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Consumer Behavior Across Literacy and Resource Barriers

Part 3. Consumer Behavior

  1. Madhu Viswanathan

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03058

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Viswanathan, M. 2010. Consumer Behavior Across Literacy and Resource Barriers. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. University of Illinois at Urbana-Champaign, Urbana, IL, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Our understanding of consumer behavior stems largely from studying literate consumers in relatively resource-rich settings. Yet, a sizable proportion of individuals in the United States and even larger proportions around the world live across resource and literacy barriers. This article examines low-literate, low-income consumer behavior in the United States and subsistence consumer behavior in India. Our discussion elaborates on how such consumer behavior is qualitatively different from traditional consumer behavior and what the implications of our insights are for managers and researchers in marketing.

Keywords:

  • low literacy;
  • subsistence consumer behavior;
  • low-literate consumer behavior;
  • bas-of-the-pyramid consumers;
  • poor consumers;
  • impoverished consumers;
  • vulnerable consumers