Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
- Item type
- Study and report
- Dissertation
- Language
- English
- Publication year
- 2024
- Contributors
- VOYER, Benjamin
- Subjects
- MARKETING
This comparative study examines the influence of conspicuous value on the purchase intention of French and Indian consumers who purchase sustainable luxury goods and services. It considers two elements of conspicuous value: need for exclusivity and need for status signalling along with conspicuous value itself. It also links the social dominance orientation in the two cultures. To form the hypotheses and predict the influence of the variables, the study employs Hofstede’s cultural dimensions of Individualism/Collectivism and Power Distance.
The study began with an in-depth review of the existing literature that helped us formulate the research gap and hypotheses for this study. An online survey was employed to gather primary data. After cleaning the data, a total of 124 respondents were considered. First a descriptive analysis using Microsoft Excel was performed to understand the demographics and then a regression analysis using JASP was performed to gain inferential insights.
The study revealed that France had a higher impact of conspicuous value and social dominance orientation on the purchase intention while India had a higher impact of the need for status signalling and need for exclusivity.
The study then uses Hofstede’s culture dimensions to describe the differences in impacts and presents managerial implications of the findings. It employs the Signal Preference and Taxonomy Based on Wealth and Need For Status model to derive the implications. Finally the study closes with discussions of the limitations and future scope of research.
