Who and Why? Demographic and psychographic differences between consumers who have altered their shopping behaviour during a recession and those who have not
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Research suggests that people differ in terms of changing their shopping behaviour during a recession. This paper reports on a preliminary descriptive study assessing what influences those consumers who have altered their shopping behaviour during such times. Driving the alteration of shopping behaviour were both demographic (age, gender, education, and nationality) and psychographic variables (attitudes, and head vs. heart decision making). Overall, the findings show that there are statistically significant differences between the two groups' that marketers can address in their marketing strategies during the recession.
Proceedings of the ANZMAC Conference 2009
© 2009 ANZMAC. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference website for access to the definitive, published version.
Marketing Management (incl. Strategy and Customer Relations)