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Rethinking consumer disadvantage: the importance of qualitative research

Rethinking consumer disadvantage: the importance of qualitative research This paper provides insight into the behaviour and attitudes of an under‐researched group of consumers, and identifies some useful pointers for future research on consumer disadvantage. More specifically, the paper explores the relationships between the potential causes of consumer disadvantage, forms of consumer disadvantage and accessibility. The exploratory study consisted of a combination of quantitative (diary survey) and qualitative (semi‐structured interviews) methods. The diary survey data were used to measure grocery retailing accessibility for each participant, while the semi‐structured interviews captured participants’ attitudes, preferences and expectations with regard to grocery shopping, which were then used to construct a context for the accessibility findings. The findings suggest a way in which consumer disadvantage can be conceptualised, recommend the use of qualitative methods when researching this area, and highlight issues of interest (such as identifying whether an individual shops through choice or constraint) which could be considered by future research designs. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Rethinking consumer disadvantage: the importance of qualitative research

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References (34)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550410564755
Publisher site
See Article on Publisher Site

Abstract

This paper provides insight into the behaviour and attitudes of an under‐researched group of consumers, and identifies some useful pointers for future research on consumer disadvantage. More specifically, the paper explores the relationships between the potential causes of consumer disadvantage, forms of consumer disadvantage and accessibility. The exploratory study consisted of a combination of quantitative (diary survey) and qualitative (semi‐structured interviews) methods. The diary survey data were used to measure grocery retailing accessibility for each participant, while the semi‐structured interviews captured participants’ attitudes, preferences and expectations with regard to grocery shopping, which were then used to construct a context for the accessibility findings. The findings suggest a way in which consumer disadvantage can be conceptualised, recommend the use of qualitative methods when researching this area, and highlight issues of interest (such as identifying whether an individual shops through choice or constraint) which could be considered by future research designs.

Journal

International Journal of Retail & Distribution Management – Emerald Publishing

Published: Nov 1, 2004

Keywords: Consumers; Customer surveys; Retailing; United Kingdom

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