Xenophilia in Consumer Packaged Goods: Table of Contents

Table of Contents

Xenophilia in Consumer Packaged Goods - An insightful analysis of the impact that rising cosmopolitanism has on consumer attitudes and behaviors. Concludes with practical action points for targeting this need state.

Product Code: BFCM0134

Publication Date: 17-Dec-2003

Overview

Introduction

Better education and increased international travel mean that consumers have a growing interest in foreign people's habits, cuisines and lifestyles. This brief examines the cultural "cross-overs" that are taking place, how cultural identity is changing and the opportunities these issues present marketers with.

Scope

· This brief examines what is driving the trend towards greater "cultural cross-overs" in Europe and the US.

· This brief shows how xenophilic attitudes can positively enhance the reputation and quality of consumer packaged goods

· Furthermore, the brief examines what actions consumer packaged goods marketers can take in order to target this group.

Highlights

Many consumers have developed positive perceptions of CPG companies that emphasize their 'foreignness' suggesting that the notion provides numerous opportunities. For example, the popularity of Asahi Beer, voted as one the UK's coolest brands for the past two years, currently reflects British culture's embracing of all things Japanese.

Reasons to Purchase

· Comprehensive review of the drivers and inhibitors behind the xenophilia trend in Europe and the US.

· Analysis of how the degree of xenophilia varies with consumer group.

· Examination of the most appropriate ways to benefit from consumers growing cosmopolitanism.

TABLE OF CONTENTS	3
THE FUTURE DECODED	4
What is the xenophilia trend?	4
Why is xenophilia important?	4
Xenophilia or xenophobia? A coexistence of both	5
Xenophila exists on two levels	7
ACTION POINTS	8
Associate offerings with regions and lifestyles not people	8
Leverage 'foreignness' to create perceptions of quality	8
Specifically target urban cosmopolitans	9
Seek out new opportunities created by xenophilic trends	9