Need of dominance as a consumer behavior factor

Abstract

The purpose of this paper is to show the relevance of need of dominance factor to most of the people living in the society, introduce need of dominance factor to the marketing audience, to show its importance in consumer dissection making process and to prepare a base for further research. Design/Methodology/Approach - A dilemma studied in this paper is humanitarian oriented which implies a use of qualitative methods of marketing research. The research is based on the analysis and interconnection of leading sociological and psychological theories. Considering the nature of discussion and research methods interviews, focus groups, field experiments and observations were used as the main research tools. Findings - The research showed a high relevance of studied factor to most participants of the research process and showed that people perceive dominance in different forms and scales. It also showed the relevance of the problem to consumer behaving. Research Limitations/Implications - This work is the first attempt to introduce the need of dominance factor to marketing audience. The nature of the research and a delicacy of the topic required a big amount of work on understanding people believes and emotions that are subjective in its nature. This fact made it impossible to come up with universal modal of gathering information as every individual required a different approach. Practical implications - The study of this concept can help the business better understand the nature of consuming which in practice leads to higher sales and better service. Originality/Value - The understanding of a concept studied in this paper can give an advantage to one side (seller, negotiator, influencer etc.), at the same time it might put another into a disadvantageous position. This concept should be used ethically and in behalf of the interest of society, however these interest are not dogmatic and can be established subjectively by every individual living in it.