A qualitative exploration of consumer materialism: A study of the Apple Band
Thomas, Rebecca Kate
Cardiff Metropolitan University
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This research set out to explore and investigate materialism with regards to Apple products. Examining whether certain materialistic tendencies are present among a qualitative sample and to discover why these tendencies are shown by the participants. The exploration adopted a subjective, inductive, interpretivistic approach for its investigation and collected its primary research with semi-structured interviews to collect its in-depth data which utilised a sample of six individuals. These six individuals were chosen by following a convenience sampling method and the researcher limited bias by choosing participants of different gender, ages and backgrounds. The themes and questions asked in the interview were formed from the study of relevant literature and previous studies. The interviews were transcribed in full and then thematically analysed through coding the information and exposing common themes. The most significant themes were then used to present the findings and the analysis. The research has confirmed that materialistic tendencies are present in the participants’ purchasing behaviour towards Apple products and it is clear that these tendencies are shown in different ways. Although the tendencies link they can be present separately with some participants only showing certain tendencies. The tendencies that were found in the individuals were using material possessions to convey meanings, envy of others, placing high value on material possessions and using material possessions to impose certainty on their lives. The individuals who appeared to be less self-confident showed each present tendency to a greater extent. The study limitations and the potential for further research are highlighted within this piece of work.
BA (Hons) Business and Management Studies with Law
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