Belbağ, AG, Üner, MM, Cavusgil, E et al. (1 more author) (2019) The new middle class in emerging markets: How values and demographics influence discretionary consumption. Thunderbird International Business Review, 61 (2). pp. 325-337. ISSN 1096-4762
Abstract
The rise of new middle‐class consumers in rapidly transforming emerging markets has attracted the attention of Western business executives. What they know about this growing segment of customers will determine whether they succeed or fail in these markets. The present study examines the factors that drive the discretionary consumption of this new middle class, including the effects of consumerist values, religious values, occupation, education levels, and ownership of fixed assets. The study draws its insights from data gathered from 391 new middle‐class consumers in Ankara, the second‐largest city in Turkey. The findings provide important implications for businesses, both indigenous and foreign. An overall implication is that managers ought to understand and qualify the new middle class in emerging markets not simply by their access to disposable income but by deeper attitudinal and behavioral characteristics.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2018 Wiley Periodicals, Inc. This is the peer reviewed version of the following article: Belbağ AG, Üner MM, Cavusgil E, Cavusgil ST. The new middle class in emerging markets: How values and demographics influence discretionary consumption. Thunderbird Int. Bus. Rev. 2019; 61: 325–337., which has been published in final form at https://doi.org/10.1002/tie.21980. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | consumerist values; emerging markets; Iceberg Model; new middle class; religious values; Turkey |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Management Division (LUBS) (Leeds) > Management Division Strategy and Organisation (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 21 Feb 2019 10:24 |
Last Modified: | 11 May 2020 00:39 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/tie.21980 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:142751 |