Cost- versus convenience-oriented consumers: Demographic, lifestyle, and value perspectives


  • Funded by the Illinois Agricultural Experiment Station, Project Number Hatch HRFS 60-0364.


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.