Conspicuous Consumption and Rural Poverty in Farming Community: An Empirical Investigation based on Two DS Divisions in Kurunegala District in Sri Lanka

H.M. Senevirathne , N.A. Rajasinghe , D.A.M. Perera
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引用次数: 7

Abstract

Researchers and Practitioners have been interested in the field of conspicuous consumption (CC) for the past few decades. Much of these works have been concerned with defining and measuring the CC tendencies among leisure class. Less effort has been directed toward determining the factors that underlie the tendency to consume conspicuously by ‘less income earners’, such as small-scale farmers (SCFs). This paper examines empirically the relationship between CC tendencies and rural poverty in farming community in Kurunegala district based on the hypothesis that there is a strong relationship between the CC and status of poverty among farmers. The reasons for selecting the Kurunegala district for analysis were, amongst the others: it is the third biggest district in Sri Lanka with 30 Divisional Secretariats; the nominal poverty line is Rs. 3,667, which is Rs.328 below the national average; as a percentage of total population of Sri Lanka, it has 7.3% of the population, and the majority of them are engage in agriculture. This study identifies several different types of circumstances and sensory stimuli that serve as cues for triggering CC. A wide range of journal databases and books were referred to review the works of various researchers in this field. 260 households who can provide information on these criteria were selected from two Divisional Secretariats, namely: (1) Galgamuwa, and (2) Nikaweratiya using Stratified Random Sampling techniques. Each household was interviewed, personally and in-depth, with the help of a semi-structured interview schedule. The ordered Logistic regression techniques were used for statistical analysis. The results suggest that there is a significant relationship between CC and poverty among farming community. The paper will be useful for marketing practitioners and researchers towards comprehensive understanding of the CC in farming community.

农业社区炫耀性消费与农村贫困:基于斯里兰卡库鲁内加拉县两个DS区的实证研究[j]
在过去的几十年里,研究者和实践者一直对炫耀性消费(CC)领域感兴趣。这些工作大多是关于定义和衡量有闲阶层的CC倾向。在确定“低收入者”(如小农)明显消费倾向背后的因素方面所做的努力较少。本文基于农民贫困状况与农村CC倾向之间存在强烈关系的假设,对库鲁内加拉区农业社区CC倾向与农村贫困之间的关系进行了实证研究。选择库鲁内加拉区进行分析的原因包括:它是斯里兰卡第三大区,有30个区秘书处;名义贫困线为3667卢比,比全国平均水平低328卢比;作为斯里兰卡总人口的百分比,它有7.3%的人口,他们中的大多数从事农业。本研究确定了几种不同类型的环境和感官刺激,作为触发CC的线索。参考了大量的期刊数据库和书籍,回顾了该领域不同研究人员的工作。使用分层随机抽样技术从两个司秘书处(即:(1)加尔加穆瓦和(2)尼卡瓦拉蒂亚)选出260户能够提供这些标准信息的家庭。在半结构化访谈时间表的帮助下,对每个家庭进行了亲自和深入的访谈。采用有序逻辑回归技术进行统计分析。结果表明,农村社区的CC与贫困之间存在显著的关系。本文将有助于营销从业者和研究人员全面了解农业社区的CC。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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