Consumer attitudes: Fashions, trends

 

The paper discusses the findings of research in three countries (US, UK and China) into the changes now occurring in people's values, which underpin their attitudes to consumption and brands. The prin

The article discusses the use of semiotics to predict future cultural trends. The development and nature of semiotic analysis is summarised: synchronic analysis looks at communications and culture at

The article describes the development of Mintel Inspire, a new approach to uncovering insights about trends. First, marketing's structure prevents it from generating new insights or seeing the bigger

Increasingly consumers are taking control of their own purchasing, through the internet etc. as customer service facilities disappear or become more expensive. A TNS survey in eight countries shows in ...

This article discusses the key findings from the latest European Entertainment Futures report from the Future Foundation research consortium, which explores the trends impacting on European consumers' ...

The article discusses a new shift to a culture of visibility, an environment where it has become normal to have what used to be private, hidden or personal shifted into the public space. The culture o

Traditionally, marketing focuses on individual needs and motivations. This article, however argues that humans are social animals, and learn and adapt by copying others. This copying can be essentiall

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 ...

In this article, James Murdoch, of News Corp and BSkyB, argues that marketers are operating in a fragmented media world on the one hand, and in increasingly interconnected societies on the other. In ...

This article summarises the book 'Microtrends: surprising tales of the way we live today', by Mark J. Penn and E. Kinney Zalesne (Penguin, 2008). The key premise is that modern societies are no longer ...

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 ...

In this article, Carlos Grande, of WARC Online, reviews Microtrends: surprising tales of the way we live today, by Mark J. Penn and E. Kinney Zalesne. As well as offering some background information r ...

This article considers current cultural trends, and argues that the world needs creativity and imagination if humans are to survive. In recent years technology has outrun our ability to adapt, forcing ...

Content explosion. Multi-tasking. Spoilt for choice. These are the sorts of terms that sum up life for young people today. This paper seeks to gain a more detailed insight into the lives of this age g ...

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 ...

One of the features that have marked the boom in Asian markets over the last few years is the exponential growth of technology - particularly the mobile telecommunications market. This paper aims to a ...

Supermarkets are relatively advertising-free. This paper argues that if store layouts are designed around how shoppers actually browse, then advertising and other means of influencing buying decisions ...

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 ...

The Chinese market has been acknowledged as one of the key emerging leisure markets in the world. This paper provides an overview of the China outbound travel market, and combines the findings from la ...

In the wake of the 2006 World Cup, this paper looks at how passionate consumers around the world are about football, and which mediums they use to keep up with the game. There was a variation between ...

In this paper, TGI analyse how concerned consumers in 11 national markets are with looking young. There is considerable variation between parts of the world, with Italians and Brazilians attaching the ...

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 ...

Current sociocultural changes have direct consequences on families and family dynamics. With respect to young families, this means: a) configuring a specific lifestyle; b) the appearance of a new segm ...

This paper analyzes the extent of the globalization phenomenon among Latin American children, contrasting it with their interests in local products. Children across the region have certain common char ...

In this paper, the authors share their experience in successfully implementing an on-going consumer interface program with young consumers for identifying trends in their behaviour in the complex mark ...

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication ...

The nature of 21st century trends is changing. The fragmentation of sub-cultures and the media has created a very different consumer landscape where assumptions about the influence of different sub-cu ...

John Grant, author of The New Marketing manifesto and After Image, provides ten clues to trends for the future and asks whether we can look forward to a more caring and sharing society, or even, marke ...

Mark Earls, Ogilvy executive planning director, argues that human behaviour is better understood by thinking of consumers as herd animals (rather than individual decision makers). He then goes on to ...