The Low-Income Consumer: Adjusting the Balance of Exchange / Edition 1

by Linda F. Alwitt, Thomas Donley

Overview

Product, price, promotion and place: these are the four key areas in which marketing influences consumers. This innovative book takes the stance that poor consumers are distinctly disadvantaged in each of these areas. Documenting the imbalance of the exchange process by describing the business practice of those who market to poor consumers, issues related to basic necessities such as food, housing and transportation are addressed, as well as the consumption of ‘sin' products by poor consumers.

The problems faced by those who target low-income consumers are also examined, including the conflict between sound marketing practices and marginally ethical or unethical applications of those practices. The final section of the book

Product Details

ISBN-13:	9780803972117
Publisher:	SAGE Publications
Publication date:	02/15/1996
Pages:	208
Product dimensions:	6.00(w) x 9.00(h) x (d)

Table of Contents

Introduction
Some Relevant Marketing Concepts
The Definition of Poverty
The Poverty Population
Consumption of Products and Services by the Poor
Financial Management and Money-Saving Techniques
Promotion and Marketing Communications
Price Discrimination and Retail Markets
Conclusions and Implications
Extending the Theory of Marketing Exchange

Editorial Reviews

Scholars of marketing and economics argue that both companies and poor people can benefit from marketing that targets low-income consumers without taking unfair advantage of them. They produce actual figures to dispel many of the stereotypes about the poor and their financial behavior; and explain how they are exploited because of their weak position in market transactions. Paper edition (unseen), $18.95. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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