Antje Pich Armut, Arbeitslosigkeit und Konsum

About this book

In wealthy developed nations such as Germany poverty cannot be described as extreme poverty. Poverty in such countries can rather be defined as a disadvantaged position in society. Poor households’ consumer behavior seems to be of rather low interest in marketing research; however this group of consumers may not be neglected.

Against this background the author investigated poor and unemployed consumers’ purchasing behavior of FMCGs. It is important to focus on unemployment as it accelerates poverty. The author analyzed the purchasing behavior of unemployed poor compared to employed non-poor. Additionally, the consumer behavior is examined dynamically – before and after a phase of unemployment.

The author answers questions as:

• Do affected households save money?
• If yes, do they reduce their purchase volumes and/or do they show a higher price-orientation?
• Do they prefer more private labels?
• Is there a higher price orientation by frequenting discounters?
• Which role do special offers and promotions play?

The derived working hypotheses do not only refer to behavioral marking research but go far beyond. Empirical depth is guaranteed by an analysis of consumer panel data from GfK Nuremberg. Exciting results allow differentiated conclusions.