ID: 9599
Authors:
Marcus Wilcox Hemais, Letícia Moreira Casotti, Everardo Pereira Guimarães Rocha.
Source:
Revista de Administração de Empresas, v. 53, n. 2, p. 199-207, March-April, 2013. 9 page(s).
Keyword:
consumption , Hedonism , income , moralism , poverty
Document type: Article (Portuguese)
Show Abstract
Economic stability in Brazil has allowed items that were formerly only
accessible to the better-off social classes, to be consumed at ¨the
bottom of the pyramid¨. This has aroused the interest of both the
academic and business world and led to a desire for a better
understanding of this phenomenon. Two lines of argument have arisen with
distinct perspectives. The first supports a hedonistic approach, which
believes that consumption at the base of the pyramid is driven by a wish
to reduce poverty, while the other, where a moralistic standpoint is
predominant, criticizes this view because it believes that people´s
lives can only be improved by including people with less purchasing
power in the production processes. One of the aims of this essay is thus
to discuss how the literature on consumption at the bottom of the
pyramid, shows features of these types of approaches. In addition, it
seeks to encourage further studies by setting out a research agenda.