Friday, 27 February 2015

Can and should the marketplace be inclusive to all consumers

Can and should the marketplace be inclusive to all consumers
Discuss this statement with reference to the topic of marketplace inclusivity/ exclusivity, offering real-life examples to support your stance.
You are expected to integrate both academic and non-academic sources where appropriate.
4 articles out of 10 should be necessarily used in this work:
1. Hamilton, K., Catterall, M. (2005). Towards a Better Understanding of the Low-IncomeConsumer, Advances in Consumer Research, Vol. 32 (1), pp. 627-632.
2. Birtwistle, G., Tsim, C. (2005). Consumer purchasing behaviour: an investigation of the UK mature women's clothing market, Journal of Consumer Behaviour, Vol. 4 (6), pp. 453-464.
3. Choi, J., Bell, D.R. (2011). Preference Minorities and the Internet, Journal of Marketing Research, Vol. 48 (4), pp. 670-682.
4. Scaraboto, D., Fischer, E. (2013). Frustrated Fashionistas: An Institutional Theory perspective on Consumer Quests for Greater Choice in Mainstream Markets, Journal of Consumer Research, Vol. 39 (6), pp. 1234-1257.

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