Resources Library by ANA

Product quality

The case presented here is that of Glenfiddich, a single malt scotch whisky. The production of Glenfiddich dates back to 1887. The brand has been introduced to number of markets outside its home market - Scotland - in the last thirty years. Four of...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Authors: Miriam Comber, Sally Gordon

June 15, 1998

Defining and tracking consumer expectations

We define and measure expectations as being what people ideally would like in terms of the discriminating attributes of the choice category. For relevance in the interpretation of expectations it is necessary to view them for the individual and also...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Miriam Comber, Ian D. Greig

Company: Maritz Research

September 1, 1992

Building on product quality

The paper presents a case history of the introduction of a premium quality brand of whiskey in four markets, the UK, France, USA, and Japan. There are three stages to introducing a premium brand to a new market. 1) In the initial stage, consumers...

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

Authors: Miriam Comber, Sally Gordon

June 15, 1992