Influence of Materialism, Social Status Display and Brand Consciousness on Status consumption among working women in Klang Valley

 Sukjeet Kaur Sandhu1*, Laily Binti Paim2, Kamaljeet Kaur3

 

1Faculty of Business, Communication and Law, INTI International University, Persiaran Perdana BBN, Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia.

2Department of Resource Management and Consumer Studies,Faculty of Human Ecology, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia.

3Faculty of Business and Accounting. Infrastructure University Kuala Lumpur, 43000, Kajang, Selangor, Malaysia.


Corresponding Author: sukjeetkaur.sandhu@newinti.edu.my


Abstract

The study measures the influence of materialism, social status display and brand consciousness on status consumption among working women in Klang Valley. A total of 410 working women completed the questionnaire which were collected using mall intercept method. The focus on luxury branded items was narrowed down to three categories which were clothing/scarfs, shoes and handbags. The results revealed that materialism, social status display and brand consciousness has a significant relationship with status consumption. 

Vol.1,2018(31)