Book research.

Just some consumer research which loosely relates to our project:

Book: The Soul of the New Consumer.

'Consumers have been transformed from loyal, reliable and predictable patrons into transients - here today, flitting across the street tomorrow.'

In regards to why people would stay loyal to brands -

'Research shows that neither quality nor pricing is the chief reason for customers taking their business elsewhere. Only one in seven change suppliers as a result in dissatisfaction with quality and just one in ten is tempted by lower prices. More than two thirds, however, remove their custom as a result of 'an attitude of indifference' on the part of their supplier' (by supplier they mean brand by the way)

Thought this was good research for making sure we get to the heart of what the consumer really wants?

Book: The Reality of Global Brands.

'The relationship (brand and consumer)revolves around the ability of the brand to satisfy the consumers physical and psychological needs by offering the right mix of functional attributes and symbolic values.'

Book: The Authenticity of the Consumer.

Thought we could use this as guidelines for our new products and services -

'Your business' true identity:

1. Essence of the enterprise: who you are at your core.

2. Nature of offerings: what you offer others.

3. Effects of heritage: where and when you came to be who you are today.

4. Sense of purpose: why you are in business.

5. Body of values: how your idendity is manifested.