Abstract:
This paper aims to understand the low income consumers in Egypt and give indicators to marketers on how to build brand loyalty and long-term and sustainable equity among them. The results are based on quantitative interviews and focus group discussions conducted among housewives in the lower social classes for two product categories detergents and tomato paste.
This could also be of interest:
Research Papers
Bottom of the pyramid
Catalogue: Leisure 2006
Authors: Haroldo Torres, Luciana Aguiar, Tania Limeira
 
October 8, 2006
Research Papers
From the pyramid to moebius
Catalogue: Latin America 2003
Authors: Jorge Karol, Laura Fernández, Fernando Moiguer
Company: Compañia de Negocios Moiguer
May 4, 2003
Research Papers
Russia: "Pyramid" on the kitchen table
Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Ekaterina Vladimirova, Kyrill Petrin
Company: Nestlé
October 28, 2001
