Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.
Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
Discount retailers are more likely to be effective anchor stores in the UK’s high streets and shopping centres than traditional department stores, according to a new analysis that quantifies the effect of opening a Primark store.
Online channels may be essential to driving future growth in China’s luxury market, especially outside the major cities, but a physical presence in these is still seen as important for overseas brands.
Explores the global trends and key drivers of fast-changing consumer behavior around the world, looking at how consumers are embracing the tangible lifestyle benefits of new apps, devices and IoT-enabled smart homes.
Following the growth of re-sale specific sites and brands’ interest in driving more value from products, new research from Deloitte indicates that over a quarter of all consumers plan to give a resale item this season, with younger consumers ...
This report co-authored by Deloitte, China Chamber of International Commerce, and AliResearch reflect on China’s imported goods market as digitalization realizes growth not only in top-tier cities but also lower-tier ones and rural county areas.
The use of digital payments is no longer restricted to young, tech-smart consumers, but increasingly reflects the attitudes and functional needs of shoppers across generations, a study by McKinsey has found.
China’s GDP growth rate has fallen to 6.0%, its lowest level in 27 years, yet that has not deterred Chinese consumers from buying fast-moving consumer goods, least of all imports, which now represent 18% of China’s total FMCG consumption.
A minority of consumers in the UK say they have bought goods or services on their mobile device directly from an ad (42%), but this rises to 64% who would purchase something directly from an ad if the product is relevant to them.
Moudi Almousa, Byoungho Jin, Heesoon Yang and Naeun Kim, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 668-682
Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia).
Yang Li, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 651-667
With extensive globalization, the effect of country-of-origin (COO) stereotypes has been continuously questioned by many scholars; a key dispute is whether younger generations still hold COO stereotypes.
Brands looking to break into China should consider tapping into what a new report calls “the hidden consumption force” – the huge number of overseas Chinese residents who continue to have a strong influence on their home country.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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