The purpose of this study was to explore the interaction between respect or disrespect and the customer value proposition, including identifying experiences of respect or disrespect, within the context of low income consumers. The study was conducted by means of exploratory research, applying the critical incident technique, whereby a positive and a negative experience in the marketplace was analysed for each low income participant.
The study showed that low income consumers value respect in the marketplace, and are typically prepared to pay a premium for respectful treatment. As regards disrespectful treatment, the study showed that low income consumers have a strong tendency to complain when faced with disrespect, and if this is not remedied, the low income consumer is extremely likely to not purchase from the relevant supplier then or in the future, regardless of price or convenience. This study also highlighted various actions or behavior categories that low income consumers consider respectful or disrespectful within the marketplace.