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.
University of Leeds
Data and Resources
- Consumer Vulnerability Lookup Tabletxt
Maps cluster IDs to real-world classification names.Download
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POLYGON ((-8.9948498999 49.688302644, 2.0867431164 49.688302644, 2.0867431164 61.0684288668, -8.9948498999 61.0684288668, -8.9948498999 49.688302644))
UK Open Government Licence (OGL)