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Understanding factors that influence purchases in subsistence markets

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  • Chikweche, Tendai
  • Fletcher, Richard

Abstract

International marketers face the challenge of understanding the decision making process that consumers in subsistence marketplaces go through when choosing which products to buy. The unique characteristics of these marketplaces pose distinct challenges which researchers need to address in order to understand what motivates consumers in these markets to make purchases. This paper identifies the potential influencers of purchase by subsistence consumers using a study conducted in Zimbabwe. The findings from this study indicate a set of purchase influencers which motivate consumers to buy products, discussed in terms of their order of importance.

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  • Chikweche, Tendai & Fletcher, Richard, 2010. "Understanding factors that influence purchases in subsistence markets," Journal of Business Research, Elsevier, vol. 63(6), pages 643-650, June.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:6:p:643-650
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    8. Louis Mosake Njomo, 2019. "Consumer Behaviour in Subsistence Marketplaces in Cameroon, An Exploratory Study of the Village of Batoke in Limbe Sub-Division, South West Region," International Journal of Economics and Financial Research, Academic Research Publishing Group, vol. 5(8), pages 184-195, 08-2019.
    9. Gobinda Roy & Rajarshi Debnath & Partha Sarathi Mitra & Avinash K. Shrivastava, 2021. "Analytical study of low-income consumers’ purchase behaviour for developing marketing strategy," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 12(5), pages 895-909, October.
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    11. Karanika, Katerina & Hogg, Margaret K., 2016. "Being kind to ourselves: Self-compassion, coping, and consumption," Journal of Business Research, Elsevier, vol. 69(2), pages 760-769.
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    13. Ioana Alexandra Horodnic & Colin C. Williams & Oana Țugulea & Iuliana Claudia Stoian Bobâlcă, 2022. "Exploring the Demand-Side of the Informal Economy during the COVID-19 Restrictions: Lessons from Iași, Romania," Sustainability, MDPI, vol. 14(12), pages 1-16, June.
    14. Verma Prikshat & Parth Patel & Sanjeev Kumar & Suraksha Gupta & Ashish Malik, 2024. "Role of Socio-Cultural Capital and Country-Level Affluence in Ethical Consumerism," Journal of Business Ethics, Springer, vol. 191(4), pages 697-711, May.
    15. Beninger, Stefanie & Robson, Karen, 2015. "Marketing at the base of the pyramid: Perspectives for practitioners and academics," Business Horizons, Elsevier, vol. 58(5), pages 509-516.
    16. Wei‐jian Li & Wei Zhu & Bin Wang, 2023. "The impact of creating shared value strategy on corporate sustainable development: From resources perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2362-2384, September.
    17. Simon Joncourt & Heiko Gebauer & Javier Reynoso & Karla Cabrera & Ana Valdes & Katharina Greve, 2019. "Extending the Base-of-the-Pyramid Concept," Service Science, INFORMS, vol. 11(3), pages 241-261, October.
    18. Avinash G. Mulky, 2011. "Marketing to the Bottom of the Pyramid and subsistence markets - A research agenda," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 59(2), pages 9-14.
    19. Yi-Wen Kuo & Cheng-Hsien Hsieh & Cheng-Min Feng & Wen-Ya Yeh, 2013. "Effects of price promotions on potential consumers of high-speed rail," Transportation Planning and Technology, Taylor & Francis Journals, vol. 36(8), pages 722-738, December.

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