Wrath of the Monsoons: Effect of Marketplace Evolution on Acquisition and Storage of Possessions in Recurring Natural Disasters

Sarita Ray Chaudhury, New Mexico State University, USA
Annual monsoon rains in India often cause disruption of normal lives due to flooding. Homes are inundated with flood waters and possessions destroyed. Loss of life is also not uncommon. This study explores how India’s radically evolving marketplace and economic opportunities influence consumers who draw on marketplace resources to define and establish identities. Specifically, the tensions and conflicts in the acquisition and storage of individual possessions in limited family space by those who experience the effects of monsoonal flooding on a recurring basis are examined.
[ to cite ]:
Sarita Ray Chaudhury (2010) ,"Wrath of the Monsoons: Effect of Marketplace Evolution on Acquisition and Storage of Possessions in Recurring Natural Disasters", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 771-772 .