This paper illustrates the behavior and feelings of Argentine youth Internet users. Their drivers to connect with the Internet are quite heterogeneous. Time and passion devoted to the Internet varies widely as it happens with subjects of interest, and the social and emotional sense of their searches. This paper offers insights of the cyber youth from an ethnographic point of view and presents an attitudinal segmentation that goes beyond level of usage to find the patterns of the relationship with the Internet. The Net has transformed the concepts of time, space and the conscious of one's own capabilities, building a new universe without frontiers for cyber youth.
This paper provides a better understanding of the Latin American Internet market. The relationship between users and Internet in Argentina, Brazil and Mexico has much to do with local culture and habits. Therefore, to attain an in-depth understanding of the Latin American web navigator, different techniques and methodologies were required for each region.
The purpose of this paper is to describe a methodology that enables the discovery and comprehension of the new consumption geographies and brand links established in Argentina within the framework of the changes undergone in the last decade.
This paper provides a brief overview on the importance of brand valuations and on the nature of brands in terms of their valuation capabilities. It describes the main methodologies available and the key steps to follow in order to adequately valuate a brand considering both the marketing and the financial frames. It ends with a discussion on some complexities and pitfalls that should be taken into account when performing the valuation task.
This paper will heighten the awareness of marketers and researchers to the differences in consumer responses within Latin America. It will explore differences in consumer responses when evaluating new product ideas, demonstrate how these responses should be interpreted and show how these measures become predictive buying measures. Coupled with this learning, this paper will also guide its audience with the need for proper data interpretation and database management.
This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in detail a 'do it, fix it' approach to CRM based on a pilot team and a basic infrastructure rather than on huge investment. Successful companies have resolved the above challenges and achieved substantial CRM impact through this practical approach.
This paper assesses a method that enables market researchers to provide a comprehensive understanding of what determines consumer loyalty (or absence) in a product category. The proposed approach assumes that the individual characteristics of personality and market perceptions of each person must be considered when studying loyalty. The ratio between these two forces could be revealed on a different basis in the decision made by each individual.From the analysis of this composition in a sample representative of such a market, we can infer the predominant tendencies for future market behaviour. The case histories of the mobile phone markets in Brazil, Mexico and Venezuela have shown the higher importance of the emotional relationship with brands rather than the functional aspects of the products to consumers for differentiating and creating value to the brands. Actually, both sides influence each other. However, individual characteristics play the most important role for loyalty behaviour, being more significant than the perceptions of the value of each brand.
The paper describes the process of development of a new supermarket chain in Argentina - Plaza VEA - for an international retail company. This paper describes a methodology building process, oriented towards solving - simultaneously and in real time - the following objectives and constraints: change in positioning from single-brand/single-format to a multi-brand/multi-format company; building a new space of supply and purchase within a context of strong income; decrease of a population segment with high demands and strong expectations of satisfaction; completed within 300 days; and resulting in a 'local' development that can be replicated elsewhere. The development of Plaza Vea in Argentina resulted in a model that has already begun to be replicated in Chile, Peru and Thailand.