Consumer choices regarding food and other items related to their income and social status - Essay Example

? Methodology for the Research Project of the of the Methodology for the Research Project Purpose of the Research The purpose of the research project at hand was to determine whether and to what extent are consumer choices regarding food and other items related to their income and social status. Fortunately or unfortunately, the level of income earned by a household depending on their professions and abilities is the main determinant of the status they enjoy in life. The nature and scope of their lifestyle, the main activities they undertake every day and even the distribution of work and leisure hours over their lifetimes are based upon the size and regularity or irregularity of their income or other earnings- be it from investments, overtime, moonlighting or any other source. Since the lower class of society mainly feel that they are the victims of society, forced to subsist on meagre incomes in low paying jobs that is typically their lot, we will focus on the consumption habits of this strata of society. In the process we will also determine how much the power of advertising and media over the television has on their purchasing and consumption habits. We will also try to determine how, with typically low paid and temporary unskilled employment, these people view the food products they purchase in terms of getting dietary satisfaction or not. Lastly, we will investigate whether and to what extent does peer group pressure and price sensitivity of the food consumed by these individuals and families and whether or not this varies according to the types of products being purchased and consumed. Research Questions As can be seen from the preceding paragraph, the main query behind all the research effort was to determine how social inequality dictates the consumption of products. To answer this question, the research questions posed were as follows: 1. How does the lower-income buyer view their consumption habits in relation to government, politics, or corporate employment? 2. What role, if any, does television usage (volume and content) dictate lower-income buyer preferences and consumption behaviours? 3. In relation specifically to food, how do food insecure individuals view the food products they purchase in relation to needs or environment? 4. What is most important to the lower-income buyer- peer opinion or price sensitivity and to which types of products does either/or apply? In other words, this sociological research project is expected not only to draw a relationship between income, consumption and lifestyle but also to determine how the lower class of society respond to the jobs provided to them in terms of daily living, purchasing and consumption activities. Obviously the highly relevant factors of media advertising and peer group recommendations had to be included as these factors cannot be ignored in the consideration of modern lifestyle choices- no matter what strata of society we are dealing with in a typical Western economy. Proposed Plan for Research As can be seen from the earlier part of the research project, the methodology involves first of all the creation of a Food Log, followed by a multi-purpose Survey covering the purchasing habits of the lower class families in selected areas. The multipurpose survey will have three distinct sections- one about general consumption behaviours, the second about the influence of television and peers on decision-making, and the third about any physiological restrictions that each participant maintains in their lifestyle. These surveys were distributed by the researcher in an environment where low-income shoppers frequented in the region, while guaranteeing anonymity to the participants. However the expected sample to be collected was 50-100 individuals of varying demographics and socio-cultural backgrounds to gain a broader perspective of what drives product consumption as it relates to their social inequality as compared to other more resourceful consumers. The data gathered from the study was then analysed and correlated to find any similarities that might exist between certain socio-cultural backgrounds, geographic distribution or other relevant commonalities. This data was further compared to available sociological literature and marketing literature regarding the consumption habits of affluent and non-affluent buyers to identify any potential trends from the sample group results. To influence participation of the lower class individuals especially, it was thought necessary to distribute food coupons that gave them ability to purchase food or participate in one of the food kitchens sponsored by corporate firms or social welfare groups. This not only makes the research more authentic but makes the participants less reluctant to participate in the survey. Normally people are reluctant to talk about their personal habits or food choices so this is one way to overcome this barrier. Once the people are convinced there are no ulterior motives they are more than willing to cooperate, especially if they realise that it may benefit their lot in the long run. This fact might apply to all income and social groups, regardless of their place in society. Reasons for Choice of Research Methods Coming to the choice of research methods, the creation of a food log with the kinds of food and drink consumed by the average middle to lower class consumer was a first step in realising the divide if any that exists between these and the higher classes of society. Common sense would dictate that it is so. From the very simplest of elements across the breakfast table- bread, muffins, jams and other items to the comparison of complex dinners and desserts with the typical readymade meals that form the dinner choices of the lower class, it is evident that income disparities dictate these choices and limitations. The food log is a readily acceptable piece of evidence that would give credence, validity and reliability to the income disparities observed among the different classes of society. While the elements of breakfast and dinner are undoubtedly the same, like bread and butter and jam, the price of these items, the taste and variety is quite different for the upper, middle and lower income groups. Where the upper middle class can rely on a varied and nutritionally filling breakfast, the lower classes would have to do with what’s available or even what was left over from yesterday. These were the stark realities expected to be observed from the data collected. Much the same story would be expected of dinner varieties. While some of the upper class chose to forgo lunch for reasons of health, maintaining a healthy lifestyle or reducing the waistline etc, most of the lower income group simply skipped lunch now and then out of necessity. They could not afford a good lunch, except a sandwich sometimes. Coming to the multi-purpose survey, it was distributed in retail shops and department stores like ASDAs and Sainsburys in Surrey where the sample population was to be targeted. It would give me a good idea of the purchase and consumption patterns of various income groups, what were the influencers of these choices- media advertising, peer group choices or any other- and where price sensitivity was involved. It would also help determine how these classes perceived they were being treated by society. While the first instrument i.e. food log would be quantitative being just a record of items consumed, the second i.e. multipurpose survey would seek to find the qualitative connection between consumption choices, their influencing factors, relation to price sensitivity and perceptions about how the participants viewed themselves as members of society. About Population and Sample Size As can be seen from the project details above, it was estimated that a good sample size would be between 50 to 100 participants, dispersed along the same lines as the population with the desired characteristics being measured. According to an article published in the Guardian as recently as December 2011, the OECD estimates that income disparity in the UK is rising rapidly as the average income of the top 10% of the population is twelve times that of the lowest 10% of the masses. It has also been noted that these disparities are increasing in other parts of the world like the developing economies. Even the USA was not immune as the top 1% earned 20 percent of the total gross income of the nation, before the financial crises of 2008. No wonder there have been worldwide ‘Occupy Wall Street’ type protests against this menace. Even Government seems to have to bow down to these pressures (Rogers, 2011, 1). Although the data from the food log and the sample surveys was not more than 70 percent of the total given out, it still gives a reasonably strong picture of the results. The forms were either given out by hand or left at the stores and retail outlets to be distributed by the store clerks. We had to involve the managers of the premises and explain our purpose of doing the research. Thankfully there was not much opposition and most of the data collection being able to be marked on the form made it easier to complete, compile, summarize and evaluate. Findings, Results and Discussion It was observed from the analysed data that there was clearly a connection between income disparity and food choices. While most of the lower income group showed a desire to consumer a better and more nutritious variety of items, the paucity of income limited their choices. They also had less discretionary income to spend and were mostly living from hand to mouth in most situations i.e. simply making ends meet. Most of them viewed it as their lot in life and were critical of Government initiatives. They said that there was simply not enough to go around. The middle class however aspired to do better in the future, had better food choices, and a healthier lifestyle. The lower classes did not care much about their health. The higher classes were the best off with the best variety of choices showing that income does have an impact on quality of life. References Rogers, Simon. OECD Income Inequality Report-How Do Different Countries Compare? Datablog Section, the Guardian online, UK. Accessed on 01 March 2012 at http://www.guardian.co.uk/news/datablog/2011/dec/05/oecd-ineqaulity-report-uk-us Read More