The Configuration and Interplay of Consumer Practices Within Consumer-Constituted Communities in Kenya

This paper explores the interplay and configuration of practices as enacted by consumers within the context of ‘Chama’, a form of consumer-constituted community in Kenya. ‘Chama’ is the specific word used to refer to collectives very similar to the Rotating Savings and Credit Associations (ROSCAs), and is the term to be used in this paper to refer to ROSCA and other similar collectives. The roles of the Chama (and the rotating pot inherent therein) in enabling members to interact as consumers and fulfill their need to be part of a community (Cova 1997), to engage in consumption practices and ultimately meet varied consumption goals, position it as a fitting context to highlight how consumer practices emerge on a bedrock of such social-historically patterned collectives. The study is hence considered to fall within the consumer culture theory domain (Arnould and Thompson, 2005).


Fredah Mwiti, Dr. Maria Piacentini, and Dr. Andrew Pressey (2011) ,"The Configuration and Interplay of Consumer Practices Within Consumer-Constituted Communities in Kenya", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 745-746.


Fredah Mwiti, Lancaster University, United Kingdom
Dr. Maria Piacentini, Lancaster University, United Kingdom
Dr. Andrew Pressey, Lancaster University, United Kingdom


NA - Advances in Consumer Research Volume 39 | 2011

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