Triggers of aspirational consumption at the base of the Pyramid: a qualitative inquiry from Indian context

• Published in: Journal of strategic marketing Vol. 31; no. 1; pp. 154 - 184
• Main Authors: Srivastava, Abhinav, Mukherjee, Dr. Srabanti, Jebarajakirthy, Charles
• Format: Journal Article
• Language: English
• Published: London Routledge 02.01.2023; Taylor & Francis Ltd
• Subjects: Aspirational consumption; comfort and advancement; india; security; social comparison theory; trickle-down effect theory
• ISSN: 0965-254X; 1466-4488
• DOI: 10.1080/0965254X.2021.1885476

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.