Ongoing research on resource integration highlights the central role of resources and describes all social and economic actors, including consumers, as resource integrators who actively engaged in experiences. How consumers integrate their resources is particularly important in the subsistence marketplace, which operates in a limited resource setting. The objective of this study is to examine how subsistence consumers integrate resources in achieving their life satisfaction goals. Data was collected using a semi-structured questionnaire from a sample of 244 urban and rural consumers in Sri Lanka. The results demonstrate that resource integration significantly influences the life satisfaction of subsistence marketplace consumers, although its influence is not uniform across the urban and rural sectors. While “operand” resources are found to have most influence, the low usage of “operant” resources suggests that there is underutilisation of skills, competencies and intangible resources involved in creating value in the subsistence marketplace. The study found substantial differences in the way urban and rural consumers integrate their resources. Contrary to previous research, consumer aspirations had minimal effect on life satisfaction goals of consumers. The study provides implications for marketers to identify the types of consumer resources owned by subsistence marketplace consumers and their usage in different sectors.

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生计市场中的消费者资源整合——城乡消费者的比较研究

正在进行的资源整合研究强调了资源的核心作用，并将包括消费者在内的所有社会和经济参与者描述为积极参与体验的资源整合者。在资源有限的生存市场中，消费者如何整合他们的资源尤为重要。本研究的目的是研究自给自足的消费者如何整合资源以实现他们的生活满意度目标。数据是使用半结构化问卷从斯里兰卡 244 名城乡消费者样本中收集的。结果表明，资源整合显着影响自给市场消费者的生活满意度，尽管其影响在城乡之间并不统一。虽然发现“操作数”资源的影响最大，但“操作数”资源的低使用率表明在生存市场中创造价值所涉及的技能、能力和无形资源未得到充分利用。研究发现，城乡消费者整合资源的方式存在显着差异。与之前的研究相反，消费者愿望对消费者生活满意度目标的影响很小。该研究为营销人员确定自给市场消费者拥有的消费者资源类型及其在不同部门中的使用提供了启示。研究发现，城乡消费者整合资源的方式存在显着差异。与之前的研究相反，消费者愿望对消费者生活满意度目标的影响很小。该研究为营销人员确定自给市场消费者拥有的消费者资源类型及其在不同部门中的使用提供了启示。研究发现，城乡消费者整合资源的方式存在显着差异。与之前的研究相反，消费者愿望对消费者生活满意度目标的影响很小。该研究为营销人员确定自给市场消费者拥有的消费者资源类型及其在不同部门中的使用提供了启示。