Project: Group Influences & Income/Class - Essay Example

To begin with, Dubai is definitely a of high-tech contrasts within the Arabian Desert. In this respect the follows the capitalist model of development. As might be noted, capitalism is always consumerism. With this in mind, the exact culture of highly progressive city identifies it as socially and economically stratified. In other words, based on the examples of Spinneys and Carrefour retailers situated in Dubai, one has an opportunity to observe what drives people to buy merchandise or to use services the aforementioned retailers provide customers with.

First and foremost, it is vital to identify the key concepts regarding the topic on the whole. Thus, the concepts of reference group influences and social class are highly emphasized throughout the paper (Solomon 5). Carrefour and Spinney’s declare the cutting-edge culture of consumer-oriented trends. As far as might be seen, people are driven by their attitudes toward society and their niche within it. Thus, for socially prosperous individuals, it is of no need to buy products from cheaper sections of the supermarket.

It is likely that people living in Dubai are more focused on their social identities than on the quality of food even though it is cheaper. On the other hand, Carrefour is also a wholesale chain making shopping easier and cheaper for families and ordinary individuals (Explorer Publishing 414). This is why social class stratification and mobility are the two forces enabling this retailer to be popular with numerous residents of the city. What is more, the division of the Dubai society into “haves” and “have-nots” is distinctive according to the districts where people live (Solomon, Chapter 13: Income and Social Class 7).

Notably, Dubai is the city of rich people. Natives of the city are well supported by the government. Conversely, foreigners are another side of the story. Spinneys markets forward a special program for attracting more consumers exactly to their supermarkets throughout Dubai through providing a deliberate intervention for all layers of the society concentrated in Dubai. Having a wide range of products from Australia, Great Britain, and South Africa, Spinneys increases horizons of social discourse through consumerism (Explorer Publishing 415).

Henceforth, people communicate through their social stratification in terms of their decent. Buying power in Dubai as well as in any other place depends on the consumer culture nurtured within the society. Thus, consumerism represented on the example of Spinneys and Carrefour shows how social grouping impacts on consumers’ choices. Pertaining to the social class stratification, residents of Dubai are proposed to show their normality and consistency with the social life through the way they buy merchandise.

Achieved and ascribed statuses individuals posses presuppose their extent of impact and the availability of different sources at their disposal (Solomon, Chapter 13: Income and Social Class 9). Thus, people in Dubai are more driven by social dominants referred to them.To conclude, consumerist culture in Dubai is of high importance. Based on the examples of Spinneys and Carrefour, an observation has illuminated the way social identities impact on the consumer choices. Theoretical framework for this is well supported by practical implications.

Dubai’s public is characterized by solvent and very solvent individuals with a little extent of the marginal layers. Thus, there is a point to consider Dubai residents pre-determined in consumer choices by their social status.Works CitedExplorer Publishing. Dubai: The Complete Residents Guide. 10. Dubai: Explorer Publishing & Distribution, 2006.Solomon, Michael. "Chapter 11: Group Influence and Opinion Leadership." Solomon, Michael. CONSUMER BEHAVIOR. 8. 2010.Solomon, Michael. "Chapter 13: Income and Social Class.

" Solomon, Michael. CONSUMER BEHAVIOR. 8. n.d.