دانلود رایگان مقاله انگیزه کارآفرینی مصرف کننده

ABSTRACT

The world is eyeing emerging markets where increasing numbers of consumers are entering into a new segment called the middle class. In emerging markets, this new segment of the population, as it moves up the economic ladder and seeks a better life, is considered the backbone of the economy. In this study, India is chosen because its economic progress, and changing cultural and demographics shifts, have set the stage for fundamental change of the country’s middle class consumers, who are exhibiting new lifeaspirations and entrepreneurial pursuits. While India’s middle class continues to grow in size and importance, the existing research fails to fully address questions regarding their aspirations or life goals, entrepreneurial motivations, and demographic characteristics. This study attempts to fill the void by focusing on life goals, attitudes, and behaviors of the middle class consumers. Specifically, this study focuses on their aspirations and entrepreneurial motivations. The data collected from India reveals interesting insights about this important segment of India’s people. Their demographic profiles suggest that they are well-educated, employed full-time and own assets. Furthermore, these middle class consumers express their confidence in attaining life aspirations such as financial success and personal growth. They tend to seek more opportunities for accomplishing life goals and display entrepreneurial motivations.

8. Conclusions, limitations, and directions for future research

Though the present survey provides useful insight into Indian middle class consumers’ aspirations and entrepreneurial motivations, the sample size is small and the study is descriptive. Since India is not a homogeneous market, a larger sample will help to capture more variations in middle and lower middle class consumers. Future work should include a study consisting of a larger sample of the same group using the same two cities, or similar cities identical in composition. Future research should also focus on the integrative framework based upon theory and testable hypotheses explaining the underlying relationships among entrepreneurial opportunities, aspirations, psychological needs, and well-being of the Indian middle class. In addition, future work should include an investigation of the low income/poverty class of India in these cities so that a comparison can be made regarding the differences between the middle class and poverty class. Additional research also would provide a clear image concerning entrepreneurial motivations and the differences between the classes.