Expanding frontiers

S Sreeram, Amol Shenai, Partha S Jha and Arup Bose

Current quantitative consumer behaviour models focus on brand and marketing variables to explain / predict market structure, dynamics and brand health.

Expanding Frontiers

Making market research more relevant to the real world

Arup Bose Partha S Jha Amol Shenai andS Sreeram NFO WorldGroup MEA, Dubai

Introduction

Current brand analyses are mostly based on detailed brand centric parameters like awareness, usage, imagery, perceived availability and product/service satisfaction. While standard qualitative approaches do incorporate the 'softer' cultural context in explaining brand fortunes, the treatment is mostly marginal and still leaves a researcher looking for a quantitative fix on other variables at play. This paper is one probable way by which standard quantitative approaches and variables can be...

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