A challenge for geomarketing in developing countries

• Autores: Nicholas Allo
• Localización: International Journal of Market Research, ISSN-e 1470-7853, Vol. 56, Nº. 3, 2014, págs. 297-316
• Idioma: inglés
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• Resumen

  • Efforts are continually made from within and outside developing countries, to better understand the consumer and customer distribution, for the purpose of devising and delivering a more accurate means to market insight within such regions. Despite some of the efforts being made, it appears there still is an inability to achieve a similar level of market and/or population insight as there is available for most developed countries. It is anticipated, however, that hindrances to achieving the market insight desired may be akin to issues such as market entry via locations with greater disposable incomes comparative to similar locations, data limitations -- inconsistencies, limited accessibility, geographies used consisting administrative boundaries and lacking information structure -- and insufficient efforts from academia on this subject matter when compared to private-sector efforts, which are likely to present a bias suited to their own purposes.