Evaluation and presentation of a conspicuous consumption pattern with conscious behavior recognition to improve market performance

Subject Areas : Production Management

Zohreh Shakeri ¹ (Ph.D. Student in Marketing Managment Department of Business Administration, Islamic Azad University, Ajabshir Branch, Tabriz, Iran)
Hossein GhareBeygloo ² (Associate professor and faculty member of the Department of Business Management (Marketing), Islamic Azad University, Ajab Shir Branch, Tabriz, Iran)
Hossein Ammari ³ (Associate professor and faculty member of the Department of Business Management (Marketing), Islamic Azad University,Bonab Branch, Tabriz, Iran)

Received: 2023-05-08 Accepted : 2023-08-04 Published : 2023-02-20

Keywords: Content Analysis, Meta-synthesis, Demonstrative consumption, Demonstrative consumption process,

Abstract :

The present study aims to design a demonstrative consumption model and tries to identify the factors affecting demonstrative consumption and develop the process of demonstrative consumption of products in the market by marketers to respond to this need of consumers. This research is fundamental in terms of purpose and exploratory in terms of method and has been conducted using a qualitative meta-synthesis research method and content analysis by conducting exploratory interviews, participatory observations, and reviewing related articles. After the investigations carried out in the field of demonstrative consumption and through the step-by-step content analysis process, 11 main themes including mental engagement, displacement, generalization, revival, need for power, differentiation, prestige, purchasing power, memetic, social bond and reference groups and 24 sub-themes were introduced. The final model of conspicuous consumption was shown in the form of a three-layer model, which is a function of external (memetic, social connection, reference groups) and internal (need for power, distinction, prestige, purchasing power) factors, which two-layeres are unctrolable by non-marketers.