Consumer attitudes: Cultural influences, values

 

Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected ‘economic’ (i.e., pricing) performance of diff ...

The unique cultural values prevalent in Russia have a deep impact on the appeal of prestige perfume brands to Russian female consumers – a “premium segment” that has been introduced just twenty years ...

This Company Profile provides key details and analysis of MCI, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to rel ...

This paper seeks to understand the true perception of China around the world. Is it fear, fascination, or something in between? To move beyond the media hype and get a fact-based perspective on these ...

Most global companies have found that building brands in India is no easy task. Because the Indian market and consumer differ significantly from the rest of the world, the tried and tested approach of ...

It seems like only yesterday foreigners on business trips first started showing up with their smart carry-ons in China’s glitzy, first-tier cities. Beijing, Shanghai and Guangzhou? Today, forward-thin ...

The language (and practice) of marketing generally reflects Western ways of thinking. Rarely, however, is the question asked: What can marketing learn from China? While Western marketing is individual ...

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 ...

Previous research has classified offensive advertising into matter (offensive products and services) and manner (offensive execution). This study was designed to (1) develop a more comprehensive sched ...

In this Viewpoint article, Jing Wang, the S. C. Fang Professor of Chinese Language and Culture at MIT, discusses how different considerations (and appeals) of luxury are in China compared with the Wes ...

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

The article describes a research study into attitudes to food. Food is said to have become a self-modelling process and something through which increasingly people define to themselves who they are an

The article describes a qualitative research project studying the feeling and attitudes of young people of Turkish origin whose home is in Germany. The aim was to understand the ongoing integration pr

China is the greatest and most challenging new frontier facing international marketers today. It goes without saying that marketing in China is both a major challenge and an opportunity: the country h ...

Disney wanted to improve its cultural relevancy to African American guests visiting and staying at its various resorts. In 2006, it launched the Ebony Perspectives Community, a small, private, and bra ...

This paper looks at the general status and role of women in countries that are culturally very different from each other, and then examines the notions of love and romance among them. It explores thes ...

In this brief snapshot, TGI research reveals that countries which have a recently high economic growth rate look upon money and success more favourably than those which have a history of more gradual ...

A large number of people now live in 'megacities' - that is, cities with 10 million+ inhabitants (there are now 29 of these). This article reports on a study of the attitudes of people living in megac ...

This article summarises the book 'Herd: how to change mass behaviour by harnessing our true nature', by Mark Earls (Wiley, 2007). The key premise of the book is that 'We are a we-species who do indivi ...

This article, based on a major study undertaken by Ogilvy & Mather, compares consumer habits in China and India. Among its findings are that multinational brands need not localise their approach as mu ...

This study investigated how mass media exposure and cultural values influence Korean immigrants' responses to models in print advertising. In a between-subject design, participants viewed advertisemen ...

The Indian consumer market is at once both a tremendous opportunity and a great challenge. This paper draws on academic research and case studies from the beverage and auto market to try and provide a ...

The paper provides an insight into the lives of working professionals in the cities of Shanghai and Mumbai. This group is at the heart of the social and economic changes taking place in India and Chin ...

As the world becomes a smaller place due to globalisation, and brands also become increasingly global in scope, young people in India, China, Mexico and Brazil face a deluge of western influences. On ...

China is a large heterogeneous market with diversified consumer behaviour in different regions. This study aims to examine personal value differences between consumers in China's inland and coastal re ...

This article by Sir Martin Sorrell reviews the explosive growth in China, and what it means for marketing. WPP companies now employ 9,000 people in China, which provides 15% of its market, and generat ...

This article details research from TGI which investigates consumer attitudes towards alternative therapies in different parts of the world. The acceptance of alternative therapies varies from country ...

India and China have been making headlines because of the explosive growth in both countries' markets. While China has received the bulk of media attention, there have been few discussions on the chal ...

In this article, Shiloo Chattopadyay, president of GfK Mode India, and Siegfried Högl, general manager of GfK Marktforschung in Germany discuss the broad social and economic trends that are emerging i ...

Research can measure the effectiveness of women's empowerment initiatives in the Muslim world economies. It has a role to play in quantifying international program assumptions about Muslim women's des ...