Universidad Tecnológica de El Salvador
Seeing the World Through the Emerging Consumer’s Eyes
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Seeing the World Through the Emerging Consumer’s Eyes

A Grassroots Research Approach to the Emerging Consumer Theme

Tassos Stassopoulos
AllianceBernstein L.P., 2014
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Editorial Rating

8

Qualities

  • Innovative
  • Eye Opening
  • Concrete Examples

Recommendation

Many companies believe that the strongest consumer demand in emerging markets will come from China’s and India’s growing middle classes. Yet families on the lower rungs of economic ladders in many developing countries represent a vibrant but overlooked source of demand for goods ranging from refrigerators to cellphones. getAbstract believes this research on emerging-market consumption patterns offers insightful information that can help companies and investors pinpoint areas of opportunity in these growing economies.

Summary

Consumer spending within emerging markets is taking off. Forecasts predict that, by 2030, more than 50% of total worldwide consumption will come from emerging countries, up from just 26% in 2011. Firms will have to determine the best methods to tap this huge potential. While economic analysis is helpful, an approach that stresses on-the-ground observations about how emerging-market consumers think and behave offers some noteworthy insights:

  • “It’s not just about China, India and luxury goods” – Consumerism goes well beyond China’s and India’s rising middle classes. In the 12 biggest...

About the Author

Tassos Stassopoulos is a portfolio manager at AllianceBernstein.

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