Resources Library by ANA

The dilemma of brand identity in Latin America (Spanish)

The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social...

Catalogue: Latin America 2003

Author: Nora D'Alessio

May 4, 2003

Giants, wizards and elves

The global marketplace demands understanding of factors affecting brands in their local and global context. The magnitude of the task in an ever-changing boundary-less world and the opportunities to re-establish consumer researchers as strategic...

Catalogue: Latin America 2003

Author: Miguel Angel Ferráez

Company: Procter & Gamble

May 4, 2003

If the future is grey, is the future bright?

The key focus of this study is to understand the impact of the ageing population on purchasing behaviour in FMCG markets. The authors attempt to determine whether purchase behaviour remains constant with age, focusing especially on store and category...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Andrew Czarnowski, Peter Gouw

Companies: KANTAR TNS Malaysia, GfK

March 30, 2003

Insights at work

The Arabian Gulf region is unique in its near isolation from even rudimentary marketing efforts until the early 1970s. Over the last three decades, particularly the last ten years, the region has seen momentous changes, fundamentally impacting the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Vishal Tikku, Rajesh Parupalli

Company: Unilever

March 30, 2003

Calibrating new products for generation Y automotive consumers with emerging market realities

The coming of age of Generation Y in the United States represents the largest inflow of new consumers to the U.S. automotive marketplace in over two decades. This paper concerns how and why Honda has approached this new consumer segment in the U.S....

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Aziz Ucmakli, Kevin M. Joostema

March 30, 2003

Life stage is losing its meaning

This paper looks at the changes taking place within western societal values and more specifically at the implications for brands and advertising. It is based upon exploratory qualitative research conducted in the United Kingdom and Germany in August...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Daniel Plettenberg, Jennifer Whyte, Aine O'Donoghue

March 30, 2003

The modern upper middle classes in Western and Central Eastern Europe

Recently, BankAustria Creditanstalt has successfully developed a strategy to target the upper mainstream market in Austria by using the Sinus-Milieu® approach. The extension of that strategy to the markets in Central and Eastern Europe is...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Agnieszka Krason, Michael Schipperges, Martin Mayr

Company: SINUS Markt- und Sozialforschung GmbH

March 30, 2003

GPS - Generating Perfume Sparkles by Global Positioning System

This paper describes the 'GPS' approach, which consists of defining the right target for the next perfume of the brand 'XYZ' and of point out the concepts to which this target is sensitive. The aim of GPS is to serve the development of perfume...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Patrick Duquesne, Frédéric Miedzinski

March 16, 2003

A fragrance brand's image and scent test results

Achieving the proper balance between a fragrance brand's image and scent is necessary for its continual success or to a launch. Successful marketers understand the emotional drivers of their target demographics and work to create a fragrance brand...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Natalie Granik Seidman, Timra L. Carlson

March 16, 2003