Understanding Voluntary Simplifiers in Bulgaria
Journal Title: International Conference on Marketing and Business Development - Year 2017, Vol 0, Issue 1
Abstract
The notion of voluntary simplicity reflecting the rejection of growing consumerism and materialism of our society and the orientation towards personal growth, ecological awareness and material simplicity instead gains more and more popularity in scientific literature. Even though in developed economies the first manifestations of this lifestyle date back to the 70s of the last decay, it is quite new to consumers in catching up countries like Bulgaria. The different economic and cultural background of these markets is a prerequisite for diverse motivational and behavioral models. Through qualitative research the current article examines the grounds for the adoption of voluntary simplicity values in Bulgaria and studies the changes in consumer behavior. The results from this study reveal important insights for marketers targeting this growing segment.
Authors and Affiliations
Vanya Kraleva
Keywords
Related Articles
- EP ID EP269859
- DOI -
- Views 94
- Downloads 0
A Multi-Agent Technology Based Platform for Marketing Communication
One of the most significant current discussions in marketing is related to personalizing and distribution marketing information content in order to promote services and/or products that will be sent to the customers with...
Global Brands Dynamics: Implications for Building Corporate Identity in Emerging Markets
The purpose of this paper is to investigate dynamics of the most valuable Chinese brands by applying the Zipf-Pareto law and the index of Sheppard. Top 100 global brands’ values (incl. top Chinese brands) measured by Int...
An Insight on the Influence of Price-Matching Guarantees on Consumer Behaviour in Romania
Price-matching guarantees represent a technique that promises the refund of price difference in the case a customer finds elsewhere a lower price. Such technique is used by stores to create a low price image and to stimu...
Exploring the Traits of Marketing Strategy Approaches: The Latte Arborea Case Study
In the marketing literature there are three main approaches related to strategy: the outside-in, inside-out and mixed approach. Although many researchers have given their contributions to this field of research, there ar...
Brand Extensions Differentiation: Implications for Strategy
The purpose of competitive strategy is to create and sustain competitive advantage. Traditionally, this is done by finding a favorable opportunity in a well-defined market and creating relevant differentiation. In this f...