Targeting the Lower End of the Pyramid. Does the Price Driven Market Allow Brand Building?

B. Satya Prakash

This paper aims to understand the low income consumers in Egypt and give indicators to marketers on how to build brand loyalty and long-term and sustainable equity among them.

Targeting the Lower End of the Pyramid: Does the Price Driven Market Allow Brand Building?

B. Satya Prakash

BACKGROUND

In Egypt, a large proportion of the volumes for most fast moving consumer good categories comes from the masses who have very low per capita incomes. The current understanding of the leading marketers in this country indicates that these consumers are very price sensitive given their low disposable incomes.

The main objective of this study is to understand the low income Egyptian consumer and give pointers towards ensuring brand loyalty and building long-term and sustainable equity for the brands, among...

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