WAGENINGEN UNIVERSITY AND RESEARCH Department of Social Science Master Organic Agriculture with Specialization in Marketing and Consumer Behaviour MSc Thesis Chair Group Marketing and Consumer Behaviour Market Creation in Emerging Economies: Marketing Implications for Neglected and Underutilized Crop Species Supervisors: dr. Paul T. M. Ingenbleek dr. Falylath Babah Daouda Master Thesis Barth Philip Reg. Nr.: 890207036030 Thesis Code: MCB-80436 August 2018 Table of Contents 1. Introduction ....................................................................................................................................................... 1 2. Theoretical Background ................................................................................................................................... 4 2.1 Marketing & Market Development............................................................................................................... 4 2.2 Characteristics of Emerging Economies Challenging Market Creation .................................................... 4 2.3 The 4A-Framework ....................................................................................................................................... 6 3. Theoretical Approach ....................................................................................................................................... 7 3.1 Creating Awareness ...................................................................................................................................... 7 3.2 Achieving Acceptability ................................................................................................................................ 7 3.3 Ensuring Availability .................................................................................................................................... 8 4. Methodology & Methods ................................................................................................................................ 11 4.1 Case Selection ............................................................................................................................................. 11 4.2 Case Description ......................................................................................................................................... 12 4.3 Respondent Selection and Data Collection ................................................................................................ 12 4.4 Analysis ....................................................................................................................................................... 15 5. Findings ............................................................................................................................................................ 15 5.1 South Zone .................................................................................................................................................. 16 5.1.1 Awareness .................................................................................................................................................... 16 5.1.2 Acceptability ................................................................................................................................................ 17 5.1.3 Availability................................................................................................................................................... 17 5.1.4 Affordability ................................................................................................................................................. 18 5.1.5 Resume ......................................................................................................................................................... 18 5.2 Central Zone ............................................................................................................................................... 19 5.2.1 Awareness .................................................................................................................................................... 19 5.2.2 Acceptability ................................................................................................................................................ 20 5.2.3 Availability................................................................................................................................................... 21 5.2.4 Affordability ................................................................................................................................................. 22 5.2.5 Resume ......................................................................................................................................................... 22 5.3 North Zone .................................................................................................................................................. 22 5.3.1 Awareness .................................................................................................................................................... 23 5.3.2 Acceptability ................................................................................................................................................ 23 5.3.3 Availability................................................................................................................................................... 24 5.3.4 Affordability ................................................................................................................................................. 24 5.3.5 Resume ......................................................................................................................................................... 24 6. Discussion ......................................................................................................................................................... 25 6.1 Case Comparison ........................................................................................................................................ 25 i 6.1.2 Existing Market (South Zone) ...................................................................................................................... 29 6.1.3 Emerging Market (Peripheral Urban Areas) ................................................................................................ 29 6.1.4 Non-existing Markets (Peripheral Rural Areas) ........................................................................................... 30 6.2 Market Creation Model............................................................................................................................... 31 6.3 Marketing and Policy Implications ............................................................................................................ 33 7. Limitations and Future Research .................................................................................................................. 35 8. Conclusion ....................................................................................................................................................... 35 Tables Table 1: Summary of Key Challenges in Emerging Economies, Related Marketing Literature and Case Specific Research Questions ............................................................................................................................................. 10 Table 2: Case Selection Based on Demographic, Geographic and Cultural Characteristics ............................................ 11 Table 3: Descriptions of Interviewed Stakeholders Structured from South to North ................................................... 13 Figures Figure 1: Illustration of Crucial and Contextual Market Factors.......................................................................................................... 27 Figure 2: Stages of Market Creation for NUCS in Emerging Economies ............................................................................................ 32 Appendix Table A 1: Quotations Illustrating Awareness (South) ........................................................................................................................... f Table A 2: Quotes Regarding Acceptability (South) .............................................................................................................................. f Table A 3: Quotations About Availability (South) ................................................................................................................................ g Table A 4: Quotes Describing Affordability (South) ............................................................................................................................. g Table B 1: Quotations Illustrating Awareness (Center) ......................................................................................................................... g Table B 2: Quotes Regarding Acceptability (Center) ............................................................................................................................ h Table B 3: Quotations About Availability (Center) ............................................................................................................................... h Table C 1: Quotations Illustrating Awareness (North) ...........................................................................................................................