Social inequality is “the most consistent predictor of his or her behaviour, attitudes and life chances” (sociologyindex.com 2011, p.1). There have not been many studies conducted about the linkages between product consumption and social inequality. Social inequality under the lens of finance is important to marketing organizations and also the strength of the national economy based on tax revenues earned by governmental bodies and ensuring corporate health. Thus, uncovering what drives consumption between classes, especially the lower-income class, is important for economic issues as well as satisfying knowledge regarding social systems. Literature review: People with higher financial resources tend to enjoy the ostentatious presentation that comes from consuming products as a means of demonstrating wealth (Mariana, Raluca & Gratiela 2009). With higher discretionary income comes the ability to highlight their class membership, such as purchasing a Mercedes Benz as a means to experience upper class social climbing. However, lower-class individuals with less discretionary income have a variety of different problems that are associated with consumption including lack of resources and physiological discrepancies that dictate the type of consumption possible or desired. “It is not easy to meet the needs of people belonging to middle class society” in relation to product marketing and product availability (Mariana et al, p.1020), likely for these reasons. There appears to be a fundamental difference between the higher resource consumer and the lower-class buyer. In capitalistic societies, it is theorized that lower-resource consumers view consumption of products as a form of escapism from political systems that leave these consumers feeling trapped and exploited by government and corporate growth (Wolff 2004). In essence, people in lower-class or middle-class buying segments see consumption as “the adequate, appropriate reward for their productive efforts” rather than finding personal utility through consumption and psychological needs rewards (Wolff, p.2). How low and middle-class consumers view consumption is important if the research study is to identify how social inequality dictates consumption patterns. Mass media also seems to have an influence on these decisions. Modern communication technologies are referred to as being “elite manipulation and oppression” (trinity.edu 2011, p.2). Marketers of low cost products targeted to lower class individuals are constantly present on television and thus influence purchase decision to some measureable degree. However, as social class increases, so does the volume of television viewing. Television “leads individuals to view themselves as being relatively powerless and apolitical, oblivious of the real forces shaping their lives” (trinity.edu, p.3). Thus, the question should be asked: does television advertising shape the consumption patterns of those who are isolated by social inequality? Previously, certain physiological problems in lifestyle associated with maintaining low resources was identified. A recent study conducted to measure
Cite this document
(“To what level does social inequality dictate consumption of products Essay”, n.d.)
Retrieved from https://studentshare.net/sociology/47158-a-research-proposal
(To What Level Does Social Inequality Dictate Consumption of Products Essay)
“To What Level Does Social Inequality Dictate Consumption of Products Essay”, n.d. https://studentshare.net/sociology/47158-a-research-proposal.
Cited: 0 times
Research Proposal: To what level does social inequality dictate consumption of products? BY YOU YOUR SCHOOL INFO HERE DATE HERE Title: To what level does social inequality dictate consumption of products? Summary: All across the world, social inequality, especially in terms of income levels, is a problem in determining health and wellness benefits of citizens and also related to forecasting product consumption demand…
The study also determines how much the power of advertising and media over the television has on their purchasing and consumption habits. It will also tries to determine how, with typically low paid and temporary unskilled employment, these people view the food products they purchase in terms of getting dietary satisfaction or not.
Even the Government has been forced to look at austerity measures regarding spending and saving, and controlling inflation has become one of the most important issues. Purchase and consumption behaviour across the social spectrum in the UK has been largely dictated by income, lifestyle, peer choices and price sensitivity.
Whether to behave ethically or not is not always a legal issue; indeed many corporate actions in this respect are not required by any laws; in most cases, decision to be ethical or not are often determined by ones moral compass. The employees, management in, and organization should do what they think is moral even if it involves deliberately taking actions that impact negatively on the company’s bottom line.
Once the Americans were too specific about class distinction and the upper crust always vacationed in Europe and worshiped an Episcopal God; the middle class drove Ford Fairlanes, settled the San Fernando Valley and enlisted as company men; and the working class belonged to the A.F.L.-C.I.O., voted Democratic and did not take cruises to the Caribbean.
As we know from our Sociology classes, social inequality is a direct result of social stratification. In the class system, social inequality and stratification depend on one's personal success. In class societies we have a tendency to looking at person's achievements what is called meritocracy or social stratification, which depends upon individual merit.
The three main classical sociologists Weber, Marx and Durkheim had made predictions on how social inequality would affect the modern society. These predictions though distinct in nature had couple of similarities as well. Today the inequality has acquired several more dimensions.
One of the today’s main issues: the North versus the South. Developed Countries against developing countries. We often see this problem as a confrontation between two parties: one which has everything and the other one which wishes to be part of the wealth distribution. One of the driving forces of the struggle is globalization.
But deliberate attempts from both the parties can convert such relationships into successful ones.
The New York Times, dated May 19, 2005, has published the story of a male and a female who lead a successful married life even though
Social and Economic Inequality: two words that describe the social status of a person. In our society, a person earning more is placed in an upper class whereas those earning less are to be placed in an inferior class of the society. Income inequality has always been a topic of focus for political scientists, sociologists, economist.
6 pages (1500 words)Essay
Got a tricky question? Receive an answer from students like you!Try us!
Let us find you another Essay on topic To what level does social inequality dictate consumption of products for FREE!