From perception to experience
A new approach to understand purchase experiences

List of publications

Visual	Description
Visual	Description
	Author(s): Fernando Moiguer, Esteban Socorro Collection: Latin American Conference 2006 Keywords: Semiotic and Cultural Analysis, Statistic Analysis, Observational Research, Focus Groups ESOMAR Excellence Award Nominee - Best Paper 2006/2007

PDF Version	Display prices in : AUD BRL CAD CNY EUR JPY MXN KRW SEK CHF GBP USD
EUR 15.00 Members: EUR 12.00

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