Consumer attitudes: Cultural influences, values

 

The paper highlights the original methods of Deep Dive Research developed by BISAM (Center of Sociological and Marketing Research) for the Coca-Cola Company in Kazakhstan. The research - based on a co ...

Need based segmentations are based on psychological needs or motives present in every one of us. The more fundamental these needs are, the more they can be considered universal: the need for status is ...

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase. It presents a significant opportunity to markete ...

India is, unequivocally, a diverse country. This paper takes a geographic, zonal approach to unravel India's diversity because it serves as the most actionable way of studying the market, since most m ...

This paper explores the acculturation process as a bilinear multidimensional change process across generations. As such, acculturation was measured employing consumers' selective change process in lan ...

The BRICs markets - Brazil, Russia, India and China - are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today ...

Globalization trends and regional integration in Latin America have brought major pressure to define which national assets are unique and, therefore, how a country, its people and its economic profile ...

This paper explores the creation of a brand for Muslim audiences in the United Kingdom and globally. It illustrates some of the unique and unusual challenges that this task creates by using two case s ...

Certain archetypes seem to be more prevalent and applicable to certain cultures, yet do not resonate with others. The key question is whether something can be superimposed on archetypes that can help ...

While there is a significant body of research on the organizational climate that is conducive to innovation, most of this research has a strong 'western' bias, concept, practice or culture. How much o ...

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 ...

Since 2001 Procter & Gamble has worked with UK-based marketing semiotics agency Space Doctors to evolve a substantial semiotic capability. This paper tracks that process – from specific semiotic proje ...

Britain is more diverse than ever. In the ten years to 2001, 1.1 million migrants accounted for more than half of Britain’s population growth. The Department for Constitutional Aff airs (DCA) was esta ...

Depth interviews with women in Singapore, China, India and Thailand find that women are more confident, educated, and independent than they were in the past. Women in China are less willing to seek in ...

This paper assesses consumer motivation in breath mint purchases based on a case study conducted in China. The study enabled understanding of the size of the different consumer segments and which bene ...

The world is looking intensely at Asia today, as it moves rapidly towards becoming not only the world's largest producer and consumer, but also the largest productive workforce. Marketers and policy m ...

The important influence of peer recommendations on consumer purchases has been strongly established. However, recent growth in electronic discussion boards has increased the potential for electronic w ...

This study looks at adolescents’ attitudes towards materialism in urban China. Since the one child per family policy was introduced, parents’ expectations of their offspring’s material success have ri ...

A young consumer’s-eye view of youth lifestyles in Singapore examines how marketers should approach this group. Priming messages to young, educated markets is an investment in a brand’s future. Succes ...

It has been widely reported that multinational companies are spending a significant proportion of their marketing budgets in growing economies. Unfortunately, they are not always winning the battle ag ...

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands. In today's world of ov ...

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 ...

The threat of being permanently tagged as a model of social irresponsibility haunts the pharmaceutical industry in emerging markets like Brazil. For different reasons, the conditions to put the perfor ...

As a result of various environmental influences, changes in patient behavior in seeking medical help have been identified and have received great attention from the public and the industry. Obviously, ...

Research on the effect of congruity between an ad’s message and its background music on consumer memory indicates that ad music that is congruent with an ad’s message can enhance the consumer’s memory ...

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 ...

Emerging markets are an untapped multi-billion dollar opportunity with significant consumer potential. By developing Africa through commerce, companies are re-thinking business models and processes to ...

The paper summarises problems of intercultural marketing research in terms of the emic-etic distinction well known in cross-cultural research. Examples show the importance to start cross-cultural mark ...

Over the last 30 years Spanish society has taken a complete about-turn in all aspects of life. It has become a liberal, open and eclectic society, where it had been traditional, male chauvinist and re ...