How should you market to customers in emerging markets? How should you alter the message, product, or brand to make it desirable to these "new" customers? These are complicated questions, so rash generalizations do not hold up - particularily when you begin to slice customers further by socio-economic data, cultural issues, climate, needs, etc. However, a good rule of thumb is to not treat them dramatically different than you would other customers. A research report by Synovate backs up this thought.
Here's a little taste + the link to the report.
Low income consumers in the world's emerging markets want many of the same things out of life and the same quality in their products as middle class consumers and differ mainly in their purchasing behaviour, according to a recent global study by Synovate.
When it comes to attitudes, low income consumers in emerging markets have many of the same life priorities, values and brand perceptions as their middle class cousins. Health, family and physical security are the top three most important things in life for more than 80% of low and middle income consumers, followed by a good home, an education and a good income.
Full article here: http://www.synovate.com/knowledge/infact/issues/200611/
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