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- Title
A Trading up and down: Toward a hybrid purchase style.
- Authors
El Hakim EP. Masmoudi, Manel; El Aoud, Nibrass Hajtaib
- Abstract
This research aims to study a new trend in consumer behavior that could be concretized in adopting both of the "trading up" and "trading down" behaviors. A qualitative study using semi-structured ethnographic interviews highlights a new purchase style, which we called them the "hybrid purchase style". This exploratory work provides a first insight about the theoretical and the conceptual framework that could in turn provide perspectives for understanding and eventually modeling this new purchasing style. It describes a set of motivations, opinions, and behaviors favoring the purchase of high-end and low-end products. Three main orientations were detected through this investigation: social, emotional and rational orientations.
- Subjects
MARKET segmentation; MOTIVATION (Psychology); CONSUMER attitudes; PURCHASING management; SOCIAL development
- Publication
Journal of Contemporary Research in Management, 2017, Vol 12, Issue 2, p9
- ISSN
0973-9785
- Publication type
Article