Consumer attitudes: Cultural influences, values

 

A large number of people now live in 'megacities' - that is, cities with 10 million+ inhabitants (there are now 29 of these). This article reports on a study of the attitudes of people living in megac ...

This article summarises the book 'Herd: how to change mass behaviour by harnessing our true nature', by Mark Earls (Wiley, 2007). The key premise of the book is that 'We are a we-species who do indivi ...

This article, based on a major study undertaken by Ogilvy & Mather, compares consumer habits in China and India. Among its findings are that multinational brands need not localise their approach as mu ...

This study investigated how mass media exposure and cultural values influence Korean immigrants' responses to models in print advertising. In a between-subject design, participants viewed advertisemen ...

The Indian consumer market is at once both a tremendous opportunity and a great challenge. This paper draws on academic research and case studies from the beverage and auto market to try and provide a ...

The paper provides an insight into the lives of working professionals in the cities of Shanghai and Mumbai. This group is at the heart of the social and economic changes taking place in India and Chin ...

As the world becomes a smaller place due to globalisation, and brands also become increasingly global in scope, young people in India, China, Mexico and Brazil face a deluge of western influences. On ...

China is a large heterogeneous market with diversified consumer behaviour in different regions. This study aims to examine personal value differences between consumers in China's inland and coastal re ...

This article by Sir Martin Sorrell reviews the explosive growth in China, and what it means for marketing. WPP companies now employ 9,000 people in China, which provides 15% of its market, and generat ...

This article details research from TGI which investigates consumer attitudes towards alternative therapies in different parts of the world. The acceptance of alternative therapies varies from country ...

India and China have been making headlines because of the explosive growth in both countries' markets. While China has received the bulk of media attention, there have been few discussions on the chal ...

In this article, Shiloo Chattopadyay, president of GfK Mode India, and Siegfried Högl, general manager of GfK Marktforschung in Germany discuss the broad social and economic trends that are emerging i ...

This Company Profile provides key details and analysis of MCI, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to rel ...

Research can measure the effectiveness of women's empowerment initiatives in the Muslim world economies. It has a role to play in quantifying international program assumptions about Muslim women's des ...

What increases our happiness? Does wealth make us less stressful and happier? Does stress make us unhappy? What is the relation between our material as well as psychological well-being on one hand and ...

This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

This paper describes the creative approach of the newly developed Communication Index (CI), which compares the diverse communication patterns of China and India and potential marketing applications. T ...

The purpose of the research outlined in this paper is to investigate the changing notions of the consumer's self in the transitional economies of India and China. The effects that self-image has on a ...

Healthcare advertising has markedly grown in prominence over the last few years, and attitudes towards health and wellbeing are also changing. According to data from TGI, however, while over 80% of In ...

This paper argues that no serious marketing campaign in the US can afford to ignore the Mexican-American population, which comprises 64% of the US Latino population - more than 25 million people. Some ...

The structure of the home and property market varies greatly between countries. In nations such as Britain, Canada and New Zealand, property ownership stands at some 60%-70%, while in Hungary, for exa ...

Understanding consumer values is one of the most critical elements in any successful marketing strategy and planning. Considerations of price and quality matter for consumers, but, in many instances, ...

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnog ...

This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the stud ...

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can inte ...

The increasingly 'irrational' behaviour of consumers, their creativity when interacting with products, the context-led product usage and brand choices are developments which can simply no longer be ig ...

Understanding the underlying needs of Asian women in using new products and services will provide a compass for the innovation journeys of companies. Exploring the innovations described by women in t ...

The opening of the Indian economy has also produced a new, emerging Indian mindset that is finding its roots in the Kshatriya values of the traditional warrior class as opposed to the Brahminical valu ...

Everything is branded these days, and Brand Malaysia is a unique brand building effort that defied the conventions of the 'est' syndrome (biggest, largest, richest, etc.), encapsulating the idea of 'r ...

This paper looks at the longitudinal analysis of different categories in Asia to understand how the market is evolving and to compare the direction of evolution with the European market. The aim is to ...