Buying Behaviour Research: A Review of Conspicuous Consumption

This literature review examines conspicuous consumption and buying behaviour based on research by Zhang and Kim, Ryu, Kaufmann, Vrontis, Manakova, and Furukawa et al. It analyzes themes such as the influence of brand consciousness, social comparison, and cultural factors on luxury goods consumption. The review discusses varying perspectives on consumer motivation and economic development, highlighting limitations in existing research, including the lack of comprehensive theoretical models and the need for updated data collection methods. Future research directions include exploring new ways to gather information on conspicuous consumption and investigating the impact of luxury products on consumer buying behaviour. This study provides valuable insights into the complexities of conspicuous consumption and its drivers.

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Business Research Methods

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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.

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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

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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 of Furukawaet, 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
to enlighten the luxury brands and the prominent consumption. While the research of
Furukawaet. et. al., and Kaufmann, Vrontis, and Manakova propose the concentration
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 that Zhang and Kim differentiate the absence of researches based on the
theoretical model over and above on hypothesis which is industrial on the conspicuous
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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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 make sub-characterized the superior stage into the working
senior level class. At last, the article of an article of Kaufmann, Vrontis, and Manakova has
intricate the learning of inspecting the authority of the comfort product on the acquiring behavior
of end user.

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References
Furukawa, T., Miura, C., Miyatake, K., Watanabe, A. and Hasegawa, M., 2017. Quantitative
trend analysis of luxury fashion based on visual impressions of young Japanese
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

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