Antecedents of Conspicuous Consumption in Decision-Making Process Using AHP

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