An India of Conspicuous Consumption

The word coined conspicuous consumption has changed its meaning and its consumption value with the evolution of modern societies. In earlier days, conspicuous consumption meant ostentation of wealth, and this was a topic of discussion among wealthier people. But in today¿s world, not only the wealthier but also the low-income consumers use product symbolism for their social interaction. Thus, the components of conspicuous consumption vary today. With an increase in equality, ¿low-status¿ consumers get an opportunity to rise above to attain a higher social ranking. This process, in turn, entails possession of conspicuous goods to outrun the social rivals. Thus, it becomes important to research the low-income consumers¿ community in conspicuous consumption. The structure of the book is presented in mainly six chapters as Theoretical Understanding, Variables and its measurement. Research methodology, Data analysis & Interpretations, Finding the Variables and final chapter is Priorities and ranking order of Variables. The Conclusions. Findings, Recommendation, Limitations and Future research is mentioned in end of this book.