Antecedents of Conspicuous Consumption in Decision-Making Process Using AHP

Q2 Economics, Econometrics and Finance

Contemporary Management Research Pub Date : 2017-09-30 DOI:10.7903/CMR.17937

S. Sarathy

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引用次数: 1

Abstract

The purpose of this research is to determine the antecedents that influence conspicuous consumption in the decision-making process of low-income consumers. The research methods used include a literature review, in-depth interviews, and focus groups. Four interdisciplinary antecedents that influence conspicuous consumption were identified: socio-psychological (societal hierarchy, situational occurrence); brand features (management-controlled, external factor); consumer behavior (product uniqueness, bandwagon); and marketing associates (high involvement, opinion leader). The research techniques were an analytic hierarchy process and an interview questionnaire. Opinions from 200 respondents were collected and analyzed in Mumbai, India. Marketing associates were found to be the most important antecedent, followed by socio-psychological antecedents. Based on these results, it is recommended that researchers, policy makers, and marketing directors share these insights with academic and marketing researchers. Opinion leaders also play a vital role in influencing the decision-makers in conspicuous consumption among low-income consumers. Keywords: Conspicuous Consumption, AHP, Mumbai To cite this document: Sanjaya Sarathy P, "Antecedents of Conspicuous Consumption in Decision-Making Process Using AHP", Contemporary Management Research, Vol.13, No.3, pp. 177-192, 2017. Permanent link to this document: http://dx.doi.org/10.7903/cmr.17937

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基于AHP的决策过程中显著消费的前提

本研究的目的是确定影响低收入消费者炫耀性消费决策过程的前因。使用的研究方法包括文献综述、深度访谈和焦点小组。确定了影响炫耀性消费的四个跨学科前因:社会心理因素(社会等级、情境发生);品牌特征(管理控制、外部因素);消费者行为(产品独特性、从众性);以及营销助理(高参与度，意见领袖)。研究方法为层次分析法和访谈问卷法。在印度孟买收集并分析了200名受访者的意见。研究发现，营销伙伴是最重要的前因，其次是社会心理前因。基于这些结果，建议研究人员、政策制定者和营销主管与学术和营销研究人员分享这些见解。意见领袖在影响低收入消费者炫耀性消费的决策者方面也起着至关重要的作用。引用本文:Sanjaya Sarathy P，“决策过程中炫耀性消费的前因”，《当代管理研究》，第13卷，第3期，第177-192页，2017。此文档的永久链接:http://dx.doi.org/10.7903/cmr.17937

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来源期刊

Contemporary Management Research Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

3.20

自引率

0.00%

发文量