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Keywords: Financial diaries
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Journal Articles
Rethinking share-of-wallet at the bottom of the pyramid: using financial diaries to observe monthly category trade-offs
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (1): 50–63.
Published: 16 January 2019
... a longitudinal financial diary methodology to record household income in 80 households (in four different geographic areas) over four monthly waves. Findings The study showed the lack of reliability of aggregated population income and expenditure surveys when understanding the specific behaviour of BoP...
