IDEAS home Printed from https://ideas.repec.org/a/jfr/ijba11/v4y2013i5p73-78.html
   My bibliography  Save this article

Behavioural Characteristics and the Marketing Implications of the Low Income Consumers

Author

Listed:
  • Nkanikpo Ibok Ibok
  • Victoria Sunday Umana

Abstract

Existing knowledge about the characteristics and marketing implications of the low income consumers have not been well articulated by managers and academics alike. Yet research has demonstrated the strategic benefits of this market in contributing to market share and return on investment. This paper begins by discussing the importance of this market by reporting the insights obtained in an exploratory research by reviewing the limited number of studies in this area, highlighting its nature and characteristics, drawing some specific implications and offering propositions to stimulate further research about the low income market.

Suggested Citation

  • Nkanikpo Ibok Ibok & Victoria Sunday Umana, 2013. "Behavioural Characteristics and the Marketing Implications of the Low Income Consumers," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 4(5), pages 73-78, September.
    • Handle: RePEc:jfr:ijba11:v:4:y:2013:i:5:p:73-78
    as

    Download full text from publisher

    File URL: http://www.sciedu.ca/journal/index.php/ijba/article/view/3304/1957
    Download Restriction: no
    File URL: http://www.sciedu.ca/journal/index.php/ijba/article/view/3304
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. van Wyk, J. & Britz, T.J. & Myburgh, A.S., 2002. "Arguments Supporting Kefir Marketing To The Low-Income Urban African Population In South Africa," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 41(1).
    2. Natalie Ross Adkins & Julie L. Ozanne, 2005. "The Low Literate Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 93-105, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Monica C. LaBarge & Martin Pyle, 2020. "Staying in “the works of living”: How older adults employ marketplace resources to age successfully," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(2), pages 742-774, June.
    2. Alexander P. Henkel & Johannes Boegershausen & Robert Ciuchita & Gaby Odekerken-Schröder, 2017. "Storm after the Quiet: How Marketplace Interactions Shape Consumer Resources in Collective Goal Pursuits," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 26-47.
    3. Nguyen, Hieu P. & Chen, Steven & Mukherjee, Sayantani, 2014. "Reverse stigma in the Freegan community," Journal of Business Research, Elsevier, vol. 67(9), pages 1877-1884.
    4. Sprenger, Julia, 2016. "Explanations or advice: The impact of financial literacy on information acquisition behavior," Ruhr Economic Papers 626, RWI - Leibniz-Institut für Wirtschaftsforschung, Ruhr-University Bochum, TU Dortmund University, University of Duisburg-Essen.
    5. Jae, Haeran & Viswanathan, Madhubalan, 2012. "Effects of pictorial product-warnings on low-literate consumers," Journal of Business Research, Elsevier, vol. 65(12), pages 1674-1682.
    6. Bertrand, Marianne & Shafir, Eldar & Mullainathan, Sendhil, 2006. "Behavioral Economics and Marketing in Aid of Decision Making Among the Poor," Scholarly Articles 2962609, Harvard University Department of Economics.
    7. Viswanathan, Madhu & Sridharan, Srinivas & Ritchie, Robin, 2010. "Understanding consumption and entrepreneurship in subsistence marketplaces," Journal of Business Research, Elsevier, vol. 63(6), pages 570-581, June.
    8. Ronald Paul Hill, 2020. "Freedom of the Will and Consumption Restrictions," Journal of Business Ethics, Springer, vol. 164(2), pages 311-324, June.
    9. Julia Rötzmeier-Keuper, 2020. "Consumer Vulnerability: Overview And Synthesis Of The Current State Of Knowledge And Future Service-Related Research Directions," Working Papers Dissertations 65, Paderborn University, Faculty of Business Administration and Economics.
    10. Fernandes, Josi & Mason, Katy & Chakrabarti, Ronika, 2019. "Managing to make market agencements: The temporally bound elements of stigma in favelas," Journal of Business Research, Elsevier, vol. 95(C), pages 128-142.
    11. Paolo Franco, 2023. "Older consumers and technology: A critical systematic literature review," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 92-121, June.
    12. Shobod Deba Nath & Kazi Md. Jamshed & Javed M. Shaikh, 2022. "The impact of the COVID‐19 pandemic on subsistence consumers' well‐being and coping strategies: Insights from India and Bangladesh," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 180-210, March.
    13. Vikram Kapoor & Russell Belk, 2022. "‘Pressure creates diamonds’/‘fire refines gold’: Conceptualizing coping capital," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 196-215, December.
    14. Nora Moran, 2020. "Illusion of safety: How consumers underestimate manipulation and deception in online (vs. offline) shopping contexts," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(3), pages 890-911, September.
    15. Gillian Kemp & Lynne Eagle, 2008. "Shared meanings or missed opportunities? The implications of functional health literacy for social marketing interventions," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 5(2), pages 117-128, December.
    16. Jane Machin & Natalie Ross Adkins & Christina Chan‐Park & Elizabeth Crosby & Justine Rapp Farrell & Ann M. Mirabito, 2022. "Taming complex problems using the problem‐solution‐impact research process model," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1178-1219, September.
    17. Srinivas Venugopal & Madhubalan Viswanathan, 2015. "Developing Customer Solutions for Subsistence Marketplaces in Emerging Economies: a Bottom–Up 3C (Customer, Community, and Context) Approach," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(4), pages 325-336, December.
    18. Ruvio, Ayalla & Belk, Russell, 2018. "Strategies of the extended self: The role of possessions in transpeople's conflicted selves," Journal of Business Research, Elsevier, vol. 88(C), pages 102-110.
    19. Srinivas Venugopal, 2021. "Envisioning a community‐centric approach to impact assessments in subsistence marketplaces," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 118-133, March.
    20. Beatriz Fernández-Olit & Juan Diego Paredes-Gázquez & Marta de la Cuesta-González, 2018. "Are Social and Financial Exclusion Two Sides of the Same Coin? An Analysis of the Financial Integration of Vulnerable People," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 135(1), pages 245-268, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jfr:ijba11:v:4:y:2013:i:5:p:73-78. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Jenny Zhang (email available below). General contact details of provider: http://ijba.sciedupress.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.