An Exploratory Study Into the Disposition Behaviour of Poor Bottom-Of-The-Pyramid Urban Consumers

This study explores the critical events, decisions and emotions associated with the disposition of basic household items of poor urban consumers. The method chosen to describe the poor consumers experience in the disposition of possessions was that of existential-phenomenology. Open-ended in-depth interviews were conducted with 10 poor urban consumers. The results showed that the disposition behaviour of these poor consumers, while significantly influenced by their religious beliefs, occupied the same psychological stages of disposition as observed by Roster (1989). However, while the psychological stages of disposition were very similar, the behavioural outcomes were quite different to that experienced in wealthier communities. These differences were presented before discussing the implications of these differences. In particular, the decisive role that religion played in influencing disposal behaviour of the poor was discussed before suggesting areas of further research.



Citation:

Stephen Saunders (2010) ,"An Exploratory Study Into the Disposition Behaviour of Poor Bottom-Of-The-Pyramid Urban Consumers", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 440-446 .

Authors

Stephen Saunders, Monash University, Australia



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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