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BackFrom perception to experience
Research Papers
From perception to experience
A new approach to understand purchase experiences
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ESOMAR Excellence Award Nominee - Best Paper 2006/2007 NOMINEE: ESOMAR Excellence Award for Best Paper 2006/2007
During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience.In order to understand how brand promises are received by customers and in order to develop hypotheses to guide actions that activate the desire at purchase, the paper identifies motivations, desires, imagery, knowledge and expectations deployed while buying soft drinks in Argentina, Bolivia, Chile, Paraguay, Peru and Uruguay. The paper articulates theoretical developments and research methodologies semiology and ethnographic analyses, productive workshops, observation, surveys which contribute to shift the central place of corporate communications to regional strategies.The paper concludes that strategic marketing at the purchase channel has a core place in brand building
Author(s): Fernando Moiguer, Esteban Socorro
Date of publication: 08.10.2006
ISBN: 92-831-0200-2
Order Code: S315_09
Number of pages: 18
Themes: Region, Ethnographic Research
Conference collection: Latin American Conference 2006
All papers from Latin American Conference 2006:
- From perception to experience
A new approach to understand purchase experiences - Nokia Colors
From traditional to online product-testing - How to turn Latin American trends into market opportunities
- Who will shape the future of market research?
- The modern marketing researcher
Applying the holistic Da Vincian principles of thought and creativity to the next marketing research paradigm - All You Need is Love
Sustainable brand management - “Merde a vous”
How (or how not) to address consumers across borders - Latin American profile, demographics and socio economic strata
- Does fame always lead to fortune?
Using celebrities in advertising - The low income consumer
A growth opportunity - When is perception reality?
A regional study into perception and reality of using mobile devices - Colours personality segmentation
- Engagement of the future
Brand bonding as predictor of future purchases
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