Title: Consumer behaviour and coping strategies in an economic crisis: evidence from Mexico

Authors: Raquel Castano, Isabella A. Parra, Alba Maria Zavala

Addresses: EGADE Business School, Tecnologico de Monterrey, Campus Monterrey, Av. Fundadores y Rufino Tamayo, 66269 San Pedro Garza Garcia, NL, Mexico. ' EGADE Business School, Tecnologico de Monterrey, Campus Monterrey, Av. Fundadores y Rufino Tamayo, 66269 San Pedro Garza Garcia, NL, Mexico. ' EGADE Business School, Tecnologico de Monterrey, Campus Monterrey, Av. Fundadores y Rufino Tamayo, 66269 San Pedro Garza Garcia, NL, Mexico

Abstract: This study illustrates how Mexican consumers from two different social levels (upper middle and lower socioeconomic level) changed their behaviour and coped with the uncertainty derived from the 2009 economic crisis. Results from a qualitative investigation show that for upper middle-level consumers, a financial crisis represents a great threat mainly because of the possibility of losing their jobs. In contrast, among lower socioeconomic level consumers, the perception of threat is lower because these consumers appear to be more accustomed to dealing with uncertainty. Differences in the coping strategies used by men and women in these two socioeconomic segments are discussed.

Keywords: consumer behaviour; economic crises; coping strategies; Mexico; social classes; lower socioeconomic levels; upper middle socioeconomic levels; uncertainty; financial crises; threats; job losses; unemployment; men; women; gender differences; business competition; business growth.

DOI: 10.1504/IJBCG.2011.038697

International Journal of Business Competition and Growth, 2011 Vol.1 No.4, pp.332 - 345

Available online: 22 Feb 2011 *

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