Be the first to like this
Traditionally, companies segment the market according to purchasing power or income level. Marketing to the have-less poses challenges in terms of discovering the peculiarities of the emerging have-less market as this segment has consumption and spending patterns different from the have-more. Moreover, marketing to the have-less means having to contend with a different kind of physical environment. Ultimately, the challenge to companies doing business with the have-less is to mine the fortune held in small quantities by the huge number of the yet-to-be tapped customers.