Behavioural Characteristics and the Marketing Implications of the Low Income Consumers

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.