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This study aims to discover clothing consumption shifts and explore the effect of consumer resilience in changing clothing consumption patterns or establishing new clothing consumption routines after experiencing disruptions caused by the Covid-19 pandemic.

A two-phase multi-method approach was employed. The first phase of qualitative inquiry was conducted to identify clothing consumption shifts using a content mining approach on a text data sample of 17,195 tweets posted from 1 January to 30 September 2020. The second phase of the quantitative study was conducted to explore consumer resilience's effect on clothing consumption shifts based on a collected national sample of 418 respondents through an online survey.

This study identified clothing consumption changes including value shifts, style shifts and spending shifts. It was also found that resilient consumers care about a company's ethical practices and value the quality instead of the number of items in their wardrobe. Consumers spend more time wearing comfortable clothing and are used to the working-from-home lifestyle.

This study explored approaches to making use of social media data for a better understanding of consumers' clothing behaviour. Also, this study attempted to explore and understand clothing consumption practices during and post the Covid-19 global pandemic, focusing on identifying shifts that might last longer for fashion businesses to explore growth opportunities.

The paper examines the increase in annual income of the new middle-class (The NMC) of Delhi-NCR and its impact on their investment habits, consumption habits and lifestyle. The paper aims to look into the transformation of the new middle-class into the NMC in emerging economies and its potential to the companies and investors.

This study draws insight from 558 new middle-class consumers in Delhi-NCR. ANOVA, post hoc tests , and hierarchical multiple linear regression model are applied to test the proposed hypotheses.

The NMC living in India's megacities imitates the lifestyle of their counterparts living in the West. To maintain their status and present themselves different from those living in middle or lower-middle-class categories, they spend audaciously, even though the income is low. When they enter the new middle class, their consumption, saving and lifestyle diversify positively.

This study has limitations. First, the authors do not apply any behavioral theory or marketing model such as the theory of reasoned action (TRA), Engel-kollat-Blackwell (EKB) model or theory of normative model of target markets. Second, the research is limited to the NMC of only one emerging economy, i.e., India. Third, the research sample is limited to only one megacity of India, i.e., Delhi. Finally, this research used only one factor, i.e., AI, to study the consumption pattern.

The results suggest that considering the buying habits and lifestyle of Indian the NMC, consumers would prove helpful to the companies in product decision-making. Furthermore, understanding change in investment habits across different income levels would be advantageous to financial institutions, investment planners and marketers while designing their products to attract investment.

The research holds significance from the point of view of understanding Indian consumers encompassing the the NMC and predicting their implications on consumer goods-producing industries, which shall, in turn, facilitate producers and government in formulating policies and strategies.

The purpose of this paper is to study the characteristics of the workers in the informal economy and explore the reasons for workers migrating from rural to urban area. The authors also explore and enumerate various reasons why the migrants choose to work informally and study whether internal migrants treat this sector as temporary or transitory before moving to the formal sector. The authors reconnoitre the issues in coverage of factors in unregistered service, this research is carried out at a smaller scale of operations of the service enterprises having a minimum of three (or more) employees, which poses significant issues in the enumeration. This work further emphasises on the reasons why people migrate and choose the informal sector (IS) and to estimate the contribution of technology towards productivity of this sector.

Building on empirical data collected through interviews with the migrants, who are now part of the informal service enterprises of Delhi and peripheral areas, this paper presents the results of a survey conducted in 2017. This research is based on appropriate scale driven by the instrument of choice by the sampling of units. Data were collected by conducting field survey using structured questionnaire. By performing the estimation at the unit rather than the industry level, the authors reduce difficulties of mis-measured output and inputs, thus, potentially obtaining a more accurate estimate of technologies contributions towards the firm productivity.

The small service enterprises are making poorer value addition towards measured productivity due to the factors such as lack of equipment or technical know-how. The authors find that marginalisation thesis holds true only partially and the rest are in this sector by choice, considering it as an opportunity. Maximum number of entrants had been attracted by opportunities in this sector itself; actual and potential mobility from the informality towards formalisation is quite low; education is one of the important determinants for entrepreneurs shifting from informality towards formalisation.

The research is limited only to informal service enterprises located in Delhi, the national capital of India and the peripheral areas.

By identifying the factors, proper policy measures can be designed which will be in a focused direction to reduce the size of the IS and to improve the working condition of the migrants who are part of this sector. The estimation is at the unit level using primary data.

The estimation is at the unit level using primary data, the research contributes to the literature on informal service sector, and this sector needs more intensive large-scale studies in order to design policies which can result in betterment of the society as a whole, benefiting the segment that needs immediate attention from government and society as well.

Consumers can spend their disposable income on hedonic consumption or save for the future. Their preferences were altered by the prolonged life and livelihood-threatening experiences of the pandemic. This paper aims to study the spillover effect of the pandemic experience on consumer savings attitudes and hedonic purchase preferences in the new normal.

The authors conducted 35 in-depth interviews with consumers in India. The data were analysed thematically.

The results showed that when fear of life and negative emotions of the pandemic persisted, consumers became short-term focused, moved towards materialism and increased hedonic spending. Alternatively, individuals who faced substantial financial hardships resorted to an increased preference for savings. The relationship between changes in savings orientation and hedonic consumption was found to be moderated by consumer's individual differences in financial vulnerability and life history strategies.

As the trend towards increased hedonic consumption and preference for luxury products continues, the study findings can be used to devise effective marketing strategies to tap the emerging segment of mass luxury consumption.

Despite ample work being conducted in the hedonic consumption domain, it has not been studied in conjunction with savings orientation, a significant determinant. This research links personal savings orientation with hedonic spending and substantiates that purchase decisions are cognitively weighted as a choice of discretionary spending against the opportunity to save.

The purpose of this paper is to consider the question of young consumer’s discretionary consumption in Japan where the ready access to convenience stores, or “konbini”, presents a unique retail landscape and to look at how young Japanese consumers use this store format as part of their discretionary food consumption.

This is an exploratory study that draws on primary qualitative data based on in store observations, accompanied shopping and a survey with young Japanese consumers. This approach provides an insight into the convenience store food offering and young consumer’s everyday food practices and experience of using these retail stores.

The data reveals a relatively limited range of purchases on each store visit with some variation across time of the day and between individuals and groups of young consumers. Visits before and after school remain the most popular and young consumers make around two to four visits per week to a convenience store. It finds young consumers actively engaged in independent purchasing decisions in this retail format.

This is an exploratory study with a geographically constrained sample conducted in several areas in and around Tokyo, Japan. It is a convenience sample recruited using student contacts and snowballing techniques.

Convenience stores represent an important “shopping habitat” for young consumers to engage in discretionary food shopping. While these convenience store purchases are not always unhealthy the promotion and pricing strategies used by retailers can have an influence on the final selection of products and convenience stores provide a unique opportunity to cultivate more healthful behaviour among young consumers.

This offers a unique insight into the relationship between young consumer’s discretionary food choice and local retail provision in the convenience sector. It adds to the debate on the role of food environment on food choice and the extent to which young Japanese consumers are socialised into particular food practices through their engagement with the convenience retail sector.

This paper aims to understand how the Covid-19 pandemic has changed consumers’ perceptions of outdoor consumption categories, such as retail shopping, eating out, public events and travel and how these perceptions may impact businesses in these domains in the long term. Further, this research aims to understand demographic effects on outdoor consumption inhibition during the current pandemic and discuss how businesses can use these insights to rebrand their offerings and evolve after the pandemic.

Data collected by CivicScience, a survey-based consumer intelligence research platform, during April–July 2020 forms the basis of the preliminary analysis, where the chi-square test has been used to examine significant differences in consumer attitudes between different age groups, income groups and genders. Further, a social media analysis of conversations around outdoor consumption activities is undertaken to understand the rationale behind these demographics-based attitude differences.

Results lend varying degrees of support to the hypothesized consumer attitudes toward outdoor consumption activities during the Covid-19 pandemic. As the pandemic wore on, older (vs younger), female (vs male) consumers and lower (vs higher) income-group consumers had reportedly higher inhibition toward different outdoor activities. Older individuals were significantly less likely to shop, dine and attend public events than younger individuals. Lower-income consumers were significantly less likely to dine and travel than higher-income consumer consumers. Female consumers were significantly less likely to shop and travel than male consumers. Social media scan of conversations suggests that differences in perceived health and financial risks may have resulted in demographics-based differences in outdoor consumption activities.

This study contributes to the literature by understanding demographic differences in consumer participation in outdoor activities. One limitation is that due to the time-sensitive nature of the pandemic research, further studies could not be conducted to understand the implications of other variables, beyond demographics that influence consumer behavior during a crisis. A future research direction is to understand how other psychological variables or traits, influence health and financial risk-taking behavior during a similar crisis.

The principal contribution of the present research is that it tests the risk-taking theory in the context of outdoor consumption during the Covid-19 pandemic. The present research has implications for businesses as they continue to evolve during and post Covid-19.

This paper aims to offer an extensive empirical case study analysis by investigating housing affordability in Turkey as a whole, and in Istanbul, Ankara and Izmir over the period of 2006 and 2017 and its sub-periods.

This paper develops a theoretically informed model to assess affordability using complementary methodologies in quantitative analysis. This study seeks to help outline the nature of the problem in aggregate level and in the cities; it also seeks to offer lessons about how to address measurement and modelling challenges in emergent market contexts by constructing aggregate-/city-level housing cost-to-income (HCI) ratio, adjusted HCI (AHCI) ratio, housing affordability index (HAI) and effective HAI sensitive to multiple calculation methodologies and alternative data set involving income distribution and poverty tranches.

HCI, AHCI, HAI and EHAI models generally suggest the parallel results: housing is not affordable in Turkey and in Istanbul, Ankara and Izmir except for the highest income groups. The evidence implies that besides macroeconomic instabilities, distorted interest rates and short average mortgage maturity, poverty and unequal income/wealth distributions are the main reasons of the Turkish housing affordability crisis specifically heightened in metropolitan areas such as in Istanbul.

The evidence provides an insight on housing affordability problems in Turkey. However, small sample size and short observation period create a limit for generalisation of the findings. Further analysis would be required to illustrate how housing affordability changes in different cities of Turkey in a longer period.

By using empirical approaches, this paper helps to understand how serious housing affordability problems of Turkey in aggregate and urban levels. This evidence helps to explain declining ownership ratio in low-income groups and in urban areas. Reliable explanations on existing housing crisis of Turkey also help to develop affordable housing policies.

Declining housing affordability and homeownership ratio may translate as the rising housing inequality and insecurity among Turkish households. Moreover, better affordability values of higher income groups suggest that existing inequality, economic/social segmentation, and hence social tension between high and low income groups, may further increase. In this respect, the authors suggest socially important policies such as reducing income/wealth inequalities and increasing affordable housing supply.

This study offers a detailed empirical case study analysis that can be used as an exemplar of how to overcome data constraints in other evolving housing market contexts. This study sets out an approach overcoming the challenges of measurement. This study also combines existing methodological approaches with the modified variables to provide a more realistic aggregate-/urban-level housing affordability picture. The authors calculated some parts of housing affordability ratio and index series using discretionary income, minimum wage and effective minimum wage to show the variations of different measurement approaches. Some constructed series are also sensitive to income distribution and poverty thresholds. Collectively, this empirical approach, developed by using emerging market data, provides a contribution to the literature.

This paper aims to explore the nature and degree to which marketing affects consumption behavior of bottom of the pyramid (BOP) population. The objective of the study is to examine, identify and explain aspects of consumption behavior that evidences the influence of marketing practices on the BOP consumers.

The study uses a long interview-based approach for an in-depth qualitative investigation of consumption behaviors of BOP consumers.

Key findings that emerged from the research are: widespread usage of international brands and expenditure on products outside of the core bundle of consumption, susceptibility to sales promotions, need to look and feel good and use “fairness” creams, susceptibility to advertising and celebrity endorsements and influence of store personnel.

For managers, this research suggests a careful examination of the likely consequences of their marketing actions. A set of guidelines are provided to them for doing business in a responsible manner at the BOP markets.

Recommendations for public policymakers are offered that stress on the need for ethical marketing exchanges to address the concern over possible exploitation of this vulnerable population.

Extant literature on BOP has largely been conceptual in nature, relying on various case studies. This study empirically examines the nature and influence of marketing in the purchase behavior of BOP consumers. This is perhaps the first study providing empirical support to the argument that the poor consumers divert their scarce financial resources from fulfilling basic needs to purchasing non-essential discretionary products under the influence of BOP marketing.

There was unfinished business to address in the version of the planner–doer model developed in Thaler and Shefrin (1981). The unfinished business involved identifying and modeling the crucial roles played by temptation and mental accounting in pensions and savings behavior. The present paper has two objectives.

The first objective is to describe the key lessons learned in transitioning from the model in Thaler and Shefrin (1981) to the model in Shefrin and Thaler (1988), a transition which addressed some of the unfinished business. The second objective is to describe as yet unfinished business associated with developing a multicommodity, intertemporal version of the planner–doer framework, incorporating the concepts of temptation and mental accounting, to replace the neoclassical theory of the consumer.

Doing so will provide a theoretical foundation for nudges related to household budgeting, spending, saving, borrowing and investing.

This paper presents the first behavioral theory of the consumer, focusing on the manner in which consumers actually make decisions about budgeting, spending. borrowing and saving. The approach in the paper can be viewed as a behavioral counterpart to the neoclassical theory of the consumer. In contrast to the neoclassical approach, which assumes that consumers set and follow utility maximizing budgets, the empirical evidence indicates that only a small minority of consumers describe themselves as setting and following budgets. The behavioral theory presented here focuses on the heuristic nature of consumers' actual budgeting processes and extends the approach described in Thaler and Shefrin's 1981 seminal paper on self-control. The core of the present paper is a working paper which Shefrin and Thaler began in 1980, and as such represents unfinished business from that time. The first part of this paper describes earlier unfinished business from the 1981 framework that the authors subsequently addressed as they developed the behavioral life cycle hypothesis during the 1980s.

Previous studies on housing affordability in China were concentrated in China’s coastal and central regions. The purpose of this paper is to investigate housing affordability of urban residents in Northwest China. Moreover, this paper attempts to understand the consistency and influencing factors of various indicators on the evaluation of housing affordability.

This paper uses multiyear data on house sales, residents’ incomes and living expenses from 2011 to 2022. House price-to-income ratio, housing affordability index and residual income approach were calculated by using these data and used as the measure of housing affordability.

The results show that there are obvious differences in the housing affordability among the Xi’an, Lanzhou and Yinchuan during 2011–2022, and the housing affordability of residents in cities with small population and economic scale is better. The ability of most urban residents to afford suitable housing is still poor, and the ability to afford small-sized housing is better. Most families with below-middle income have poor housing affordability. It is also observed that although various indicators had similarities in the evaluation of residents’ housing affordability, the comprehensive evaluation results of multiple indicators were more reliable.

The research results provide a basis for the decision-making of the government’s urban housing policy and improvement of residents’ housing conditions.

The results have a clear understanding of the housing affordability of urban residents in Northwest China. The study found that the geographical location and topography of the city is also a factor affecting the housing affordability.