The low-income consumer by Alwitt Linda F and Donley Thomas D. California, Sage, 1996.

Authors

Mithileshwar Jha, Indian Institute of Management BangaloreFollow

Document Type

Book Review

Abstract

The book under review focuses on the low income group or the poor as consumers. The low income consumer in general is neglected by commercial marketers as well as marketing academics. Even politicians who glorify the poor for their own ends tend to ignore them, especially when it comes to looking at their standards of living and their existence as consumers. However, the sheer number of the low-income category, even in the context of developed economies such as the US, makes them a formidable group. With growing education, awareness and efforts of social organisations and activists, low income consumers have started asserting their rights.

Recommended Citation

Jha, Mithileshwar (1996) "The low-income consumer by Alwitt Linda F and Donley Thomas D. California, Sage, 1996.," IIMB Management Review: Vol. 8: Iss. 3, Article 8.
Available at: https://research.iimb.ac.in/imr/vol8/iss3/8

Publication Date

12-1-1996

First Page

122

Last Page

123