Consumer preferences in a comparative European market research study

Table of Contents

• PREFACE
• INTRODUCTION
• CHAPTER I
  • THEORETICAL BACKGROUND: Determinants of consumer behaviour
  • An interdisciplinary approach to understanding consumer behaviour
  • Strategic options for market segmentation
  • Lifestyle approaches
  • International market research
  • The importance of the ecological factor and food habits
• CHAPTER II
  • THE BOLLORÉ STUDY
  • Bolloré: the firm
  • The international market research project
  • Methodical procedure
  • Sampling procedure and data collection
  • Background data on those countries reanalysed for the Bolloré research study
  • The market for plastic packaging
• ICHAPTER III
  • A THREE NATION COMPARATIVE RE-EVALUATION OF DATA
  • Consumer research theory
  • Research approach and research strategy
  • Data Analysis
  • Methodology
  • Evaluation procedure
• CHAPTER IV
  • CONSUMER TYPES AND SPECIFIC ATTITUDES & BEHAVIOUR
  • Building typologies
  • Typologies in relation to consumer behaviour
  • Testing consumer groups in the context of further socio-demographic variables
  • Distribution of consumer types in the three countries
  • Frequency behaviour of consumer types
  • Consumer types and choice of purchase location
  • Storage location and consumer types
  • Marketing aspects for Bolloré
  • Consumer types in relation to demands made on packaging
  • Specific criteria for packaging
  • Conclusion
• CHAPTER V
  • IMPLICATIONS AND RECOMMENDATIONS
  • Implications for marketing
  • Recommendations for further market research studies
• COMMENT
• BIBLIOGRAPHY
• APPENDICES

Objectives and Key Themes

This diploma thesis examines the determinants of consumer behaviour within the context of a comparative European market research study. The research focuses on understanding how consumer preferences and buying habits differ across multiple countries. It aims to identify and analyze key factors influencing consumer behaviour, including demographic variables, lifestyle choices, and the impact of ecological considerations.

• Consumer behaviour in a comparative European market
• Determinants of consumer preferences
• The influence of lifestyle and cultural factors
• The role of ecological considerations in consumer choices
• Implications for marketing and product development

Chapter Summaries

Chapter I provides a theoretical framework for understanding consumer behavior, exploring different approaches to studying consumer preferences and the role of market segmentation in targeting specific consumer groups. Chapter II presents the Bolloré study, a large-scale international market research project, outlining its methodology, data collection, and analysis. Chapter III focuses on a comparative re-evaluation of data from three European nations, examining consumer research theory and the analysis of data to understand consumer preferences across different countries. Chapter IV delves into specific consumer types and their attitudes and behaviors, analyzing how these groups differ in their purchasing decisions and packaging preferences. Chapter V concludes with implications for marketing strategies and recommendations for future market research studies.

Keywords

The primary focus of this diploma thesis lies within the realms of consumer behaviour, international market research, and comparative analysis. The study explores key themes like market segmentation, lifestyle approaches, ecological factors influencing consumer preferences, and consumer typologies. These elements are investigated through the lens of a large-scale European market research project, the Bolloré study, allowing for detailed analysis of data and valuable insights into consumer preferences across different countries.