The current qualitative research was aimed at exploring and describing symbolic
consumption and extension of self through possessions during liminality of full-time MBA
students, moderated by financial constraint. The main purpose of the study was to gain
deeper understanding of the liminal stage of full-time MBA students as consumers, and
its effect on the symbolic consumption in the context of restricted financial resources.
The main purpose of the research determined its exploratory and inductive nature within
the interpretivist philosophy to qualitative inquiry. Twelve semi-structured interviews
were conducted with participants chosen according to the pre-set criteria. Raw data was
analysed using constant comparative and content analyses.
The main findings of the research showed that during MBA studies as a period of
liminality, participants faced the necessity to re-adjust their consumption behaviour in
order to fulfil the shifts to new social roles and therefore construct new identities. Being
financially constrained, they had to make trade-offs defined by main priorities of this
stage in life. As a result, participants re-evaluated their previous consumption behaviour,
and adopted a new one appropriate for their new social roles and gained new decisionmaking
skills. Through financial constraint as an important moderating variable of the
experience, participants gained new understanding of power and value of money which
formed their consumption going forward.
The outcome of the research contributed to the existing body of knowledge on changes
in consumption behaviour of individuals in life transitions, including symbolic
consumption and self-extension through possessions. In addition to that, insights gained
during research contributed to the understanding of the role financial constraint plays as
a moderating variable for consumption in transition. Therefore, the results of the research
are of practical value for marketers as they provide valuable insights that can be used
for more efficient targeting of appropriate buyer groups. / Mini Dissertation (MBA)--University of Pretoria, 2018. / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:up/oai:repository.up.ac.za:2263/66041 |
| Date | 12 March 2018 |
| Creators | Grigorian, Vartush |
| Contributors | Niemann-Struweg, Ilse, ichelp@gibs.co.za |
| Publisher | University of Pretoria |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Mini Dissertation |
| Rights | © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
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