NOLEGEIN Journal of Global Marketing Open Access

An Analysis of Consumer Behaviour in Upgrading to Conspicuous Products in Branded Apparels

  1. Kiran Kumar Thoti
  2. T. Priya Darshini

Abstract

Conspicuous consumption is a phrase coined by American sociologist as well as economist Thorstein Veblen. Conspicuous consumption could be applied to luxury goods which are easily recognizable as a more costly, expensive item. Tech, automobiles, and even clothing could all be examples of products related to mindful usage. Conspicuous consumption is usually done showing a certain social class or status.

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