Analyses the advertising content of three self‐image projective
products (perfume, cosmetics, and women′s apparel) in the UK, German,
French, Spanish, and Italian editions of Vogue magazine. Tests
for the degree of standardisation versus localisation of the advertising
of these products. Suggests that marketers/advertisers standardise
perfume advertisements to a greater degree and apparel to a lesser
degree.
Given the growth of health maintenance organizations and preferred physician organizations, the purpose of this study was to determine the salient factors considered when choosing a primary care physician. A list of informational items about physicians not normally included in provider directories but which were indicated by the literature to be important were included in the survey instrument. Employees of a major state university in a south-western state were surveyed. Results indicated that at the point of selection, the degree of patient satisfaction with the quality of care received and the accessibility of the physician were the two most relevant factors that impacted the choice of a physician. Other factors considered important included interpersonal skills and competence.
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About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
PurposeThe purpose of this article is to compare the consumer decision‐making behavior between married and cohabiting couples.Design/methodology/approachData were collected from 40 cohabiting couples and 53 married couples in a western state via a self‐administered questionnaire. The structure and the instrument used replicated the Gadis et al. study in exploring consumer decision‐making processes of married couples.FindingsMarried couples tended to be more syncratic than cohabiting couples in their decision to purchase forms of savings in this phase, but more autonomic when purchasing alcoholic beverages. Cohabiting couples were found to be more syncratic in their decision making for these products at this phase than married couples. The results, when compared to those of 18 years ago found that men and women of married couples make purchasing decisions separately, while men and women of cohabiting couples made most of theirs together. Implications of the findings were then discussed.Practical implicationsMarketers, when attempting to reach married couples today, should focus media and advertising communication efforts on two audiences rather than one since either the husband or wife may be making the decision. The communication strategy used should focus on the joint nature of both processes since cohabiters showed a propensity toward syncratic strategies in all three phases. Advertising and message strategies should focus on how single people of the opposite sex decide on product purchases together since cohabiters are more like single people in their decision‐making behavior.Originality/valueThis study compares consumer decision making among married and cohabiting couples.
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
AbstractPurpose -The purpose of this study is to show manufacturers and dealers of residential air-conditioning systems how to raise the equity of their brands, enabling them to sell more premium systems and increase their revenues and profit margins. Design/methodology/approach -For such products the consumer decision-making process is complex and high involvement, and most purchasers are unacquainted with brands. A self-administered survey was developed to assess which attributes were most important to consumers, to what degree brand influenced the price they would pay, and where they searched for product information, as well as demographic characteristics. Findings -In total, 140 homeowners showed that reliability, serviceability and energy-saving features were the attributes consumers desired most. Brand name communicated quality to them, but was not an important choice criterion. However, consumers were willing to pay more for an airconditioner with a reputation for quality. Results also indicated that consumers searched for product information from friends and family, manufacturers' websites and brochures, but not from the Yellow Pages or through salespeople. However, dealers were highly influential during the decision-making process by helping consumers to refine their choice criteria and choose systems that satisfied their end goals. Practical implications -If consumers were better informed about the important attributes of a particular brand (reliability, serviceability and energy efficiency), they would be willing to pay more for it. To raise brand awareness, HVAC manufacturers should use broadcast media that include television and radio frequently and seasonally, and supplement them with outdoor or print to gain brand awareness and knowledge, thus increasing the likelihood that brand becomes a criterion in the decision-making process. All advertising and promotion should steer consumers to the manufacturers' website, which should be filled with home-owner-oriented information about the features and, most importantly, the benefits of the brand. Manufacturers can raise brand equity among consumers through comparative executions that spell out the positive attributes of their s...
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