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Latin America (general region)
ESOMAR Conference papers
Int. Journal of Market Research
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YBMs: religious identity and consumption among young British Muslims
Includes video content
Recommended by Warc editors
Hannah Wright, International Journal of Market Research, Vol. 57, No. 1, 2015, pp. 151-163
This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims.
This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims. It further seeks to understand the influence, if any, religious identity has on their consumer behaviour, examining the global rise of an Islamic consumer against a more localised set of needs and preferences. Primary research for this paper consisted of qualitative interviews with young British Muslims in London and Greater Manchester, as well as a written reflection on identity and consumption completed by participants ahead of their interview. The findings of this research challenge existing assumptions around young British Muslims, and as such will be of interest to brands and research agencies alike.
From BOP to emerging middle classes in Latin America
Includes video content
Recommended by Warc editors
Sarah Boumphrey, ESOMAR, Latin America, Buenos Aires, April 2014
This paper examines the purchasing habits and priorities of low-income consumers in Latin America. This group represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500.
This paper examines the purchasing habits and priorities of low-income consumers in Latin America. This group represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500. In order to reach these consumers, businesses must first of all understand who they are and what they want, alongside the transition to emerging middle classes. The key to success is to learn from the experiences of other companies operating successfully both in the region and globally. Companies must understand the price/quality trade-off made by lower income consumers daily, and how this differs from decisions made by middle class consumers. When building brand awareness in Latin America, brands should consider the importance of word of mouth recommendation and tailoring products to the local market. It is also important for brands to not approach Latin America as a single market, as there is variation in attitudes, priorities and purchasing power in different countries.
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