the key to getting consumers to choose a brand. Consumers have always been driven by a search for trust, and to achieve this, the product itself must be worthy of tru ...

This paper draws from a major research initiative undertaken by Nickelodeon's Brand & Consumer Insights Group in 2006. Nickelodeon, the children's media brand and part of MTV Networks' Kids & Family ...

This paper describes the practical and theoretical implications for marketing research practitioners of a disruptive new, emerging collection of models of mass behaviour described as 'Herd theory'. Th ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

The purpose of the research outlined in this paper is to investigate the changing notions of the consumer's self in the transitional economies of India and China. The effects that self-image has on a ...

Ken Roberts, managing principal of Forethought Research, argues that ad agencies (and their clients) depend too much on intuition, creative hunches and focus group interpretations when developing bran ...

This article describes the phenomenon of 'twittering' and speculates on what it reveals about consumers. Twitter is a website on which registered users plot a continuous simple record of what they are ...

Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This paper explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for ...

Understanding consumer values is one of the most critical elements in any successful marketing strategy and planning. Considerations of price and quality matter for consumers, but, in many instances, ...

The present research investigates the roles of both the individual reaction to environmental stimuli and personality characteristics in consumers’ pursuit of hedonic and/or utilitarian shopping values ...

Reinventing brands, including long-established offerings, has become increasingly common in the 'age of consumer empowerment'. To do so successfully, however, may require both an inward and outward tr ...

Buddhistpunk aims to offer a considered independent alternative for the individual, in an ever more corporate world. Since its birth in 1999 out of the union of a western aesthetic edge and artisan tr ...

The goal of customer segmentation, the cornerstone of strategy development, is to identify homogeneous groups of customers that will respond in a consistent way to changes in the marketing mix. Interp ...

Even if consumers know what they want, they are often unable to select the product option that promises the highest expected utility, simply because their individual product conceptualization is incom ...

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking. However, recent studies show that e ...

The authors of this paper suggest it is time for market research to evolve to another level and to look at finance related behaviour. The paper says that if market researchers work with economists the ...

After years of trend presentations about how companies must change, it appears that transformation has finally arrived. The current generation is growing up in a digital world, and takes for granted t ...

The diamond industry is in a crisis, billions of pounds in debt and with both prices and demand largely static. Despite the best efforts of industry giant De Beers to reverse this trend, this article ...

In the Developed World we take material things for granted, to the extent that goods and brands are seen as disposable and we all hanker after the newest and the latest. There are not just issues of a ...

This paper shows researchers how to connect as powerfully as possible with the decision-making apparatus within client organisations. It argues that decisions are made by people, not organisations. Pe ...

Consumers increasingly control the dialogue with brands. This means the old intrusion/interruption model upon which communication planning has been historically based is increasingly less effective. W ...

Thai consumers regard investing in stocks and shares as gambling – it is high risk and possibly high return. The Thai Stock Exchange wanted to counter negative public perceptions and so commissioned r ...

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws ...

Automotive manufacturers are fighting to maximise their advertising efficiency in the context of an increasingly competitive market and significant pressure on market research budgets. As a result, si ...

The fast pace of today's automotive market and the many influences on consumer choice require manufacturers and dealers to understand and take actions quickly to reflect changes in consumer preference ...