When consumers switch product form: A cross-country study between UK, Brazil and China

Abstract

This study is a cross-cultural comparison of product form switching in FMCG; to understand the adoption of new products within emerging markets. Brazil and China represent the emergent markets, whilst the UK provides comparison as a developed market. Laundry detergent is the chosen category of study as it is an FMCG but with complex habits, emotions, considerations and touchpoints impacting the final decision making process. Data were collated through 139 focus groups across the UK, Brazil and China and analysed using journey mapping techniques. The results of the consumer journeys demonstrate that FMCG product switching is a complex multifaceted process.