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

Fariha Reza; Huma Amir; Syed Hasnain Alam Kazmi

doi:10.5585/remark.v20i2.17569

Autores

Fariha Reza Shaheed Zulfikar Ali Bhutto Institute of Science and Technology – SZABIST https://orcid.org/0000-0002-1660-7523
Huma Amir Institute of Business Administration – IBA https://orcid.org/0000-0003-0061-016X
Syed Hasnain Alam Kazmi Shaheed Zulfikar Ali Bhutto Institute of Science and Technology – SZABIST https://orcid.org/0000-0002-5008-7365

DOI:

https://doi.org/10.5585/remark.v20i2.17569

Palavras-chave:

Non-essential purchases, Bottom of pyramid, Self-determination, Subjective well-being, Patience

Resumo

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.

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Biografia do Autor

Fariha Reza, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology – SZABIST

PhD Scholar

Huma Amir, Institute of Business Administration – IBA

Assistant Professor

Syed Hasnain Alam Kazmi, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology – SZABIST

Assistant Professor

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