A Sociological Research On Inconspicuous Consumption Conducted By The Private-Owned Entrepreneurs (POEs)

It is quite different from Conspicuous Consumption, created by Mr. Veblen in his great work The Theory of The Leisure Class, while in the past few years ago, some marketing and management scholars put forward another vocabulary Inconspicuous Consumption reversely. Hereby the research focuses on the later consumption behaviors conducted by the Chinese Private-Owned Entrepreneurs (POEs). With the theories of consumption sociology and dramaturgical perspective, we made a field survey to describe this consumption phenomenon, combining case study with quantitative analyze skills. All our investigated objects are from 9 wholesale markets in Guangzhou city in south China.Part one, this paper explains why we study this consumption behavior from sociological view, and then construct a conspicuous consumption coordinate to develop the research. Since it is a brand new vocabulary in sociology, we make it defined and set it into two types: one is Common Consumption, which acted by the rich people in a traditional way, another one is Anti-conspicuous Consumption, acted by the said ones who pretend to be common in consumption and wealth.Part two, we deepen into literatures covering conspicuous consumption, inconspicuous consumption and the POEs' consumption. This leads to the research journey.Part three, based on the field investigation, we draw out the consumption features when inconspicuous consumption is undergoing. These features shows in aspects of dressing, entertainment activities, products renew frequency, situation of purchasing and using.Part four, we clear some widely miss-understood consumption types, these actions are labeled conspicuous consumption but actually not.Part five, we dig out the complicated reasons why the POEs tend to take inconspicuous consumption. These motives are hidden behind their thoughts upon considerations of society security, work limits and their inner self-examinations.Part six, according to the exist of this special consumption phenomenon and the goal of building a harmonious consumption society, we call for attentions on studying this consumption type, then conclude some suggestions on how to achieve.