Consumer behaviour: Drivers of behaviour, motivation...

 

Obliquity by John Kay, which is yet to be published, is expected to be the book of the year and will herald a new approach to marketing. It makes the point that the best route to point B from point A ...

Following the latest fashions isn’t enough to boost a brand. What needs to be understood is what the consumer really wants in each individual category. Although marketers tend to be trend-driven, what ...

The entertainment world has collided with the fashion world, but how should brands respond? New avenues of expression have appeared. In the midst of all this, opportunity and creativity are expanding ...

This paper examines the likely characteristics of the post-recession "recovery consumer". It argues that two commonly held constrasting views - a return to high consumption or a new era of frugality -

The global economic recession poses challenges to those consumers who had begun to act more responsibly in their consumption. Suddenly faced with uncertainty and financial insecurity, ethical marketer ...

This article explains the methodology behind - and the application of - IntenTrack, a consumer tracking study created by Starcom MediaVest Group (SMG) to investigate how different media influence peop

The old ways of building and measuring brand value are no longer relevant as new types of brands, such as Google and Amazon, have merged and new ways of experiencing brands. The paper uses brands in s ...

This May 2009 article discusses the impact of rising unemployment on the US economy, and, therefore, on consumer behaviour and marketing spend. Positive news has been found within latest official data

This report discusses ways in which marketers can exploit customer concerns over so-called "nonfinancial resources", such as time and energy, whose availability, like that of money, has shrunk in the

Because consumers don’t buy clothing the way they buy computers, brands need a category-specific understanding of how to best engage consumers via creative retail communication techniques. As the cons ...

The article discusses shopping missions, the intentions, moods and motivations underlying shopping trips. Based on a survey into grocery shopping behaviour in the UK, the paper discusses 1) the dimens ...

This 2008 study uses Yankelovich data to portray two US consumer segments: attainers, and aspirants. It outlines behavioural and attitudinal data for both groups in four areas: saving money, keeping f

This report summarises the scope, methodology and main subject areas of the Global Monitor study which brings together quantitative and qualitative data from 18 countries. The study, from the Futures

Brian Fetherstonhaugh writes that the Four Ps of Marketing, Product, Place, Price and Promotion were conceived in 1960. Now they are to be replaced with the Four Es - Experience, Everyplace, Exchange

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 ...

Service has become more important in the recession, this article argues. The downturn has exerted downwards pressure on US retail sales and customer numbers. Cultivating existing customers is therefor

This brief study argues that in a recession many US consumers feel they are less in control of their lives and are anxious about this change. It encourages marketers to position themselves as helping

Anticipation marketing is defined as the phenomenon by which extraordinary levels of consumer anticipation are achieved prior to, upon or after launch of a product, service, brand or experience, in a

Customer loyalty is complex and varies between markets and industries, but the best predictor of repurchase intention is the strength of relationship between buyer and seller. Relationship strength sc ...

Consumer researchers should be interested in the current debate among economists between two models of consumer behaviour: rational (based on analysis of costs and benefits) and irrational (driven by

Over time, as brands and outlets have increased, companies have learned the importance of customer satisfaction, product and service quality, and timely and cost-efficient production. But this made ac ...

Despite frequently-made assumptions, human beings often do not think or act logically; for example, many prefer to spend when they 'knows' they ought to save. This demonstrates that what we believe be ...

This brief study challenges the view that consumers are completely in control, and marketers should relinquish hopes of directing them. It argues that shoppers often need “nudging” towards choices, an

This MONITOR Minute explores the negative views that anxious, cash-strapped consumers share about advertising and explains the ways in which marketers can best connect with these people in an uncertai

A large number of people now live in 'megacities' - that is, cities with 10 million+ inhabitants (there are now 29 of these). This article reports on a study of the attitudes of people living in megac ...

The advertising industry has come to accept that humans are group animals and exhibit herd-like behaviour. This is assumed to apply online in social networks. But this paper argues it is unwise to ass ...

This article summarises the book 'Herd: how to change mass behaviour by harnessing our true nature', by Mark Earls (Wiley, 2007). The key premise of the book is that 'We are a we-species who do indivi ...

In this article, WARC Online's Carlos Grande presents the major findings from the Future Foundation's 'Pump the Slump' event in July 2008. Among the main conclusions from the event were that interacti ...

This MONITOR Minute looks at how consumers are filling up on the more enjoyable aspects of driving and showing some creativity, even when their wallets may be running on empty. It describes the growth

This MONITOR Minute report takes a look at the opportunities surrounding new forms of consumer education and how marketers can tap into consumers' desire to go back to school. It provides supporting d