Consumer Behaviour

Official project title:             Consumer Behaviour
Project leader:                      Prof. Peter Knorringa
Duration:                              2014

A lack of systematic know-how regarding consumer behaviour at the BoP is a major constraint on the effective implementation of strategies by firms, and also for research on frugal innovation. This project explored cooperation with Research Solutions Africa, which is one of the few firms in Africa that has significant expertise in consumer behaviour in BoP market segments.

Together we systematized the existing scattered information about actual and potential consumer behaviour and developing qualitative and quantitative primary research designs that are crucial to an actionable understanding of frugal innovation. This project provides a key input for generating external funding for our first research question on how to identify demand for frugal innovation.