Identifying the Affecting Indicators, Components and Dimensions on Self-Discrepancy and Consumers Behavior of Luxury Goods

Subject Areas : Jounal of Marketing Management

sepideh najafi ¹ , mehdi zakipour ² , مجتبی امیری مجد ³

1 - Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 - Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3 - Associate Professor, Department of Psychology, Faculty of Humanities, Abhar Branch, Islamic Azad University, Abhar, Iran

Received: 2024-01-26 Accepted : 2024-03-17 Published : 2024-07-02

Keywords: Self-Discrepancy, Consumers Behavior, Luxury Goods.,

Abstract :

Introduction: Self-discrepancy and consumer behavior are factors that can affect the consumption of luxury goods. As a result, the aim of this study was to identifying affecting indicators, components and dimensions on self-discrepancy and consumers behavior of luxury goods. Methods: This study in terms of purpose was applied and in terms of execution method was qualitative. The present study population was university and industry experts related to the research field, which according to the principle of theoretical saturation, 14 people of them were selected as a sample by purposive sampling method. The tool of the current research was a semi-structured interview with experts (16 questions), which whose content validity was confirmed by the opinion of experts, and its reliability was obtained by the method of the coefficient of agreement between two coders 0.82. In this study, to analyze the data was used from thematic analysis method in MAXQDA software. Results: The findings showed that the self-discrepancy and consumers behavior of luxury goods had an 81 index, 29 components and 7 dimensions. In this study, the dimensions were included psychological factors (with 2 components), demographic factors (with 4 components), social factors (with 6 components), individual factors (with 6 components), interpersonal factors (with 2 components), cultural factors (with 3 component) and customer behavioral consequences (with 6 components). Finally, the pattern of affecting components and dimensions on self-discrepancy and consumers behavior of luxury goods was drawn. Conclusion: Based on the results of this study, managers and planners of luxury goods can provide the basis for improving consumerd behavior according to the identified indicators, components and dimensions.

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