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Research papers

Automobile dealer distribution model

This paper develops an automobile dealer distribution model taking into consideration the unbalance in economic base and comprehensive strength among the 266 regional major cities in China.Using the different automobile-consumption policy orientation...

Catalogue: Asia Pacific 2004
Authors: Mingzhu Qi, Lin Lei
Company: KANTAR TNS Malaysia
March 28, 2004

Research papers

Does your brand hit the consumers' hot buttons?

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations.We believe there are a set of universal needs that brands can effectively use to really hit the 'hot buttons'...

Catalogue: Asia Pacific 2004
Authors: Nic Hall, Gilbert K.W. Lee
March 28, 2004

Research papers

Is this tribe local or global?

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as market research practitioners tells us that what sells...

Catalogue: Asia Pacific 2004
Authors: Gordon Pincott, Rimelle Freedman, LiLian Yap, David Chantrey
Company: KANTAR TNS Malaysia
March 28, 2004

Research papers

Homo automobilus- An endangered species!

Traditionally, 'homo automobilus' was concerned mainly with dynamic performance as well as design of the vehicle. Now there is a new consumer with expectations concerning environment, security and corporate citizenship.Communicating with the new...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: Solange Montillaud-Joyel, Martina Otto
March 1, 2004

Research papers

The shopper's mind

Creating an experience or an emotional connection with the customer requires that the marketer or retailer first understand that this experience or emotional connection is not the same for every customer. Across multiple shopping experiences there...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Hollis Ashman, Howard R. Moskowitz, Samuel Rabino, Dorothy Minkus- McKenna
October 26, 2003

Research papers

Managing global brands to meet consumer expectations

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Earl Taylor, Malcolm Baker, Greet Sterenberg
September 14, 2003

Research papers

Driving share-of-wallet through customer satisfaction and brand preference

This paper examines the interaction between customer satisfaction and firm/brand preference and their moderating impact on share-of-wallet spending for a large financial institution and the fleet trucking industry.Share-of-wallet information is the...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Heather Evans, Terry G. Vavra, Tiffany Perkins-Munn, Timothy L. Keiningham, John A. Theodore
September 14, 2003

Research papers

Talking the same language

The intention of this paper is to explain a new qualitative and quantitative methodology developed eight years ago and applied in different FMCG markets: detergents, fabric conditioners, and household cleansers in several West European countries,...

Catalogue: ESOMAR Fragrance Research Conference 2003
Author: Pedro Zaragoza
March 16, 2003

Research papers

Evaluating new fragrances in a new way

Nowadays it is becoming more and more difficult to develop new fragrances outdoing existing ones in terms of consumer acceptance. Developing testing methods able to identify opportunities for successful new fragrances appears as an essential...

Catalogue: ESOMAR Fragrance Research Conference 2003
Authors: Stan Knoops, Anne Michaut
Company: International Flavors & Fragrances (IFF)
March 16, 2003