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The Influence of Acquisition as the Pursuit of Happiness on the Desire for Unique Consumer Products
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Journal Article
The Influence of Acquisition as the Pursuit of Happiness on the Desire for Unique Consumer Products
2023
Overview
This study aims to investigate the relationship between the Acquisition as the Pursuit of Happiness and the Desire for Unique Consumer Products. In particular, to examine the effect of the extent to which acquiring materialistic possessions as a mechanism to achieve overall life satisfaction and happiness on consumers' desire for acquiring unique and differentiated consumer products to satisfy their needs. The study employed a quantitative survey data approach from 200 Egyptian respondents who answered the questionnaires. This was followed by a data analysis using SPSS software. The study concluded that Acquisition as the pursuit of happiness has a positive and significant influence on the desire for unique consumer products where the research hypothesis tested positive. The practical implications suggest that practitioners and businesses selling unique and differentiated products should capitalize on consumers' unmet needs of displaying themselves as unique and unconventional through working on their marketing mix activities and strategies when it comes to selling rare products, high-tech innovative products, customized products, outmoded/obsolete products and finally managing the shopping venue to be interpreted as unique and authentic to grab consumers' attention and be perceived as a place that sells uniquely identified items that are far from the mainstream and unified products found anywhere else.
Publisher
جامعة عين شمس - كلية التجارة
