Everyday life of the subaltern consumers: contexts, realities, and issues for marketing
This paper discusses the characteristics of the subaltern consumers. Drawing from a number of sources, the uniqueness of these consumers is deliberated upon and the crisis of poverty is brought into the purview of marketing action. The exchange restrictions and related negative consequences associated with poverty make the access to this market much more difficult than is often contemplated. The paper aims at drawing the marketers' attention to this issue.
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Document Type: Research Article
Publication date: August 1, 2010
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