tiểu luận final projectcourse consumer behaviourresearch topic motivation of minimalism lifestyle

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<b>FINAL PROJECTCOURSE: CONSUMER BEHAVIOURRESEARCH TOPIC: Motivation of Minimalism lifestyle</b>

Nguyễn Nguyệt Hằng 221123031107Nguyễn Phạm Công Khang 221123031109Lê Thị Thanh Tâm 221123031130

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1. Introduction and Background...4

a) Importance of the research...4

b) Scope of the report...4

c) Research problem and question...5

d) Aims and Objectives...5

a) Detailed description of analysis undertaken and explanation of why...7

5. Findings and Recommendations...8

a) Interpretation of the data based on the analysis you have undertaken...8

b) What this means for managers and for the next stage of the research...11

6. Limitations...12

a) Factors that affect the confidence that you have in your findings that impact...12

7. References (not in word count)...12

a) List of all cited sources, presented in APA format...12

8. Appendices (not in word count)...12

a) [ESSENTIAL] Interview transcripts (yours, plus three others), all showing coding markup...12

b) Any other relevant information...13

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<i>This research explores the motivations and impacts of adopting a minimalist lifestyle throughdiverse interviews. Participants, seeking simplicity and financial savings, adoptedminimalism before it gained widespread popularity, often influenced by online content.Positive outcomes included intentional living and improved financial management.Challenges include societal perceptions and initial resistance. Overall, the researchuncovers insights into the multifaceted nature of minimalism, offering recommendations forawareness promotion and challenge mitigation. The findings suggest that minimalismextends beyond decluttering, fostering intentional living, financial prudence, and a moremeaningful existence.</i>

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<b>1. Introduction and Background</b>

<b>a) Importance of the research</b>

Research to clearly and accurately understand what consumers need and areinfluenced by or which individuals/groups to conduct promotional communicationstrategies to attract consumers' attention. as well as research to launch new productsthat conquer customers

<b>b) Scope of the report</b>

The research focuses on surveying and understanding the motivations and benefits ofa minimalism and quality lifestyle. The research target group includes universitystudents and working people in the group sharing about a minimalism and qualitylifestyle or using minimalist products. This group is diverse in age and living status,but all choose to freely live independently and pursue a minimalism and qualitylifestyle.

<b>c) Research problem and question</b>

The research questions revolve around the motivations of a minimalism and qualitylifestyle. The research mainly explores why this group of people chooses and pursuesthis lifestyle.

<b>d) Aims and Objectives</b>

The ultimate goal is to derive the main drivers of a minimalism and quality lifestyle.

<b>2. Method</b>

<b>a) Methodological considerations and assumptions </b>

Methodological considerations: Research on consumer motivation towards theMinimalism lifestyle, using a qualitative research design, in which in-depthinterviews were carried out with consumers of this trend.

Methodological assumptions:

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+ Epistemological assumptions: Use qualitative data collectiontechniques, such as in-depth interviews, to collect data frominterviewees.

+ Axiological assumptions: Assure that info is collected genuinely andthat interviewees' privacy is protected.

+ Ontological assumptions: Collect data from people who are followingthe “Minimalism Lifestyle” to better understand their motivation forthis trend.

<b>b) Sample considerations </b>

- Sampling Methodology:

The sample was chosen using a purposeful sampling approach.Interviewees were selected based on their relevance to the topic ofminimalism lifestyle, ensuring a focused exploration of this lifestyle.- Sample Size:

The sample size was determined to achieve a balance between depth ofinsights and resource constraints. A moderate-sized sample was chosento allow for in-depth research of individual experiences.

- Demographic:

Efforts were made to include participants of different age groups,genders, and educational backgrounds. This aimed to capture a broadrange of perspectives and experiences related to minimalism lifestyle- Inclusion and Exclusion Criteria:

Inclusion criteria involved selecting individuals who actively practiceor have experience with a minimalist lifestyle. Exclusion criteria wereapplied to ensure participants had a minimum level of familiarity withthe topic to contribute meaningful insights.

- Ethical Considerations:

Informed consent was obtained from all participants, clarifying thepurpose of the interview, the voluntary nature of participation, and theassurance of confidentiality. Participants were informed about theirright to withdraw at any point without consequences.

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- Data collection:

- Interviewing participants in a variety range of age to gain an in-depth aboutthe motivations for their choice of leading a minimalist lifestyle. Semi-structured interviews are used in this research.

- Framework:

- Clear objectives of the research- Inductive research

- Data collection- Data analysis

- Conclusion of the research- Analytical considerations:

- Data type: qualitative data

- Analysis Method: Content analysis techniques

<b>3. Ethical considerations</b>

- Before interviewing, the interviewers share clear and full information about whythey're doing this research, what it involves, and any possible profits andconsequences. They make sure everyone knows it totally depends on the intervieweesif they want to join in, and they can bail at any time without any issues.

- The interviewers promise to keep everyone's information secret, and whatever getstalked about won't point back to any specific person in the final report or anywhereelse it's shared. People can decide freely if they want to be part of it, and we're makingsure everyone gets fair treatment without any bias.

- The interviewers let the interviewees know ahead of time that they're recording thetalk and why they're doing it. The recorded information will be kept private and onlyshared with the research team and approved folks directly involved in looking at it.The researchers ensure no personal details get out, and anything they share will bescrubbed clean to make sure no one's privacy is at risk.

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<b>a) Detailed description of analysis undertaken and explanation of why.</b>

- We dug deep into the chats and all the things we talked about. The goal was to reallyunderstand what everyone had to say about living a simple and quality life. Welooked for common ideas, patterns, and the main takeaways from what people shared.- We went for this detailed approach because we wanted to get a real feel for whypeople are into this minimalist lifestyle and what they think they're getting out of it.By going through the interviews closely, we aimed to find the details that could helpus get a better grip on why people are choosing this way of life and what they think isgood about it.

- Breaking down the responses, sorting them into categories, and seeing whereeveryone's coming from helped us paint a clear picture. This hands-on method ensureswe really get what people are saying and brings out the full range of thoughts andfeelings about the minimalist and quality living lifestyle.

- In summary, we went deep into the details to uncover all the different sides of whatpeople shared, hoping to bring out a richer understanding of why they're into theminimalist way of living.

<b>5. Findings and Recommendations</b>

<b>a) Interpretation of the data based on the analysis you have undertaken</b>

Expanding spaceReleasing stress

8monthsHai Anh Female 30 Facebook,

Teacher ^{Expanding space}Enjoying freedom ^{3 years}Thao Tam Female 25 Facebook,

Releasing stress and worry.Enjoying freedom andplanning to do what shelikes.

Reducing waste andprotecting the environment.

1 year

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Anh Hong Female 19 Youtuber Improving quality of life.Focusing on herself.Saving money, time andspace.

Working moreproductively.

2 years

Minh Trung Male 19 Tiktoker Be more comfortable doingwhat he wants.

Eliminating otherunnecessary things,

2 years

Not being bothered by otherunnecessary things.

> 1 year

saving time, expandingspace

> 4years

saving time, happiness ^{5 years}

Developing himself.Be more free andcomfortable in choosingclothes

4 years

Financial management(savings and investments),freedom, eliminatingunnecessary things

> 1 year

A total of 10 dialogues between authors and hosts about minimalism lifestyle were reported.Among the Motivations involved in those responses, some are more popular like financialbenefits, saving time, expanding space, happiness and freedom and influence.

<b>Motivation 1: Financial benefits</b>

The first motivation mentioned is to reduce financial burden, which appeared inanswers of five above ten (50%) hosts

<i>“I will not buy items or appliances that are not necessary for my room. By using quality multi-purpose items, to limit purchases and frequent changes of necessaryitems. This helps me save costs in the long run” (Nhu Ha, Female, 19, 8 months).“This lifestyle will help you save more, not buy unnecessary things to avoid waste andmost of all, the items are not complicated to make living easier. Helps you not feel</i>

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<i>high-pressured or constrained by unnecessary items and will feel lighter” ( Hai Anh,Female, 20, 3 years) </i>

<i>“Owning less material means spending less money. I realize I will save a lot of moneywhen buying minimalist, quality items that have high applicability and long-term usevalue, limit myself to unnecessary items, and feel light” (Anh Hong, Female, 19, 2</i>

<i>“I manage my finances by focusing on truly necessary expenses and avoiding wastingmoney on unimportant things. I always think carefully before making purchases andvalue saving and investing. This helped me save most of my income and createfinancial stability, which is very beneficial for students like me.” (Ngoc Han, Male,</i>

20, more 1 year).

“Cost savings are savings in purchasing consumables. Usually, I will choose

<i>multi-purpose items instead of choosing multiple items to use for each multi-purpose.” (Minh</i>

Huy, Male, 24, more than 4 years)

<i>“I certainly like this style because of its simplicity. I'm not good at choosing clothes towear when going out, mainly because it saves me some money to live independently incollege.” (Gia Bao, Male, 19, 4 years)</i>

<b>Motivation 2: Saving time</b>

The second motivation mentioned was saving more time, appearing in 4 responses(40%) between hosts.

<i>“Owning less furniture helps me save time cleaning, tidying, and organizing them. Inaddition, surfing websites and shopping mindlessly also take up a lot of time for me todo other things.” (Anh Hong, Female, 19, 2 years).</i>

<i>“Well, this is because I only buy necessary items so I don't spend much time shoppingfor miscellaneous things and don't think about them too much.” (Nhu Ha, Female, 19,</i>

8 months)

<i>“At least for me, I won't waste time deciding because I'm a person who finds itdifficult to make decisions. For example, when talking about fashionable clothes, Idon't need to have too much furniture and costumes.” (Ngoc Huyen, Female, 25, 5</i>

years)

<i>For example, when it comes to coordinating outfits, choosing only white and blackoutfits will save time rather than colorful outfits. I no longer have to waste timethinking about how to match clothes. (Minh Huy, Male, 24, more than 4 years) </i>

<b>Motivation 3: Expanding space</b>

The third motivation was expanding space, appearing in 4 responses (40%) betweenhosts.

<i>“Minimizing unnecessary items also makes your living space neater and cleaner.”</i>

(Anh Hong, Female, 19, 2 years)

<i>“Minimalism living helps make the living space neater and more organized.” (Thao</i>

Tam, Female, 25, 1 year)

<i>“Then she will think carefully and buy necessary or important items. As for someother items, she will not spend lavishly on new clothes like before. Because beforethat, I often bought clothes but then stored them in the closet and never used them.</i>

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<i>This was quite a waste and increased the amount of space for clothes.” (Hai Anh,</i>

female, 30, 3 years)

<b>Motivation 4: Happiness and freedom</b>

Happiness and freedom appeared in 9 responses (90%) with different ways ofenjoying happiness and freedom between hosts.

<i>“It helps me to relieve pressure, frees me from unnecessary belongings, and makesme feel lighter.” (Hai Anh, Female, 30, 3 years)</i>

<i>“I feel light, unencumbered and feel like I don't need to think much about how to useit” (Nhu Ha, Female, 19, 8 months)</i>

Anh Hong (Female, 19, 2 years) said that throwing away what's not truly necessarygave her more time to invest in self-improvement activities like waking up early,reading, and exercising.

Thao Tam (Female, 25, 1 year) said that she could enjoy freedom and plan to do whatshe liked or invested in truly meaningful relationships.

<i>I feel comfortable because I genuinely don't need to worry too much about, like,"keeping up" or paying too much attention to other people's opinions. This sense offreedom and comfort is something I highly value.” (Minh Trung, Male, 19, 2 years) “For me, it brings freedom and happiness. I can enjoy meaningful moments withoutbeing disturbed by unnecessary factors.” (Gia Han, Female, 19, more than 1 year): “I have found that it has given me many important values, including focusing on whatmatters, reduced stress and freedom and flexibility in life.” ( Ngoc Han, Male, 20,</i>

more than 1 year)

<i>“Well, it feels like focusing on doing things I enjoy makes me feel better, but movingon and spending less time on unnecessary things makes me happy.” (Gia Bao, Male,</i>

<i><b>“From what I remember earlier this year, I casually browsed TikTok and came across</b></i>

<i>a video by Minh Mẫn daily. The video discussed the benefits of adopting a minimalistlifestyle, prompting me to explore further due to the points raised in the content..”</i>

(Nhu Ha, female, 19, 8 months)

“<i>I knew about this lifestyle from my Yoga teacher. She introduced the minimalistlifestyle to me to help me feel more relaxed and lighter in my daily life.” (Hai Anh,</i>

female, 30, 3 years)

<i>“Influencers like Giang oi, Helly Tong, The Present Writer, and others have been a great source of inspiration for young people in Vietnam, including myself, when it comes to embracing a minimalist lifestyle.” (Anh Hong, female, 19, 2 years)</i>

Thao Tam (Female, 25, 1 year) said that she learned about the minimalism lifestylethrough a Facebook post and found more information about it.

<i>“I learned about this lifestyle through an online friend who was into this lifestyle andI chatted a lot so I found it interesting, so I learned more through books or articles</i>

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<i>online and I also joined the community . Connect online with people who share thesame outlook on life. Then I tried and learned to implement a minimalist lifestyle intomy daily life.” (Ngoc Han, Male, 20, more than 1 year)</i>

Gia Bao (Male, 19, 4 years) said that he learned about the minimalism lifestylethrough a Youtuber.

<b>b) What this means for managers and for the next stage of the research </b>

This analysis clearly shows consumers’ common motivations when they startfollowing a minimalist lifestyle. Most customers will care about cost, time, andspace when they follow this lifestyle. We can see that motivation stemmingfrom celebrities and friends is quite common -> Booking KOLs/KOCs leadinga minimalist lifestyle can expand the reach and increase the trust ofinformation. Then develop products and integrate them to increase recognition.Increase recognition and interaction with acquaintances by launching thecampaign: "Go 2 and when you check in you will receive a gift"

Marketing Campaign: Selling multi-functional products, addressing manyconcerns about savings and freedom of people living a minimalist and qualitylifestyle

<b>b) What this means for managers and for the next stage of the research </b>

- This analysis clearly shows consumers’ common motivations when they startfollowing a minimalist lifestyle. Most customers will care about cost, time, and spacewhen they follow this lifestyle. We can see that motivation stemming from celebritiesand friends is quite common -> Booking KOLs/KOCs leading a minimalist lifestylecan expand the reach and increase the trust of information. Then develop products andintegrate them to increase recognition. Increase recognition and interaction withacquaintances by launching the campaign: "Go 2 and when you check in you willreceive a gift"

- Marketing Campaign: Selling multi-functional products, addressing many concernsabout savings and freedom of people living a minimalist and quality lifestyle

<b>6. Limitations</b>

<b>a) Factors that affect the confidence that you have in your findings that impact</b>

Throughout the interview and data analysis phases, our research encountered severalchallenges.

- Number of interviewers

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