Conspicuous Consumption and Buying Behavior: A Review of Research Studies

Running head: Article Review 1
Business Research Methodology

Article Review 2
Assessment 1: Structured Abstract
This structured abstract review the topic of conspicuous consumption- buying behaviour of
customers through research studies conducted by Memushi , Zhang and Kim, Alserhan, et. al.,
and Snakers and Zajdman.
A brief summary of the theory and progression in the field
The study has been proposed by Zhang and Kim, 2013 that affects the results of the attitude of
the consumers of China for purchasing luxury goods. The main objective of this article is to find
out the impact of conspicuous consumption over the buying behaviour of the customer. It has
been analyzed that the hypothesis has been developed under this article for the purpose to make
an effective research. There are around 161 respondents whose responses are evaluated by taking
help of the regression analysis in which the outcomes of the research is showing the fashion
innovativeness and brand consciousness among customers of China1.
Zhang and Kim, (2013), have proposed 6 hypothesis to get an effective information about the
concept and these hypothesizes are indicated the social comparison, purchase intent, fashion
involvement, attitude, purchase intent and fashion innovativeness. Along with that eh conceptual
model has been developed by the author in this article which would be helpful to attain better
understanding about the proposed topic.
After analyzing the study of Zhang and Kim, it has been found that the author was more focused
to gather the data from those customers who have the intent to purchase buying behaviour. There
1 Zhang, B. and J.H. Kim. Luxury fashion consumption in China: Factors affecting attitude and
purchase intent. Journal of Retailing and Consumer Services, 20(1), 2013 pp.68-79.

Article Review 3
are another researches of Memushi , Alserhan, et. al., and Snakers and Zajdman are articles
which have given information about luxury consumption, consumer attitude, motivation,
conformity, signalling status consumption and brand consumption. All three articles have given
depth information about conspicuous consumption and their impact on buying behavior by
theory findings.
Discussion of Common themes
It has been reviewed in the article of Zhang and Kim that the extent of diversity, as well as
profitability, has amplified in the market with respect to the luxury consumptions market. An
author has implemented a model in which it has been highlighted by them to the impact of six
factors which have been elaborated above on the decision-making process of customer towards
buying luxury brands. It has been focused on by author that there are various factors under this
research in which the author demonstrated the significance role of the materialism and brand
consciousness with respect to conspicuous consumption. Align with Zhang and Kim study all the
other three articles also have acknowledged equivalent factors which operate the conspicuous
consumption.
On the other hand, the study of Memushi explores that in which extent conspicuous consumption
can be increased because of the dissimilarity in income. The main focus of this article is on the
primary consumptions of the consumers in luxury brands. It has been found from the study of
Memushi that the contribution of changed prices is huge in changing the customer buying
behaviour. It was apparent that discounted prices and offers on luxury brands can attract a
number of customers towards buying the luxury brands. The study of Alserhan, (2014) suggests
the model in which he is trying to represent the product hierarchy in Islam. It has been critically