ASSESSING THE IMPACT OF RECESSION ON CONSUMER’S BEHAVIOUR: AN EMPIRICAL STUDY IN DUBAI
Keywords:
pre and post Recession, Consumer Behaviour, Shopping Behaviour, Islamic Country DubaiAbstract
Purpose-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.
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