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Research papers
Your repertoire or mine?
Because of the increasing number of channels available to subscribers in the pay TV environment in South Africa, including niche channels, information on viewing habits with regard to cross channel-viewing becomes important. This paper focuses on...
Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Author: Heather Kennedy
June 15, 1998
Research papers
Predicting consumers' acceptance of new video technologies
This article overviews consumers interests in new video technologies, which will deliver both high quality video entertainment and Internet/information services, in other words video technologies which bring convergence. Two independent sets of...
Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: Bruce Goerlich, Denman Maroney, Roberta M. McConochie
Company: Nielsen
June 15, 1998
Research papers
Cross-cultural segmenting and brand extension
Mercedes-Benz launched its first mini-car the A-class in the fall of 1997. Mercedes engaged in number of research efforts prior to the introduction of the A-class. The analysis performed in Norway revealed five major segments. All five segments had...
Catalogue: International Automotive Marketing Conference 1998
Authors: Erik Olson, Hans Mathias Thjomoe
June 15, 1998
Research papers
Human life cycle
This paper describes the psychographics of the Indian youth and child. The results are based on a study carried out in a sample size of over 8000 respondents across twenty centres in India. The findings can be used to study the shifts in values among...
Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Umesh Kothari
October 22, 1997
Research papers
New findings on purchasing power and purchase decisions
This paper demonstrates, in the first section, that the importance of children as purchasers in their own right is rather limited in spite of their significant potential purchasing power, and that is limited to a few product fields. The second...
Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Bernd Villwock
October 22, 1997
Research papers
Customer segmentation for the automobile market
We shall look for a segmentation of small car buyers with similar product expectations in France. After discussing the difficulties, we shall describe the data collection upon which the segmentation is based before describing the methodology. The...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Gerard Yahiaoui, Pierre Da Silva Dias, Marie de Saint Blancard
September 1, 1997
Research papers
Segmenting the Indian market on lifestyles
This paper describes how in a heterogeneous market, such as India, a single socio-economic classification system is not sufficient to discriminate across various product categories. It demonstrates a new basis of segmenting households on lifestyle...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Alok Shanker, Anand Singh
September 1, 1997
Research papers
