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Keywords: Share of wallet
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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
...James Lappeman; Joel Chigada; Pragasen Pillay Purpose This study provides empirical evidence for the impact that income and expenditure fluctuations have on understanding the fundamentals of BoP household share-of-wallet in South Africa. Design/methodology/approach The study used...
