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|Consumer Market Monitor|
The Consumer Market Monitor is published by the Marketing Institute of Ireland in collaboration with UCD Michael Smurfit Graduate Business School.
It is designed to track key indicators of confidence and activity in the Irish consumer market as a resource for marketing professionals and the wider business community. The consumer market accounts for over 60% of Irish GNP, so it's an important indicator of the health of our economy.
The monitor relies on a model of consumer behaviour which sees economic variables such as income levels, taxes, interest rates and exchange rates influencing consumer confidence which in turn influences consumer behaviour including spending, saving and borrowing - all major factors in marketing planning and performance.
Data from the Central Statistics Office (CSO), the Central Bank, the European Commission, and other secondary sources are incorporated. The added value of the Consumer Market Monitor rests in the fact that the information is brought together and presented in a way that is useful for market analysis and sales planning. The accompanying editorial also highlights important trends and linkages that point to emerging opportunities and threats.
The monitor is published on the respective websites of the Marketing Institute and UCD Smurfit School, and it is updated every quarter.
ABOUT THE AUTHOR
Mary Lambkin is a Fellow of the Marketing Institute of Ireland, and one of Ireland's leading marketing academics. As Professor of Marketing at University College Dublin, she teaches courses to undergraduate and postgraduate students and is involved in a range of research projects under the general heading of marketing strategy. Mary has written extensively on this subject in academic journals, and also writes commentaries on marketing topics of contemporary interest for professional publications. She has served as Head of the Marketing Group, as Dean of the UCD Business School and as a member of the Governing Authority of the university at various times, and also holds a number of positions in companies and professional organisations outside the university.