CONSPICUOUS CONSUMPTION THROUGH LOW PRICED PRODUCTS: AN EMPIRICAL STUDY CONDUCTED IN THE PROVINCE OF KIRIKKALE
Traditionally it is known that high price of consumed products is used for conveying messages like high quality, brand, status, wealth and being different. However, the conspicuous consumption is not realized only with the consumption of high priced products. This study investigates the usage of low...
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
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Fırat University
2019
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| Acceso en línea: | https://doaj.org/article/bdb4d521157f4382be3f9bcf05bead29 |
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| Sumario: | Traditionally it is known that high price of consumed products is used for conveying messages like high quality, brand, status, wealth and being different. However, the conspicuous consumption is not realized only with the consumption of high priced products. This study investigates the usage of low priced consumption as a conspicuous factor. Capability of purchasing and using too low priced products is an indicator of reputation and success especially for price sensitive and low income people. Under the scope of the study, structure, types, causes and consequences of conspicuous consumption is explained first. After that a survey is conducted in Kirikkale about purchasing and using low priced products to improve social appearance. It is pointed out that attendances are between indifference and not participation for sentences about conspicuous consumption with low price. Moreover especially low income, unemployed and female consumers evaluate low price as conspicuous factor. Furthermore, materialism and religious lifestyle is related with low price based conspicuous consumption. Suggestions for researchers and companies are developed at last. Research is conducted only in province of Kirikkale by convenience sampling method. So research findings cannot be generalized. The research, which adds new and novel viewpoint to conspicuous consumption, contributes to understand the consumption behavior of low income consumers. Since the research subject is new and novel, study is conducted with exploratory level and results of the subject is not evaluated. Research is instructive for studies which will be made about results of conspicuous consumption. |
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