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Designing to attract in an emerging market: Applying behavioural reasoning theory to South African consumer reactions to an ultra-high temperature milk line extension product
Kempen, Elizabeth; Christie, Lorna - In: Journal of Marketing and Consumer Behaviour in Emerging … (2022) 1, pp. 4-21
In the ultra-high temperature (UHT) milk category, parent brands introduce line extensions as innovative product designs to address the competitiveness in the market. However, not knowing if consumers will purchase the product results in uncertainty for the product design and marketing team....
Persistent link: https://www.econbiz.de/10015207159
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Designing to attract in an emerging market : applying behavioural reasoning theory to South African consumer reactions to an ultra-high temperature milk line extension product
Kempen, Elizabeth; Christie, Lorna - In: Journal of marketing and consumer behaviour in emerging … (2022) 1/14, pp. 4-21
In the ultra-high temperature (UHT) milk category, parent brands introduce line extensions as innovative product designs to address the competitiveness in the market. However, not knowing if consumers will purchase the product results in uncertainty for the product design and marketing team....
Persistent link: https://www.econbiz.de/10013382450