Resources Library by ANA

The ideal customer

This paper attempts to answer these two questions, with special reference to the automobile market. The paper is divided into three parts. The first part examines the nature of the satisfaction construct from a theoretical perspective, and then...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Author: Richard Brookes

June 15, 1993

Marketing and Research Today (May 1993)

The concept of the brand is central to marketing and research and muchresearch work is concerned with understanding brands and their value. However, experience shows that the concept of a brand varies between different cultures and changes over time....

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

May 1, 1993

Toward a common verbal scale of perceived quality

This research addresses a key issue of concern to the international users of customer satisfaction measurement (CSM) information. One of the benefits of CSM is that it offers a yardstick forjudging the performance of the company in becoming customer-...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Lawrence A. Crosby

September 1, 1992

Validity of consumer predicting variables used in marketing research (Spanish)

This paper presents the main findings obtained through a longitudinal study on housewives. Its main goal is to establish the predictive capacity of interbrand consumption that offers a series of variables or measuring instruments which have been...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Jose Luis Leon, Elena Olabarri

September 1, 1992

Market to market influence

The paper introduces the concept of "market to market influence" as a new aspect of international marketing which requires further study. It is based on the Turkish experience. In the first two parts of the article the social movements which play a...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Nezih H. Neyzi

Company: GfK

September 1, 1992

The changing face of the Czechoslovak consumer 1988 - 1992

The subject of this paper is the process of evolution undergone by Czechoslovak consumers between 1988 and 1992. The development of expectations together with achieved realities of the Czechoslovak population in terms of living standards and patterns...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Mia Bartonova, Jana Bérová

September 1, 1992

Psychographic analysis of the Mexican (Spanish)

The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Abraham Nadelsticher, Fausto Rivero

Company: Nestlé

September 1, 1992

Anticipating expectations

Three themes will have an increasing impact on consumer demand in the developed markets through the end of the decade:- Brand Value: Brands will become increasingly important to both marketers and consumers in the '90's as functional product...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Alexander L. Biel

September 1, 1992

Beyond judgements (German)

Marketing research often turns out to be a "killer of ideas and innovations" if the examination of products, concepts, etc. is restricted to the measurement of attitudes and consumer judgements. Within Europe, there is an increasing demand for...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Ulrike Grabner

Company: IMAS International GmbH

September 1, 1992