markets across the Asian continent. The rationale for this approach is that, as consumers in emerging markets differ from each …

constitutes at least two-thirds of the world?s total population and is made up of consumers whose daily household income is less … than US$2 per day. The thesis achieves its purpose by establishing how consumers make decisions to buy products, how firms … which serve the BOP conduct business in this environment and the nature of the interaction which occurs between consumers …

With developments such as an increase in competition, busier and more sophisticated consumers, companies attempt to … translates into increased brand loyalty, which in turn means reduced cost in acquiring new consumers. Brand equity can be …

communities. Understanding consumers and their behaviour is at the core of marketing yet much of what we know has been derived … from empirical studies of consumers in western countries. More than 80% of the world's consumers are living in emerging …

International marketers are faced with the challenge of understanding the decision making process that consumers at the …