Buying less, more often: an evaluation of sachet marketing strategy in an emerging market

• المؤلفون الرئيسيون: Singh, Ramendra, Ang, Rodolfo P, Sy-Changco, Joseph A
• التنسيق: text
• منشور في: Archīum Ateneo 2009
• الموضوعات: BOTTOM OF PYRAMID; PENETRATION STRATEGY; PERCEIVED VALUE; SACHET MARKETING; UNIT PRICE; Marketing
• الوصول للمادة أونلاين: https://archium.ateneo.edu/gsb-pubs/5; https://www.ingentaconnect.com/content/westburn/tmr/2009/00000009/00000001/art00002

Sachets have for several decades now, been marketed by firms as a strategy to increase trials and market penetration especially in the economically underprivileged societies of the emerging markets. Very often the existence of an economic underclass is assumed to be a necessary prerequisite for the...