“Low income? I have an iPhone”: a study of bottom-of-the-pyramid status consumption
DOI:
https://doi.org/10.5007/2175-8077.2023.e82788Keywords:
Low income, Smartphone, Apple, Identity, Consumer behaviorAbstract
The term base of the pyramid was attributed by Prahalad to refer to people who have low purchasing power. In order to expand knowledge about low-income consumers, this research aimed to understand the incorporation of the symbolism of the iPhone brand in the identity construction of young people at the base of the pyramid. To this end, qualitative research was carried out with data collection through interviews with 23 low-income young people, which were analyzed using Bardin's content analysis technique (1977). The categories analyzed were: (i) feeling of status and prestige, (ii) motivations and meaning of owning the iPhone and (iii) iPhone and the extension of the self. It was found that symbolic issues prevail, because even if other smartphones from other brands are considered better, they cannot overturn all the symbolism of the iPhone, which is the main reason for the purchase. It was found that, in addition to trying to get closer to the identity of people from a higher class, owning an iPhone is a way of distancing oneself from the poorest. Many interviewees noticed a difference in their identity after purchasing the device, feeling feelings of exclusivity and superiority. Through a sociocultural perspective, various motivations for consuming a good with high monetary value were presented and also a discussion on the prejudices and discrimination suffered by low-income people, thus generating relevant information for both researchers, society and the market.
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