Vulnerable desires: impoverished migrant consumers in Turkey
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CitationSANDIKCI, Ö., TARI, B., ÖMERAKİ, S. (2014). Vulnerable desires: impoverished migrant consumers in Turkey. In ALAN, B., MIKKO, L., ALEX, R. (eds.). Proceedings of the 39th Annual Macromarketing Conference, Macromarketing Society, pp.109-117.
As a vulnerable consumer segment, economically deprived consumers have received scholar-ly attention (e.g. Baker, Gentry and Rittenburg, 2005; Hill and Stamey, 1990; Lee, Ozanne, and Hill 1999). Realizing differences in the consumption behaviors of economically better-off and impoverished consumers, some researchers explored how poor consumers cope with economic restrictions in a world of abundance. Lewis (1970), for example, argued that poor consumers did not behave according to the dictates of higher-income people, while others claimed that consumption values were the same regardless of consumer’s level of income (e.g. Irelan and Besner 1966; Leeds 1971). On the one hand, poor consumers were seen as lacking the adequate level of income to provide themselves with proper consumption (e.g. Holloway and Cardozo 1969); on the other hand, they were perceived to be capable of find-ing their own ways to optimize their purchases in terms of assortments of products (e.g. An-dreasen 1975). Overall, the expectation is that “necessities of survival” have to be met first; thus, most studies focus on understanding what constitutes the “basic needs” of the poor con-sumers (e.g. Hill 2002a; Richards 1966).