AFFINITY OR ASPIRATION? REFERENCE GROUPS VALUED BY LOW-INCOME FEMALE CONSUMERS

ABSTRACT

Considering the importance of social relations and interpersonal influence on the behavior of low-income individuals, this study aims to identify and analyze the reference groups valued by low-income female consumers in their decision-making process. A multimethod approach was employed. First, the data were collected through in-depth interviews with 12 low-income women. Subsequently, a Conjoint Analysis technique was applied with a sample of 53 female interviewees belonging to this segment. Due to the economic crisis experienced during the period of data collection, the context of the research was limited to a good that remains attractive in these circumstances: lipstick. Results showed that low-income female consumers value the presence of different reference groups in their decision-making process. Specifically, it was possible to identify two groups of respondents with distinct preferences regarding the following reference groups: family, friends, sales consultants, neighbors/colleagues, celebrities, bloggers, and women in a better financial condition.

Keywords:
Consumer behavior; Low-income consumers; Reference groups