Moriarty, Mike / Massen, Sven / Findlay, Peter / Kelusky, Peter / 2011. How the world’s 5 billion low-income consumers decide what to buy.
Executive Agenda, XIV (1): 36-43.

As more companies look to develop markets for growth and profits, they continue to struggle to understand their targeted consumers: How should we tailor products and services? What are our distribution strategies? Can we build brand loyalty without interpreting cultural attitudes? Lessons learned from a small Ugandan startup will help shine a light on what drives the purchasing decisions of the world’s poorest consumers.

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Sector: Enterprise, Gender Medical Devices, Sanitation
Region: East Africa