When consumers switch product form: A cross-country study between UK, Brazil and China

Citation

Wilson C, Xiao SH, Wang X, Kureshi I, Esquejo N, Murphy P & Davis T (2018) When consumers switch product form: A cross-country study between UK, Brazil and China. 2018 AMA/ACRA Triennial Conference, 06.06.2018-09.06.2018.

Abstract
This study is a cross-cultural comparison of product form switching in FMCG; to understand the adoption of new products within emerging markets. Brazil and China represent the emergent markets, whilst the UK provides comparison as a developed market. Laundry detergent is the chosen category of study as it is an FMCG but with complex habits, emotions, considerations and touchpoints impacting the final decision making process. Data were collated through 139 focus groups across the UK, Brazil and China and analysed using journey mapping techniques. The results of the consumer journeys demonstrate that FMCG product switching is a complex multifaceted process.

Keywords
consumer journey; cross-cultural; form switch

People

Dr Carolyn Wilson-Nash

Lecturer in Marketing & Retail, Marketing & Retail