CONSPICUOUS CONSUMPTION AND PURCHASE DECISIONS OF IPHONE PRO MODELS IN A DEVELOPING ECONOMY

Abstract

This study examines how conspicuous consumption affects the purchase decisions of luxury brands in developing

economies. The study's objectives were to examine the effect of bandwagon effect, the snob effect, social class

signalling, and status consumption on purchase decisions of luxury brands. The study used a survey research design.

The population size is unknown because there isn't a complete database of iPhone Pro users. Only respondents who

now own and use Apple iPhone Pro models were targeted using a purposive sample technique, guaranteeing

pertinent and knowledgeable answers. A total of one hundred and thirty-one (131) respondents completed the

survey. Questionnaires are the data-generating tools used for this study. In testing the hypotheses in this study, the

combined effect of the independent variables, which are bandwagon effect, the snob effect, social class signalling,

and status consumption, shows that conspicuous consumption has contributed positively (R2 =0 .852 and P =.000) to

the purchase decisions of luxury brands. The study recommends that business owners and their marketing managers

should consistently take the factors tested above into consideration when deciding on the purchase decisions of

luxury brands in developing economies, as it affects the consumer buying behaviour.