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.