Cost‐ versus convenience‐oriented consumers: Demographic, lifestyle, and value perspectives

Abstract

Abstract The demographic, lifestyle, and product value perspectives of convenience‐oriented consumers were compared with those of cost‐oriented consumers. Findings significant at least at the 0.05 level suggest that convenience‐oriented consumers do differ from cost‐oriented consumers on demographic, lifestyle, and product value perspectives. Implications for market segmentation and promotional strategies are presented.