Study of Symbolic Consumption Motives in Event Consumers

Abstract

Purpose The purpose of this research is to analyse symbolic consumption motives in event consumers. Symbolic consumption is a well-researched aspect of consumer behaviour, which looks at the figurative reasons and motives behind consumption (Firat et al 2013). This research will discuss whether symbolic consumption is a prominent and important motive for event consumers to purchase and attend and event. Design/ Methodology/Approach The research will be conducted using a quantitative survey. The survey will be distributed online within the UK, with no participant restrictions to gender or anyone over the age of 18 years old. A sample size of 376 was obtained. Findings From the data collected, this research concludes symbolic consumption is an important and prominent motive within event consumers. Mostly all the data agreed with the existing literature surrounding consumer behaviour and symbolic consumption, it showed the literature is relevant to event consumers. Identity was concluded as the most desired motive for event attendees purchasing and attending an event. The findings further confirmed social media influences event consumers motives to participate in symbolic consumption and friends were highlighted to be the main cohort consumers attend events to gain acceptance and approval from. Value This research will aid to the understanding of consumer behaviour and provide data surrounding figurative and hidden motives of event attendees. Providing new information to event managers and event marketers, which will benefit the overall success of the event.