Page 8 - Microsoft Word - Dissertation

Online shopping, has added on to the ease of getting branded fashion without having to go
anywhere. Internet has made them easily accessible for impulse shopping when people are
feeling blue.A sense of accomplishment could be another reason why people buy branded goods.

Source: http://www.investopedia.com/articles/personal-finance/091115/psychology-behind-why-
people-buy-luxury-goods.asp

1.2 Conceptual underpinnings for the Study

Individuals buy fashion goods for a variety of reasons. Most reasons are associated to the strong
emotions that we attach to exclusive material goods. We may not be financially comfortable, but
will often purchase luxury items either to exhibit to or increase acceptance from others or to

sometimes reward ourselves. Now as we are trying to understand the psychology behind why
people buy fashion goods, we’ll be better equipped to defeat any emotions that try to sway
the rational part of our brains that the more costly something is, the better its quality.

1.3 Statement of the Problem

We are all almost 100% simulated and the best part is that we are mostly not aware of this fact.
Let me explain what I mean by simulated. I mean we are all living in perceptions (molded by our
personality, sense of status and other things) which have nothing to do with the reality of the
matter. This study is not an attempt to change the world but to understand how it works. A lot of
things claimed have been deduced qualitatively and quantitatively.

Let me attempt a proof at what I claim. Come rains and we have mosquitos. The first thing that
comes to our mind is to save ourselves and we do what is the most obvious thing to do. We buy
mosquito repellants. Any mosquito bite and we start to see the color of its legs if it had white
patches. I have already done this survey numerous times with the same result that I will share
with you now.

When I ask people why do they buy mosquito repellants they look at me as if I were a dupe. I
have asked groups in my statistics classes that what is it that they are more scared of?
Commuting or getting dengue. They look at me like why am I asking such an obvious question.
They are more scared of getting dengue. They are more scared of getting dengue than of
commuting.

The next question that they are not prepared for is how many peopledo they feel (perception) die
in accidents while commuting and how many die by dengue. Since they do not have the data they
feel more people die from dengue than in accidents. But the figures state otherwise. In the entire