Development of empirically-based customer-derived positioning taxonomy for FMCG sector in the Indian emerging market
Volume: 23, Issue: 2, Pages: 233 - 254
Published: Oct 28, 2021
Abstract
Purpose The purpose of this paper is to develop and validate a positioning taxonomy for the FMCG sector in the Indian emerging market, because a review of the literature shows that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and have only been developed for advanced countries. This study helps to solve this problem by creating a positioning taxonomy for emerging...
Paper Details
Title
Development of empirically-based customer-derived positioning taxonomy for FMCG sector in the Indian emerging market
Published Date
Oct 28, 2021
Volume
23
Issue
2
Pages
233 - 254
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