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• W1421484417 abstract "ABSTRACTPurpose-The global recession in the recent past is presenting new and difficult challenge for marketers wishing to provide goods that retain loyalty of consumers both during and after the recession. The purpose of this paper is to understand the impact of global recession on consumer shopping behaviour moreover how consumer consumption and saving pattern changed across different product categories during and after recession.Design/methodology/approach - A total of 235 consumers across shopping malls, beaches, parks in Dubai were personally surveyed with a structured questionnaire. Paired sample t-test & ANOVA was used to test the effect of recession on consumption pattern of different good and leisure related activities.Findings- The study provides empirical evidence that the priorities of the consumer have significantly changed after recession.Practical Implications-The results may help the marketers to understand the evolving consumption and saving patterns, and fine -tune their strategies accordingly.Originality/Value-The study differs from previous works as it provides empirical evidence that recession has impact on the shopping behaviour of the customers specially in Islamic Country-Dubai.Keywords: pre and post Recession, Consumer Behaviour, Shopping Behaviour, Islamic Country Dubai.INTRODUCTION:The global recession present changing patterns in consumers' behaviour and companies' marketing strategies either propel or undermine performance (Quelch & Jocz, 2009). Which generate panic among consumers and present a stressful situation for the marketers resulting to immediate changes in consumer priorities (Dawson, 2006; Amalia & Ionut, 2009; Deparez & Amara. 2011; Per-Henrik. 2010).Marketing researchers study consumer behaviour as part of the broader survival tactic for marketers during downturns (Perner, 2008, Hansen, 2004, Arnold, Price & Zinkhan, 2002; Gulf News, 2009; John, 2010), but more specifically it can develop, enhance, maintain and terminate relationship with specific consumer segment; as it include a wide set of prior and after purchase activities.Between 2009 and 2010 the recession was exerting a broad influence on consumer trends and attitudes, propelling some trends forward while slowing, halting and even reversing others (Flatters and Willmott, 2009). As economies implode, and the frailty and folly of many business decisions are exposed, there has been, unsurprisingly, considerable criticism that marketers have been complicit through their encouragement of unsustainable patterns of consumption with messages of rampant consumerism, endless credit, and disposable culture (James, 2007; de Graaf, 2005; Schor, 1998). In particular, encouraging even greater consumption of fossil fuels, fast food and cigarettes, as well as over -packaging products, and building in unnecessary product obsolescence have done little to position marketing as the planet's saviour (Kleanthous and Peck, 2007). However, marketing is central to global society, and when harnessed responsibly, those messages encourage us to recycle, reuse, buy fairtrade, eat healthily, drink sensibly, save energy, spend intelligently and support good causes (Carrigan & Pelsmacker, 2009). Though, the commercial potential for marketers in this current economic crisis encourages people desire for simplicity and accelerating the maturing trend. Consider the rise of edited retailing (consumers are offered limited collections of coordinated product choices), a growing demand for trusted brands and value, an increasing desire for advisers - ranging from social networks to product ranking web sites - that can simplify choice making, and enthusiasm for less complicated, more user-friendly technologies. This trend will continue to accelerate through the recovery into the long term. Unlike consumers in previous recessions, who greeted the return of financial stability with a buying spree, current consumers entered the recession feeling bloated. …" @default.
• W1421484417 created "2016-06-24" @default.
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• W1421484417 date "2015-07-01" @default.
• W1421484417 modified "2023-09-22" @default.
• W1421484417 title "ASSESSING THE IMPACT OF RECESSION ON CONSUMER'S BEHAVIOUR: AN EMPIRICAL STUDY IN DUBAI" @default.
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