ABSTRACT

This study explores the factors driving aspirational consumption of the Indianbase of the pyramid (BOP) consumers, using the underpinnings of the social comparison theory and trickle-down effect theory. A qualitative phenomenological approach was adopted for this study. Thematic analysis on 35 in-depth interviews of the BOP consumers of Kharagpur, India, showed that BOP people’s tendency to engage in within-group and across-group social comparison, and their need for security, comfort, advancement and wellbeing, as well as astuteness trigger aspirational consumption at the BOP. This study contributes to the BOP market literature by developing a theoretical framework showing the triggers of aspirational consumption at the BOP. This study advances both social comparison theory and trickle-down effect theory. This study also demonstrates the positive side of aspirational consumption, which is an addition to the literature. Additionally, the study provides practical and social implications.

摘要

本研究以社会比较理论和涓滴效应理论为基础，探讨了推动印度金字塔底层 (BOP) 消费者渴望消费的因素。本研究采用定性现象学方法。对印度 Kharagpur 的 BOP 消费者进行的 35 次深度访谈的专题分析表明，BOP 人群倾向于进行群体内和群体外的社会比较，他们对安全感、舒适感、进步感和幸福感的需求，以及精明在国际收支处引发了理想的消费。本研究通过开发一个理论框架来展示 BOP 中渴望消费的触发因素，从而为 BOP 市场文献做出贡献。本研究推进了社会比较理论和涓滴效应理论。这项研究还展示了理想消费的积极方面，这是对文献的补充。此外，该研究还提供了实际和社会意义。