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The Hybrid Consumer: Exploring the
Drivers of a New Consumer Behaviour Type
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Author Info
Christian, Grnroos
(christian.gronroos@hanken.fi)
(Hanken School of Economics)
Leppnen, Hanna
(hanna.leppanen@hanken.fi)
(Hanken School of Economics)
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Abstract
A dramatically different consumption pattern seems to be emerging among a vast group of consumers.
This may mean that conventional consumer stereotypes and segmentation theory are becoming
outdated. The so called hybrid consumers seem to increasingly opt for both premium and budget
alternatives in various product and service categories while mid-priced alternatives are losing share in
their consumption basket. Although this type of polarisation, or dispersion, is already recognized as an
important change, hybrid behaviour is still largely under-researched. The present study aims to analyze
the possible drivers of hybrid consumption and by identifying typical categories and situations of trading
up versus trading down derive tentative characteristics of hybrid consumption for further research on
the topic. A tentative pattern of hybrid consumption was identified, which relates trading up to high-
involvement, discretional spending and trading down to low-involvement necessities. However, it was
also found that hybrid consumption transcends product category boundaries and may thus be less
straightforward than previously perhaps assumed. In addition, a purchase pattern continuum was
developed, accounting for various degrees of hybrid consumption.
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Bibliographic Info
Paper provided by Hanken School of Economics in its series Working Papers with number 543.
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Length: 35 pages
Date of creation: 26 Oct 2009
Date of revision:
Handle: RePEc:hhb:hanken:0543
Contact details of provider:
Postal: Hanken School of Economics, Arkadiankatu 22, P.O.B. 479; FIN 00101 Helsinki,
Finland
Phone: +358-9-431 331
Fax: +358-9-431 33 333
Web page: http://www.hanken.fi
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Related research
Keywords: hybrid consumer /-behaviour; consumption patterns /-trends; polarisation; omnivorousness;
This paper has been announced in the following NEP Reports:
NEP-ALL-2010-03-13 (All new papers)
NEP-MKT-2010-03-13 (Marketing)
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