Premium
Cost‐ versus convenience‐oriented consumers: Demographic, lifestyle, and value perspectives
Author(s) -
Morganosky Michelle A.
Publication year - 1986
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220030104
Subject(s) - product (mathematics) , value (mathematics) , market segmentation , marketing , business , advertising , mathematics , statistics , geometry
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.