Stosunek marki do konsumenta wśród konsumentów o niskich dochodach
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Stosunek marki do konsumenta wśród konsumentów o niskich dochodach

Stosunek marki do konsumenta wśród konsumentów o niskich dochodach


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About the Book

Charakter relacji, jakie konsumenci tworzą z ich markami, zostal dobrze udokumentowany w literaturze marketingowej, ale prowadzone dotychczas badania nie koncentrowaly się na relacjach, jakie tworzą konsumenci o niskich dochodach z markami, mimo że jest to niezwykle ważny rynek. Dzięki lepszemu zrozumieniu relacji konsument - marka z konsumentami o niskich dochodach istnieją większe możliwości zdobycia nowych rynków, a także zwiększenia innowacyjności. Książka ta podkreśla konsumentów o niskich dochodach jako konsumentów świadomych wartości poprzez relacje z marką, które posiadają. Przedstawiono wyniki trzynastu poglębionych, bezpośrednich wywiadów z 13 kobietami z Alexandry Township w RPA. Konsumenci o niskich dochodach tworzą wiele różnych relacji opartych na wartości, jakości, wyborze i obsludze, by wymienic tylko kilka - przy czym bardzo niewiele relacji opartych jest na cenie. Konsument o niskich dochodach wymaga zaufania, innowacyjności i chęci zrobienia czegoś innego. Zrozumienie ich sytuacji i chęc kierownictwa do projektowania procesów i procedur wokól nich okazuje się odnosic do lepszych relacji z niezwykle lojalnym wobec marki rynkiem.


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Product Details
  • ISBN-13: 9786203126006
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: Wydawnictwo Nasza Wiedza
  • Height: 229 mm
  • No of Pages: 208
  • Spine Width: 12 mm
  • Width: 152 mm
  • ISBN-10: 6203126004
  • Publisher Date: 17 May 2023
  • Binding: Paperback
  • Language: Polish
  • Returnable: N
  • Weight: 363 gr


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Stosunek marki do konsumenta wśród konsumentów o niskich dochodach
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Stosunek marki do konsumenta wśród konsumentów o niskich dochodach
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