Browsing by Subject "Consumer Behaviour"

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An Exploratory study on the adoption of innovations at the bottom of the pyramid : a focus on early adopters based on a case study on senator

Iwiya, Jaquiline Nyambura (Strathmore University, 2010)

This exploratory study examined the characteristics of early adopters at the Bottom of the Pyramid (BOP) market segment, their motivations and their use of information sources, especially media channels. The key themes ...