Consumer attitudes: Lifestyle, psychology, psychogra...

 

Based on a database with actual purchases and a survey with 348 subjects, the link between personality and perfume choice is studied, using the ‘Big Five’ personality structure for the actual self as ...

This paper argues that demographics based on socio-economic status no longer work for marketing, at least in the UK. There has been a major shift from collective to individual values, along with the r

This study examined Chinese consumers' responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western ...

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

Assessment of global reactions to the Internet by TGI show that early adopters of the technology adapted the Web to suit their needs, and their lives are now strongly influenced by what is happening o ...

In this brief snapshot, TGI research reveals that countries which have a recently high economic growth rate look upon money and success more favourably than those which have a history of more gradual ...

The advertising industry has come to accept that humans are group animals and exhibit herd-like behaviour. This is assumed to apply online in social networks. But this paper argues it is unwise to ass ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it ...

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 ...

Why do people who prefer the taste of Pepsi faithfully buy Coke? Will the Catwoman movie trailer make you want to see the film? Researchers hope to unravel media mysteries like these with neuromarketi ...

This paper explores how as much as 20% of the UK’s biggest retail promotion budgets are wasted by advertisers who continue to try to talk to all Britons in the same way. Clilverd believes that the jo ...

Christophe Fauconnier, global accounts director of Synovate Censydiam, argues that most conventional segmentation techniques fail to answer the most important question: 'How can we move people to enga ...

12 million adults across the UK have a reading age of 9 to 14. That’s the equivalent of being able to read the Sun. In other words, they can read and write, they just don’t read and write very well. P ...

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 ...

For young people across the globe making a connection with like-minded friends and a social network is a priority and all of them are immersed in the process of ‘becoming’ who or what they aspire to b ...

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 ...

The articles shares research into 18-24-year-old ‘urbanites’, described by media magnate Rupert Murdoch as ‘digital natives’ because they have grown up in the era and know nothing else. Forty eight pe ...

Gaming, in certain forms, is becoming more acceptable and has a place in education. The author explains how simple online games can be a valuable learning tool and describes how gaming has been used i ...

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human ...

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 ...

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 ...

Global marketing is undoubtedly now an established discipline. More and more strategies are designed to capitalise on common consumer characteristics across the world. This paper outlines some of the ...

With a relatively stagnant market, regulated to the point of no advertisements, SMA baby milk was hoping to increase its awareness of the sector. Through developing a segmentation approach to understa ...

As marketing-related literature shows, luxury-brand marketing to the segment of personally oriented consumers has not been investigated to a full extent, rendering it difficult to base marketing strat ...

Argues that consumers are becoming less driven by desire for ownership of possessions and more interested in other kinds of value (experiences, emotions, ethics and engagements). Segmentation analysis ...

Discusses the psychology of play, and argues that `play’ values are increasingly being adopted (by adults as well as children) as a corrective to `work’ and stress. Various psychologists’ theories are ...

Chris Hackley, professor of marketing at Royal Holloway College, London University, argues that today social identity is a 'pick'n'mix stall', where consumers express their identity through a range of ...

The population aged 50 years and older is poised to explode around the globe, because people born after World War II, the Baby Boomers, are moving into this age cohort and will reinvent aging. Boomers ...

This paper describes the research conducted by OMD UK Group into the 50+ market. The first phase of the research was carried out in the United Kingdom and is now being rolled out across Europe. Some o ...