Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/27791
Appears in Collections:Marketing and Retail Conference Papers and Proceedings
Author(s): Wilson, Carolyn
Xiao, Sarah Hong
Wang, Xing
Kureshi, Ibad
Esquejo, Nats
Murphy, Paul
Davis, Trevor
Contact Email: carolyn.wilson@stir.ac.uk
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
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