Economic Confidence and Shopping Costs: An Empirical Analysis in an Emerging Economy

Abstract

ABSTRACT This study is aimed at exploring consumers' economic confidence in an emerging market recovering from a major economic crisis. The study analyzes the perceived impact of shopping costs on male and female consumers, as well as the effect of shopping habits (shopping style and timing) on the purchase of three different frequently purchased products-FPP-(a global brand, a local brand and a new product). Personal interviews and a survey were conducted at the point-of-purchase while consumers were buying promoted products within the retail store after a major economic crisis. Our binary logistic regression results showed that changes in consumer confidence and major shopping cost components might be used as indicators of changing consumer attitudes toward promoted local products in stores with additional merchandising support for FFPs in emerging economies. The study's results introduce new survival strategies for both local and international retailers and manufacturers trying to reach marketing effec...