Understanding poverty and promoting poverty alleviation through transformative consumer research

Consumer research holds potential for expanding society's understanding of how people experience poverty and mechanisms for poverty alleviation. Capitalizing on this potential, however, will require more exploration of how consumption experiences shape individual and collective well-being among the poor. This article proposes a framework for transformative consumer research focused on felt deprivation and power within the lived experience of poverty. The framework points to consumer choice, product/service experiences, consumer culture, marketplace forces, and consumption capabilities as research streams with potential to help alleviate poverty. Future research in these areas will expand pathways for transforming the lives of the poor by alleviating stress, engaging marketplace institutions, fulfilling life aspirations, leveraging trust and social capital, and facilitating creativity and adaptation.

Applying a transformative consumer research lens to understanding and alleviating poverty

Increasing attention to global poverty and the development of market-based solutions for poverty alleviation continues to motivate a broad array of academicians and practitioners to better understand the lives of the poor. Yet, the robust perspectives residing within consumer research remain to a large degree under-utilized in these pursuits. This paper articulates how applying a transformative consumer research (TCR) lens to poverty and its alleviation can generate productive insights with potential to positively transform the well-being of poor consumers.

The Transformative Potential of Feminist Critique in Consumer Research

Given the importance of gender in consumer research, one might expect feminist perspectives to be at the forefront of critical engagement with consumer behaviour theory. However, in recent years, feminist voices have been barely audible. This paper explores the value of, and insights offered by, feminist theories and feminist activism, and how feminist theory and practice has altered our understanding of gendered consumption. It then argues that postmodern and postfeminist perspectives have diluted feminism's transformative potential, leading to a critical impasse in marketing and consumer research. In conclusion, we suggest that feminist perspectives, notably materialist feminism, might open up fresh new possibilities for critique, and interesting and worthwhile areas for transformative research in consumer behaviour.

Conceptualizing a transformative research agenda

Transformative consumer researchers seek to enhance consumer well-being by tackling some of the more difficult and intractable social problems and getting the results into the hands of stakeholders who can apply the research findings. Although traditional research approaches offer a viable path for doing research seeking positive social change, alternative research approaches exist that are uniquely suited to the challenges of Transformative Consumer Research. This article examines the standard research process from the perspective of a transformative research agenda to highlight steps in the process that can be better adapted and suggests innovations inspired from other translational research programs.

Sweetpotato consumer research: insights to increasing consumption

This report provides an evaluation of the behaviours and purchasing drivers of key sweetpotato consumers defined by Nielsen consumer research as Established Couples (two or more adults with no children 17 and under, and head of house 35-59), Senior Couples (two or more adults with no children 17 or under, and head of house 60 or over), and Independent Singles (one person household 35 or over, no children 17 or under). Research was qualitative in nature. Methods used included focus groups, depth interviews and shop-a-longs. The report found that preferences for sweetpotato amongst these groups were varied. In general a smaller torpedo shaped vegetable was valued for ease of preparation and the convenience of being of sufficient size for a meal for two. Satisfaction with sweetpotato was high with negative comments on quality exceedingly rare within discussions. However, shop-a-longs revealed that some quality issues were apparent at retail such as withered product, pitting and occasionally damage. A display with stock resting in any amount of water was a barrier to purchase for consumers and this was apparent on two out 15 occasions. A high quality sweetpotato was of a deep orange/red colour, had a smooth skin and was extremely dense and hard. An inferior sweetpotato was wrinkly, spongy, pitted and damaged. Awareness of sweetpotato was a relatively recent phenomenon amongst the respondents of this study with most recalling eating the vegetable in the last five to 10 years. Life-time eating patterns emerged as a consequence of childhood food experiences such as growing up with a ‘meat and three’ veg philosophy and traditional Australian meals. However, this was dependent on cultural background and those with ties to diverse cultures were more likely to have always known of the vegetable. Sweetpotato trial and consumption coincided with a breaking away from these traditional patterns, or was integrated into conventional meals such as a baked vegetable to accompany roasts. Increased health consciousness also led to awareness of the vegetable. A primary catalyst for consumption within the Established and Senior Couples groups was the health benefits associated with sweetpotato. Consumers had very little knowledge of the specific health properties of the vegetable and were surprised at the number of benefits consumption provided. Sweetpotato was important for diabetics for its low Glycemic Index status. Top-of-the-mind awareness of the vegetable resulted from the onset of the disease. Increasing fibre was a key motive for this demographic and this provided a significant link between consumption and preventing bowel cancer. For those on a weight loss regime, sweetpotato was perceived as a tasty, satisfying food that was low in carbohydrates. Swapping behaviours where white potato was replaced by sweetpotato was often a response to these health concerns. Other health properties mentioned by participants through the course of the research included the precursor β-carotene and Vitamins A & C. The sweetpotato was appreciated for its hedonic and timesaving qualities. For consumers with a high involvement in food, the vegetable was valued for its versatility in meals. These consumers took pride in cooking and the flavour and texture of sweetpotato lent itself to a variety of meals such as soups, salads, roasts, curries, tagines and so on. Participants who had little time or desire to prepare and cook meals valued sweetpotato because it was an easy way to add colour and variety to the plate and because including an orange vegetable to meals is a shortcut to ensuring vitamin intake. Several recommendations are made to the sweetpotato industry. • Vigorously promote the distinct nutritional and health properties of sweetpotatoes, particularly if they can be favourably compared to other vegetables or foods • Promote the salient properties to specific targets such as diabetics, those that are at risk to bowel cancer, and those embarking on a weight-loss regime. Utilise specialist channels of communication such as diabetic magazines and websites • Promote styles of cooking of sweetpotato that would appeal to traditionalists such as roasts and BBQs • Promote the vegetable as a low maintenance vegetable, easy to store, easy to cook and particularly focusing on it as a simple way to boost the appearance and nutritional value of meals. • Promote the vegetable to high food involvement consumers through exotic recipes and linking it to feelings of accomplishment with cooking • Promote the versatility of the vegetable • Devise promotions that link images and tone of communications with enjoying life to the fullest, having time to enjoy family and grandchildren, and of partaking in social activities • Educate retailers on consumer perceptions of quality and ensuring moisture and mould is not present at displays Qualitative information while providing a wealth of detail cannot be extrapolated to the overall target population and this may be considered a limitation to the research. However, within research theory, effective quantitative design is believed to stem from the insights developed from qualitative studies. • Develop and implement a quantitative study on sweetpotato attitudes and behaviours based on the results of this study.

Researcher identity: exploring the transformatory power of the research experience.

In consumer research, we frequently focus on the phenomenon of transformation, whether the transformatory effects of a particular consumption community or the great body of work being carried out under the banner of transformative consumer research. However, there is a particular transformation which occurs in the field of interpretivist consumer research that, we would argue, is overlooked—that of researcher transformation. We present as data our reflexive considerations on the ways in which our own research with vulnerable consumers has affected and changed us. We consider short-term transformations in the field, reflecting on the various ways that researcher identity is carefully managed and negotiated to fit with the social–cultural setting. We also consider longer term transformations and discuss the enduring impact of the research process—the people we have met, the homes we have visited, and the stories we have heard. By reflecting on the shaping of identities ‘in the field’, we aim to deepen our appreciation of the interpretive consumer research process and contribute to theoretical understanding of transformative identity research. Copyright © 2012 John Wiley & Sons, Ltd.

A consumer research project as the basis for the development of a marketing plan for a new spirit brand producing gin in Germany

This work project is about developing a marketing plan for a new gin brand in Germany. It is based on consumer and market research, including Portugal as a trend market for the qualitative research. For the undertaking it is seen as fundamental to understand the industry as well as the consumer needs, attitudes and preferences. Furthermore, it is important to consider the estimation of opinion leaders and trendsetters in the industry. In this context it turned out that barkeepers have a key-influencing role for the stimulation of demand. Based on the insights from this research as well as on the gained market knowledge, the marketing plan was developed. The goal is to convince other brand users to switch brands.

Men's grooming in Germany: A consumer research and discussion of current consumer attitudes

The objective of this dissertation was to explore the German men’s grooming market and to discuss the usage and purchase behavior of young male adults. After a brief market analysis, this dissertation evaluates the results of qualitative and quantitative research. The conducted research explored the consumer’s reasoning for and attitude towards personal grooming, and their attitude towards product attributes and the aging process. The dissertation concludes that men attach high value to personal grooming but only to the extent that their personal need is satisfied. As the male involvement in MG is highly dependent on each consumer’s individual needs, the market requires a careful segmentation.

Practical field use of eye-tracking devices for consumer research in the retail environment

Eye-tracking equipment is now affordable and portable, making it a practical instrument for consumer research. Engineered to best analyze gaze on a plane (e.g., a retail shelf), both portable eye-tracking glasses and computer monitor–mounted hardware can play key roles in analyzing merchandise displays to better understand what consumers view. Researchers and practitioners can use that information to improve the sales efficacy of displays. Eye-tracking hardware was nearly exclusively used to investigate the reading process but can now be used for a broader range of study, namely in retail settings. This article presents an approach to using glasses eye tracker (GET) and light eye tracker (LET) eye-tracking hardware for applied consumer research in the field. We outline equipment use, study construction, data extraction as well as benefits and limitations of the technology collected from several pilot studies.

Cultural diversity through transformative action research: translating ideas into real world impact

According to the World Bank, in 2013 more than 215 million people were living outside their countries of birth, and the United Nations Population Fund outlined that if all international migrants lived in the same place they would constitute the world’s fifth most populous country. In other words, the world’s migrant population is greater than at any other time in history and is expected to grow further. As a result of this ever-increasing human mobility, cultural diversity is a fait accompli. For this reason the mission of the Alfred Deakin Research Institute for Citizenship and Globalisation (ADRI-CG), since its inception in 2001, has been to work towards fostering intercultural understanding, human rights and social inclusion through transformative action research and within multidisciplinary approaches. Further, the Institute is mindful that academic work alone is not enough to effect lasting change in both policy and practice, and as such continually seeks strategic partnerships and effective dissemination strategies to influence public policy, and reach communities both locally and globally.

Assessing the Societal Impact of Research: The Relational Engagement Approach

Marketing and policy researchers seeking to increase the societal impact of their scholarship should engage directly with relevant stakeholders. For maximum societal effect, this engagement needs to occur both within the research process and throughout the complex process of knowledge transfer. A relational engagement approach to research impact is proposed as complementary and building upon traditional approaches. Traditional approaches to impact employ bibliometric measures and focus on the creation and use of journal articles by scholarly audiences, an important but incomplete part of the academic process. The authors suggest expanding the strategies and measures of impact to include process assessments for specific stakeholders across the entire course of impact: from the creation, awareness, and use of knowledge to societal impact. This relational engagement approach involves the co-creation of research with audiences beyond academia. The authors hope to begin a dialogue on the strategies researchers can make to increase the potential societal benefits of their research.