BMO6630-Satisfy Requirement Of Customers Essay


Undertake a literature review on a theoretical concept/construct in the field of Conspicuous consumption that has real world management implications (e.g., customer satisfaction, buying behaviour, customer motivation, experience quality etc.). Research the field to find four academic articles (the first article to propose the theory) relating to the concept (published any time); and three other more recent articles (2012 onwards) one of which must apply a quantitative research design, the second, a qualitative design and the third, a mixed method (qualitative and quantitative) design.
Please note that all articles must be full papers (e.g., not research notes, book reviews) sourced from refereed academic journals. Please review them and write an 1,000 word structured abstract, which draws upon all the articles you have reviewed, using the following headings:
1.Brief summary of the theory and progression in the field (i.e., how has the theory developed since first proposed?)
2.Common themes/findings across the four articles.
3.Different themes/findings across the four articles.
4.Study limitations and how these differ across the various study designs (quantitative, qualitative).
5.Future research directions proposed in the articles.



Consumer motivation can be considered as the internal state which leads them to purchase certain products and services as per their own requirement. The ability of a product to satisfy requirement of customers plays a significant role in generating motivation among them and thereby shape their purchasing behavior. It is the general tendency among customers to perceive that, the more they pay for a product, the more benefit they will get. This structured abstract deals with in-depth review of customer motivation by the research made by Mary C. Murphy and Carol S. Dweck, Teresa Fernandes and Fabia Esteves, Tudor Edu, Iliu, Costel Negricea and Alexandru Ionescu and

Brief summary of the theory and progression in the field:

The research conducted by Murphy and Dweck highlights that the mind shape of the customers is the key of shaping purchasing behavior of them. The perception of the customers towards certain product is highly significant for formulating their purchasing decision. As per the implicit theory of mindset, the perception among people is highly significant factor for generating motivation among them and thereby lead them to purchase product in accordance with their requirement. The growth mindset is the emerging trend among human mind which leads them to be interested towards certain product. On the other hand, the customers with growth mindset are also intended toward evaluating different types of product before choosing the best. According to Murphy and Dweck, the inclusion of growth mindset among the customers leads them to purchase products in higher price with the intension of getting more benefit.

Common themes/findings across the four articles:

As per the research of Murphy and Dweck, the mindset among the people drives their motivation towards purchasing products as per their requirement. In the same way, Fernandes and Esteves has showed that the engagement of a customer towards a products is highly significant in order to generate positive behavior among them. As discussed by the author, the ability of a company to attract and retain customer is the key factor in determining its competitive advantage. Thus, it is imperative for the companies to engage higher range of customers by maintaining transcending relationship with them.

According to Edu et al. the consumer holds the central place in every marketing endeavor. Therefore, the organizations must understand their needs and requirement and design their production procedure accordingly for shaping positive purchasing behavior among them. This is the way, through which the mode of selecting, buying and disposing products. In the same way, Cohen et al. showed that in the tourism industry, positive behavior among the customers is the key of determining their travelling decision. Consumer behavior basically deals with obtaining, consuming and disposing products.

Different themes/findings across the four articles:

All the articles, selected in the paper are different from each other. The story of Murphy and Dweck highlight the role of mindset in shaping purchasing behavior among the customers. The person having growth mindset are more likely to give higher price of product in order to get maximum benefit. On the contrary, Fernandes and Esteves put ample stress on the significance of engaging wide range of customers for building loyalty among them. It is the pripme responsibility of the corporate entities to maintain transcending relationship with them for them happy and loyal. This study also shows non-transactional relationship as key of strengthening their purchasing intension is. Contrary to what, Edu et al. showed that buying behavior among the customers can be referred as the procedure, through which a company can evaluate the selecting, buying and disposing pattern of products by the customers. Thus, it is imperative for the companies to conduct in-depth research to understand the buying behavior of the customers and act accordingly to generate satisfaction among them. Obstinately, Cohen et al. highlighted that positive behavior among the customer is highly significant in order to frame their purchasing attitude and thereby promote their decision making process. However, this research also shows that healthy relationship must be maintained with them to strength their purchasing decision.

In the travel and tourism industry, consumer behavior plays a pivotal role in shaping the travelling decision among the customers. In this industry, the decision making process of travelers is an independent action which is being taken through in-depth planning. Tourist decision-centered approach is one of the most significant factors of travel and tourism industry which deals with allocation of expenditure. There also lies the ideology of conspicuous consumption. The customers of travel and tourism sector are more likely to pay higher amount for gaining better service. Moreover, the ideology of conspicuous consumption also deals with the economic power of travelers.

Study limitations and how these differ across the various study designs:

Murphy and Dweck showed the mindset of customers as the key of framing their purchasing decision. They have highlighted equity theory which deals with the fact that, growth mindset among people leads them to evaluate different types of products before choosing the best. However, detailed discussion regarding mindset is not there in the study. In the same way, Fernandes and Esteves highlighted the significance of engaging the customers but lacks the notion of customer motivation and behavior.

Future research directions proposed in the articles:

As noted above, consumer behavior is highly significant in deterring the purchasing behavior of the customers. Therefore, future research can be conducted by highlighting different theoretical framework related to consumer behavior and motivation. This is the way, through which in-depth discussion regarding consumer behavior can be made. In addition, research on the role of consumer behavior on purchasing decision can also be conducted by taking instance from a real company.


Consumer motivation is highly significant factor in terms of generating urgency among the customers towards purchasing a product. Motivation is the inner state of mind which generated desire among the people towards purchasing a product. Therefore, it is imperative for the companies to satisfy the psychological need among the customers and thereby drive them to purchase products. With the assistance of higher motivation, a company can be able to attract a strong base of customer and thereby increase their rate of profitability

Reference List:

Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer behaviour in tourism: Concepts, influences and opportunities. Current issues in Tourism, 17(10), pp.872-909.

Edu, T., Costel Negricea, I., Ionescu, A. consumer behaviour patterns: identifying buying Motives for cool drinks amongst south Africans Under 35 years old. Romanian Economic and Business Review, 8(1), 73-90.

Fernandes, T. and Esteves, F., 2016. Customer engagement and loyalty: A comparative study between service contexts. Services Marketing Quarterly, 37(2), pp.125-139.

Murphy, M.C. and Dweck, C.S., 2016. Mindsets shape consumer behavior. Journal of Consumer Psychology, 26(1), pp.127-136.

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