Low-income consumers coping strategies to tackle marketplace exclusion: a developing country perspective

Colossal income inequalities and a lack of opportunities for low-income groups commonly characterise developing countries. These barriers prevent low-income consumers from fulfilling their basic needs and cause them exclusion from the marketplace. The present study explored how low-income consumers cope with marketplace exclusion and the consequences of their coping strategies. Data was gathered through in-depth interviews with 30 low-income consumers of a developing country. The findings illustrate that low-income consumers address marketplace exclusion by utilising personal, social, and market resources. The utilisation of personal and social network resources sometimes enabled participants to effectively tackle their resource constraints and marketplace exclusion. However, coping through market resources frequently exacerbated their powerlessness. Based on the findings, we provide policy implications for enhancing economic empowerment and promoting marketplace inclusion among low-income consumers.