From perception to experience
A new approach to understand purchase experiences

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Author(s): Fernando Moiguer, Esteban Socorro
Collection: Latin America 2006
Keywords: Semiotic and Cultural Analysis, Statistic Analysis, Observational Research, Focus Groups

ESOMAR Best Paper Award 2006/2007
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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

Date of publication: 08.10.2006
ISBN: 92-831-0200-2
Order Code: S315_09
Number of pages: 18

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