Consumer confusion from own brand lookalikes: an exploratory investigation

Article Abstract:

A survey was conducted on 50 shoppers to find out if they had bought a lookalike product thinking it was a leading brand of the same product. Manufacturers of leading brands object to the confusion which may occur because of the similarities between them. None of the shoppers had been confused in this way, however, older or impulsive shoppers were more likely to be affected because they are not able, or do not have the time, to analyse the product information accurately. Ideas for further research are discussed.

Marketing Management, Grocery industry, Grocery stores, Marketing, Brand name products, Brand names

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Are Loyalty Schemes a manifestation of Relationship Marketing?

Article Abstract:

It is important to consider the extent to which Loyalty Schemes (LS) address or fail to address the potential presented by Relationship Marketing (RM). Research in this area has established that the scope of the relationships required for consumer markets appears to extend beyond the consumer themselves. LS developers acknowledge that the future success of the schemes will be determined by extended relationships, along with a shift away from transactional intent towards an enhanced emphasis on relational intent.

Customer Relations, Management

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National cultures, values and lifestyles influencing consumers' perception towards sexual imageryin alocohol advertising: an exploratory study in the UK, Germany and Italy

Article Abstract:

A study has been conducted among the consumers in the age group of 18-35, of United Kingdom, Germany and Italy, to study the acceptance levels of sexual imagery in the advertisements promoting alcoholic beverages. Italians seem to be more tolerant than their German and British counterparts.

Europe, Science & research, Advertising, Public affairs, Distilled and blended liquors, Advertising Activity, Beer, Wine & Liquor, Whsle, Beer, Wine, and Distilled Alcoholic Beverage Wholesalers, Sex, Sexual behavior, Social aspects, Research, Economic aspects, Influence, Alcoholic beverage industry, Consumer behaviour, Sexual behaviour

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