Cost- versus convenience-oriented consumers: Demographic,lifestyle, and value perspectives |
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Authors: | Michelle A Morganosky |
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Abstract: | The demographic, lifestyle, and product value perspectives of convenience-oriented consumers were compared with those of cost-oriented consumers. Findings significant at least at the 0.05 level suggest that convenience-oriented consumers do differ from cost-oriented consumers on demographic, lifestyle, and product value perspectives. Implications for market segmentation and promotional strategies are presented. |
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