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Research papers

Different customer strategies to face the powers of banks

This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Vera Aldrighi
June 15, 1999
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Citation

Aldrighi, V. (1999a, June 15). Different customer strategies to face the powers of banks. ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/different-customer-strategies-to-face-the-powers-of-banks


Research papers

Power buyers or cautious shoppers?

This paper describes the result of a segmentation analysis of attitudes towards electronic commerce. A random sample of Internet users in the United States formed five distinct segments with varying beliefs concerning the usefulness security and...

Catalogue: ESOMAR Net Effects 1999
Author: Andrew Elder
June 15, 1999
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Citation

Elder, A. (1999a, June 15). Power buyers or cautious shoppers?. ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/power-buyers-or-cautious-shoppers-


Research papers

Novel segmentation techniques (Spanish)

Most image studies make use of attributes that attempt to describe the target audience’s perception. However this approach suffers from a clear bias in rationality by limiting the information to what is translatable in verbal terms....

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Carlos Quezada Guzman, Emilio Martinic
June 15, 1999
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Citation

Guzman and Martinic (1999a, June 15). Novel segmentation techniques (Spanish). ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/novel-segmentation-techniques-spanish-


Research papers

The Brazilian family (Spanish)

This paper provides an overview of a study of Brazilian families. A nationwide survey carried out by the Datafolha Institute in February 1998 investigated the Brazilian family concept and behavior and attitude trends. Stratification is attempted to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Alessandro Janoni Hernandes, Mauro Francisco Paulino
June 15, 1999
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Citation

Hernandes and Paulino (1999a, June 15). The Brazilian family (Spanish). ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/the-brazilian-family-spanish-


Research papers

Life times in Latin America

This paper describes a new segmentation methodology based on socio- cultural variables which combined with socio-demographic variables tell of a new reality - vital stages that in the past respected a certain temporal sequence but which today are...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Mónica S. Markwald, Maria Medio
Companies: , RISC International (Europe) SA
June 15, 1999
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Citation

Markwald and Medio (1999a, June 15). Life times in Latin America. ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/life-times-in-latin-america


Research papers

What kind of people does the new Gulliver address?

In the second half of 1998 the publishing firm De Agostini Rizzoli opted for a restyling of the magazine Gulliver envisaging not only changes in graphics but also contents. The study carried out - after the publishing firm prepared the trial issue -...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Authors: Fabio Franzoni, llaria Presotto
Company: SWG Spa
June 15, 1999
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Citation

Franzoni and Presotto (1999a, June 15). What kind of people does the new Gulliver address?. ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/what-kind-of-people-does-the-new-gulliver-address-


Research papers

Global medium, global measure

This paper covers the findings of a harmonised measurement of the Internet community. An overview of the “who, when, where and what” of Internet users across and within major regions of the world is given with trend comparisons where data...

Catalogue: ESOMAR Net Effects 1999
Author: Steve Garton
Company: Nielsen
June 15, 1999
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Citation

Garton, S. (1999a, June 15). Global medium, global measure. ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/global-medium-global-measure


Research papers

The Brazilian family

This paper provides an overview of a study of Brazilian families. A nationwide survey carried out by the Datafolha Institute in February 1998 investigated the Brazilian family concept and behavior and attitude trends. Stratification is attempted to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Alessandro Janoni Hernandes, Mauro Francisco Paulino
June 15, 1999
×

Citation

Hernandes and Paulino (1999a, June 15). The Brazilian family. ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/the-brazilian-family


Research papers

Novel segmentation techniques

Most image studies make use of attributes that attempt to describe the target audience’s perception. However this approach suffers from a clear bias in rationality by limiting the information to what is translatable in verbal terms....

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Carlos Quezada Guzman, Emilio Martinic
June 15, 1999
×

Citation

Guzman and Martinic (1999a, June 15). Novel segmentation techniques. ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/novel-segmentation-techniques