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Finding Gold in the Desert: The invention of MegaPlaza, the first modern mall for the emergent classes in the outskirts of Lima
Rolando Arellano Cueva, Rolando Arellano Bahamonde and Percy Vigil Vidal, ESOMAR, Congress, Istanbul, September 2013
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru.
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru. The emergent middle classes have been under-characterised by marketers, and regarded as behaving in a similar way to traditional middle class people. Research presented here explains how the emergent middle class was characterised in Lima and how this information was used to design a shopping mall which accounted for their needs.
Measuring Up: Impact of mobile and segmentation on respondent behaviour
Aaron Jue and Kristin Luck, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the supposed decline in survey respondents' attention span by examining the results of a study on respondents who access online surveys from mobile devices.
This paper discusses the supposed decline in survey respondents' attention span by examining the results of a study on respondents who access online surveys from mobile devices. The study used data from surveys conducted by ecommerce companies and only used surveys which were designed for online use but taken on mobile, to create a mobile survey behaviour baseline. The types of surveys examined included both short and complex surveys, and long surveys that could be segmented. Initial results suggested that this area was quickly developing, and so results were updated six months after the initial findings. The paper uses the latest results to analyse the best ways to reach respondents.
The Marketer's Dilemma: Focusing on a Target or a Demographic? The Utility of Data-Integration Techniques
Mike Hess and Pete Doe, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 231-236
Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment.
Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment. This is true because of the value of the techniques themselves and also because the current advertising market, based on demographic buying, has major opportunities for arbitrage in the range of 10 percent to 25 percent (where in that range depends on the nature of the vertical). The current study reviews different methods of data integration in pursuing such negotiations.
There's no such place as Chindia: Developing cultural precision in growth strategies
Anjali Puri and Poonam Kumar, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market.
This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market. The authors point out that concepts like motherhood, beauty, achievement and power - which many brands are built on - can mean very different things across cultures. It maps out the significant historical and cultural differences that shape consumption and brand choices in these markets - which make them remarkably different not just from developed markets but also from each other. In particular, the paper contrasts China and India, with examples of how the same need can mean different things in each nation, and how the same global positioning strategy can translate to quite different executions.
Strategic management of new products: ex-ante simulation and market segmentation
Jae Young Choi, Jungwoo Shin and Jongsu Lee, International Journal of Market Research, Vol. 55, No. 2, 2013, pp. 289-314
Among various methodologies for demand forecasting of new products, the random-coefficient discrete-choice model using stated preference data is considered to be effective because it reflects heterogeneity in consumer preference and enables the design of experiments in the absence of revealed-preference data.
Among various methodologies for demand forecasting of new products, the random-coefficient discrete-choice model using stated preference data is considered to be effective because it reflects heterogeneity in consumer preference and enables the design of experiments in the absence of revealed-preference data. Based on estimates drawn from consumer preference data by structural hierarchical Bayesian logit models, this study develops the overall, strategic, demand-side management for new products by combining market share simulation and a rigorous clustering methodology, the Gaussian mixture model. It then applies the process to the empirical case of electronic payment instruments.
Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
Amy Jo Coffey, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 101-118
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States.
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group’s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how US Asians’ income, language, and other audience traits are valued by US television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.
So many different suns: How successful brands hit the conflux of affordability and aspiration
Shobha Prasad and Sangeeta Gupta, ESOMAR, Asia Pacific, Shanghai, April 2012
This paper discusses how brands can be positioned in emerging markets like India as both affordable and desirable, challenging the assumed incompatibility of low priced and aspirational positionings.
This paper discusses how brands can be positioned in emerging markets like India as both affordable and desirable, challenging the assumed incompatibility of low priced and aspirational positionings. It looks at what creates "star" brands at all market levels and discusses the Theory of Multiple Poverty Lines, which argues that there are multiple affluence pyramids and points of affluence that individuals aspire to, and that it is possible to identify the conflux between aspiration and affordability at the various market levels. Examples from the Indian market are discussed, including Samsung (successful in this respect) and the Tata Nano car (less successful). Overall, the paper provides a deeper understanding of the dynamics between these concepts and consumption behaviour, to arrive at a framework that helps marketers make better brand decisions in emerging markets.
The emerging middle class in Russia: Metamorphose of brand perception
Marina Simakova and Yannis Kavounis, ESOMAR, CEE Research Forum, Krakow, March 2012
This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country.
This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country. The findings presented are based on the results of qualitative research undertaken in the alcoholic spirit drinks market, using focus groups, in-home interviews and self-ethnographic tasks. The middle class consumer is between 20 and 35 years, educated and have not known a time out of work. Their characteristics include individualism, realistic optimism, a desire for more, true consumerism and the need to balance both "personal" and "social" worlds. Brands are now fully engaged in the middle class and attitudes to brands are balanced between opposing views in Russia. The paper also focuses on the perceived benefits of alcohol to the middle class, which has taken on emotional as well as functional attributes.
Incorporating demographics into discrete choice analyses
Robert E. Carter, International Journal of Market Research, Vol. 52, No. 3, 2010, pp. 393-406
Discrete choice experiments are analysed using multinomial logit models. One key trait of these models is that independent variables are usually based on alternative related characteristics, such as the price of different options or the commute time for different travel alternatives.
Discrete choice experiments are analysed using multinomial logit models. One key trait of these models is that independent variables are usually based on alternative related characteristics, such as the price of different options or the commute time for different travel alternatives. Respondent level characteristics, or demographics, are not typically included as independent variables or moderating constructs since these parameters do not vary across options in a choice set and, as such, do not impact the corresponding choice probabilities. To address this weakness, the objective of the current paper is to share a practical and usable approach to incorporate demographic variables as moderating constructs in discrete choice experiments and multinomial logit models. This approach requires the computation of a new variable representing the interaction between the focal demographic variable and an alternative related characteristic. For illustrative purposes, this procedure is applied to hypothetical transportation data.
Latin American profile, demographics and socio economic strata - an update
Barbara Corrales, Manuel Barberena and Norah Schmeichel, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006
Aiming to enhance the knowledge of the region with enormous potential for development and surprising diversity, the presenters have prepared an overview on the demographic profile of Latin America.
Aiming to enhance the knowledge of the region with enormous potential for development and surprising diversity, the presenters have prepared an overview on the demographic profile of Latin America. A set of basic indicators has been selected (based on the latest information available) for most of the countries in Latin America (18) and in order to contextualize the data, information on two countries with developed economies, the USA and Germany, has been added.
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