Consumer behaviour: Drivers of behaviour, motivation...

 

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking. However, recent studies show that e ...

The authors of this paper suggest it is time for market research to evolve to another level and to look at finance related behaviour. The paper says that if market researchers work with economists the ...

After years of trend presentations about how companies must change, it appears that transformation has finally arrived. The current generation is growing up in a digital world, and takes for granted t ...

The diamond industry is in a crisis, billions of pounds in debt and with both prices and demand largely static. Despite the best efforts of industry giant De Beers to reverse this trend, this article ...

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 ...

This paper shows researchers how to connect as powerfully as possible with the decision-making apparatus within client organisations. It argues that decisions are made by people, not organisations. Pe ...

Consumers increasingly control the dialogue with brands. This means the old intrusion/interruption model upon which communication planning has been historically based is increasingly less effective. W ...

Thai consumers regard investing in stocks and shares as gambling – it is high risk and possibly high return. The Thai Stock Exchange wanted to counter negative public perceptions and so commissioned r ...

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws ...

Automotive manufacturers are fighting to maximise their advertising efficiency in the context of an increasingly competitive market and significant pressure on market research budgets. As a result, si ...

The fast pace of today's automotive market and the many influences on consumer choice require manufacturers and dealers to understand and take actions quickly to reflect changes in consumer preference ...

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 ...

In a survey among 500 chronically ill patients in Germany, three heterogeneous clusters could be identified: the actively informed; the uninformed disciples; and the critical deciders. The three clust ...

This paper is based upon the research findings of an independent study carried out to investigate the world of the modern healthcare consumer. Taking chronic back pain as an example condition, this pa ...

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 ...

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 ...

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 ...

For years, marketers have considered the Saudi female consumer segment as taboo, especially as they are completely veiled and can not be approached or touched. This paper provides insights into female ...

Manufacturers of business products have sought more effective ways for messages to break through, be heard and resonate with their audiences. While purchase decisions for high-end business products ar ...

Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers. In other words, product differentiation is not enough. ...

This paper deals with a highly pertinent and relevant issue in modern life: that of understanding values and how these can have a positive effect on business strategy, in order to affect the bottom li ...

Consumers choose brands by rapid elimination of those that do not meet their needs. Advertisers must survive this by ensuring that their brand complies with what the product `must have' (or `must not ...

This paper presents research into a method for deriving a consumer relevant emotional image set for a traditionally “functional” product category such as Fabric Softeners. It begins by deconstructing ...

The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver ...

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 ...

Many marketers use “life stages” such as pre-family, family, empty nester and the retired to define consumers but this paper argues that these categories no longer reflect UK society. Using case studi ...

Consumers don’t always understand financial products and they don’t trust financial service providers. Meanwhile, financial marketers find it increasingly difficult to create propositions that can mea ...