Consumer attitudes: Cultural influences, values

 

Many pharmaceutical companies, particularly those in the United States, ‘went global’ in the 1990s – yet most of them have failed to prosper from this endeavor. What went wrong? And what did the winne ...

It is exactly twenty years since the publication of Professor Ted Levitt’s, Harvard Business Review paper on the globalisation of markets. Levitt’s main thesis was that cultural differences were erodi ...

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and ...

Kate Watts argues that media-neutral planning and integrated communications are the result of a change in the nature of authority structures (deference), and out-dated advertising awareness models - w ...

Adapted from Dr Burgess's inaugural lecture as Professor of Business Administration in Marketing. The twin themes are the importance for marketing of correctly understanding consumers and their differ ...

Based on a survey of Western brands in Russia, three contributions are offered to the literature on international brand-building. First, the Aaker brand personality scale (Aaker 1997) was tested in a ...

One aspect of globalisation is the convergence of income, media and technology, which in turn is expected to lead to homogeneous consumer behaviour. This convergence thesis is increasingly questioned. ...

Brand nirvana is to build an icon - to create a brand like Coke, Harley or Nike that generates huge market value over long periods because it serves as a container for cultural ideals. But the path mo ...

The hypothesis of this paper is that consumer’s attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of glo ...

Nick Head describes the changes in techniques of trend monitoring. He introduces Cultural Trends Monitor (CTM) which looks at leading magazines and newspapers and collates primary and secondary resear ...

The Arabian Gulf region is unique in its near isolation from even rudimentary marketing efforts until the early 1970s. Over the last three decades, particularly the last ten years, the region has seen ...

NFO WorldGroup Middle East & Africa has developed alternative methodologies and approaches to help mine consumer minds and tap into the Gulf Arab society that is seemingly inaccessible to marketers an ...

Brands that consistently do well in the market place are the ones that forge long term relationships with the consumer. These brands connect as they are anchored in powerful insights which trigger a p ...

The Sinus-Milieu concept does give particular emphasis to the continued relevance of historically and culturally rooted particularities in given countries. Accordingly, a thorough national analysis st ...

This pervasive influence of Coolhunting is the motivation behind this paper. Being touched by the Coolhunt raised legitimate questions. Client and researcher wanted to know if they should be Coolhunti ...

Current quantitative consumer behaviour models focus on brand and marketing variables to explain / predict market structure, dynamics and brand health. We have not found any serious quantitative treat ...

This pervasive influence of Coolhunting is the motivation behind this paper. Being touched by the Coolhunt raised legitimate questions. Client and researcher wanted to know if they should be Coolhunti ...

This paper will demonstrate how market research's approaches to culture can benefit by employing a historical perspective. It will begin with an explanation of culture and how history can be seen as i ...

James Murphy argues that the attainability of trust is becoming harder for brands, in an era when consumers are more knowledgeable and cynical. He suggests that it may be time to reassess the concept ...

Bella Thomas' analysis of western TV sheds some long-standing myths and has definite implications for marketers. Drawing on a range of different studies, she argues that as a country becomes more pros ...

Chris Powell criticises the UK for not being better at projecting a positive image of 'brand Britain' abroad. It is vital, he argues, to promote the nation better in order to boost the standing of its ...

Simon Anholt believes that consumers do not want brands without heritage, but any heritage will have an influence on their perceptions of a brand. He argues that 'brand America' no longer carries the ...

Although the use of market segmentation analysis is standard research practice in the United States and Europe, many researchers experience difficulty when applying the same methodology to research in ...

The common assumption of globalisation, that the brands of current global players will dominate many packaged goods markets, may be open to challenge in China. Local brands may turn out to be far more ...

This paper describes the work that has been carried out in support of a modelling approach aimed at measuring and predicting the potential of marketing an international brand successfully in new marke ...

In a rapidly unifying world where communication is gradually becoming universally homogenous, there remain certain core regional differences in response, rooted in the more robust cultural values and ...

This paper set out to show pan Asian consumer trend data across FMCG markets and countries by highlighting the fastest growing categories and focusing on the dynamic dairy category across the main mar ...

The paper throws light onto the attitudes held by women, across ages and cultures, in the reality of the 'new' South Africa. It is based on a four month syndicated qualitative study undertaken in the ...

The author, from Bank of America, contends that marketing to diverse ethnic groups often requires unconventional methods. She gives a number of examples of how Bank of America has tackled particular ...

The author argues that there is a new form of multi-cultural marketing called urban marketing. The urban core represents a cultural fusion that produces the trend-setters and opinion formers for the ...