Insight into Poverty
How to approach consumers in crisis

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Author(s): Katarzyna Gawlik, Beata Gers
Collection: CEE research Forum 2012 - Global fuel for local boost!
Keywords: In-Depth Interviews, Ethnographic Research, Observational Research

ESOMAR Best Paper Award 2011/2012
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Crisis is a word increasingly repeated in every day discourse. This results in a growing number of people experiencing situations previously reserved for the low segment: a sense of uncertainty, of having limited influence on one’s own fortunes, and a lack of control over one’s financial condition. This is causing consumer strategies identified in the low segment to also be reflected more and more broadly in higher consumer segments. Besides – can one still talk today about distinct and clearly-separated consumer segments, such as “low” or “premium?”

Date of publication: 26.03.2012
ISBN: 92-831-0256-8
Order Code: 61859_06
Number of pages: 12

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