Consumer attitudes: Cultural influences, values

 

This paper argues that no serious marketing campaign in the US can afford to ignore the Mexican-American population, which comprises 64% of the US Latino population - more than 25 million people. Some ...

The structure of the home and property market varies greatly between countries. In nations such as Britain, Canada and New Zealand, property ownership stands at some 60%-70%, while in Hungary, for exa ...

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, ...

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnog ...

This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the stud ...

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can inte ...

The increasingly 'irrational' behaviour of consumers, their creativity when interacting with products, the context-led product usage and brand choices are developments which can simply no longer be ig ...

Understanding the underlying needs of Asian women in using new products and services will provide a compass for the innovation journeys of companies. Exploring the innovations described by women in t ...

The opening of the Indian economy has also produced a new, emerging Indian mindset that is finding its roots in the Kshatriya values of the traditional warrior class as opposed to the Brahminical valu ...

Everything is branded these days, and Brand Malaysia is a unique brand building effort that defied the conventions of the 'est' syndrome (biggest, largest, richest, etc.), encapsulating the idea of 'r ...

This paper looks at the longitudinal analysis of different categories in Asia to understand how the market is evolving and to compare the direction of evolution with the European market. The aim is to ...

Subsistence markets have often been neglected by marketers as a result of the mistaken understanding that they offer poor returns. Despite this, companies in the information and communications technol ...

This paper describes a quantitative study of British Muslims conducted on behalf of Channel 4 Dispatches in March 2006, the first large scale survey of Muslim opinion conducted exclusively amongst Bri ...

'Happiness' has become a new buzzword across the media, academic institutions and even government officials, and there have been hundreds of academic books, papers and articles written on the subject ...

East Asia is fast becoming the world’s largest brand-name luxury goods market. This study develops the concept of face and face consumption to explain why Asian consumers possess strong appetites for ...

India has over 12 million retail outlets, more than the rest of the world combined, for 200 million households. This includes the small 'kirana' or general store, as well as hawkers. The Organized Ret ...

Although Japan is the second largest economy in the world, it is notoriously under-researched by international companies. One reason for this is the vast cultural differences between Japan and the Wes ...

This article provides some top-line statistics about China. It covers items including: population, the major cities, the economy, consumption, household expenditure, ownership of durables, consumer br ...

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 article discusses how to innovate for the Chinese market so as to appeal to Chinese women aged 15-45. Simple improvements which help to make life better and simplify the work-family balance are w ...

This article describes the research programmes `Peoples, Trends and Foresight', operated by Phillips Design since the 1990s to understand the characteristics and needs of the Chinese people. Researchi ...

This article provides ten crucial guidance rules to follow in order to make advertising locally relevant and engaging in China. They involve taking careful account of Chinese social customs and attitu ...

This article provides an analysis of Millward Brown's worldwide advertisement pretest database, and examines beliefs about what kind of advertising works in China. Some beliefs are confirmed, while ot ...

Previous research on ethnocentrism and lifestyle has focused on attitudinal segmentation. However, consumer attitudes may not always be consistent with the actual purchasing decision. Since behavioura ...

This paper deals with the challenging task of communicating across different cultures. It's intended to shed some light onto the intricate values of Latin American cultures and identify those that are ...

The purpose of this research, other than the findings of the report, is to explore popular narrative media and structure, both in terms of structure, contents and themes and evolve a methodology by wh ...

The paper describes a qualitative study of ethnic and Muslim Danes' values, including how the two cultural groups see and expect to be seen by each other. The research focuses on intercultural misunde ...

Africa is the world's most diverse and most challenging continent for marketers: normal rules of research do not always apply. African markets have a bad reputation, enhanced by media bias, preconcept ...

This paper aims at discussing differentiated forms of approaching small targets of technology products of very low incidence such as Bluetooth in Latin America, exploring the receptivity of the Brazil ...

This paper focuses on a project carried out for Procter & Gamble by marketing semiotics agency Space Doctors to develop a new model of the acculturation process in the U.S. Hispanic market. The U.S. H ...