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The objective of this paper is to contribute to the understanding of consumer behavior, and to investigate the existence of brand loyalty in the less developed countries. The author attempts to fill the gap in literature on consumer behavior and consumer characteristics in the less developed countries. The significance of the study is that while the existing studies focus on Latin American markets, it investigates consumer behavior in Africa: Zambia. A further contribution lies in its attempts to understand consumer behavior in markets where there is a common notion that marketing is not important because the existence of shortages creates demand.
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