Some consumers are more vulnerable to marketing practices due to their personal traits such age, health or household makeup. This vulnerability varies by product and industry. Consumer vulnerability here is defined as the risk that a consumer’s mental, physical or financial welfare may be damaged when engaging in a market interaction.

While consumer vulnerability has been discussed at length in academic literature and regulatory guidelines, there has not been a comprehensive geographical assessment of consumer vulnerability in the United Kingdom. This study creates a geodemographic classification of consumer vulnerability at output area level.

Further information at https://github.com/michael-adcock/consumer_vulnerability

Data and Resources

Additional Info

Field Value
Product Consumer Vulnerability
Date Range 2011
Data Collector ONS
Geographical Scales Output Area
Analytical Units Person
Data Kind CSV
Bounding box United Kingdom
Nation United Kingdom
Creator Michael Adcock
Creator Email M.Adcock@leeds.ac.uk
Publisher Michael Adcock
Publisher Email M.Adcock@leeds.ac.uk
Publication Year 2018
Attribution Statement CDRC Leeds
CDRC Map URL https://maps.cdrc.ac.uk/#/geodemographics/vulnerability/default/BTTTFFT/10/-0.1271/51.5274/
Maintainer Consumer Data Research Centre
Maintainer Email data@cdrc.ac.uk

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