Research & Studies

Acknowledging the global trend in usage of location-based data for marketing and communication campaigns by all types of businesses, SémioConsult® supports Cécilia Goutran’s proposal to try to understand how location-based marketing can influence customers’ loyalty.

In 2014, SémioConsult supports Preeti Pandey proposal to investigate the luxury car industry, with a focus on the Indian market. More specifically, she was interested in understanding the relationships that Indian consumers hold with customization in this sector of activity, and what would be the various triggers to seduce them

During the 2013 summer, SémioConsult® supports Ka Yan Lam’s proposal – as part of her Masters’ Thesis at ISC Paris – to investigate whether the current intensive distribution strategy of jewellery brands in Hong Kong is a good one from the perspective of consumer-based brand equity. She has conducted a survey among Hong Kong residents to capture their view. The present document summarizes the main results of her study.

During the 2013 summer, SémioConsult® supports Wan-Yuan Chang’s proposal – as part of her Masters’ Thesis – to investigate the importance of brand familiarity and communication channels in Taiwanese consumers’ decision-making process, concerning perfume consumption. She has conducted a benchmark analysis of successful perfume brands and a survey among Taiwanese female consumers. The present document summarizes the main results of her study.

In February 2010, SémioConsult launched a global survey among professionals of all sectors of activity on their vision of the ‘Made In’ concept. The question was on purpose very open, leaving space for personal developments and thoughts. Two years later, we present the first results of the study, based on the answers of a 1063-large sample.

Acknowledging the global trend in usage of online branded content by all types of businesses, SemioConsult® buys Samuel Sors’s proposal to try to segment the audience for such content. Such segmentation appears as a prerequisite to ROI measures. 252 consumers have been surveyed in order to assess their exposure, attitude towards and willingness to share branded content, with a particular focus at generational differences.

Acknowledging the increasing number of Indian visitors in Paris, with stays in mainly high-end or luxury hotels, SemioConsult® decided to explore the expectations and specific behaviours of these clients, to articulate the various impacts they may have on business conduct for the Parisian hospitality sector. Such exploration of the market is a prerequisite to CRM building, or custom-made offering to the prospects. We present hereafter a summary of our findings.

In January 2012, SémioConsult buys Sarah Goudenèche’s proposal to investigate the South-Korean luxury market, as the country holds great development potential for luxury companies. She has conducted a series of interviews with young South Koreans, as luxury prospects. The basics of the market have thus been identified and are summarized in the present document. Do not hesitate to get back to us, should you need a deeper analysis of the market or should you have any queries regarding this project.

Because ‘Made in France’ is quite fashionable these days in France, we decided to investigate more about its personnality, as viewed by French people and by foreigners. Around 500 people answered our survey, which used the brand personality scale developed by Aaker (1997).

The question was: ‘If Made in France was a person, it would be ….’ and was followed by a list of 42 adjectives.

The main finding is that while French and foreigners do perceive Made in France with a similar personality, the facets of it do express themselves differently. The table below compares the results (in bold the common elements).

Please find the full study in French : https://www.entreprises.gouv.fr/secteurs-professionnels/etude-sur-valeurs-associees-au-fabrique-france

The global trade for counterfeit brands exceeds $600 billion, which is about 7% of the total world trade (World Customs Organization: www.wcoomd.org). Counterfeit brands not only harm the reputation and revenue sources of legitimate brands, but can also lead to potential harmful effects for consumers, especially in the case of products like pharmaceuticals and computer software.

Although many governments and corporations around the world have tried to stamp it out, the consumption of so-called Counterfeit Specialty Goods (CSG) is an ever-growing phenomenon without any foreseeable end. Specialty goods are ―goods that have a particular attraction for the consumer so that he is willing to make a special purchasing effort‖ (Kleimenhagen, 1966). Specialty goods can be ‗brands‘ as well as ‗goods,‘ such as a particular brand of groceries or a product category.

Counterfeiting is widely considered as one of the big issues firms from various industrial sectors have to deal with (Source: Global Anti-Counterfeit Summit, 2008). Counterfeited products account for a growing fraction of world trade. According to the OECD, counterfeiting would represent 5 to 7% of worldwide trade (200 to 300 billions of Euros) but also leads to a loss of 200 000 jobs across the world (Source: European Commission).

Trade in counterfeiting amounts for billions of dollars each year, and yet the buyers of these products are still a mystery. A large panel of luxury products is being counterfeited: perfumes, jewellery, haute-couture, leather goods, accessories, gastronomy, wines and liquors… Counterfeits range from strict copies to sole use of a feature of the brand (usually the logo), including classical imitations.

Much of qualitative research has been criticized for its lack of objectivity, replicability, validity and generalizability, and has been relegated to the role of the poor cousin of quantitative research. Nonetheless, it is still widely used and advocated for by well-known researchers investigating specific topics. Its usefulness has been recognized in an exploratory approach to any kind of marketing research, since in this very case the researcher has limited experience and knowledge about the research issue (Zikmund & Babin, 2003)

Trade in counterfeiting amounts for billions of dollars each year, and yet the buyers of these products are still a mystery. Focusing on the rather unexplored demand-side of the counterfeiting market, this paper presents research proposals explaining the overall process a consumer, subject to group pressure, will experience when facing an opportunity to buy a counterfeited luxury product. We argue that conformity seeking, mimetism and postmodern ethics will act as justifications for the consumers’ misbehaviours.

After proposing a definition of the word mimetism, this paper explores the relationship between organizational behaviours and mimetism. Our purpose is not to be exclusive on the subject but rather to try to introduce some aspects we believe as relevant to the study of mimetism within the field of management science. As the Organizational Behaviour Discipline deals with people, teams, organisations and innovation within a specific environment, we chose to keep this framework to address the issue of mimetism.

In the highly competitive world of Fragrances and Cosmetics it has become more than ever crucial for Brands to build on a strong and internationally recognized Brand Image. In this vein, the Travel Retail Market turns out to be an incredible showcase.