Abstract:
The world is facing a power shift: emerging countries are affecting the way the people consume on a global level. This "new consumerism" has a direct impact on revenues, but there is no clear understanding of how these changes affect consumer behaviours. This reality demands the development of new strategies surrounding product, portfolio, communication, price and branding: requiring the identification of similarities between the markets in order to build a more complete acquisition strategy. Most studies of the emerging middle class focus on economic data, emphasising China. There's a significant data gap when it comes to today's Latin-American: data that companies need to help define transversal strategies according to "new consumerism" and how it's shifting relationships with brands.
This could also be of interest:
Research Papers
New consumerism
Catalogue: Latin America 2016: Research Renovation
Authors: Steve August, Alejandro Tanco
 
April 13, 2016
Research Papers
Consumerism
Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Elizabeth H. Nelson
Company: KANTAR TNS Malaysia
September 1, 1973
Research Papers
Consumerism and communications
Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Mark R. C. Lovell
 
September 1, 1973
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)