Research of conspicuous consumption and consumption styles: The case of Azerbaijan

Nowadays, the role of consumption is not limited to meeting consumers? only the physiological needs, it also fulfills psychological and sociological needs, as well. Consumers can also consume products for purpose of conspicuousness and social as well as functional purposes. Hence, it is important for the marketers to investigate the conspicuous and social aspects of products and services. The purpose of this study is to examine various consumption styles as well as the determinants of conspicuous consumption. In this context, an attempt was made in order to develop a model to measure the factors influencing conspicuous consumption and other consumption styles. In order to test the proposed model, a survey was conducted in Baku, the capital of Azerbaijan. A total of 620 questionnaires were collected and 536 of which were used in the analysis.The results of the research has shown that Azerbaijanis consumers have high tendency towards conspicuous consumption. Besides, findings also indicated that consumers tend to behave in a planned as well as sybolic benefits. Also, study has shown that there are two dimensions of two dimensions of conspicuous consumption. It is successted that those marketers who wants to be successful needs to pay attention to the conspicious aspects of the consumption.Key words: Consumption, Conspicuous Consumption, Consumption Styles