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Research papers
Understanding consumption as a culture
This paper describes the work carried out in explaining how the Indian consumer reacts to the very idea of consumption. The paper argues that culture is an important determinant of consumer behaviour across categories. A specific model of behaviour...
Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: Santosh Desai
November 1, 2000
Research papers
The lifetime value of advertising
This paper outlines the database and methodology used to provide greaterdepth in modeling the volume effect of advertising and reports the direction of initial findings from this work. The efforts are focused onquantifying the long-term effects of...
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Author: Steve Kingsbury
November 1, 2000
Research papers
Microsoft
The digital economy is bringing about major changes in customer expectations and behaviour and in the very nature of business. Companies need to respond to these changes in order to compete. This paper looks at the ways in which Microsoft is...
Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Author: David Crockett
Company: Microsoft
September 1, 2000
Research papers
Leveraging data and adding value
This paper describes how 3M utilized an award-winning frequency marketing program, Reminder Service, to increase learning and add to customer value. Recognizing the potential value of the data being collected on consumer behavior, 3M solicited...
Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Paulette Goggins, Joán E. Palmquist
September 1, 2000
Research papers
Mapping cultural values for global marketing and advertising
This paper presents evidence that consumer behaviour varies with cultural patterns and that this variance is stable over time and will become increasingly manifest. Consumption behaviour, decision making, media behaviour and advertising behaviour are...
Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Marieke de Mooij
September 1, 1999
Research papers
The case of Russia
This paper is based on research conducted in Russia during its transition to a more liberal economic and political system. The data cited are taken from VCIOM nationwide surveys and polls conducted in 1989-1997. Russia shares most common features of...
Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Yuri Levada, Alexey Levinson
September 1, 1999
Research papers
Explaining why consumers behave as they do, globally, with implicit models
Implicit Theory principally addresses the marketerâs need for diagnostic problem-solving. It explains why people behave as they do, at different times in different situations on different occasions, in order to satisfy different need states....
Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Peter Sampson
September 1, 1999
Research papers
Strangers in the bank
The article presents how technical development, changing customer behaviour and lower barriers to entry into financial services markets open up opportunities for players from other industries to enter the industry traditionally dominated by banks....
Catalogue: Financial Markets In Turbulent Times 1999: Guidance From Marketing Research
Author: Christian Reber
September 1, 1999
Research papers
