Who and Why? Demographic and psychographic differences between consumers who have altered their shopping behaviour during a recession and those who have not
Pentecost, Robin & Andrews, Lynda (2009) Who and Why? Demographic and psychographic differences between consumers who have altered their shopping behaviour during a recession and those who have not. In Proceedings of Australia and New Zealand Marketing Academy Conference 2009 : Sustainable Management and Marketing, Promaco Conventions PTY LTD, Melbourne, VIC, pp. 1-7.
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.
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|Item Type:||Conference Paper|
|Keywords:||Marketing In A Recession, Consumer Behaviour, Psychographics|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2009 [please consult the authors]|
|Deposited On:||02 Jun 2010 08:00|
|Last Modified:||01 Mar 2012 00:04|
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