Linguistic Barriers in Consumer Behaviour

Translation Mistakes in Advertising!

Bacardi

Bacardi concocted a fruity drink with the name ‘Pavian’ to suggest French chic … but ‘Pavian’ means ‘baboon’ in German. –

Clairol

A hair products company, Clairol, introduced the “Mist Stick”, a curling iron, into Germany only to find out that mist is slang for manure. Not too many people had use for the manure stick.

Coca Cola

When Coca Cola was first introduced into China they named it Ke-Kou-Ke-La. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means “bite the wax tadpole” or “female horse stuffed with wax”, depending on the dialect.

Coke then researched 40,000 Chinese characters and found a close phonetic equivalent: Ko-Kou-Ko-Le, which can be roughly translated as “happiness in the mouth.” (have you seen what it can do to teeth?).

 

Coors

Coors the American brewer lost its fizz in Spain when their hip phrase “Turn It Loose” came out as “Get Diarrhea”.

 

General Motors

When General Motors introduced the Chevy Nova in South America, it was apparently unaware that “no va” means “it won’t go.” After the company figured out why it wasn’t selling any cars, it renamed the car in its Spanish markets to the Caribe.

Toyota MR2

Marcel Rigadin reports that Toyota makes the MR2, which in France is pronounced “merdé” or spelled ‘merdeux’, means “crappy”.

 

Götzen in Turkey .

The european hardware store chain “Götzen” opened a mall in Istanbul. “Göt” means “ass” in Turkish. They changed the name to “Tekzen”.

 

 

 

Assignment 3 Conjoint Analysis

Assignment 3 Conjoint Analysis and SurveyMonkey

set: 8 dec 2016                 due: 22 Dec 2016

Ideas for conjoint analysis research:

  • Why did students select Near East University?
  • Why did students select their degree course?
  • Why do consumers select a certain supermarket?
  • Why do consumers select a particular brand?

You may suggest a different research topic, as long as it will fit with giving 10 questions of conjoint analysis style in Survey Monkey.

Write 15 to 17 questions that could be used in a conjoint analysis research survey, of the type where the customer has to select the sentence they most agree with and the one they least agree with from a set of 4.

  1. Create yourself a SurveyMonkey account. (change the language to English at the bottom of the page) Login and make your survey.
  2. Add a question to the survey using a group of 4 sentences from your sentence set. You will find the most suitable question type is matrix of choices only one answer per row
  3. Now add another 9 questions, making sure you use a different set of 4 sentences each time.
  4. When your 10 questions are finished save your survey, then add the URL of your survey to the comments section below along with your name and student number.
  5. Try the questionnaires of fellow students so that we all get data into our SurveyMonkey survey.

Your grade for this assignment will be from completing and having a working survey.

The analysis of the data will be a separate assignment.

Resources:

The Survey Monkey web site https://www.surveymonkey.com/

An example of conjoint analysis: conjoint-analysis