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Consumer Vulnerability

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.

Controller: 
University of Leeds
Additional Info: 
FieldValue
Modified
2020-06-29
Release Date
2020-02-04
Homepage URL
Spatial / Geographical Coverage Location
United Kingdom
Granularity
OA
Author
Michael Adcock
Contact Name
Michael Adcock
Contact Email
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)

Data Extent

License

UK Open Government Licence (OGL)