Impact of smartphones, self-determination and patience on subjective well-being of bottom of pyramid customers

Abstract

Study objective: This paper analyzes the impact of non-essential purchases, particularly smartphones, and patience on self-determination and subjective well-being of bottom of pyramid customers.Method: 665 questionnaires were personally administered to respondents. Partial Least Squares Structural Equation Modelling (PLS SEM) was performed using SmartPLS software to test multiple dependency relationships between non-essential purchases, self-determination, subjective well-being and patience.Main results: Non-essential purchases, particularly smartphones, had a direct effect on self-determination and an indirect effect on subjective well-being of bottom of pyramid customers. Non-essential purchases fulfilled psychological need for self-determination, that led to subjective well-being. Moreover, patience was established as a significant predictor of self-determination and subjective well-being.Theoretical/ methodological contributions: This paper makes a theoretical contribution by connecting social identity theory, self-determination theory and patience with non-essential purchases and subjective well-being of bottom of pyramid customers.Relevance/ originality: Relatively fewer researches are available in Western marketing literature that connect patience with self-determination and subjective well-being of bottom of pyramid customers. The novel insight of this research showed that non-essential purchases can restore a sense of subjective well-being in such customers and when poverty related adverse situations tend to lower subjective well-being of these customers, patience positively impacts their self-determination and does not let them despair.Managerial and social implications: Marketers can use the insights from this research to develop products that satisfy bottom of pyramid customer’s psychological needs for self-determination that lead to subjective wellbeing in a consumer society.

Psychological consumer behavior and sustainable green food purchase

“…Many researchers have examined multiple determinants of sustainability and green behavior. These include consumer demographics, values, knowledge and its relationship with environmental consciousness (Lee and Cho, 2019;Reza et al, 2021). Attitude is a significant determinant of environmental behavior that significantly affects sustainable actions (Gupta and Singh, 2019;Nguyen et al, 2019).…”

“…Many researchers have examined multiple determinants of sustainability and green behavior. These include consumer demographics, values, knowledge and its relationship with environmental consciousness (Lee and Cho, 2019; Reza et al. , 2021).…”

Pengaruh Kesabaran terhadap Self Determination pada Pengguna NAPZA di Pondok Inabah

“…Beberapa penelitian menemukan bahwa kesabaran dapat mempengaruhi self determination seseorang. Reza et al (7) mengkaji mengenai dampak pembelian tidak penting khususnya ponsel pintar dan kesabaran terhadap self determination dan subjective well being pada masyarakat tidak berkecukupan yang dilakukan di Pakistan. Penelitian menunjukan bahwa orang-orang yang tidak berkecukupan distereotipkan sebagai orang-orang yang nakal scara moral, frustasi dan tidak bahagia, karena keterbatasan sumber daya, otonomi mereka terhadap keadaan menjadi terbatas.…”

25 anos de pesquisa na base da pirâmide: um estudo bibliométrico

“…The "Customer BoP and marketing approach" cluster is mainly concerned with articles that focus on marketing, BoP in the role of customers, and articles that examine the retail and consumer products sectors. In this group, for example, consumer loyalty to brands is investigated, considering the influence of different factors (Costa Filho et al, 2021) and the impact and perceptions on the consumption of products considered non-essential, such as smartphones (Cardoso Campos et al, 2021;Reza et al, 2021). Regarding the classic conceptualization of BoP 1.0, it is possible to observe that it is not restricted to the perspective of economic results, as in the case of the relationship analysis between evaluations of health services and population well-being (Tellini et al, 2019).…”

“…O grupo "BoP como cliente e abordagem de marketing" preocupa-se principalmente com artigos que enfocam marketing, BoP no papel dos clientes e artigos que examinam os setores de varejo e produtos de consumo. Nesse grupo, por exemplo, é investigada a lealdade do consumidor às marcas, considerando a influência de diferentes fatores (Costa Filho & Motta, 2021) e o impacto e as percepções sobre o consumo de produtos considerados não essenciais, como smartphones (Reza, Amir & Kazmi, 2021). Em relação à conceituação clássica de BoP 1.0, é possível observar que ela não se restringe à perspectiva de resultados econômicos, como é o caso da análise da relação entre avaliações de serviços de saúde e bem-estar da população (Tellini et al, 2019).…”