Competently ordinary: new middle class consumers in the emerging markets

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dc.citation.epage140en_US
dc.citation.issueNumber4en_US
dc.citation.spage125en_US
dc.citation.volumeNumber78en_US
dc.contributor.authorKravets, O.en_US
dc.contributor.authorSandikci, O.en_US
dc.date.accessioned2015-07-28T12:03:10Z
dc.date.available2015-07-28T12:03:10Z
dc.date.issued2014-07en_US
dc.departmentDepartment of Managementen_US
dc.description.abstractAlthough the new middle classes in emerging markets are a matter of significant interest for marketing scholars and managers, there has been little systematic research on their values and preoccupations. This article focuses on new middle class consumers to identify the new, shared socio-ideological sensibilities informed by the recent neoliberal reforms in emerging markets and examines how these sensibilities are actualized in consumption. Through an ethnographic study of fashion consumption in Turkey, the authors explicate three salient new middle class sensibilities, which implicate the mastery of the ordinary in pursuit of connections with people, institutions, and contexts. These sensibilities crystallize into a particular mode of consumption-"formulaic creativity"-which addresses consumers' desire to align with the middle and helps them reconcile the disjuncture between the promises of neoliberalism and the realities of living in unstable societies. The article provides recommendations on product portfolio management, positioning strategies, and marketing mix adaptation decisions.en_US
dc.description.provenanceMade available in DSpace on 2015-07-28T12:03:10Z (GMT). No. of bitstreams: 1 11522.pdf: 269830 bytes, checksum: 01ee531003b0c0633745c05963f29924 (MD5)en
dc.identifier.doi10.1509/jm.12.0190en_US
dc.identifier.issn0022-2429
dc.identifier.urihttp://hdl.handle.net/11693/12804
dc.language.isoEnglishen_US
dc.publisherAmerican Marketing Associationen_US
dc.relation.isversionofhttps://doi.org/10.1509/jm.12.0190en_US
dc.source.titleJournal of Marketingen_US
dc.subjectNew middle classesen_US
dc.subjectEmerging marketsen_US
dc.subjectOrdinaryen_US
dc.subjectFormulaic creativityen_US
dc.subjectFashionen_US
dc.titleCompetently ordinary: new middle class consumers in the emerging marketsen_US
dc.typeArticleen_US

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