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Targeting the lower end of the pyramid

Date of publication: June 15, 1998

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: B. Satya Prakash

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.

B. Satya Prakash

Author

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Citation

Prakash, B. S. (1998a, June 15). Targeting the lower end of the pyramid. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/targeting-the-lower-end-of-the-pyramid