The influence of social class identity on consumption patterns in supermarkets

Abstract

With the increasingly prominent consumption culture in Singapore, there is a need for better understanding of how one's socioeconomic status shapes consumption behaviour even within the most mundane activities such as grocery shopping. With a focus on supermarkets, this research examines the role that social class identity plays in what individuals choose to consume and purchase. Through in-depth interviews with 10 individuals that regularly purchase groceries and field research within the physical space of three supermarket stores, findings suggest that the everyday consumer is conscious of the differences between major supermarket chains and views them in the form of an upper, middle and lower tier hierarchy. One’s socioeconomic status does influence the kinds of considerations and priorities they have when purchasing groceries, and there is a class distinction within the physical space of the supermarket through aspects such as the variety of goods offered.