Exploring Needs, Desires, and Hopes: a Study of Impoverished Migrated Consumers

Berna Tari, Bilkent University, Turkey
Ozlem Sandikci, Bilkent University, Turkey
Sahver Omeraki, Bilkent University, Turkey
Our main research question is how poor, rural-to-urban immigrant consumers talk about their needs, desires, and hopes and how their interpretations are structured by various institutional and cultural discourses and norms. We argue that migrated consumers are different from the urban poor; and that their desires and hopes are as important as their needs and wants. Results indicate that their needs and wants are shaped by what they observe in each others’ houses in the squatter area. The relation between desire and hope in our case reveals a different situation where one might desire an object without necessarily hoping it.
[ to cite ]:
Berna Tari, Ozlem Sandikci, and Sahver Omeraki (2008) ,"Exploring Needs, Desires, and Hopes: a Study of Impoverished Migrated Consumers", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 850-850.