Market analysis utilising cultural anthropological indicators

Abstract

Suggests that cultural anthropological analysis affords a neglected tool for new product design and product improvement and this helps to minimise complexity and improve market effectiveness. States there are three objectives herein: examines the type of market where economic data alone may not be enough to make a proper market evaluation; evaluates the sort of factors which might be germane to choosing alternative markets for the current product and skills available; and suggests how such a qualitative analysis may be quantified in terms of cost variances to complete the necessary analysis. Conclusions are that only a when a wider range of data is available can a comprehensive new market strategy be finalised.

Citation

Cooke, P. (1972), "Market analysis utilising cultural anthropological indicators", European Journal of Marketing, Vol. 6 No. 1, pp. 26-34. https://doi.org/10.1108/EUM0000000005121