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Research papers

Customer for life

This paper addresses the success story of Volvo in Germany who, by working hand in hand with their dealers using the global 'Customer for Life' programme, have significantly increased customer loyalty to Volvo and their dealers.The paper details how...

Catalogue: Automotive 2006
Authors: Adrian D. Wimbush, Johannes Fleck, Anarkali Check
Company: GfK
February 27, 2006
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Citation

Wimbush, Fleck and Check (2006a, February 27). Customer for life. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/customer-for-life


Research papers

Mind the gap

A decisive growth potential lies in emerging markets whose prospective buyers are less well known to many global car manufacturers at present. In emerging markets the basic socio-cultural environment for the formation of preferences with respect to...

Catalogue: Automotive 2006
Authors: Bettina Staudenmaier, Ulrich van Hormann
Company: GfK
February 27, 2006
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Citation

Staudenmaier and van Hormann (2006a, February 27). Mind the gap. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/mind-the-gap


Research papers

Optimising advertising expenditures

Automotive manufacturers are fighting to maximise their advertising efficiency in the context of an increasingly competitive market and significant pressure on market research budgets. As a result, six major European automotive manufacturers have...

Catalogue: Automotive 2006
Authors: Edgard Tagnon, Guillaume Saint, Thomas Merchant
Company: KANTAR TNS Malaysia
February 27, 2006
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Citation

Tagnon, Saint and Merchant (2006a, February 27). Optimising advertising expenditures. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/optimising-advertising-expenditures


Research papers

The quest for the ultimate touchpoint

Today's OEM marketers must choose among a bewildering array of marketing corridors to reach consumers, with few established 'ground rules' to guide toward the best strategic choices.This paper discusses an approach to the corridor strategy problem...

Catalogue: Automotive 2006
Authors: Trevor Richards, Larry Friedman
Company: KANTAR TNS Malaysia
February 27, 2006
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Citation

Richards and Friedman (2006a, February 27). The quest for the ultimate touchpoint. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-quest-for-the-ultimate-touchpoint


Research papers

Business opportunity number 1

One of the strongest and most challenging claims of the last decade is: 'Women are business opportunity No. 1'. Focussing on the automotive industry, this claim is explored through industry knowledge, published and primary research.As a case study,...

Catalogue: Automotive 2006
Authors: Charles Kirk, Mogens Laursen, Joerg Sgries
Company: Maritz Research
February 27, 2006
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Citation

Kirk, Laursen and Sgries (2006a, February 27). Business opportunity number 1. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/business-opportunity-number-1


Research papers

Customers and brands

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws from various streams of marketing theory,...

Catalogue: Automotive 2006
Authors: Kirsti Lindberg-Repo, Richard Brookes
February 27, 2006
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Citation

Lindberg-Repo and Brookes (2006a, February 27). Customers and brands. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/customers-and-brands


Research papers

Brand intelligence

This paper will demonstrate how a comprehensive system of different market research study approaches can be used to gain in-depth insights into the complex phenomenon of a premium automotive brand. The complexity of brand research in the automotive...

Catalogue: Automotive 2006
Authors: Alexandra Stein, Wolfgang Breyer
Companies: GfK, BMW Group
February 27, 2006
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Citation

Stein and Breyer (2006a, February 27). Brand intelligence. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brand-intelligence


Research papers

Understanding the path to purchase

The fast pace of today's automotive market and the many influences on consumer choice require manufacturers and dealers to understand and take actions quickly to reflect changes in consumer preferences.This paper discusses a new model and method of...

Catalogue: Automotive 2006
Authors: Andrew Dye, Michael Mills, Tina Katsinikas, Nicole Tarkar
Company: Nielsen
February 27, 2006
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Citation

Dye, Mills, Katsinikas and Tarkar (2006a, February 27). Understanding the path to purchase. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/understanding-the-path-to-purchase


Research papers

Listening to the blogosphere

In the world of market research, 'customer listening' generally consists of a number of widely used methodologies including mall intercepts, mail out surveys, telephone-based surveys, focus groups and one-one personal interviews. These methods were...

Catalogue: Brandmatters 2006
Author: Ted Morris
February 8, 2006
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Citation

Morris, T. (2006a, February 08). Listening to the blogosphere. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/listening-to-the-blogosphere