Aspirational consumption at the bottom of pyramid: A review of literature and future research directions

Srivastava, Abhinav; Mukherjee, Srabanti; Jebarajakirthy, Charles

doi:10.1016/j.jbusres.2019.12.045

Cited by 88 publications

(73 citation statements)

References 95 publications

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“…Further Amaldoss & Jain (2005) viewed that it is not only the rich class but also the middle class and working class that aspires for prestige and status. This aspiration of the lower class has been further validated by researchers through their studies (Kapeller & Schuetz, 2015;Srivastava et al, 2020;Kistruck et al, 2013). Social signaling is an important condition for conspicuous condition; however, the power is not the same for all categories (Perez-Truglia, 2013).…”

Section: Antecedents Conspicuous Consumptionmentioning

confidence: 89%

“…This shows that low-income individuals want to improve their subjective social status by indulging in conspicuous consumption. Conspicuous consumption among low-income people has been reported in many studies, for example (Grossman, 2011;Linssen et al, 2011;Bryant & Hill, 2019;Singh & Trott, 2019;Sokolov & Sokolova, 2019;Srivastava et al, 2020). There are many concepts and models to elaborate the aspirational consumption tendencies of low-income individuals, which leads to compensatory theory.…”

Section: Aspiration For Status Consumption Among Low-income Peoplementioning

confidence: 99%

“…Conspicuous consumption traditionally has been observed as a behavior of the wealthy and upper class for showcasing their social status; however (Charles et al, 2009) observed that those in the lower classes are also engaged in conspicuous consumption. Researchers noted that people with low income have higher aspirations for conspicuous consumptions (Srivastava et al, 2020) and they are willing to sacrifice their basic needs for status consumptions (Joncourt et al, 2019), which also highlights the financial side. Therefore, a refined view has been added to the field of study as individuals of all classes are aspirants in gaining social status, which means consumers who care about social status are involved in conspicuous consumption.…”

Section: Introductionmentioning

confidence: 99%

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Antecedents of Conspicuous Consumption, Status Aspiration, and Its Consequences: An Empirical Study on Migrant Blue-Collar Workers in GCC

Philip¹,

Mathew²,

Soundararajan³

2021

OJBM

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Conspicuous consumption means consumers prefer to buy expensive items to show their wealth and status to society. This study objective is to develop a framework that connects conspicuous consumption variables with the aspirations and consequences and to test the model among the migrant blue-collar workers located in the GCC countries. Primary data was collected with a structured questionnaire from 400 blue-collar migrant workers in GCC countries. Eight hypotheses were formed and tested by using factor analysis and structural equation model analysis. The study concluded that blue-collar expatriate workers exhibit a high level of lush luxury behavior to gain family and social acceptance, which is one of the best ways of expressing themselves; however these are attained at the cost of financial sustainability of personal wellbeing.

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Section: Antecedents Conspicuous Consumptionmentioning

confidence: 89%

Section: Aspiration For Status Consumption Among Low-income Peoplementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Antecedents of Conspicuous Consumption, Status Aspiration, and Its Consequences: An Empirical Study on Migrant Blue-Collar Workers in GCC

Philip¹,

Mathew²,

Soundararajan³

2021

OJBM

View full text Add to dashboard Cite

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“…That is to say that when life situations offer limited choices, a person would experience loss of control, lower confidence and lower sense of relatedness to others, and would be less happy and satisfied with life; however, when these psychological needs of autonomy, relatedness and confidence are met, a person's level of happiness and satisfaction would increase. Therefore, recent research suggests that researchers may study aspirational consumption at the bottom of the pyramid from the perspective of self-determination theory (Srivastava, Mukherjee, & Jebarajakirthy, 2020).…”

Section: Non-essential Purchases and Self-determinationmentioning

confidence: 99%

Impact of smartphones, self-determination and patience on subjective well-being of bottom of pyramid customers

2021

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Study objective: This paper analyzes the impact of non-essential purchases, particularly smartphones, and patience on self-determination and subjective well-being of bottom of pyramid customers.Method: 665 questionnaires were personally administered to respondents. Partial Least Squares Structural Equation Modelling (PLS SEM) was performed using SmartPLS software to test multiple dependency relationships between non-essential purchases, self-determination, subjective well-being and patience.Main results: Non-essential purchases, particularly smartphones, had a direct effect on self-determination and an indirect effect on subjective well-being of bottom of pyramid customers. Non-essential purchases fulfilled psychological need for self-determination, that led to subjective well-being. Moreover, patience was established as a significant predictor of self-determination and subjective well-being.Theoretical/ methodological contributions: This paper makes a theoretical contribution by connecting social identity theory, self-determination theory and patience with non-essential purchases and subjective well-being of bottom of pyramid customers.Relevance/ originality: Relatively fewer researches are available in Western marketing literature that connect patience with self-determination and subjective well-being of bottom of pyramid customers. The novel insight of this research showed that non-essential purchases can restore a sense of subjective well-being in such customers and when poverty related adverse situations tend to lower subjective well-being of these customers, patience positively impacts their self-determination and does not let them despair.Managerial and social implications: Marketers can use the insights from this research to develop products that satisfy bottom of pyramid customer’s psychological needs for self-determination that lead to subjective wellbeing in a consumer society.

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“…Aggressive promotions by the marketers incite the people at BOP to go for the purchase of aspiration or luxury goods from the limited disposable instead of spending the same on the necessities of life. The people at BOP are very conscious of their status as they have an inbuilt desire to match the lifestyle of upper middle and upper class, and this desire makes them spend heavily on the aspiration goods (Srivastava, Mukherjee, & Jebarajakirthy, 2020). Bricolage innovation is the concept of development of innovations to meet the challenges of constraints by recombination of available resources, firms can use this approach to develop customized products for the BOP consumers in a cost-efficient manner (Witell et al, 2017).…”

Section: Literature Review 21 Bop Marketsmentioning

confidence: 99%

Towards Sustainable Base of Pyramid Market: Role of ICTs in Shared Innovation

Ilyas

Siddiqui

Rasheed

2020

RAMSS

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The purpose of this paper is to make a systematic review of the literature on role of Information and Communication Technologies (ICT) in sustainability of the Base of the Pyramid (BOP) markets by studying the impact of ICT on innovation development at BOP. BOP markets are those segments of the global markets that have an income of about two to four dollars or less and are untapped fortunes for the business (Prahalad, 2002). BOP is fraught with dearth of infrastructure and resources which makes it hard for business firms to work out viable and sustainable strategies as the separations between the producers and end users are much wider in these markets compared with developed markets. Use of ICT helps reduce these separations by developing shared innovations with the people at BOP. Systematic literature review approach has been adopted to analyze the peer-reviewed journals for the period 2000 to 2019 using Google Scholar and Science Direct. BOP, ICT and Shared Innovations were the key words used in this search. Our findings suggest that ICT has significant role in development of shared innovations at the BOP markets as it bridges the physical market separation with its internet and web-based networks. This research has implications for busines managers, as it will guide them in making viable and sustainable strategies to run their businesses in these huge un-tapped markets.

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Aspirational consumption at the bottom of pyramid: A review of literature and future research directions

Cited by 88 publications

References 95 publications

Antecedents of Conspicuous Consumption, Status Aspiration, and Its Consequences: An Empirical Study on Migrant Blue-Collar Workers in GCC

Antecedents of Conspicuous Consumption, Status Aspiration, and Its Consequences: An Empirical Study on Migrant Blue-Collar Workers in GCC

Impact of smartphones, self-determination and patience on subjective well-being of bottom of pyramid customers

Towards Sustainable Base of Pyramid Market: Role of ICTs in Shared Innovation

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