- 期刊
Budget Constraint, Time Availability and Household Expenditures: Implications for Marketing Strategy during Economic Recession
並列摘要
This study is aimed to analyze the impact of the global economic recession of 2008 on Taiwanese consumption patterns. 24, 66, and 10 percent of households surveyed during the period of June 2010 to July 2010 reported their total family incomes were severely reduced, slightly reduced, and unaffected by the recession, respectively. Families that suffered from recession with reduced family income or were forced to take unpaid leave reported spending less on food away from home but more on DIY products, and doing more on-line shopping due to tighter budget and more spare time.Probit analyses indicate household production variables such as number of hours worked by wife, wage rate of wife, and wage rate of husband would affect expenditures on food away from home and DIY products during the recession. Younger working wives (aged 21-30) tend to spend more on DIY products and doing more online shopping searching for cheaper price. Working wives attaining lower education than college graduate would be more likely to increase DIY product purchase and do more online shopping during the recession. Marketing strategies suggested include: emphasizing more on family values, developing products with multi-purpose, increasing brand advertising for a better market share, and providing price cuts to attract consumer support during an economic downturn.