Routes to Market

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Copyright: 2015
Pages: 18
Source title: Understanding Consumer Behavior and Consumption Experience
Source Author(s)/Editor(s): Rajagopal (EGADE Business School, Tecnologico de Monterrey, Mexico)and Raquel Castaño (EGADE Business School, Tecnologico de Monterrey, Mexico)
DOI: 10.4018/978-1-4666-7518-6.ch011

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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Abstract

Emerging markets are characterized in the twenty-first century with several routes to markets providing convenience of shopping across the competing companies. It has been argued that the changing shopping environment demonstrates new opportunities and challenges for retailers and consumers. Self-service technology has deeply penetrated the retailing of products, and services and consumers are well acquainted with shopping through vending machines and teller machines in most countries. Discussions in the chapter explore the future of technology-led retailing and consumer experiences against the psychographic limitations. As the competition is growing in the global marketplace, most companies are involving consumers to co-create the marketing technology and guide the consumerism in the market. Hence, this chapter delineates that firms are fostering to develop sustainable value chain by building local capacity through 4As, comprising awareness, acceptance, adaptability, and affordability, as a measure of co-creation.

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