Status Consumption

This study is aimed to understand the consumption patterns and underlying reasons of Avon's presence from the perspectives of Turkish women. Main focuses of the research is to understand the effects of collectivist living in purchase of Avon products, to describe the local apperances of Avon in Turkey and contributions of the brand in the identity consturction of the women. Also, the detailed effects of direct marketing strategy of Avon is aimed to examined.

Această lucrare urmărește obiectivele: reflectarea tendințelor veganismului în
București și integrarea perspectivei de gen cu privire la acest stil de viață, respectiv a
consumului de carne. Una dintre temele abordate în lucrare este consumul sustenabil, întrucât
comunitatea vegană încearcă să încurajeze comportamente de consum responsabil cu scopul
de a conserva planeta și relațiile dintre specii. Cea de-a doua temă este consumul de status,
întrucât indivizii, odată cu trecerea la veganism se identifică cu un nou set de valori precum:
egalitatea dintre specii, pacea dintre om și natură, conștiința față de corp și grija față de
acesta. Toate aceste valori contribuie la formarea unui anumit comportament de consum,
consum independent, respectiv consum materialist conform categorisirii lui (Goldsmith,
2012).
Cercetarea s-a bazat pe următoarele observații: comunitatea vegană din București
începe să devină vizibilă prin intermediul apariției produselor vegane în magazine, localurilor
în zonele centrale ale Bucureștiului, prin organizarea de târguri care promovează acest
fenomen. Vocea veganilor din București comparativ cu cei din America se face slab auzită.

The purpose of this paper is to understand the status and conspicuousness using the new luxury brand context as a reference point. This knowledge will be utilized to establish evidence that allows an exploration of the relationship between status and conspicuousness as dimensions of luxury brand perception. Status and conspicuousness are revealed to constitute two different, although related, dimensions of luxury brands and should therefore be measured as distinct constructs when assessing brand luxury. Strategic marketing implications for marketing managers are identified and discussed within the context of the three product categories.
Keywords: Branding; Conspicuous Consumption; Luxury; New Luxury; Status

This paper aims to provide a deeper understanding of the influence of materialism, need for uniqueness, consumer ethnocentrism, modern status orientation on status consumption and life satisfaction among Generation Y smartphone student consumers. Based on a positivist epistemological approach, a questionnaire was developed and successfully administered to Generation Y student consumers who were based in the Johannesburg Metropolitan area of the Gauteng province, South Africa. A structural equation modelling (SEM) procedure was applied to perform the hypotheses testing using the AMOS (version 25.0) package. Overall, the current study findings provide tentative support to the proposition that materialism, need for uniqueness and modern status orientation should be recognized as significant antecedents for status consumption and life satisfaction in South Africa. It emerged that consumer ethnocentrism positively influence status consumption but has an insignificant influence on status consumption. It is also worth noting that there was a strong connection between status consumption and life satisfaction. The findings of this empirical study are expected to provide fruitful implications to both practitioners and academicians. This study, therefore, stand to contribute new knowledge to the existing body of marketing management literature in Africa-a context that is often most neglected by some researchers in developing countries.

South Africa is one of the most important countries in the status goods market. In addition, it has the biggest share
from the status consumption market in Africa and it is amongst fastest growing countries worldwide in status
consumption. The growth in status consumption in South Africa is attributed to the growth of the high-income and
middle-income groups. As the demand for status increases and status goods become more available, the concept of
status has become an important research area for academics and marketers. The aim of this study is to explore the
concept of status consumption and provide an overview of status consumption. In this study, the literature has been
reviewed for the studies on the same subject to make a compilation.

Status consumption increased with the consumption madness via social media. This effect can be seen in pregnant or first-time mothers with their newborn babies. These mothers buy the most organic, natural, unique and attractive products for their babies and share them on their social media accounts. Also, they make exaggerated expenses in activities like birthday parties and baby showers to get the credit of best mother. At the same time, these mothers extend their selves via their babies as they see them a piece of themselves. Within this scope, the main purpose of this research is evaluating these mothers' purchases for their babies through extendedself and status consumption theory. Mixed method has been used in this research. Both surveys and in-depth interviews have been conducted. Having looked at the results of surveys, mothers see their babies as a reflection of their selves. Nevertheless, they do not accept that they made status consumption. However, the research went in deep, responses that are more honest have been got and in-depth interview results show that because of the desire of being a part of a social group or doing the best thing led mothers to status consumption.

This paper examines the impact of a number of psychological factors on consumers' propensity to engage in the “bandwagon” type of luxury consumption. It develops and empirically confirms a conceptual model of bandwagon consumption of luxury products. In general, results show that a consumer's interdependent self-concept underlies bandwagon luxury consumption. This relationship is mediated by the level of a consumer's status-seeking predispositions, susceptibility to normative influence and need for uniqueness. The study concludes that these psychological constructs explain well a large part of bandwagon luxury consumption and can be used as inputs in the development of marketing strategies.

Satiation is the reduction of enjoyment and liking that takes place by repeatedly consuming products and experiences. An increasing amount of research is done on the occurrence of this phenomenon. Previous studies on satiation mainly approached consumption experiences from the perspective of a consumer with a hedonic consumption goal. This thesis extends previous literature by examining consumption with the utilitarian goal to signal status. Depending on the consumption goal, consumers derive different utility. Status consumption, the behavioral tendency to value status and acquire and consume products that provide status to the individual, provides utility through the status the consumed product or experience provides. This utility is not derived from the product or experience itself as such, but from the instrumental purpose of the product or experience. Status consumption provides utility which might be less liable to the unwanted effects of satiation. Based on this argument, it is hypothesized that consumers with the utilitarian goal to signal status satiate slower than those with a hedonic consumption goal.

South Africa is one of the most important countries in the status goods market. In addition, it has the biggest share from the status consumption market in Africa and it is amongst fastest growing countries worldwide in status consumption. The growth in status consumption in South Africa is attributed to the growth of the high-income and middle-income groups. As the demand for status increases and status goods become more available, the concept of status has become an important research area for academics and marketers. The aim of this study is to explore the concept of status consumption and provide an overview of status consumption. In this study, the literature has been reviewed for the studies on the same subject to make a compilation

This paper examines the impact of a number of psychological factors on consumers' propensity to engage in the “bandwagon” type of luxury consumption. It develops and empirically confirms a conceptual model of bandwagon consumption of luxury products. In general, results show that a consumer's interdependent self-concept underlies bandwagon luxury consumption. This relationship is mediated by the level of a consumer's status-seeking predispositions, susceptibility to normative influence and need for uniqueness. The study concludes that these psychological constructs explain well a large part of bandwagon luxury consumption and can be used as inputs in the development of marketing strategies.

The article examines tourism as a field of conspicuous,
prestigious consumption. Nowadays very often collected impressions, emotions, experiences, as opposed to material goods, have distinctive function. Therefore strong and unique
experiences are what consumers aspire to, their consumption is associated with high status. One of the main “experience markets” is tourism. It becomes a source of unique experiences which play distinctive role. Many tourists desire authenticity. The prestigious function of tourism is realized thanks to availability of advanced recording equipment and via virtual fora.