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The Inscrutable Shopper by Stella Minahan

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Chapter 4

A Model of Consumer Resistance

We present a model of shopper resistance to assist with a better understanding of the underlying drivers. The model is developed from the current state of the retail environment, the general state of sociopolitical turbulence evident in the global economy, and the changing nature of the shopper. Customer trends and needs largely define the context within which retail organizations function and, as such, are key drivers of the market economy. The degree of confidence customers have in their ability to spend and manage debt can have a significant effect on overall demand and, in turn, on economic growth, job creation, and investment. In this context, customer change is represented by trends, which are influenced ...

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