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This paper discusses to what level does social inequality dictate consumption of products of daily use. A study was undertaken to cover mainly the spending and consumption habits of the middle and lower classes of society in the UK, with participants maintaining a food log for a month and also taking part in a survey distributed at supermarkets where level of income, lifestyle, peer pressure and television advertising were considered for their impact on buyers’ purchase and consumption behaviour. It was found that peer pressure and television advertising had a secondary impact, the primary one being the price sensitivity and the lifestyle choices made by the individual or household, all depending on the level of disposable income that was available to the consumers. To what level does Social Inequality dictate consumption of products? List of Contents  No. Topic Page 1 Introduction 3 2 Literature Review 5 3 Research Questions 9 4 Methodology 10 5 Findings and Discussion 13 6 Conclusion 16 7 References 17 8 Appendices 19 To what level does Social Inequality dictate consumption of products? I. Introduction  The 21st century has been hailed as the new millennium. It is a good chance to bury the problems of the past century and start anew. While the 20th century has been remarkable in terms of material progress and comfort in nearly all fields of human endeavour, it has still generated human hatred and discontent for the first time on a global level resulting in two World Wars no more than three decades apart. It is still worth remembering that it was social inequality and a sense of deprivation and anger among the masses that were the real seeds of sowing these world wars. For they played into the hands of capitalists, industrialists and warmongers who rather than tackling the social inequalities that were an inherent part of society, chose to look outward for a military solution to their problems. In any event we did not learn from the first such instance and the world was destined to repeat it not too much later. However it is a sad fact that even today, at least 50 percent or more of the world lives in mass poverty, eking out a subsistence level existence in many underdeveloped countries across the world. Even in so called industrialized economies, we have yet to tackle the social problem of the homeless and the dispossessed that many see as problems of an inefficient and greedy economic and financial system that victimizes people at the end of every business cycle. Social inequality, especially in terms of income levels remains a problem in determining health and wellness benefits of citizens, while also placing limits on the quantity and quality of goods and services of consumption that can be afforded by different sections of society. It is best defined as “a social condition in which privileges and obligations are given to some but denied to others” (Henslin 2005, p.81). In this research project, we will discuss the impact that income inequality has on the consumption and purchasing power of different sections of society in the UK. The purpose of the research project at hand was to determine whether and to what extent are consumer choices regarding food and other items related to their income and social status. Fortunately or unfortunately, the level of income earned by a household depending on their professions and abilities is the main determinant of the status they enjoy in life. The ...Show more
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To what level does Social Inequality dictate consumption of products? Sociology Research Project Aysha Boshor Kingston University To what level does Social Inequality dictate consumption of products? Abstract  It seems that nearly everybody is lamenting about the cost of living nowadays…
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