Consumer attitudes: Cultural influences, values

 

In the light of the USA census of 2000, the author discusses a number of steps towards full multi-cultural marketing and the implications for advertising. She sees clear distinctions between ethnic gr ...

In this intriguing article John Howard-Spink discusses the understanding and development of brands, which he argues are complex, abstract and difficult to pin down. He questions the usefulness of su ...

Allyson L. Stewart-Allen warns that although the UK and US have a common language we do not have a common approach to marketing. She gives pointers to successful marketing in the US:- (1) Americans a ...

This is an adaptation from John Grant's book 'After Image - Mind-Altering Marketing'. It reviews what he calls the old paradigm which emphasised the power of image and the idea of the image adding va ...

The process and output of international qualitative marketing research is examined using the four pillars of Ritzer’s McDonaldization thesis: efficiency, calculability, predictability and control. The ...

Given the events of September 11, 2001, stating or implying that it is patriotic to purchase from a particular advertiser involves an obvious trade-off. On one hand lurks the possibility of criticism ...

How are young people in eastern Europe adapting to growing up in a society characterised by increasing consumer capitalism and exposure to western brands and advertising? This article, which summaris ...

The objective of this study is to investigate ethnocentric and/or regiocentric behaviour of Azeri and Kyrgyz consumers. In particular, the study focuses on how ethnocentrism explains consumers' attitu ...

The Middle East region has seen significant changes over the last few years, and these extraneous factors have shaped the lives and values of Arabs. A number of contradictions have occurred, behaviour ...

Shows how ethnographic research can be used to provide deeper insights for brand building. Ethnographic research means getting closer to the people who buy our products, learning what they are like an ...

This paper examines the recent changes with respect to Spain's image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several a ...

This paper examines the future of South America, its relation with youth culture and the implications for marketing and strategies that can be adopted in the international market. The paper explains h ...

As the world transits from offline to online, the market scenario is also changing rapidly. There are huge investments being made in the new economy, the competition is immense, and the target potenti ...

This paper illustrates the effects of Internet usage on attitudinal and behavioral aspects and describes different ways in which users' mode of relationship with the Internet can be profiled and class ...

Based on the author's prize-winning paper (see article in Admap March 1991), describes how countries pass or grow through a series of stages in their use and understanding of marketing. The hypothesis ...

Argues that associations with an appropriate country of origin can add considerably to the equity of a global brand. To achieve this, the brand must `chime' with the opinion of the country already emb ...

Discusses cultural attitudes amongst Asian teenagers. They are usually less Westernised than may appear on the surface, and there are important local differences. Asian communities are resistant to de ...

This paper presents the results of research carried out amongst the populations of Switzerland, Germany and Spain in order to determine their degree of awareness as well as opinions and attitudes rega ...

In July 1997, Hong Kong was reunited with mainland China. This reunification has tremendous implications in the area of trade, investment and economic relations between the two countries. Hong Kong tr ...

Presents results of a major research study in China, covering not only more cities than before but also the rural areas. Results quoted cover a range of products and media use, with attitudes to livin ...

For years, Asian trade lagged behind other continents in modernising its mass distribution channels. Until recently strong traditional distribution channels marked the Asian retail sector. Today the s ...

Advancing technology, global competition, fragmented and demanding markets, the internet, and the growing power of consumers are placing intense pressures upon local and global management to understan ...

This paper describes the work carried out in explaining how the Indian consumer reacts to the very idea of consumption. The paper argues that culture is an important determinant of consumer behaviour ...

The Middle East epitomises collective behaviour. This is beautifully captured in a traditional saying 'it takes a village to raise a child'. This is increasingly true of Saudi Arabia, one of the most ...

This paper is devoted to exploring the range of ethnographic techniques. In particular, it shows their capacity to penetrate the inner space of relationships between consumers, their mindsets and bran ...

The success of eCommerce will bring sweeping changes to all the key consumer markets throughout Europe and the United States in the next few years. Structural pre-conditions are already visible in the ...

Cultures around the world differ in ways that are fundamental to how all aspects of business are conducted, and the international marketer must be sensitive to them. An expert in cross-cultural manage ...

International brand building is no longer a choice, it is a necessity. The new global communications channels, the mobility of the consumer, the globalisation of the economy, the internet and the 'vi ...

The authors look at the growing Hispanic market in the USA, and conclude that it both mirrors many American psychological, sexual and behavioral trends, and sets new trends. This has implications not ...

The author, from People en Español, describes the Hispanic Opinion Tracker (HOT), a study of the Latino market. She discusses 'cultural relevance' as the key feature of succeeding with this market.