Consumer Behavior Across Literacy and Resource Barriers
Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Viswanathan, M. 2010. Consumer Behavior Across Literacy and Resource Barriers. Wiley International Encyclopedia of Marketing. 3.
- Published Online: 15 DEC 2010
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.
- low literacy;
- subsistence consumer behavior;
- low-literate consumer behavior;
- bas-of-the-pyramid consumers;
- poor consumers;
- impoverished consumers;
- vulnerable consumers