"Society Treats You According to What You Are" : A Qualitative Study of Consumption Patterns Emphasising Conspicuous Consumption, Entebbe, Uganda

Abstract: This thesis stands result of a research conducted in Entebbe Uganda, during approximately five weeks in the autumn of 2009. The aim was to understand the reasoning behind decisions taken concerning the use of economic means, after covering the consumption of necessities. The options set were either to increase the level of conspicuous consumption or enhance the level of investments or consumption of necessities. The point of departure and ontological approach is taken from a household member i.e. individual level. The analytical framework applied elaborating the empirical material collected was Bourdieu’s conceptualisation of habitus. Enhancing the understanding of habitus concepts e.g. needs, methods introduced by Lull was utilised. The primary data consisted of assembled interviews and direct observations. The secondary data consists of qualitative literature.   The results display an individual vision of vertical or transversal social movement. Identified incentives were inter alia peer pressure and competition. Conspicuous consumption is viewed as a process decreasing the distance from an individual social movement i.e. changes habitus. Methods realising a status increase of social position and status, is of symbolic items possessed through conspicuous consumption in combination with social capital, economic capital and level of knowledge.