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Research papers

Public opinion migrants, brand migrants

This paper shows how the analytical tools used in demographic research can also be useful for voting behavior research and marketing research about mass consumption. We develop origin-destination matrices of voters and consumers and derive indicators...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Juan Jose Calvo, Alain Mizrahi
June 15, 1999

Research papers

Different customer strategies to face the powers of banks

This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Vera Aldrighi
June 15, 1999

Research papers

Service quality evaluation in the pharmaceutical industry (Spanish)

The use of this methodology allows us to draw' a performance chart of ourselves as well as of competitors identifying the strong cores of services that are to be maintained the weak cores that need to be improved and those others of a more...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Nestor Cohen, Monica Soto
June 15, 1999

Research papers

Novel segmentation techniques (Spanish)

Most image studies make use of attributes that attempt to describe the target audience’s perception. However this approach suffers from a clear bias in rationality by limiting the information to what is translatable in verbal terms....

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Carlos Quezada Guzman, Emilio Martinic
June 15, 1999

Research papers

The Brazilian family (Spanish)

This paper provides an overview of a study of Brazilian families. A nationwide survey carried out by the Datafolha Institute in February 1998 investigated the Brazilian family concept and behavior and attitude trends. Stratification is attempted to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Alessandro Janoni Hernandes, Mauro Francisco Paulino
June 15, 1999

Research papers

A department store CSM study In Chile (Spanish)

The present document studies the advantages and benefits of the Customer Satisfaction Measurement (CSM) studies in a highly competitive market as is the case in the department store sector in Chile. In particular the benefits contributed by the...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Mauricio Ordenes, Jaime Quezada, Ramon Cavieres
June 15, 1999

Research papers

Beauty and the beast

This paper is as much the result of a recent study as the result of experience working with the women’s market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Cecília Russo, Jaime Troiano
June 15, 1999

Research papers

Life times in Latin America

This paper describes a new segmentation methodology based on socio- cultural variables which combined with socio-demographic variables tell of a new reality - vital stages that in the past respected a certain temporal sequence but which today are...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Mónica S. Markwald, Maria Medio
Companies: , RISC International (Europe) SA
June 15, 1999

Research papers

Evaluating the value of global brands in Latin America

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Paulo Carramenha, Luis Alfredo Lagos Dougnac, Nelsom Marangoni
June 15, 1999