Unemployed people as trendsetters – ‘I buy, therefore I am’

What kind of consumers are these people who are currently unemployed, but used to have a regular job in the past? What are the differences, if any, in their purchasing behaviour?

Trendsetters on the streets. This study provides an insight into consumer behavior amongst the unemployed population in Germany. It discovers that in some areas, the unemployed are spending/investing more than the working population. But what are those? Additionally, the study reveals consumption environments within which the unemployed feel most comfortable and how they experience their living.



Keywords: unemployment, consumer behaviour, segmentation, trade-off, social proof, status, society, sense of belonging, income; in-depth interviews, shopper research, society, consumer research

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