Resources Library by ANA

Combined incidence of personal values, involvement and innovativeness on innovative consumer behaviour

The objectives of this paper are two-fold: first of all, it seeks to test a model of consumer behaviour and secondly to present a new approach to segmentation studies by using the results of the test as a guide. To this end, a survey of 352 cases of...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Authors: Gilles Roehrich, Pierre Valette-Florence, Bernard Rapacchi

June 15, 1989

The over 50's (French)

The optimal marketing profit depends on the five elements which go together to male up the marketing mix those being: market, product, price, advertising, distribution. The study which SECODIP realised aimed to confirm the importance of these 5...

Catalogue: Seminar 1989: The Untapped Gold Mine

Author: Olivier Geradon de Vera

June 15, 1989

The over 50's

The optimal marketing profit depends on the five elements which go together to male up the marketing mix those being: market, product, price, advertising, distribution. The study which SECODIP realised aimed to confirm the importance of these 5...

Catalogue: Seminar 1989: The Untapped Gold Mine

Author: Olivier Geradon de Vera

June 15, 1989

Differentiation through customer service

Deregulation in financial markets has led to explosive change in the structural make-up and marketing behaviour of financial institutions. This observation is critically important if we are to try to assess the future direction of marketing in this...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Simon Chadwick, Peter J. Hayes

June 15, 1988

Decisive factors for the choice of holiday destination

Within the framework of this multi-phase research project, 900 interviews were conducted in the main investigation, half with Germany vacationers and half with foreign-country vacationers, mine the reasons for selecting a holiday destination, the...

Catalogue: Seminar 1988: Travel And Tourism Research

Author: Rainer Wohlmann

Company: M&E PRETESTING GmbH

May 4, 1988

The next decade

The world is quickly becoming smaller, local market conditions are shifting into the background, international marketing issues demand increased attention. Technology and the communications revolution can cause frontiers to disappear: competition is...

Catalogue: ESOMAR Congress 1987

Author: Justus Veeneklaas

Company: Philips International

September 1, 1987

More efficiency in consumer panel analysis

During the last few years market researchers endeavoured to create a new approach of the consumer behaviour, for instance in the field of life style analysis or more generally of the attitudes of the consumer towards the product or its distribution....

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Authors: Yves Cousin, Yves Duranton, Isabelle Le Roy, Françoise Rostand

June 15, 1987

Brand image and global corporate identity

This paper shows which similarities exist between consumers of the same type, even if these live in totally different countries e.g. Germany, France and in USA. The client's hypothesises about different brand images in various countries proved to be...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Herbert Wettig

Company: Compagnon Marktforschung GmbH & Co. KG

June 15, 1986

In home electronic measurement of consumer behavior

Single-source, an expression being used in the United States to describe a system that would combine the measurement of an individual consumer's product purchase and TV viewing behavior, is widely believed to hold a high potential solution to the...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: William F. Mckenna

June 15, 1986