Resources Library by ANA

Alcohol drinkers in Japan

This paper proposes a new technique for measuring consumer's attitudes which might have fuzzy characteristics. In most of the traditional market segmentation, multidimensional configurations are initially divided into several discrete clusters and...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Hirohiko Asano

Company: Nippon Research Center Ltd.

September 1, 1992

Market to market influence

The paper introduces the concept of "market to market influence" as a new aspect of international marketing which requires further study. It is based on the Turkish experience. In the first two parts of the article the social movements which play a...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Nezih H. Neyzi

Company: GfK

September 1, 1992

Architectural guidelines for castles in the sky

Modern saturated markets differ from the old markets in many respects. The rules of success and failure have changed. Conservative marketing confined to the perfecting and variation of old product categories often degenerates into fruitless games...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Udo Reuter

Company: IMW-KOELN GmbH & Co. KG

September 1, 1992

The relevance of expectations in predicting behaviour and moods

The present paper will discuss the relevance of several rational and other apparently irrational indicators in making forecasts for individual markets, in other words, the relevance of the plans, desires, moods and expectations expressed by consumers...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Jochen Hansen

Company: Institut für Demoskopie Allensbach GmbH

September 1, 1992

Brands: The missing link

This paper starts by discussing the nature of brands. Brands appear to have human-like characteristics. This is now reasonably well-known and accepted by professionals, and the authors briefly refer to earlier work adapting and applying concepts...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Authors: Wendy Gordon, Christine Restall

June 15, 1992

The effect of bar code scanning technology on marketing, merchandising and research practices within the US packaged goods industry, and outlook and implications for the spread of this technology to the international market

The 1980's saw a fundamental change In the nature of syndicated marketplace Information in the US. A change which has had profound effects on marketing, merchandising and research practices. As the spread of this technology to other countries Is...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: George R. Garrick

June 15, 1992

The changing process of innovation

In today's high-speed markets companies are having to learn new ways of handling the process of innovation. This paper examines the reasons for this change, and the ways that some automobile companies are introducing their own forms of high-speed...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Author: Richard Brookes

June 15, 1992

The changing language of young Spanish consumers

The role of brand names in the language of young consumer s is obvious, and raises various type of questions. For practical reasons , we will divide there into three types. a. what is the basis tor the repercussion on the name brands on the...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?

Author: Alejandro Suarez Antelo

June 15, 1992

How media/message synergy contributes to total quality perceptions

The purpose of this talk is to reaffirm the importance of understanding how consumers use quality information in their valuation of a brand. We show information that leads us to believe that consumers combine quality, convenience and personal...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Josh McQueen

June 15, 1992