Conspicuous consumption - Kuisma, Taavi
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The concept of conspicuous consumption has existed for as long as man has walked on earth with human beings showing their status with apparel and accessories. With the increasing health of economies the demand for luxury goods has grown alongside consumer's purchasing power. The demand for these luxury items is driven by a natural human need of social acceptance and status showcase. The media is portraying increasingly material lifestyles, which people want to identify themselves with. In order to understand the ever-irrational behavior of the consumers, it is important to understand their…mehr

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Produktbeschreibung
The concept of conspicuous consumption has existed for as long as man has walked on earth with human beings showing their status with apparel and accessories. With the increasing health of economies the demand for luxury goods has grown alongside consumer's purchasing power. The demand for these luxury items is driven by a natural human need of social acceptance and status showcase. The media is portraying increasingly material lifestyles, which people want to identify themselves with. In order to understand the ever-irrational behavior of the consumers, it is important to understand their behavioral drivers. This book explores the subject of conspicuous consumption from the point of view of consumers and the drivers behind their consumption habits. The topic subject is highly relevant in today's growing market for luxury goods. As a new topic, there have not been many studies on comparison of conspicuous consumer behavior between two countries. The book focuses on the similarities and different characteristics between the consumers in Finland and Malaysia. The research looks into several variables that affect one's consumer behavior with focus on conspicuous consumption.
Autorenporträt
MBA graduate from Universiti Sains Malaysia. Established international online premium denim boutique Nordic Denim House in 2008. Currently works as the company's Managing Director while also actively pursuing career in digital planning, social media consultation and web design.