A Qualitative Study on Conspicuous, Status and Symbolic Consumption Tendencies

Abstract

Purpose – The aim of this study is to examine the consumption behaviors of female medical doctors and dentists in terms of their tendencies toward ostentatious, status-seeking, or symbolic consumption.
Design/methodology/approach – In-depth interviews were conducted with 24 female physicians selected through convenience sampling, and open-ended questions were asked; content analysis was used to analyze the data obtained.
Results – The findings on symbolic consumption show that female physicians' consumption tendencies are not only shaped by needs or tastes, but are also strongly related to professional identity, social roles and environmental expectations. The findings on ostentatious consumption revealed that female physicians consciously avoid excessive visibility; they attach importance to the natural recognition of their individual style. Findings regarding status consumption also point to a similar awareness. The majority of respondents refused to choose high-priced or luxury products for the sole purpose of achieving social status, emphasizing that factors such as personal stance, lifestyle and level of education are more decisive for acceptance.
Discussion – This study shows that participants tend to base their consumption practices more on symbolic and subjective values, reflecting a more conscious, selective, identity-oriented approach to consumption rather than a conspicuous, status-oriented approach. The research is expected to contribute to both academic literature and businesses.