ENTRY #14     How do you engage low-literate, low-income consumers and entrepreneurs in the marketplace?

Madhu Viswanathan

Diane and Steven N. Miller Professor, Subsistence Marketplaces Initiative, Marketplace Literacy Project, University of Illinois, Urbana-Champaign



Two decades ago, I observed a group of low-income, low-literate consumers shopping. I was left with one feeling—the things I take for granted, as someone with education and financial resources. Tasks that I do not give any thought to can take so much effort for someone who is low-literate—like finding where a product is located or computing the final price after discounts ...

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