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1

Jacobs, G., and E. V. D. M. Smit. "Materialism and indebtedness of low income consumers: Evidence from South Africa’s largest credit granting catalogue retailer." South African Journal of Business Management 41, no. 4 (December 31, 2010): 11–33. http://dx.doi.org/10.4102/sajbm.v41i4.527.

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In South Africa, studies have found changes in consumption and credit usage over time to be significant amongst low-income consumers. Yet, there has been limited empirical research on consumer behaviour in South Africa and even less on low-income consumerism. This study, which explores the relationship between materialism and indebtedness among a sample of low-income, instalment paying consumers of South Africa's largest catalogue retailer, aims to augment our understanding of these phenomena, whilst making some international comparisons.The study assesses whether (i) consumers display strong characteristics of materialism and (ii) whether materialism is a significant variable in predicting the consumers‟ propensity for incurring debt. It is concluded that low-income consumers are indeed highly materialistic. The study further suggests the presence of statistically significant relationships between consumers' levels of indebtedness and the demographic variables age and gender. However, materialism and monthly income are not significant in determining a consumer‟s level of indebtedness.While the decision to conduct the study on client data from one particular retailer, limits the extent to which the findings can be generalised to the larger South African population, the results do provide a number of important insights, which contribute to the scant body of literature on low-income consumer behaviour in the RSA.
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Shy, Oz. "Low-income consumers and payment choice." Research in Economics 74, no. 4 (December 2020): 292–300. http://dx.doi.org/10.1016/j.rie.2020.09.001.

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3

Gbadamosi, Ayantunji. "Low‐income consumers' reactions to low‐involvement products." Marketing Intelligence & Planning 27, no. 7 (October 23, 2009): 882–99. http://dx.doi.org/10.1108/02634500911000207.

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PurposeThe purpose of this paper is to explore the attitudes and behaviour of low‐income women consumers in respect of low‐involvement grocery products.Design/methodology/approachOne focus group and 30 in‐depth interviews on the subject‐matter are conducted with low‐income women in Salford (Northwest England). Given the nature of the topic and the target respondents involved, the subjects are recruited through the use of purposive and snowballing sampling methods.FindingsThe findings suggest that low‐income women consumers' purchases of low‐involvement grocery products are based on habit. They do not show strong loyalty to brands of these products, and do not perceive price as an indication of their quality. Their key motivation underlying their purchases of these products is value‐for‐money. Also they are very sensitive to sales promotional stimuli, albeit in varying degrees according to the respective attractiveness of these tools. However, while they indicate a positive attitude towards buy‐one‐get‐one‐free (BOGOF), free samples, discount and coupons, BOGOF stands out as their best preference; but they are not positively inclined towards gifts and competition.Originality/valueThe paper explores the motivation, attitudes and behaviour of a special group of consumers (low‐income women) in respect of low‐involvement grocery products. It indicates the directions of their sensitivity in terms of marketing stimuli. Hence, it will be valuable for marketing decision making towards providing this group of consumers with the utmost satisfaction needed in this increasingly complex marketing environment.
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Basan, Romiel John. "Consumer Preference of Table Banana Quality by Income Groups in the Philippines: Hedonic Price Analysis." Asian Journal of Agriculture and Development 13, no. 2 (December 15, 2016): 21–34. http://dx.doi.org/10.37801/ajad2016.13.2.2.

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Income has been found to be a strong determinant of consumers’ demand for agricultural commodity such as banana, and has been strongly correlated with consumer preference. However, literature on consumer preferences vis-à-vis fruit quality as segmented by income group is lacking. This study aims to determine the table banana preferred by consumers in low-, middle-, and high-income groups and its effect on price. Descriptive statistics and hedonic regression were used to analyze the data. Results revealed that high-income consumers were more discriminating than low- and middle-income consumers in terms of cluster size and fruit length. This means that high-income consumers are willing to pay premium price for banana quality. Consumer under different income class in the society have their own preferences when making purchase decisions with respect to the embodied attributes of banana. A well-informed clientele can be chosen and proper market segmentation and marketing plan can be prepared. Taking into account quality considerations will enable both farmers and traders to further increase their profit.
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K. Abraham. "Priority of Low-Income Consumer Behaviour in Visiting Market Places." Communications on Applied Nonlinear Analysis 31, no. 5s (July 17, 2024): 18–24. http://dx.doi.org/10.52783/cana.v31.996.

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Need of the study: The competition among the marketers is at cutthroat type so, the marketers have to search for new avenues or the new segments for selling their goods and services. The present study will pave the way to the marketers and producers to reach the markets where the low-income consumers are available to purchase the goods and services at their potentiality. Objectives: To find the market places being visited by the low-income consumers. To know the level of consumption expenditure of low-income consumer in a particular market place. To find the market place where the low-income consumer is spending much. Irrespective of their income level, most of the respondents from low-income consumers preferred ‘public distribution shops’ for food provisions whatever was available there. Secondly, they preferred to visit ‘retail shops’, ‘towns’, and ‘district head quarters’ were cited as the third’, ‘vendors’ as the fourth, and lastly ‘other sources’ as their preferred market places, from where they buy their products and services. (Table no: 3). There is relation between literacy level and visiting market place for purchasing goods and services. To say clearly based on their literacy level the low-income consumers market place priority is changing. Based on post hoc test it is found that there exists some similarity in the consumption expenditure of retail shops and district headquarters. But not in the case of public distribution shops. (Table no: 9). Under the keen competition it is suggested to the marketers to provide the necessary goods at Public Distribution Shops to reach the market which they have never met so far.
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Zanini, Marco Tulio, Fernando Filardi, Fábio Villaça, Carmen Migueles, and Aline Menezes Melo. "Shopping streets vs malls: preferences of low-income consumers." Marketing Intelligence & Planning 37, no. 2 (April 1, 2019): 140–53. http://dx.doi.org/10.1108/mip-05-2018-0168.

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PurposeThe purpose of this paper is to identify the attributes of shopping streets and shopping malls that influence the satisfaction and patronage intention of low-income consumers in order to understand the consumers’ preferences when it comes to shopping in these retail agglomerations.Design/methodology/approachThe study is based on quantitative and qualitative research, including in-depth interviews and focus groups with low-income consumers. The research collected data from 396 consumers at 3 retail agglomerations in Rio de Janeiro, Brazil, and used a structured questionnaire to identify 12 attributes as the factors of the agglomerations’ attractiveness.FindingsThe results show that the items “selection” and “value” affect satisfaction and patronage intention at the same intensity in both shopping streets and shopping malls. However, the item “access” proved to be important for shopping malls, and the item “security” proved to be important for shopping streets. The results indicate that shopping streets have a preference for patronage intentions, despite the greater satisfaction generated by shopping malls. In addition, the study looked at consumers’ opinions on these retail agglomerations.Originality/valueThe research findings help to build a conceptual framework on evolved retail agglomerations in comparison to created retail agglomeration, represented by shopping streets and shopping malls, respectively. The findings allow a broader view of low-income consumption, offering insights so entrepreneurs and companies can direct their efforts to better capture value and improve the supply of products and services. Likewise, these findings will help public policy decision-makers to build and provide infrastructure for the preservation of shopping streets, maintaining this option for the consumer.
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Bizarrias, Flavio Santino, Suzanne Strehlau, and Marcelo Moll Brandão. "The moderating role of brands for low income luxury consumers." Independent Journal of Management & Production 8, no. 3 (September 1, 2017): 936. http://dx.doi.org/10.14807/ijmp.v8i3.639.

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The value of luxury is a multidimensional construct that assesses how consumers consider the various dimensions of luxury in their consumption relations. The consumption of luxury is not a trivial activity for most people, but brings a certain fascination and is part of the imaginary of the lower classes in emerging markets. The social identity of these consumers is changing because they aspire a new social position. But luxury consumption hurts the standards of this consumer profile. At the same time the self esteem is observed as an important element of people self-confirmation. For consumers, specifically, self-esteem is an important antecedent of consumption decisions. A sample of low income students was analyzed in this study to describe their relationship with luxury, and its influence on self-esteem when moderated by brand expressiveness. Through structural equation modeling this study found that the expression of the brand moderates the relationship of the value of luxury with self-esteem, allowing consumers of lower classes to observe a significant role of luxury in their lives.
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8

Jaiswal, Anand Kumar, and Pingali Venugopal. "Cavinkare Private Limited: Serving Low Income Consumers." Asian Case Research Journal 12, no. 01 (June 2008): 1–28. http://dx.doi.org/10.1142/s0218927508001047.

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This case deals with the strategies adopted by CavinKare Private Limited to serve the low income consumers in India. Chik brand of CavinKare established its leadership in rural markets and emerged as the second largest selling shampoo brand. The factors contributing to the success of CavinKare were (a) keen understanding of rural markets, (b) focus on innovation, (c) development of affordable products, (d) low cost operations, and (e) extensive distribution and access. The study of CavinKare highlights the business strategies organizations can use for the successful exploitation of opportunities present in the low income markets.
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Okello, JJ, K. Sindi, and J. Low. "Consumer perceptions and demand for biofortified sweet potato-based biscuit: The case of Akarabo golden power biscuit in Rwanda." African Journal of Food, Agriculture, Nutrition and Development 14, no. 63 (May 28, 2014): 8941–55. http://dx.doi.org/10.18697/ajfand.63.13495.

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Certain varieties of sweet potato , especially orange -fleshed, are being promoted as part of the strategy to combat vitamin A deficiency in children and pregnant mothers. However , the consumption of sweet potato is more widespread in rural households where it is mainly boiled or eaten raw. The lack of value addition exclude s majority of urban and higher income consumers who consider sweet potato an inferior product . At the same time low income urban households that would be interested in consuming sweet potatoes are not able to receive regular supplies from the rural producing are as due to perishability and bulkiness of the produce. This study examines consumer perception s and demand for value -added biofortified biscuit derived from the vitamin A-rich orange fleshed sweet potato in Rwanda. Specifically, it assesses consumer perceptions and preference for biofortified biscuit, consumer willingness to pay for biofortified biscuit and consumers ’ rating of the biofortified biscuit. It uses data from 1085 consumers stratified by income level s drawn from consumers in several urban market s of Rwanda . The study finds very favorable rating of the taste, color, packaging, looks, and sweetness for the biofortified biscuit . It also finds higher willingness to pay (WTP) for the biofortified biscuit among consumers from low and low/middle income groups. However, the study finds mixed results of WTP for the biofortifed sweet potato among consumers in the high income neigborhoods. Also, contrary to expectations, t he study finds no evidence that knowledge of vitamin A increases consumer rating for the biofortified biscuit, suggesting that the promotion campaigns did not change the way consumers perceive the biofortified sweet potato , perhaps due to the way the campaign was designed . The study concludes t hat the biofortified biscuit is currently more acceptable among the low and low/middle end income categories probably because of greater promotion at these levels . However , it has a high potential for the high and medium income groups as evident from the high rating it received among these groups . The paper discusses the implications of these findings and suggests a need for more detailed studies and indepth quantitative analysis of consumer perceptions and WTP for orange -fleshed sweet potato .
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Chaparro-Africano, Adriana María, and Juan Diego Garzón-Méndez. "Consumer profile and factors determining the purchase of agroecological products. A case study: UNIMINUTO Agroecological Fair and Minuto de Dios Solidarity Market, Colombia." Agronomía Colombiana 39, no. 2 (May 1, 2021): 265–81. http://dx.doi.org/10.15446/agron.colomb.v39n2.89013.

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This research sought to characterize consumers and consumption in the UNIMINUTO Agroecological Fair and the Minuto de Dios Solidarity Market, which both have a low number of consumers and sales. A survey was designed and implemented through a Google form and in person, between September and October 2019. The total sample was 146 consumers (90% reliability, 5% error). The results were analyzed through descriptive statistics and comparison with other studies. The consumer’s profile is mostly university students of natural sciences, young adults of low and low-middle income strata from small households, and women; the age, gender, and educational level are common features with similar studies. The consumer lacks knowledge about the products, the participatory certification, and pricing, which can be remedied through consumer education. The supply and quality of agroecological products must also be improved.
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11

Mason, Roger Bruce. "Consumer protection awareness in South Africa." World Journal of Retail Business Management 1, no. 1 (2007): 1–31. http://dx.doi.org/10.51415/10321/3358.

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This paper addresses the lack of knowledge about awareness of consumer protection in South Africa, especially amongst disadvantaged consumers. Literature shows that there is a high correlation between the level of economic development and the awareness of consumer rights. The more developed a country is, the more aware its people will be in terms of their consumer rights. The less developed a country is, the lower the level of consumer rights awareness consumers will have. Consumers, like any other citizens of a country, have a right to be protected by the law. Private and nongovernmental organisations and the consumer councils should to ensure that the interests and rights of consumers are well protected. The study involved a literature review and an exploratory empirical study into the effect of income and education on awareness of consumer protection by a sample of Durban consumers. A strong, positive relationship between consumer protection awareness and income and education was found. Recommendations for actions which should improve consumer protection awareness amongst low income, poorly educated consumers, are suggested in, this study, while, further research to develop a deeper understanding of the problem, and are also suggested.
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Castano, Raquel, Gerardo Lozano, Raul Martinez, and Adan Reyes. "Understanding technology adoption processes of Low-Income Consumers." International Journal of Business Competition and Growth 2, no. 1 (2012): 37. http://dx.doi.org/10.1504/ijbcg.2012.044055.

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13

Ramaroson Rakotosamimanana, Vonimihaingo, and Henriëtte L. De Kock. "Sensory studies with low-income, food-insecure consumers." Current Opinion in Food Science 33 (June 2020): 108–14. http://dx.doi.org/10.1016/j.cofs.2020.03.010.

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14

Nunes, Paulo. "Pricing strategy in the context of durable goods monopoly with discrete demand." Ekonomski anali 60, no. 204 (2015): 61–73. http://dx.doi.org/10.2298/eka1504061n.

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Considering a model of discrete demand with two consumers, this article shows that irrespective of the difference between the willingness to pay of consumers with high and low incomes, if interest rates are low, a durable goods monopolist has an advantage in discriminating prices over time. If the difference in willingness to pay is limited and interest rates high, the monopolist has an advantage in setting a price equal to the low-income consumer?s willingness to pay. Finally, in the case of great difference in willingness to pay and high interest rates, the monopolist has an advantage in setting a price equal to the high-income consumer?s willingness to pay, and not selling the durable good to the low-income consumer. The results show that the Coase conjecture can fail if the difference in willingness to pay is great, and interest rates are high.
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Tataw, David B., and Shahrzad Bazargan-Hejazi. "Impact of the Health Services Utilization and Improvement Model (HUIM) on Self Efficacy and Satisfaction among a Head Start Population." Journal of Health and Human Services Administration 33, no. 2 (June 2010): 228–56. http://dx.doi.org/10.1177/107937391003300203.

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The aim of this paper is to evaluate and report the impact of the Health Services Utilization Improvement Model (HUIM) on utilization and satisfaction with care, as well as knowledge regarding prevention, detection, and treatment of asthma, diabetes, tuberculosis, and child injury among low income health services consumers. HUIM outcomes data shows that the coupling of parental education and ecological factors (service linkage and provider orientation) impacts the health services utilization experience of low income consumers evidenced by improved self-efficacy (knowledge and voice), and satisfaction with care from a child's regular provider. Participation in HUIM activities also improved the low income consumer's knowledge of disease identification, self-care and prevention.
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Mulyana, Sambas. "Perbandingan Pola Konsumsi Pangan Hewani antar Tiga Strata Pendapatan Rumah Tangga (Kasus pada Rumah Tangga Konsumen di Kecamatan Telanaipura, Jambi)." Jurnal Ilmiah Ilmu-Ilmu Peternakan 13, no. 5 (February 1, 2010): 240–44. http://dx.doi.org/10.22437/jiiip.v0i0.76.

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The goal of this research is to assess the consumptive pattern on animal origin food of consumers household in Kecamatan Telanaipura, Municipal of Jambi. Method of research conducted by survey. Thirty of consumers household was selected through stratified sampling based on three strata of household income : low income, middle income and high income. Data collected was data primer and secunder. Data analysed by descriptive method and One-Way Anova. The study indicated that there is different consumptive pattern on animal origin food of household consumer from three strata of income.
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Steenhuis, Ingrid HM, Wilma E. Waterlander, and Anika de Mul. "Consumer food choices: the role of price and pricing strategies." Public Health Nutrition 14, no. 12 (July 14, 2011): 2220–26. http://dx.doi.org/10.1017/s1368980011001637.

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AbstractObjectiveTo study differences in the role of price and value in food choice between low-income and higher-income consumers and to study the perception of consumers about pricing strategies that are of relevance during grocery shopping.DesignA cross-sectional study was conducted using structured, written questionnaires. Food choice motives as well as price perceptions and opinion on pricing strategies were measured.SettingThe study was carried out in point-of-purchase settings, i.e. supermarkets, fast-food restaurants and sports canteens.SubjectsAdults (n 159) visiting a point-of-purchase setting were included.ResultsPrice is an important factor in food choice, especially for low-income consumers. Low-income consumers were significantly more conscious of value and price than higher-income consumers. The most attractive strategies, according to the consumers, were discounting healthy food more often and applying a lower VAT (Value Added Tax) rate on healthy food. Low-income consumers differ in their preferences for pricing strategies.ConclusionsSince price is more important for low-income consumers we recommend mainly focusing on their preferences and needs.
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Liu, Xiaolin, Lingling Xu, Dian Zhu, and Linhai Wu. "Consumers’ WTP for certified traceable tea in China." British Food Journal 117, no. 5 (May 5, 2015): 1440–52. http://dx.doi.org/10.1108/bfj-08-2014-0295.

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Purpose – The purpose of this paper is to examine consumer attitudes toward and willingness to pay (WTP) for traceability of tea in China. Design/methodology/approach – The authors used the payment card method to elicit WTP for certified traceable tea and logistic regression model to analyze the factors that affected consumers’ WTP. Findings – The results revealed that most consumers in China were concerned over tea safety; however, their WTP for certified traceable tea was limited. Only income and the degree of concern over tea safety affected the consumer’s WTP for certified traceable tea greatly. When it came to consumers’ WTP a positive price premium, income level, education, and attitude toward traceability of tea significantly influenced the actual premium consumers were willing to pay. Practical implications – The Chinese government and tea producers should pay attention when implementing tea traceability system. First, raising the consumers’ income contributes to the premiums that consumers are willing to pay for certified traceable tea. Second, social groups, consumer organizations and tea producers should popularize knowledge of tea traceability. Third, given the low price premiums that consumers are willing to pay, the establishment of viable traceability of tea in China requires the producers and the government to bear some of the cost associated with the implementation of this system. Originality/value – In past studies on WTP for certified traceable food, the study is focussed on meat in developed countries, and the research has expanded range of study, by conducting a survey in China to determine consumers’ WTP for certified traceable tea, and by empirically examining the main factors that influence the willingness of consumers to pay a price premium for certified traceable tea, as well as the premium that these consumers are willing to pay.
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Pizzagalli, Lisa, Akshit Sharma, and Dana-Nicoleta Lascu. "Marketing at the Bottom of the Pyramid: Serving, and in the Service of Low-Income Consumers." Innovative Marketing 14, no. 2 (August 14, 2018): 35–40. http://dx.doi.org/10.21511/im.14(2).2018.04.

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Most academic studies in marketing have focused on advanced economies and fast-developing, large emerging markets (Sharma & Lascu, 2018). Until recently, only a few marketing studies have addressed subsistence markets; yet, there are over 4 billion bottom-of-the-pyramid (BOP) consumers living below less than 1.25 dollars a day in underserved areas worldwide (Kaplinsky, 2011; Sharma & Lascu, 2018). The present study attempts to bridge the gap in the literature by providing a comprehensive review of the theory and practice addressing the subject of marketing at the bottom of the pyramid, focusing on marketing approaches to BOP consumers that both efficiently sell products to this market and enrich their quality of life. The study suggests that selling products to the bottom of the pyramid may be profitable, but companies must be creative in their approach to formulating marketing strategies in order to engage BOP consumers and earn a profit. Marketers should also cater to BOP consumers’ needs in order to foster strong and enduring relationships.
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Matos, Celso Augusto de, Valter Vieira, Katia Bonfanti, and Frederike Monika Budiner Mette. "Antecedents of indebtedness for low-income consumers: the mediating role of materialism." Journal of Consumer Marketing 36, no. 1 (January 14, 2019): 92–101. http://dx.doi.org/10.1108/jcm-09-2017-2352.

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PurposeThe purpose of this is to propose a model in which materialism is a mediator of the effects of self-esteem, impulsiveness, attitude toward debt, attitude toward credit card and economic vulnerability on consumer indebtedness. The effects of financial knowledge, financial ability, credit card use and demographic variables are also taken into account.Design/methodology/approachSurvey data from a sample of 1,245 low-income consumers from Brazil were used to test the hypotheses using structural equation modeling.FindingsFirst, materialism has a significant effect on consumer indebtedness; at the same time, it is influenced by self-esteem, impulsiveness and attitude toward debt. Second, materialism acts as a mediator, e.g. higher impulsiveness triggers materialism, which influences debt level. Third, indebtedness is higher for women and those who use a higher number of credit cards and are more educated.Social implicationsFinancial education programs should work to increase individual’s perceived ability to manage money, as the individuals who feel less able to manage their personal finances alone (i.e. lower financial ability) presented higher indebtedness.Originality/valueThis study investigates consumer indebtedness by addressing factors that have been analyzed independently in the literature. The research combines psychological, financial and economic factors with credit card use and demographic variables to explain consumer indebtedness. Moreover, the study supports the mediating role of materialism for the antecedents of consumer indebtedness, e.g. impulsiveness and attitude toward debt.
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Kim, GwanSeon, Jun Seok, and Tyler Mark. "New Market Opportunities and Consumer Heterogeneity in the U.S. Organic Food Market." Sustainability 10, no. 9 (September 4, 2018): 3166. http://dx.doi.org/10.3390/su10093166.

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This paper investigates what factors and characteristics of organic consumers affect annual organic food expenditure by using Nielsen’s consumer panel dataset from 2010 to 2014. To be specific, this paper explores new marketing opportunities by investigating organic consumer heterogeneity in different household income levels by utilizing the multilevel model. Findings in this study will contribute to the previous and existing literature in three-folds. First, we find that the organic consumers are more heterogeneous in the high-level of income groups (approximately above $60,000), as well as the low-income households between $35,000 and $45,000. This finding demonstrates that the income levels above $60,000 and around $40,000 have potential market segmentation. Second, we find that that annual organic expenditure is positively associated with consumers who consecutively repurchase organic food products compared to irregular organic consumers, supporting a different level of satisfaction. Third, we find that USDA organic labeling has a positive effect on annual organic expenditure compared to the organic labeling certified by private companies, implying the importance of credibility for the organic labeling.
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Howell, Rachel, Kinsuk Mani Sinha, Natascha Wagner, Neelke Doorn, and Cees van Beers. "Consumption of Bottled Water at the Bottom of the Pyramid: Who Purchases First?" Journal of Macromarketing 40, no. 1 (August 20, 2019): 31–50. http://dx.doi.org/10.1177/0276146719866890.

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While consumer and marketing research in developed markets is an established field, research on consumers in an Bottom of the Pyramid (BoP) setting is less established and mostly conceptual or qualitative. This paper examines the individual heterogeneity and the local context of BoP consumers with an empirical study on consumption of low cost bottled water on the Kenyan coast and the capitals of Uganda and Rwanda. The empirical analysis builds on existing research exploring consumer behavior, and it studies a database of 713 bottled water consumers in Kenya, Uganda and Rwanda. Consumers with a higher level of education were less likely to be late consumers. Additionally, early consumers were more likely to purchase due to a purposeful search for a bottled drinking water solution. Since we control for location specific effects we highlight the importance of supply driven consumption in the BoP market. Furthermore, the results suggest that the two water companies may not be reaching their targeted low-income consumers but rather middle class consumers. The research contributes to the larger BoP debate by presenting evidence that consumers in a BoP setting may purchase more on the basis of supply of a product rather than other socio-demographic factors such as income.
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Arısoy, Hasan, and Zeki Bayramoğlu. "Consumers’ Determination of Red Meat and Meat Products Purchase Behaviour – City of Ankara Sample." Turkish Journal of Agriculture - Food Science and Technology 3, no. 1 (August 6, 2014): 28. http://dx.doi.org/10.24925/turjaf.v3i1.28-34.168.

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Nowadays, meat consuming level is an indicator of development of countries. The reason for this is the importance of animal proteins such as meat, milk and egg in human nutrition. People in Turkey do not get enough animal protein. Increase of meat and meat related product prices is effective on this. The purpose of this study is to bring up the purchase and consume behavior of consumers. Surveys completed in urban areas around city of Ankara are used primarily. Using Main Mass Ratio Based Simple Occurrence Probability Sampling method 338 families were interviewed. Completed surveys were separated into 3 groups; high, middle, low. As a result of the research, expense for food in total income is around %34. This ratio for families with low income is %53, for families with middle income is %35 and for families with high income is %33. It is found that as income levels of consumers raised, food expenses raise as well. But it shows that as income level increases, expense ratio for food decreases. Food reliability is the most effective factor on consumers’ decision of purchase. Studies show doubts of consumers about food reliability. It is understood that legal adjustments are not applied enough. Especially tight food inspections would be positive on consumer behavior.
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Hui, Jianguo, Patricia E. McLean-Meyinsse, and Dewitt Jones. "An Empirical Investigation of Importance Ratings of Meat Attributes by Louisiana and Texas Consumers." Journal of Agricultural and Applied Economics 27, no. 2 (December 1995): 636–43. http://dx.doi.org/10.1017/s1074070800028650.

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AbstractThis study provides an empirical investigation of how consumers rate meat attributes. Results show an importance order for 12 selected meat attributes and reveal some relationships between the importance ratings and consumer's demographic or socioeconomic characteristics. The findings suggest that (1) the meat marketing strategy should focus on freshness, taste, and appearance; (2) nutritional attributes have become important factors in the meat purchasing decision of female, educated, and married consumers; (3) older, married, low-income, or non-white consumers still remain price conscious; and (4) USDA label has become an important symbol of meat quality and safety to older, female, Baptist, and high-income consumers.
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Ayoker, Lam Bukeje. "The Role of Consumer Behavior in Marketing." IJRDO - Journal of Business Management 7, no. 12 (December 23, 2021): 13–57. http://dx.doi.org/10.53555/bm.v7i12.4729.

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This research paper was carried out to investigate the role of consumer behavior in marketing. Aims of the study are to find the role of consumer behavior in marketing and problems facing the consumer behavior in South Sudan. Researcher used qualitative and quantitative methods for collected data and data was analyzed by statistical package for social science (SPSS). Key findings: the study revealed that the consumer behavior is important in marketing, marketing making customer aware, motivation is the primary drive to purchase decision, cultural factors have strong influence on consumer buyer behavior, marketing plays an important role in economic development, consumer behavior has an important role in improving the standards of living people, respondents agreed that advertisement helps promote new products in the market. In South Sudan there is no consumer behavior protection law. Major recommendations: the researcher has reached to a numbers of important recommendations: government should introduce laws for protection of the consumer’s right, government should increase the income of the workers to improve their living life, the government should stabilize the market prices or reduce taxes rate, and government should provide standard of quality directorate with standard lab for quality. Conclusion: the challenges that are facing consumer behavior in South Sudan includes of factors such as, low supply of goods and services, instability of prices and market fluctuation , low income of the consumer, lack of knowledge to meet the consumers needs and wants, lack of market research, social factors play an essential role in influencing the buying decision of consumers, the most important role of marketers in making a product successful is to meet consumer needs, Information helps in understanding the behavior of the consumers.
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Carpenter, G. "Making markets work for clean water." Water Science and Technology 47, no. 6 (March 1, 2003): 97–102. http://dx.doi.org/10.2166/wst.2003.0367.

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Part of the solution to close the gap to meet the UN Millennium safe water goal lies in the domestic consumer marketplace. Multinational corporations must design products for low income consumers to deliver clean water at a household level. The future of business is linked to improving the lives of developing country consumers and to the improved economic status of those consumers.
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Yıldız, Atila, and Asuman Arslan Duru. "Etlik Piliç Yetiştiriciliğinin Geliştirilmesi Açısından Tavuk Eti Tüketim Alışkanlıklarının İncelenmesi: Uşak İli Örneği." Turkish Journal of Agriculture - Food Science and Technology 7, no. 6 (June 25, 2019): 833. http://dx.doi.org/10.24925/turjaf.v7i6.833-839.2180.

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This study is consisted of data obtained from the survey conducted with 400 consumers in Uşak province urban area. As a result of the analysis, the average amount of annual per capita chicken meat consumed was calculated as 13.64 kg. The average amount of consumption increases due to the increase in income level. 39.2% of the consumers (consume chicken meat once a week. However, nearly half of consumers (41.7%) consume chicken meat, this is one third in total meat consumption. This ratio is changing according to income groups. Consumers supply chicken meat from vendors, grocery stores and groceries. The main reason for consumption of chicken meat for consumers; low price, easy to find on the market and healthy. Nearly half (42.5%) of the consumers prefer whole chick. The percentage of those consumed in the chicken meat consumed by the consumers is very low. Factors that are effective on consumers preferences for chicken meat; the freshness of the product, the price, the type of packaging, the quality, the producer company, the advertisement of the product, the taste of the consumer and the date of manufacture of the product. According to consumer preference (but, baguette, chest, wings etc.) processed products can be prepared according to the grill or other purposes and presented to the consumer. As consumers are prepared to extra payment for organic (ecological) food products, the farmers can be guided by incentives to organic poultry breeding systems.
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Mamani Escobar, Brenda, Luis Sandoval, Marco A. Palma, Carlos Carpio, and Manuel D. Garcia. "Coffee sustainability attributes in developing countries: the Honduran domestic coffee market." International Food and Agribusiness Management Review 26, no. 4 (November 24, 2023): 673–89. http://dx.doi.org/10.22434/ifamr2022.0126.

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Abstract Consumers are becoming increasingly concerned about the sustainability of their purchases. The coffee industry has been a leader in developing initiatives that promote the adoption of sustainable practices along the value chain. Labels on coffee packages that denote sustainable attributes are intended to inform the consumer and encourage sustainable consumption. The main objective of this study was to analyze consumers’ knowledge of, and preference for sustainable labels (Fairtrade, Organic USDA, Rain Forest Alliance, and 4C) on coffee in Honduras, a developing low-income and high-quality coffee exporting country. The study also evaluated the consumer’s visual attention to sustainable coffee labels. Data were collected using a questionnaire (including a choice experiment) from a sample of 450 consumers, as well as eye-tracking technology (a subsample of 65 consumers). Although Honduran coffee consumers have low levels of familiarity and knowledge about sustainable labels, they are willing to pay premiums for coffee with these labels (10% to 27% relative to average prices). Consumers pay more attention to the Organic USDA label, which is also the label with the highest willingness to pay value. Overall, the study’s results indicate that there is a domestic market for coffee produced sustainably in Honduras.
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Agarwal, Sumit, and Wenlan Qian. "Consumption and Debt Response to Unanticipated Income Shocks: Evidence from a Natural Experiment in Singapore." American Economic Review 104, no. 12 (December 1, 2014): 4205–30. http://dx.doi.org/10.1257/aer.104.12.4205.

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This paper uses a unique panel dataset of consumer financial transactions to study how consumers respond to an exogenous unanticipated income shock. Consumption rose significantly after the fiscal policy announcement: during the ten subsequent months, for each $1 received, consumers on average spent $0.80. We find a strong announcement effect—19 percent of the response occurs during the first two-month announcement period via credit cards. Subsequently, consumers switched to debit cards after disbursement before finally increasing spending on credit cards in the later months. Consumers with low liquid assets or with low credit card limit experienced stronger consumption responses. (JEL D12, D14, E21)
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Goldin, Jacob, and Tatiana Homonoff. "Smoke Gets in Your Eyes: Cigarette Tax Salience and Regressivity." American Economic Journal: Economic Policy 5, no. 1 (February 1, 2013): 302–36. http://dx.doi.org/10.1257/pol.5.1.302.

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Recent evidence suggests consumers pay less attention to commodity taxes levied at the register than to taxes included in a good's posted price. If this attention gap is larger for high-income consumers than for low-income consumers, policymakers can manipulate a tax's regressivity by altering the fraction of the tax imposed at the register. We investigate income differences in attentiveness to cigarette taxes, exploiting state and time variation in cigarette excise and sales tax rates. Whereas all consumers respond to taxes that appear in cigarettes' posted price, our results suggest that only low-income consumers respond to taxes levied at the register. (JEL D12, H22, H25, H71, L66)
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Chipp, Kerry, E. Patricia Williams, and Adam Lindgreen. "Value-in-acquisition: an institutional view." European Journal of Marketing 53, no. 11 (November 11, 2019): 2373–96. http://dx.doi.org/10.1108/ejm-11-2017-0910.

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Purpose By combining consumer culture theory and service dominant logic, this study proposes that value might be understood as value-in-acquisition, such that value outcomes result from the acquisition process in which broader social forces shape the exchange process. Design/methodology/approach This study addresses low-income consumers, for whom societal arrangements strongly determine service interactions. Qualitative interviews reveal service value processes and outcomes for low-income consumers during acquisition processes. Findings For low-income consumers, inclusion, status, resource access and emotional relief represent key value outcomes. Important value processes shape those value outcomes, reflecting broader societal arrangements at macro, meso and micro levels. Marketing constitutes an institutional arrangement that establishes an empowered “consumer” role. Value processes are hindered if consumers sense that their agency in this role is diminished, because marketing interactions give precedence to other social roles. Research limitations/implications Marketing should be studied as an institutional arrangement that shapes value creation processes during acquisition. Micro-level value processes have important implications for service quality and service value. Value outcomes thus might be designed in the acquisition process, not just for the offering. Practical implications The acquisition process for any good or service should be designed with its own value proposition, separate to the core product or service. Careful design of value processes during acquisition could mitigate conflict between social roles and those of consumption. Originality/value There is value in the acquisition process, independent of the value embedded in the goods and services.
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Monteiro, Maria Lúcia G., Rosires Deliza, Eliane T. Mársico, Marcela de Alcantara, Isabele P. L. de Castro, and Carlos A. Conte-Junior. "What Do Consumers Think About Foods Processed by Ultraviolet Radiation and Ultrasound?" Foods 11, no. 3 (February 1, 2022): 434. http://dx.doi.org/10.3390/foods11030434.

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This study aimed to investigate Brazilian consumers’ perception concerning foods processed by ultraviolet (UV) radiation and ultrasound (US) and define consumer segments considering their socioeconomic characteristics and eating habits towards industrialized products through free word association tasks answered by 1004 participants via an online platform. UV- and US-treated foods were more frequently related to unfamiliar words/terms (21.51 and 36.95%) and negative associations (36.25 and 26.70%) than positive ones (29.89 and 24.20%), respectively. Unfamiliarity and health risk concerns were more reported for US-treated foods by women aged 18–25 and ≥46 with low income, and low and frequent industrialized products consumption, as well as for UV-treated foods by consumers ≤35 years old with low and medium income, and low and frequent industrialized products consumption. This indicates that more clear and trustworthy information is needed before introducing these products in the Brazilian market, mainly for potential target consumer groups identified in this study.
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Geng, Ning, Zengjin Liu, Xibing Han, and Xiaoyu Zhang. "Influencing Factors and Group Differences of Urban Consumers’ Willingness to Pay for Low-Carbon Agricultural Products in China." International Journal of Environmental Research and Public Health 20, no. 1 (December 26, 2022): 358. http://dx.doi.org/10.3390/ijerph20010358.

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Developing low-carbon agriculture has become a development goal for low-carbon economies in various countries, and consumers’ awareness and willingness to pay (WTP) for low-carbon agricultural products is an important link in achieving the sustainable development of low-carbon agriculture. The theory of planned behavior is a widely used framework to explain consumers’ food choices. Considering the intrinsic norms of consumers, their perceptions of low-carbon agricultural products, and shifts in consumer behavior, our study adds the influence of environmental awareness and consumer preferences to the theoretical framework of analysis. We choose the contingent valuing method (CVM) and use 532 consumer questionnaires in Shanghai to validate Chinese urban consumers’ WTP for low-carbon products and its influencing factors. The findings show that Chinese urban consumers have a high overall awareness of low-carbon agricultural products and, after strengthening the conceptual information of consumers, most consumers agree that low-carbon vegetables are more conducive to ecological environment protection, quality, and safety guarantees than conventional vegetables. The existing analysis showed that some variables such as bid price, behavioral attitudes, subjective norms, and consumption preferences significantly influenced consumers’ willingness to pay for low-carbon leafy greens, while the effect of the environmental awareness variable was not significant. Further research found that consumers’ WTP for low-carbon leafy greens showed significant group differences across income, gender, age, and education. Therefore, to promote the consumption of low-carbon agricultural products in China, we should attach importance to the publicity and guidance of low-carbon vegetables and strengthen the certification of low-carbon vegetable products. This study can provide policy reference for reasonably regulating and subdividing China’s low-carbon agricultural products market.
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Sharma, Tejinder, and PREETI DEVI. "Adoption of Insurance Products among Low-income Consumers (Subsistence Marketplaces)." International Journal of Business Excellence 1, no. 1 (2022): 1. http://dx.doi.org/10.1504/ijbex.2022.10047813.

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35

Forrer, Donald A., Jacob Boudreau, Elizabeth Boudreau, Sheronia Garcia, Christopher Nugent, Dean Allen, and Alexis C. Lubin. "The Effects Of Water Utility Pricing On Low Income Consumers." Journal of International Energy Policy (JIEP) 5, no. 1 (November 28, 2016): 9–18. http://dx.doi.org/10.19030/jiep.v5i1.9839.

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This study reviews ten water utilities in Florida utilizing current pricing models to determine how municipal utilities approach affordability. Water is no longer a commodity that can be taken for granted as the effects on the family budget has risen considerably in the past couple of decades. Increasing costs in capital, debt, personnel, chemicals, retrieval, and production have dramatically increased the price of water. Municipalities are faced with diminishing resources, escalating costs, and the need to consider those less fortunate when determining utility pricing. This research reviews programs available to utilities to offset the effect on capital requirements if municipalities adapt a low income friendly pricing model. Ten Florida municipalities are examined utilizing data from the 2012 Water and Wastewater Rate Study conducted for the American Water Works Association. Additionally, affordability programs for all ten municipalities are reviewed.
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36

Kamran, Sohail, and Outi Uusitalo. "Banks’ unfairness and the vulnerability of low-income unbanked consumers." Service Industries Journal 39, no. 1 (February 13, 2018): 65–85. http://dx.doi.org/10.1080/02642069.2018.1436704.

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37

Metzgar, Matthew, Todd C. Rideout, Maelan Fontes-Villalba, and Remko S. Kuipers. "The feasibility of a Paleolithic diet for low-income consumers." Nutrition Research 31, no. 6 (June 2011): 444–51. http://dx.doi.org/10.1016/j.nutres.2011.05.008.

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38

Bednar, C., J. Kwon, M. Baker, and L. Kennon. "SURVEY OF FOOD SAFETY EDUCATION NEEDS FOR LOW-INCOME CONSUMERS." Journal of the American Dietetic Association 103 (September 2003): 111–12. http://dx.doi.org/10.1016/s0002-8223(08)70179-2.

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39

Pels, Jaqueline, and Jagdish N. Sheth. "Business models to serve low-income consumers in emerging markets." Marketing Theory 17, no. 3 (April 11, 2017): 373–91. http://dx.doi.org/10.1177/1470593117704262.

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40

Singh, Amanpreet, and Lalit Mohan Kathuria. "Understanding drivers of branded food choice among low-income consumers." Food Quality and Preference 52 (September 2016): 52–61. http://dx.doi.org/10.1016/j.foodqual.2016.03.013.

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41

Arunachalam, S., S. Cem Bahadir, Sundar G. Bharadwaj, and Rodrigo Guesalaga. "New product introductions for low-income consumers in emerging markets." Journal of the Academy of Marketing Science 48, no. 5 (April 27, 2019): 914–40. http://dx.doi.org/10.1007/s11747-019-00648-8.

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42

Bartkova, Lucia, and Mária Sirotiaková. "Dual quality and its influence on consumer behaviour according to the income." SHS Web of Conferences 92 (2021): 06001. http://dx.doi.org/10.1051/shsconf/20219206001.

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Research background: Dual quality occurred in natural way after fall of Communism. Global producers from Western countries had to adapt formulas and composition of their products to living standards in countries of former soviet bloc. Purpose of the article: But present situation is different, living standards equalize, people travel, they purposely buy abroad, and they discover that international goods known from home shops have different attributes – composition, colour, aroma or density of product – in the same or very similar package in foreign countries. In Slovak Republic, there was missing a research of consumers´ opinions in context of dual quality as global problem. Methods: We conducted such research by questionnaire method on the sample of 987 Slovak respondents. Because dual quality is connected to many goods and besides different attributes also price is different many times, we were interested how is this problem perceived by consumers with different income. We divided respondents in our research into three groups according to the monthly income of household: low, middle and high income. Findings & Value added: According to the results, consumers with high income perceive problem of dual quality more, they are more interested to be informed about this problem and they are also more willing to share their own experiences with dual quality. On the other side, consumers with low income more changed their consumer behaviour due to information about dual quality. This article brings results of unique research and brings proposals for improving of the situation about dual quality in Slovakia with respect to incomes of consumers.
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43

K. Abraham. "“Are All Low-Income Consumers are Stereotype in Respect of Their Consumption Expendituere on Various Items?” A Comparative Study." Communications on Applied Nonlinear Analysis 31, no. 5s (July 17, 2024): 12–17. http://dx.doi.org/10.52783/cana.v31.995.

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Low-income consumers are the people who leads their life by satisfying their essential needs with their limited resources. Majority of the Indian population more or less related to this category, that’s why the present study has been taken up in the selected area. To find out the average consumption expenditure of low-income consumers in the proposed study area. The objectives of the study are to know the pattern of consumption expenditure of low-income consumers on different items and to know the variation in the consumption expenditure of low-income consumers on essential commodities, durable goods and non-durable goods. The other objectives are to know the difference in the consumption expenditure of low-income consumers in respect of their literacy level and employment. In this regard the hypotheses are Ho: There is no difference in the average consumption expenditure of essential commodities and the average consumption expenditure of durable and non-durable goods. Ho2: The average consumption expenditure on essential commodities is same as durable goods. H03: The average consumption expenditure on durable goods is same as non-durable goods etc. Multi stage disproportionate non-random sampling technique was employed for selecting the sample in the proposed study area. Out of four districts in the Rayalaseema region of Andhra Pradesh we have selected two districts that is Kadapa and Chittoor. Five families each were selected from 50 mandal of Kadapa district. And out of 50 mandals of Chittoor district we have selected five families from each mandal. Hence, altogether it becomes 500 families for the present study. One-way Anova post hoc test multiple comparisons and two - way Anova Univariate, Mean and Standard deviation were used in the present study. The low-income consumers’ consumption expenditure is not the same in respect of all the items that is their average consumption expenditure on essential commodities is different from durable and non- durable goods. In the present study it is clear that the low-income consumers’ consumption expenditure on essential commodities is high next followed by durable goods and non-durable goods. It is suggested that the producers and marketers have to concentrate on essential commodities where they can encash the demand of the low-income consumers.
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Dombrowski, Rachael D., and Michele A. Kelley. "Corner Store Owners as Health Promotion Agents in Low-Income Communities." Health Education & Behavior 46, no. 6 (September 6, 2019): 905–15. http://dx.doi.org/10.1177/1090198119867735.

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Reports of small business owner motivations for participation in health promotion interventions are rarely reported in the literature, particularly in relation to healthy eating interventions. This study explicates and defines the development of healthy corner stores as community-based enterprises (CBEs) within eight low-income, suburban communities. CBEs are defined as community-oriented small businesses with a common goal to improve population health. The corner stores assessed in this study were participants in Healthy HotSpot (HH), a corner store initiative of the Cook County Department of Public Health. To determine store alignment with the CBE construct, a case study design was used for qualitative inquiry. Participant narratives from store owners ( n = 21), community-based organizations (CBOs; n = 8) and consumer focus groups ( n = 51) were analyzed using an iterative process to determine how store owners aligned with the CBE construct, and how this influenced continuation of health promotion activities. Several key factors influenced the strength of store owners’ alignment with the CBE construct. They included the following: (a) shared ethno-cultural identities and residential area as consumers; (b) positive, trustworthy relationships with consumers; (c) store owners valuing and prioritizing community health, often over profits; and (d) collaboration with a highly engaged CBO in the HH project. Results can assist in theory development and intervention design in working with corner store owners, and other small business owners, as health promotion agents to improve and sustain health outcomes and help ensure the economic vitality of low-income communities.
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Veloso,, Merlita, and Jose Alkuino. "Demand for Sweetpotato Quality Using the Hedonic Price Model in Northwestern Leyte." Science and Humanities Journal 3, no. 1 (November 30, 2003): 1–15. http://dx.doi.org/10.47773/shj.1998.031.1.

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Research conducted to estimate implicit prices of sweetpotato using the Hedonic Price Model revealed that consumers attach economic importance to sweetpotato quality. Both urban and rural consumers were responsive to changes in quality characteristics. The price paid by rural consumers is affected significantly by age of consumers and quality charactersitics such as color, shape and starch content. The price paid by urban consumers is strongly influenced by color, shape, protien, starch, sugar and fiber content of sweetpotatoes. Among income classes, low income consumers were more discriminating than high-income consumers.
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46

Chuanmin, S., Y. Xiaomin, Z. Yukun, S. Chuanxi, and D. Penghui. "Consumer behavior on low-carbon agri-food purchase: a carbon labeling experimental study in China." Agricultural Economics (Zemědělská ekonomika) 60, No. 3 (March 27, 2014): 133–46. http://dx.doi.org/10.17221/20/2013-agricecon.

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By adopting the scenario experimental methodology of carbon labelling on agri-food products, coupled with 873 questionnaires collected from six cities in China, we made a statistical analysis of different types of consumers’ behaviour on the low-carbon agri-food purchase by using the SPSS software. The results indicate that: (1) there are great differences of the low-carbon purchasing behaviour between different types of consumers: male groups at young and middle-aged, especially those who are highly educated and better paid in economically developed areas, have strong low-carbon product purchasing powers; (2) consumers’ low-carbon purchasing behaviour is highly correlated with their preference for low-carbon products; (3) young consumers and some of the high-income consumers have a weak environmental consciousness and; (4) consumer’s perception on government policies and the implementing efficiency shows a positive moderating effect on the consumers’ low-carbon purchasing behaviour. Finally, we proposed policy recommendations accordingly based on the findings of this study for further facilitating low-carbon consumption in China.  
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Rokhim, Rofikoh, Ruri Eka Fauziah Nasution, and Melia Retno Astrini. "The Good Practice in Marketing Microinsurance Product : Evidence from Indonesia." International Review of Financial Consumers 2, No. 1 Apr 2017 (April 1, 2017): 73–88. http://dx.doi.org/10.36544/irfc.2017.1-6.

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The purpose of this study is to investigate the good practice of the microinsurance industry in Indonesia, using a case study of three microinsurance providers, namely Allianz, Prudential, and Asuransi Central Asia (ACA). In addition, this study also aims to analyze the challenges, of the microinsurance industry in Indonesia. Results from this study reveal that despite the large market potential for microinsurance in Indonesia, there are challenges that should be addressed, to boost the growth of the microinsurance industry in Indonesia. To respond to this challenge, attention should be focused on consumer protection, and consumer appeal aspects. From the three microinsurance providers discussed in this study, viable approaches to implement when competing in the microinsurance market in Indonesia, including market research to understand the behavior of low-income consumers, the extensive distribution of partners, consumer education practices, and corporate values that demonstrate the dedication of the company, to serve low-income consumers.
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Alcantara da Silva Neto, Waldemiro, Mauricio Vaz Lobo Bittencourt, and Sandro Eduardo Monsueto. "Addressing low-quality electricity service for low-income consumers: Empirical evidence from Brazil." Utilities Policy 88 (June 2024): 101760. http://dx.doi.org/10.1016/j.jup.2024.101760.

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49

Ji, Jeong Hun, and Sang Hyeon Lee. "The Effect of Food Safety Incidents Experience on the Probability of Purchasing GAP-certified Agricultural Products." Korean Agricultural Economics Association 63, no. 4 (December 30, 2022): 67–84. http://dx.doi.org/10.24997/kjae.2022.63.4.67.

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Consumers’ perception of food safety can be influenced not only by the information but also by relevant experiences. Nevertheless, only a few studies have investigated how consumer experiences affect food safety consumption behavior. This study analyzes whether consumers’ negative experience(incidents) regarding food safety impacts their probability of purchasing Good Agricultural Practices (GAP) certified agricultural products. The Consumer Behavior Survey for Food Data of the Korea Rural Economic Institute was used for empirical analysis. The results showed that consumers who experienced food safety incidents are more likely to purchase GAP agricultural products than those who did not. However, the GAP agricultural product consumption behaviors of elderly consumers and low-income consumers did not change noticeably even after they experienced food safety incidents.
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Antinienė, Dalia, Beata Šeinauskienė, Ausra Rutelione, Shahrokh Nikou, and Rosita Lekavičienė. "Do Demographics Matter in Consumer Materialism?" Engineering Economics 32, no. 4 (October 28, 2021): 296–312. http://dx.doi.org/10.5755/j01.ee.32.4.28717.

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This paper aims to investigate the effects of personal characteristics such as gender, income, education and age on consumer materialism. Research hypotheses are based on both existing marketing literature and an additional integration of gender studies literature in order to further the study of materialism. By using random sampling and surveying 1000 respondents living across different regions in Lithuania, the results show significant differences along gender, age, self-perceived relative income and education in terms of consumers’ materialistic dispositions. The study confirms that younger consumers are more inclined to materialistic values than older ones. Women differ from men on materialism centrality, as well as happiness and success measures. Regarding consumers’ self-perceived relative income, Lithuanians with low income are more prone to aspire to material possessions. Furthermore, research indicates higher rates of consumer materialism to appear among less educated individuals. This is one of the first representative studies in Lithuania revealing what effects different demographic consumer characteristics have on materialistic behaviour. Our findings have some practical implications; for example, they show that vulnerable segments of the population are more susceptible to materialism, necessitating educational policies to reduce such behavior and encourage a more responsible approach. As a result, these educational programs should be tailored to these individuals, with a greater emphasis on the risks associated with overconsumption.
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