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.
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