Marketing Essay Example | Topics and Well Written Essays - 2000 words - 29

Marketing - Essay Example However, many of the researchers specifically name it as ‘status consumption’. In literature the concept of status consumption is defined as the consumption of anything with the intention of boasting of and showing off affluence to others and it ranges from an expensive lipstick to a pricey car (Scheetz, n.d.). Status consumption is the phenomenon through which consumers seek to increase their social standing by conspicuous consumption and possessions (Schiffman). Shukla defines status consumption as the behaviour of the consumer to buy the products and services to enhance their status, no matter what their income or social class is. Basically, status consumption refers to the purchases made by consumers to attain a social status. It also shows the increasing materialism among the people in the society. A lot of work has been done by various researchers on status consumption. Even the concept of status consumption is considered very effective from marketing point of view. In a survey of 239 Malaysian students, it was found that promotional appeals that underline social comparisons are more effective on status seeking customers (Heaney, Goldsmith & Jusoh, 2005). The researchers have been always curious to determine the reasons because of which the consumers go for status consumption. In a study of 598 consumers, it was found that status seeking consumers have a need for uniqueness and can be good opinion leaders (Clark, Zboja & Goldsmith, 2006). Therefore, the need to look superior and to maintain the social status results in status consumption. Ustuner and Holt (2009) studied the concept of status consumption among the middle class people from less industrialised countries. They limited their research to middle class group only because this class does have enough spending power to maintain their social class and they find that significant