The consumer-brand relationship amongst low-income consumers:

The consumer-brand relationship amongst low-income consumers: By understanding the consumer-brand relationships with low-income consumers, greater opportunities for new markets exist

The nature of relationships that consumers form with their brands has been well documented in the marketing literature, but research conducted to date has not focused on the relationships that low- income consumers form with brands, despite this being an extremely important market. Through understanding the consumer- brand relationships with low-income consumers better, greater opportunities for new markets exist as well as leading to increased innovation. This book highlights low-income consumers as value-conscious consumers through the brand relationships they have. Results from thirteen in-depth, face-to-face interviews with 13 women from Alexandra Township in South Africa are presented. Low-income consumers form many different relationships based on value, quality, choice and service, to name a few â€“ with very few relationships being based on price. The low-income consumer requires trustworthiness, innovativeness and a willingness to do things differently. Understanding of their situation and a willingness of management to design processes and procedures around this is found to relate to improved relationships with an extremely brand- loyal market.
Country USA
Brand LAP Lambert Academic Publishing
Manufacturer LAP LAMBERT Academic Publishing
Binding Paperback
UnitCount 1
EANs 9783844398373
ReleaseDate 0000-00-00

Country	USA
Brand	LAP Lambert Academic Publishing
Manufacturer	LAP LAMBERT Academic Publishing
Binding	Paperback
UnitCount	1
EANs	9783844398373
ReleaseDate	0000-00-00

The consumer-brand relationship amongst low-income consumers: By understanding the consumer-brand relationships with low-income consumers, greater opportunities for new markets exist

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