Indonesia's path to purchase: How smartphones are transforming the way consumers move their on/offline worlds and are creating a new path to purchase

This article argues that mobile consumer research is still lacking robust observational data and methods, particularly in mobile-driven markets like Indonesia, and presents a new research methodology.

Indonesia's path to purchase: How smartphones are transforming the way consumers move their on/offline worlds and are creating a new path to purchase

Karthik Venkatakrishnan and Masao Kakihara

Introduction

Digital mobility and connectivity has become more...

Not a subscriber?

Schedule your live demo with our team today