Resources Library by ANA

From the horse's mouth

Over the last ten years the amount of information that consumers receive each day has increased. Consumers are more sophisticated and acknowledge advertising but remain highly averse to irrelevant messages. Marketing, however, has hardly changed. How...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Sid Simmons, Danielle Pinnington

Company: Incite Marketing Planning

September 22, 2002

Experiential consumption and excessive impulse buying

Four types of consumers are described, ranging from the most self-controlled and austere to those that experience economic, social, and familiar difficulties due to their psychological and emotional dependence on buying. The results are based on a...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Elena Olabarri Fernández, Irene García Ureta

September 22, 2002

Exploring the consumer's life and mind

This paper discusses Coca-Cola's journey into the consumer's mind and life - an initiative undertaken by Coca-Cola India to increase penetration and consumption of their brands by developing the market, instead of focusing solely on competing with an...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Poonam V. Kumar, Malini Pani

September 22, 2002

The impact of consolidation on the research industry

This paper examines changes in ownership concentration in the research industry, using market share as a metric. It first examines changes in the aggregate share held by the largest companies, both globally and in major markets. It then identifies...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Michael Mitrano

Company: Transition Strategies Corporation

September 22, 2002

Market turnover

This paper provides an estimation of the market turnover for the market research industry in Asia and a forecast for GDP growth and market research industry growth for 2002 - 2006. In additional trends that may affect the economy in Asia are...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: John Smurthwaite

Company: KANTAR TNS Malaysia

September 22, 2002

The operation was successful but the patient died

Most new products fail. Failure is attributed to the proposition (weak advertising, parity product, high price, etc.) or to the marketing plan (inadequate media, low distribution, etc.). This interpretation does not explain why failures continue in...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Omar Mahmoud

Company: Procter & Gamble

September 22, 2002

Renewing market segmentation

The intent of this paper is to present researchers with an innovative use of state-of-the-art tools to solve problems that are too often glossed-over. The usual and standard tools and methods of benefit segmentation as practiced by most researchers...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Steve Cohen, Paul Markowitz

September 22, 2002

Popular classes

The market potential of low-income social groups (low class or popular classes) has been underestimated by multinational companies and thus, this public has not been able to access global brands. It is believed that low classes, due to their scarce...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Fábio Mariano, Rafaela Castillo

September 22, 2002