{"product_id":"the-consumer-brand-relationship-amongst-low-income-consumers-von-shereen-rimmell","title":"The consumer-brand relationship amongst low-income consumers","description":"\u003cp\u003eThe nature of relationships that consumers form with their brands  has been well documented in the marketing literature, but research  conducted to date has not focused on the relationships that low- income consumers form with brands, despite this being an extremely  important market. Through understanding the consumer- brand relationships with low-income consumers better, greater  opportunities for new markets exist as well as leading to  increased innovation. This book highlights low-income consumers  as value-conscious consumers through the brand relationships they  have. Results from thirteen in-depth, face-to-face interviews with 13  women from Alexandra Township in South Africa are presented.  Low-income consumers form many different relationships based on  value, quality, choice and service, to name a few ¿ with very few  relationships being based on price. The low-income consumer  requires trustworthiness, innovativeness and a willingness to do  things differently. Understanding of their situation and a willingness  of management to design processes and procedures around this is  found to relate to improved relationships with an extremely brand- loyal market.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783844398373\"\u003e\u003ch3\u003eBy understanding the consumer-brand relationships with low-income consumers, greater opportunities for new markets exist\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783844398373","offer_id":39497126477917,"sku":"9783844398373","price":79.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/c8bd8cf7-1a8d-464a-85d5-f97a709e4e74.jpg?v=1775709912","url":"https:\/\/shop.autorenwelt.de\/products\/the-consumer-brand-relationship-amongst-low-income-consumers-von-shereen-rimmell","provider":"Autorenwelt Shop","version":"1.0","type":"link"}