The Effect of Demographic Variables on Price Sensitivity of Customers A Field Study

Authors

Wael Kortam Prof., The British University in EgyptFollow
Yehia Nassar, Canadian International College (CIC), Giza, Egypt
Ghada Gad, Canadian International College (CIC), Giza, Egypt

Document Type

Article

Publication Date

4-25-2021

Abstract

This study aims to improve understanding of the relationship between some

customer demographic variables which are gender, income level, family life cycle

and age and price sensitivity of customers which is an individual difference variable

describing how individual consumers show their reactions to changes in price

levels. This study will be applied in Fast Moving Consumer goods (FMCG) market in

Egypt. Fast Moving Consumer goods are the products which have high usage

frequency, have limited shelf life (up to two years max) for example Biscuits,

chocolates, personal care, hair care and dental care products. The consumption of

these products is high and that’s why these products move fast from retailers to

consumers.

Recommended Citation

Nassar, Y., Gad, G., & Kortam, Wael. (2021). The Effect of Demographic Variables on Price Sensitivity of Customers A Field Study. Archives of Business Research, 9(4). 101-142.