BMO6630 - Survey Report: Conspicuous Consumption of Tourists

This report outlines the development of a survey questionnaire designed to investigate the factors influencing conspicuous consumption among Australian domestic and international tourists. Commissioned by the Department of Consumer Affairs, the survey aims to gather in-depth information on socio-demographics, cultural values, shopping motivations, and experiences related to luxury goods consumption. The questionnaire incorporates both open-ended and close-ended questions, utilizing nominal, ordinal, and interval scales to capture a comprehensive consumer profile. The report details the structure of the questionnaire, the rationale behind the question types, and the intended use of the collected data to inform better customer service strategies and benefit the Australian luxury goods market. Desklib provides access to this and many other solved assignments.

Running head: REPORT
Factors influencing conspicuous consumption of Australian domestic and international
tourists
Name of the Student:
Name of the University:
Author note:

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Introduction
Conspicuous consumption is an economic concept, which refers to the purchase and
consumption of luxury goods on a lavish scale for displaying one’s wealth (Veblen 2017). As
stated by Podoshen and Andrzejewski (2012), conspicuous consumption represents a means
of displaying an individual’s social status through luxury goods and service, which are not
usually affordable to other members belonging to the class. This phenomenon is also known
as Veblen effect, named after famous American economist and sociologist Thorstein Veblen
(Patsiaouras and Fitchett 2012). This economic concept is an important aspect in the study of
consumer behavior and due to this, there exists a large international market for the luxury
products. In the Australian economy also, the conspicuous consumption is present and
contributes a major share of the revenue. Not only the domestic individuals. but many
international tourists are also seen spending quite a large amount of money in luxury
shopping. The Department of Consumer Affair has undertaken a project to get a better
understanding of the factors such as socio demographics, cultural values, shopping
motivation and experience that influence the future behavioural intention of conspicuous
consumption of Australian domestic and international travellers. Thus, a survey was meant to
be conducted on some domestic and international travellers to gain knowledge on the
research topic. This report highlights the details of the survey questionnaire, its structure and
formation steps to address this research topic.
Structure of survey questionnaire
Survey method is one of the most simple and easiest methods for data collection. It
has many benefits, such as, it is less time consuming, easier to reach out to a larger sample
size, incurs low cost, more convenient in gathering any size of data and many more (Mitchell
and Carson 2013). In the matter of studying consumer behavior, survey method is most

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commonly used to collect data on consumer profiles, such as, demographic factors, tastes and
preferences, behavioural aspects, expectations and experiences. In the given study, the survey
questionnaire was designed address various aspects of conspicuous consumption and pattern
of consumer behavior, aimed towards the domestic and international tourists. The survey
questionnaire was made with a purpose to make the matter easier to the survey respondents
and thereby an introduction of the survey and its purpose was mentioned at the beginning of
the survey form (Green 2014).
It contained 20 mixed questions, that is, both open ended and close ended questions
were used to make the content easier to understand and respond. Open ended questions were
included to reduce the task of interviewing the tourists, as that would consume more time,
cost and effort of the researcher. Close ended questions were used to maintain uniformity of
the answers. These responses are not only easier to collect, but also easier to interpret by
applying quantitative methods (De Vaus and de Vaus 2013). However, as close ended
questions cannot collect data on the type of explanatory information, hence, both type of
questions were included in the survey.
The questionnaire was divided into two parts, demographic and non-demographic
factors. Demographic factors are the socio economic factors that represent the social,
economic, cultural characteristics of the individuals or population of a society through
statistical expression (Richa 2012). In this survey, the age group, gender, region of residence,
income level, employment status, purpose of visit to Australia, yearly purchase of luxury
goods and percentage of income spent on the luxury goods purchase were included under
demographic factors. The non-demographic factors addressed specific questions on luxury
goods purchase behavior, intentions, expectations and experience of the domestic and
international tourists, who are visiting Australia. Both of these types of factors were

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considered to collect data on a larger consumer profile that spends a lump sum percentage of
income on purchasing different types of luxury products.
The questions included three types of data measurement scales, namely, nominal,
ordinal, and interval. This was done to categorize different types of variables.
 Nominal scale was used for labeling the variables that has no numerical significance,
such as, the gender profile of the survey participants, region of residence, purpose of
visit, and employment status (Fink 2015).
 Ordinal scales, such as, 5 point Likert scales, were used for measuring the non-
numeric concepts, like, satisfaction level, comfort level, agreement or disagreement.
These are also known as the replicable scale, as the responses were converted into
numeric values for quantitative calculations. For all these scales in the survey, 1
denotes the least favorable option and 5 denotes the most favorable option. These
scales have been used in multiple studies of consumer behavior and have been proved
to be useful to measure the consumer behavior quite precisely. As the values can be
converted into numerical values, it is easier to apply statistical formulas and functions
for a precise result (Boone and Boone 2012).
 Interval scales represent those numeric values, which have an exact difference
between the values. The income range of the participants, percentage of income spent
on conspicuous consumption, and frequency of conspicuous consumption in a year
was represented using this scale.
 Lastly, ratio scale was not used as none of the answer option represents a zero value.
Thus, this questionnaire was useful to serve the purpose of collecting the data on the domestic
and international tourists’ behavior regarding conspicuous consumption in Australia.

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Conclusion
The survey questionnaire aimed at collecting an in-depth information on the socio
economic aspects, cultural aspects, tourism motives, motivations for shopping and the
experience from conspicuous consumption of the tourists who visit Australia, through open
and close ended questions, containing demographic and non-demographic factors and three
types of measurement scales. These scales were used for easier quantitative data analysis
methods. The responses are assumed to be beneficial to the Department of Consumer Affair
for making different plans and schemes to offer better customers services to the consumers of
luxury goods. This would be beneficial for the luxury goods market as well as for the
Australian economy.

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References
Boone, H.N. and Boone, D.A., 2012. Analyzing likert data. Journal of extension, 50(2), pp.1-
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De Vaus, D. and de Vaus, D., 2013. Surveys in social research. Routledge.
Fink, A., 2015. How to conduct surveys: A step-by-step guide. Sage Publications.
Green, P.E., 2014. Mathematical tools for applied multivariate analysis. Academic Press.
Mitchell, R.C. and Carson, R.T., 2013. Using surveys to value public goods: the contingent
valuation method. Rff Press.
Patsiaouras, G. and Fitchett, J.A., 2012. The evolution of conspicuous consumption. Journal
of historical research in marketing, 4(1), pp.154-176.
Podoshen, J.S. and Andrzejewski, S.A., 2012. An examination of the relationships between
materialism, conspicuous consumption, impulse buying, and brand loyalty. Journal of
Marketing Theory and Practice, 20(3), pp.319-334.
Richa, D., 2012. Impact of demographic factors of consumers on online shopping behaviour:
A study of consumers in India. International Journal of Engineering and Management
Sciences, 3(1), pp.43-52.
Veblen, T., 2017. The theory of the leisure class. Routledge.