Loading...
Please wait, while we are loading the content...
Similar Documents
Information Search, Alternatives Evaluation, and Coping Mechanisms of Functionally Illiterate Consumers in Retail Settings: A Developing Economy Context
| Content Provider | Semantic Scholar |
|---|---|
| Author | Mhlanga, Sisa Kotze, Theuns G. |
| Copyright Year | 2014 |
| Abstract | Little research has been carried out with regard to marketing to functionally illiterate consumers, despite the size and purchasing power of this market segment. This qualitative study examined the decision-making processes and coping mechanisms of functionally illiterate consumers in the South African grocery shopping environment. The findings provide insights that have important theoretical and practical implications for marketers, retailers, and policy makers. For functionally illiterate consumers, the information-search stage of the consumer decision-making process is either nonexistent or limited to a few trusted sources, such as friends and family, which often occurs only after a purchase has been made. Furthermore, these consumers face difficulties in a grocery store environment but have developed several coping mechanisms to compensate for their limited literacy skills. |
| Starting Page | 136 |
| Ending Page | 149 |
| Page Count | 14 |
| File Format | PDF HTM / HTML |
| DOI | 10.1080/15228916.2014.925363 |
| Alternate Webpage(s) | https://repository.up.ac.za/bitstream/handle/2263/41396/Mhlanga_Information_2014.pdf;jsessionid=0B6013780971EC9DE4A1BEBA9442EE77?sequence=1 |
| Alternate Webpage(s) | https://doi.org/10.1080/15228916.2014.925363 |
| Volume Number | 15 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
