Buying Behaviour - Business Research Methods

Buying Behaviour 1
Business Research Methods

Buying Behaviour 2
Assessment 1: Structured Abstract
The selected topic for this structured abstract review is conspicuous consumption- buying
behaviour of customers 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
model for the same in order to bring the attention of people towards the conspicuous
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 Behaviour 3
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
this article is to demonstrate the factor of brand consciousness and materialism toward
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
consumers towards prominent utilization of brands. There is another research on which
Kaufmann, Vrontis, and Manakova had emphasized the representative expenditure and
obligation for exclusivity that defines the determination of the customer at the time of purchasing
this intend.
Discussion of dissimilar themes