Fattigdomens slöja: En studie i hur fattigdom påverkar konsumtion

Nedanstående innehåll är skapat av Mimers Brunns besökare. Kommentera arbete

The aim of this study is to map the consumption patterns of the poor. We also examine if loyalty can be created in this segment, and try to discover different types of poverty. This study is of great importance since the poor segment has been slightly overlooked in marketing research. Therefore we have also turned to other academic disciplines such as sociology, ethnography and consumer culture in order to analyze our empirical input. The study is abductive and we have in a qualitative and ethnographical manner conducted interviews in order to obtain information and reveal categories. The respondents were students, receivers of social allowance, and single mothers. Our findings show that poverty is two-dimensional with one mental dimension and one behavioral dimension. Furthermore, the respondents are willing to accept an increase in price in order to achieve social interaction. In addition to this, we have concluded that loyalty is present in the segment, thus it is possible to create loyalty. Four classes of poverty have been identified, and a model has been created in order to elucidate these. Further research needs to be con...