PRASENTED BYSURESH BABU .P

HUBLI EDUCATION TRUST’SINSTITUTE OF MANAGEMENT STUDIES

HUBLI

Project reportOn

“Conspicuous Consumption”

Introduction• Thorstein Veblen, an American sociologist wrote an

1899 book the theory of the Leisure Class in which he developed and defined the term conspicuous consumption. Their way into a social position that would be respected by upper class families.  

• This type of conspicuous consumption was surely not a new device in 1899. In fact throughout the industrial revolution and slightly prior to it, families who had made money often attempted to jump to a higher class standing by making excessive and unnecessary purchases.

Objectives

• To know the details of conspicuous consumption in the society

• Reasons for conspicuous consumption. • To know which age group people are interested in

conspicuous consumption• To know the which factors involved in conspicuous

consumption

Data collection method• Primary data• Secondary data• Changing lifestyles• Geographical area of study• Limitations

Over view of the study• Self-monitoring• Status in different societies• Social mobility and social status• Weakness of interpersonal control• Luxury consumption• Social stratification• Social value

Self Monitoring

Status Consumption

Social Value

Disadvantage Of Interpersonal

Influence

Conspicuous Consumption

Opinion of the study After a good deal of consumer survey and

marketing research, I have collected a good collection of data. The analyses of those data’s are given as follows:- In the initial years, the Hubli city consumers preferred branded product etc. but from the last period of five years, the preference of Hubli city consumers towards branded products has been changed.

Friends Advertise Existing users

Series1 0.380000000000001 0.19 0.43

3%

8%

13%

18%

23%

28%

33%

38%

43%

Who do you refer while spending on the product?

My foot

Bata

Woodland

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

29%

40%

31%

Which brand leather items you prefer to buy?

Sony Ericsson Black Berry I phone Nokia

Series1 0.27 0.13 0.09 0.51

5%

15%

25%

35%

45%

55%

Which brand mobile you would like to prefer?

Dell38%

Apple16%

Sony waio28%

Toshiba18%

Which brand Laptop would you like to buy

Toyota38%

Skoda19%

Ford21%

Honda22%

Which brand car products you prefer to buy?

Siyaram13%

Vimal23%

Raymond36%

Mayur28%

Which brand cloths you prefer to buy?

Findings• The findings of this study show that both self-monitoring

and weakness to interpersonal influence impact status and conspicuous consumption measured.

• The results also indicate that status consumption has a significant positive effect on conspicuous consumption.

• Luxury consumption is utilized by self-monitors to fit into different situations, requiring the user to display prestige, success, conspicuousness and status to maintain in front of society.

• Individuals of weakness to interpersonal influence try to satisfy the needs to identify or improve their image with important others through luxury consumption.

Suggestion• The luxury providers should attempt to look for

these people by developing some measurement manner or attract them through develop representative and reference groups who interested in consuming luxurious brands publicly in advertising and promotional operations.

• It means individuals acquired and consumed products that provide status will try to enhance their image through conspicuous consumption

• The results also appear that individual’s social value is improved by status and conspicuous consumption

Conclusion• The conclusion to be sure proves that consumer’s

luxury consumption will effectively contribute to increase her/his individual’s social values

Same of the branded items

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