Roy, Subhadip; Sanyal, Shamindra Nath - In: Qualitative Market Research: An International Journal 20 (2017) 4, pp. 469-485
Purpose This study aims to explore the dimensions of perceived consumption vulnerability (PCV) for the elderly citizens (EC) in India and its consequences. Consumer vulnerability is a recent and important construct for marketers and policymakers to understand the consumption behavior of the EC....