Famiglie numerose italiane : consumo e felicità

This research is based on the assumption that Large Families have not been studied in detail by Marketing and Consumer Behaviour literature. Thus, according with CCT (Consumer Culture Theory) and Interpretive Consumer Research, a deep analysis has been done both in qualitative and quantitative terms in regard to different aspect of “how Large Families consume”: focus on economical items and happiness question. Comparing data of this survey with the ones of Bank of Italy and Istat, appears that Large Families have to assure the well-being of all their members redistributing the same average income as the other families, but within a wider number of components. For these reasons, Large Families who have decided to give priority to children care instead of individual consumers, and due to economic need as well, have to divide the same income among more people; in so doing they have to make specific choice in term of sobriety, as it has been shown clearly in this study. Nevertheless, the index of Happiness of Large Families results higher than the other families. Large Families might be studied as a sub-culture, a Tribe that shares the same cultural values, based on principles like the well-being of the family, sharing, authentic hospitality, rather than the material goods consumptions. Sobriety, sharing and relationship might built happiness in spite of economic consumption.