Consumers' Perceptions of the Product. Use Situation

Conceptualizing and Measuring Prospect Wants: Understanding the Source of Brand Preference

“…The analysis of preference also leads to unclear direction for product policy because of motivational ambiguity [12]. Consider, for example, the reasons that consumers prefer toothpaste that "gives your mouth a tingle."…”

Czech wine consumers: maturing with age?

“…If age is taken into consideration, women are in the majority only in the youngest age group (18)(19)(20)(21)(22)(23)(24)(25), while the older groups have slightly more males. This result can be explained by the authors' perception of the younger generation in the Czech Republic that wine is seen as a predominantly female beverage, or the fact that among young males, beer is the drink of choice.…”

“…Three age groups were defi ned to describe the youngest generation of wine drinkers (aged [18][19][20][21][22][23][24][25], the middle generation (aged [26][27][28][29][30][31][32][33][34][35][36][37][38][39][40][41][42][43][44][45] and the oldest generation (aged 46 and more). The results from the scale questions were compared between these age groups in order to identify differences in behaviour.…”

“…The purchase situation is important as well, consisting of the actual place of purchase (restaurant, supermarket, specialized shop) and the situation the wine is being bought for (just for relaxing, as a gift, for a collection) [19], [3], [41]. The factors which consumers decide on may vary in different situations [9], [1].…”

Diga-me quem és e te direi se me relacionarei com você : a influência da personalidade de marca com clientes no mercado de moda feminina de luxo

“…, especificamente, aponta a imagem da organização como elemento chave na formação da imagem da marca. Sob perspectiva semelhante, Fennell (1978) sugere que, entre os fatores que conduzem o consumidor à escolha de um produto, a credibilidade de uma marca influencia a tomada de decisão devido à sua associação à redução de riscos. Neste sentido, a imagem positiva de uma marca, formada no mercado por meio das avaliações dos produtos ou da própria marca, é impactada pela sua credibilidade perante os concorrentes.…”