Consumer buying behavior, sense of security and basic economic knowledge among young consumers with ASD-Asperger syndrome: an exploratory study

Abstract

Purpose The purpose of this study is to identify consumer buying behavior, sense of security on the market and basic economic knowledge among young people with autism spectrum disorder (ASD) – Asperger Syndrome, while the empirical goal is the development of conclusions and implications, which may be used in consumer strategies. Design/methodology/approach The research consisted of a pilot study and used the diagnostic survey method. A survey questionnaire of the own devising was used. The study used a purposive (arbitrary) sample. This was a non-probability respondent sample, consisting of subjective selection by researchers among a selected closed representative sample, the aim of which was to test the research tool (survey questionnaire) during the pilot study. The survey questionnaire was constructed on the basis of theoretical assumptions explaining consumer buying behavior and on a literature review regarding research conducted in this area. The study was conducted on adolescents aged between 16 and 19 years of age, 40 of whom suffered from ASD – Asperger syndrome and 50 of whom were without ASD – Asperger syndrome (control group). Findings The results indicate a limited range of consumer behaviors, a relatively poor sense of security in consumer (retail) spending and a limited understanding of fundamental consumer issues among young consumers with ASD – Asperger syndrome in comparison to people from the control group. Practical implications This study suggests that marketers should prepare diverse means of communication with consumers and a variety of sales strategies targeted at consumers with communication disorders. The research may be extended to include the large number of factors that influence consumer behavior among people with ASD – Asperger syndrome, together with the determination of the predictors. The factors contribute to a varying extent to constant changes in consumer behavior, which makes it necessary for longitudinal or even cyclical studies to be carried out. In further research, the research tool should be improved in terms of more precise questions relevant to a given issue and random sampling should be implemented. Social implications The research concept can be transferred to other vulnerable groups with communication disorders (e.g. with hearing disorders). Originality/value To the best of the author’s knowledge, this study is the first to investigate selected aspects of consumer (and financial consumer) behavior among young people with ASD – Asperger syndrome.