This article reviews research studies on conspicuous consumption and buying behaviour of customers, with a focus on luxury goods. The authors discuss factors such as brand consciousness, social comparison, and materialism, and suggest future research directions.
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Buying Behaviour1 Business Research Methods
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Buying Behaviour2 Assessment 1: Structured Abstract The selected topic for this structured abstract review is conspicuous consumption- buying behaviour ofcustomers all the way through research studies conducted by Zhang and Kim, Ryu, Kaufmann, Vrontis, and Manakova and Furukawaet. et. al. A brief summary Zhang and Kim have developed the significant of originated hypothesis in order to reach the results in various way for which the researcher has involved 6 hypothesis on the topic of fashion involvement, social comparison, brand consciousness, and attitude and buying behaviour of customers. The author is focused on the proposed topic and for which he has developed the modelforthesameinordertobringtheattentionofpeopletowardstheconspicuous consumption. The main motive of this article is to develop thinking in the form of the customers for the aim of buying luxury goods. To accomplish the research, the researcher involved 161 participants and analyzed their responses by putting regression analysis. The outcome of this analysis elaborates the consciousness and fashion innovativeness among Chinese customers. After taking into account the study of Zhang and Kim, it has been analyzed that the main motto of the researcher is to highlight the attitude of the customers for purchasing luxury products. The discussion has been made on the same topic by many authors in which the contribution is major of Zhang and Kim, Vrontis, and Manakova. Furukawaet. et. al., Ryu and Kaufmann. They made research on the luxury goods, brand motivation, and the leisure class and depth understanding regarding conspicuous consumption by their conclusion.
Buying Behaviour3 Argument of ordinary themes Zhang and Kim emphasize the assortment and the variety of the productivity that strengthen the expenditure of the lavishness commodities in the market. marketing practitioners have the potential to attract the customer towards the consumption of the brand. The major objective of thisarticleistodemonstratethefactorofbrandconsciousnessandmaterialismtoward purchasing a luxury fashion brand. In conjunction with the study of Zhang and Kim, the study of other researchers has also recognized similar factors which show the interest of them towards the impact of conspicuous consumption. Ryu’s study determines the influence of the cultural influences, development of the economic, social classes and the motivation on the conspicuous consumptions. As per Ryu, the factor of conspicuous consumption can be focused in the form of the activity of the economy because the classes and the interest of the customers are entirely different from each other. Their desires and interest for consumption conspicuously are not similar and it is necessary for the companies to design the products by considering the same. On the other hand the study of Furukawaet. et. al., conducted research in order to keep focus on the quantitative approach. The main aim of this research is to increase the point of view of the consumerstowardsprominentutilizationofbrands.Thereisanotherresearchonwhich Kaufmann,Vrontis,andManakovahademphasizedtherepresentativeexpenditureand obligation for exclusivity that defines the determination of the customer at the time of purchasing this intend. Discussion of dissimilar themes
Buying Behaviour4 However, the research article is based on the common topic but the theme of each article is different from each other. It has been found that the investigation aim ofFurukawaet, et. al., and Ryu are not similar. On contrary, the study of Kaufmann, Vrontis, and Manakova and Zhang and Kim have applied diverse theories in their research in which the main focus of the researcher is toenlightentheluxurybrandsandtheprominentconsumption.Whiletheresearchof Furukawaet.et.al.,andKaufmann,Vrontis,andManakovaproposetheconcentration information relating to the comparable topic which can manipulate the customer behavior. It has been found that Ryu formed two tables which include the economic development and Maslow's hierarchy of countries. A qualitative approach has been taken into consideration for this research. The discussion has been made under Ryu research is on the seeking behavior of the customers. On the other hand, Kaufmann, Vrontis, and Manakova’s article have an unusual perception on the optimistic connection between exclusivity, gratitude, apparent superiority and position consumption which accomplishment was done in the country of Russia. The combination of qualitative and quantitative research has been considered under this research. Study Limitations It has been found thatZhang and Kim differentiate the absence of researches based on the theoreticalmodeloverandaboveonhypothesiswhichisindustrialontheconspicuous consumption. There is an improper analysis of the model of conspicuous consumption. The article of Kaufmann, Vrontis, and Manakova has faced the same issue which shows the researcher can focus on the various points of view along with the factor that impacts conspicuous consumption. On the other hand, the article of Ryu has focused on the variety behaviour and the
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Buying Behaviour5 factors related to the motivation of customer buying behaviour which shows the need of the researcher to consider the proposal of latest patterns of the proposed topic. it is mentioned in the article by Furukawaet et. al., that the most recent fashion influence the customers to buy the products. The research can be considered by taking reference to the methods in order to accumulate data on the proposed topic. Future research directions It has been implied by Zhang and Kim to find out various ways in order to get useful information related to the conspicuous consumption. Similarly, it has been recommended by Furukawa et. al., that the research will take consideration of another study in order to accomplish the research. The contribution of Ryu in his study to makesub-characterized the superior stage into the working senior level class. At last, the article of an article ofKaufmann, Vrontis, and Manakova has intricate the learning of inspecting the authority of the comfort product on the acquiring behavior of end user.
Buying Behaviour6 References Furukawa, T., Miura, C., Miyatake, K., Watanabe, A. and Hasegawa, M., 2017. Quantitative trendanalysisofluxuryfashionbasedonvisualimpressionsofyoungJapanese women.International Journal of Fashion Design, Technology and Education,10(2), pp.146-157. https://www.tandfonline.com/doi/abs/10.1080/17543266.2016.1221145? scroll=top&needAccess=true&journalCode=tfdt20 Kaufmann, H.R., Vrontis, D. and Manakova, Y., 2012. Perception of luxury: Idiosyncratic Russian consumer culture and identity.European Journal of Cross-Cultural Competence and Management,2(3-4),pp.209-235. https://www.researchgate.net/publication/264441382_Perception_of_luxury_Idiosyncratic_Russi an_consumer_culture_and_identity Ryu, J. S., 2015. The Emergence of New Conspicuous Consumption.Journal of Distribution Science,13(6), 5-10. https://www.researchgate.net/publication/ 281234338_The_Emergence_of_New_Conspicuous_Consumption. Zhang, B. and Kim, J.H., 2013. Luxury fashion consumption in China: Factors affecting attitude and purchase intent.Journal of Retailing and Consumer Services,20(1), pp.68-79. http://202.116.197.15/cadalcanton/Fulltext/21243_2014319_102457_153.pdf