Consumer behaviour: Brand and product choice

 

Based on a database with actual purchases and a survey with 348 subjects, the link between personality and perfume choice is studied, using the ‘Big Five’ personality structure for the actual self as ...

This study examined Chinese consumers' responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western ...

Describes a qualitative research project to understand aspects of Indian culture which are relevant to brand marketing. The theme is inspired by Clotaire Rapaille's work as described in his book The C

Customer loyalty is complex and varies between markets and industries, but the best predictor of repurchase intention is the strength of relationship between buyer and seller. Relationship strength sc ...

This article discusses brand loyalty and how to achieve it. The difficulties include the fact that: people have fewer long-term relationships anyway; markets are increasingly commoditised; markets are

Consumer researchers should be interested in the current debate among economists between two models of consumer behaviour: rational (based on analysis of costs and benefits) and irrational (driven by

This paper examines the concept of consumer savvy, distinguishing consumer savvy from marketing savvy, and examine three ways of measuring consumer savvy in adults and children. The measurement of hum ...

In this article, WARC Online's Carlos Grande presents the major findings from the Future Foundation's 'Pump the Slump' event in July 2008. Among the main conclusions from the event were that interacti ...

This article reports on an annual survey (telephone and face-to-face) of 26,000 US consumers about categories and brands they use. For the first time in 11 years, 97% of the categories tracked have sh ...

In the markets of the Arabian Gulf a consumer can walk into a retail pharmacy and buy almost any mainstream pharmaceutical product without a prescription. That in itself is not unique, but when it is ...

Creating change in today's marketplace is a challenge in any category, with rising clutter levels and tuned-out consumers. Marketers have been grappling for quite some time with 'autopilot' brand choi ...

This paper reports findings from a recent survey of 1115 respondents from 34 rural counties/villages in 11 Chinese provinces. It investigates consumers' reaction towards the advertising market by inco ...

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 ...

This paper describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Pol ...

Using academic research and experience of brand repertoire development in China, Caroline Hayter-Whitehill and Nitasha Kapoor, of Acacia Avenue, discuss brand loyalty and brand repertoires. They expla ...

As brands have gained global prominence, they have also become more vulnerable to public scrutiny, and have been accused of all sorts of misdeeds, from polluting the environment to corrupting our chil ...

This article describes research by Synovate in China into consumer attitudes and behaviour, and compares the country with the US and UK. The research is drawn from Tier 1 in the affluent urban populat ...

This paper introduces the concept of 'Snakes and Ladders' marketing, a new way of viewing decision-making that replaces the old model of the purchase funnel. We have moved from a rationalised world to ...

The financial services industry is the single largest contributor of marketing expenditure in many advanced countries. Yet for a whole range of products, it attracts only a small number of customers – ...

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 addresses two critical issues that are central to the successful measurement of brands and brand equity. First, a new framework for measuring brand equity is presented, combining Mind Power ...

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 ...

This paper addresses the challenge some automotive manufacturers face in building brand knowledge and identifies ways of overcoming this hurdle. Brand knowledge (familiarity) is frequently measured bu ...

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study. This paper addresses some of the misconceptions/gaps that are often observable ...

China's huge size and population raises interesting questions as to how marketers can best approach the entry of their brands and products into this consumer frontier. The paper seeks to demystify Chi ...

This paper briefly introduces the external realities of Turkey today as dictated by recent history, economics and demographics. The most relevant sets of dichotomies that define the value-space for Tu ...

Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers. In other words, product differentiation is not enough. ...

The core topic of this paper is the presentation of a study methodology that has proved to be effective for understanding shoppers’ actual behavior at point of sale when they make their purchasing dec ...

This paper analyses a new and recently strong marketing trend: Brand Activation. This refers to those marketing activities, that have developed strongly over the last few years, which fulfil a double ...

Perceived brand parity is the belief in the consumers mind that major offerings in a product category are similar. The current article presents the results of a study indicating that high parity perce ...