|Appears in Collections:||Marketing and Retail Conference Papers and Proceedings|
Xiao, Sarah Hong
|Title:||When consumers switch product form: A cross-country study between UK, Brazil and China|
|Citation:||Wilson C, Xiao SH, Wang X, Kureshi I, Esquejo N, Murphy P & Davis T (2018) When consumers switch product form: A cross-country study between UK, Brazil and China. In: 2018 AMA/ACRA Triennial Conference, 06.06.2018-08.06.2018. Toronto, Canada: Emerald.|
|Conference Name:||2018 AMA/ACRA Triennial Conference|
|Conference Dates:||2018-06-06 - 2018-06-08|
|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.|
|Status:||AM - Accepted Manuscript|
|Rights:||This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.|
|AMA_ACRA final.pdf||Fulltext - Accepted Version||188.99 kB||Adobe PDF||View/Open|
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