Technology in Low-Income Consumers: an Ethnographical Perspective.

Technological products are developed and replaced at a very fast rate. Thus, the importance of knowing the technological market is determined upon how fast it evolves. In Venezuela, recent research evidences that technology has made an impact on the different social classes, even spreading up to those low-income consumers. We carried out a qualitative research work using an ethnographic approach in Caracas. The main purpose of this research was to deeply understand how low-income people – specifically those from E social class - perceive communication and IT’s as well as understands how technologies are inserted in their daily lives.


Sofia Esqueda and Larian Hernandez (2008) ,"Technology in Low-Income Consumers: an Ethnographical Perspective.", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 213-213.


Sofia Esqueda, IESA - Marketing Center - Professor - Venezuela
Larian Hernandez, DATANALISIS - Qualitative Studies Unit - Venezuela


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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