In this study the mindset metrics of consumers is done ting into consideration of both emerging and mature markets of two different countries where in Brazil is taken as the emerging economy and UK as the matured market (Hawkins. The conceptual study regarding the behaviour and attitudes based on different markets taking certain examples which shows that the brands should look to create a romantic and love affect on the customer so that it helps in creating brand image and brand liking on the consumers mind (Aaker and Joachimsthaler, 2000 pp. The various issues which are been seen that do show that mindset and winning hearts of the consumers do affect a lot in increasing the market share in both the types of market are been seen in the study(Hague and Jackson, 1994, pp.In the process to gain and attract customers depending on their lifestyles, advertisers look to continually push the products in the market with new various creative styles. As a part of the regulative factor is related to the protection of consumers from the poor-quality product is been studied looking into consideration of how the consumers react to the communication used for marketing by various companies for different products (Arnold, 1992, pp.There have been controversies related to the advertisements and the way messages is been produced in the market. Marketing controversies like in 1970s Calvin Klein came up with advertisements which featured Brooke Shields most notorious part of Kiddies-porn which led to lots of controversies. Companies need to look out for few features before starting their marketing campaign in a particular market like how the authorities make different regulations in the country, what type of resources consumers have so that they can access to find the information regarding various defective products and services they want to buy before they make their buying decision and also look out for the quality regulations that are been there in a certain country for a particular product (Belk, 2007, pp. In Brazil which is an emerging market has less protection acts for the customers for the poor quality products than compared to the protection regulations in UK. The UK has a designated government body and office to see the complaints made by the consumers-the office of fair trading; on the other hand Brazil has a consumer protection national system which has a loose connection between the country and the civil society in the country which does
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