Consumer attitudes: Cultural influences, values

 

This article discusses the "new value equation" that might affect consumer decisions in the post-recession US economy. Consumers are reprioritising their spending, redefining what they will pay a prem

The rationale, strategy and execution of the first global advertising campaign by the money transfer company, Western Union, is the focus of this report from the Association of National Advertisers' 2 ...

The need for brands to take a targeted approach to multicultural marketing if they want to genuinely connect with different groups of consumers is the key argument of this address by Engelina Jaspers ...

This US report is based on the Yankelovich Multicultural Marketing Study 2009, which reflects a nationally representative sample for three groups of consumers aged 16 and older. These are Hispanics, N

This article explores the continuing "search for simplicity" among consumers during the recession, through research focused on females aged 25-54. Simplification is seen as an example of "brightsiding

This US report is based on the Yankelovich Multicultural Marketing Study 2009 and identifies four values-based trends for understanding African-American consumers. These include celebration of life, p

Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected ‘economic’ (i.e., pricing) performance of diff ...

The unique cultural values prevalent in Russia have a deep impact on the appeal of prestige perfume brands to Russian female consumers – a “premium segment” that has been introduced just twenty years ...

This article discusses possible marketing strategies in the context of the seismic changes in people's opinions on economic matters caused by the credit crunch and recession. Specifically, many former

This article investigates and compares the environmental attitudes of shoppers across global markets. The paper ascertains the extent to which there are similarities or differences between country spe ...

The article discusses what 'global' and 'local' mean these days, and how they vary in different parts of the world. The local/global dichotomy may be false: there is a feeling that in hard times peopl

This article discusses apparent changes in US consumer expectations caused by the recession. With budgets under pressure, people are learning to consume less and are instead focussing more on their re

This article advises marketers how to capitalise on the willingness of Spanish-speaking US immigrants to spend extra on healthy foods. Contrary to general assumption, less-acculturated Hispanics are l

In this article, marketers are reminded that the success of their campaigns will be "crucial" to the US economy's recovery from recession. However, talking to consumers, who may have seen drastic redu

This paper seeks to understand the true perception of China around the world. Is it fear, fascination, or something in between? To move beyond the media hype and get a fact-based perspective on these ...

Most global companies have found that building brands in India is no easy task. Because the Indian market and consumer differ significantly from the rest of the world, the tried and tested approach of ...

It seems like only yesterday foreigners on business trips first started showing up with their smart carry-ons in China’s glitzy, first-tier cities. Beijing, Shanghai and Guangzhou? Today, forward-thin ...

This article argues that an increased sense of responsibility is the "overarching dynamic" at the moment. People - especially Millennials - are getting more involved with their communities than before

This article explores trends in the Millennial generation (younger people). Trends originating in this group tend to spread to other age groups; being able to decipher these trends is therefore very u

The language (and practice) of marketing generally reflects Western ways of thinking. Rarely, however, is the question asked: What can marketing learn from China? While Western marketing is individual ...

This study examined Chinese consumers' responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western ...

Previous research has classified offensive advertising into matter (offensive products and services) and manner (offensive execution). This study was designed to (1) develop a more comprehensive sched ...

In this Viewpoint article, Jing Wang, the S. C. Fang Professor of Chinese Language and Culture at MIT, discusses how different considerations (and appeals) of luxury are in China compared with the Wes ...

Describes a qualitative research project to understand aspects of Indian culture which are relevant to brand marketing. The theme is inspired by Clotaire Rapaille's work as described in his book The C

The article describes a research study into attitudes to food. Food is said to have become a self-modelling process and something through which increasingly people define to themselves who they are an

The article describes a qualitative research project studying the feeling and attitudes of young people of Turkish origin whose home is in Germany. The aim was to understand the ongoing integration pr

This article describes the changing priorities of consumers in the economic downturn, specifically the rise of the "thrift economy". Web conversations suggest that recession-hit American consumers are

China is the greatest and most challenging new frontier facing international marketers today. It goes without saying that marketing in China is both a major challenge and an opportunity: the country h ...

Disney wanted to improve its cultural relevancy to African American guests visiting and staying at its various resorts. In 2006, it launched the Ebony Perspectives Community, a small, private, and bra ...

This paper looks at the general status and role of women in countries that are culturally very different from each other, and then examines the notions of love and romance among them. It explores thes ...