tiểu luận final projectcourse consumer behaviourresearch topic motivation of minimalism lifestyle

+ Epistemological assumptions: Use qualitative data collectiontechniques, such as in-depth interviews, to collect data frominterviewees.+ Axiological assumptions: Assure that info is col

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FINAL PROJECT

COURSE: CONSUMER BEHAVIOUR RESEARCH TOPIC: Motivation of Minimalism lifestyle

Nguyễn Nguyệt Hằng 221123031107 Nguyễn Phạm Công Khang 221123031109

Lê Thị Thanh Tâm 221123031130

Trương Tạ Tuyết Trinh 221123031139

11/2023 Assignment word count: 2271 words

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

2 Method 5

a) Methodological considerations and assumptions 5

b) Sample considerations 5

c) Data collection and framework, and analytical considerations 6

3 Ethical considerations 7

4 Analysis 7

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

This research explores the motivations and impacts of adopting a minimalist lifestyle through diverse interviews Participants, seeking simplicity and financial savings, adopted minimalism 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 research uncovers insights into the multifaceted nature of minimalism, offering recommendations for awareness promotion and challenge mitigation The findings suggest that minimalism extends beyond decluttering, fostering intentional living, financial prudence, and a more meaningful existence.

1 Introduction and Background

a) Importance of the research

Research to clearly and accurately understand what consumers need and are influenced by or which individuals/groups to conduct promotional communication strategies to attract consumers' attention as well as research to launch new products that conquer customers

b) Scope of the report

The research focuses on surveying and understanding the motivations and benefits of

a minimalism and quality lifestyle The research target group includes university students and working people in the group sharing about a minimalism and quality lifestyle 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 quality lifestyle

c) Research problem and question

The research questions revolve around the motivations of a minimalism and quality lifestyle The research mainly explores why this group of people chooses and pursues this lifestyle

d) Aims and Objectives

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

2 Method

a) Methodological considerations and assumptions

Methodological considerations: Research on consumer motivation towards the Minimalism lifestyle, using a qualitative research design, in which in-depth interviews were carried out with consumers of this trend

Methodological assumptions:

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+ Epistemological assumptions: Use qualitative data collection techniques, such as in-depth interviews, to collect data from interviewees

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

+ Ontological assumptions: Collect data from people who are following the “Minimalism Lifestyle” to better understand their motivation for this trend

b) Sample considerations

- Sampling Methodology:

The sample was chosen using a purposeful sampling approach Interviewees were selected based on their relevance to the topic of minimalism lifestyle, ensuring a focused exploration of this lifestyle

- Sample Size:

The sample size was determined to achieve a balance between depth of insights and resource constraints A moderate-sized sample was chosen

to 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 broad range of perspectives and experiences related to minimalism lifestyle

- Inclusion and Exclusion Criteria:

Inclusion criteria involved selecting individuals who actively practice

or have experience with a minimalist lifestyle Exclusion criteria were applied to ensure participants had a minimum level of familiarity with the topic to contribute meaningful insights

- Ethical Considerations:

Informed consent was obtained from all participants, clarifying the purpose of the interview, the voluntary nature of participation, and the assurance of confidentiality Participants were informed about their right to withdraw at any point without consequences

- Data collection:

- Interviewing participants in a variety range of age to gain an in-depth about the 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

3 Ethical considerations

- Before interviewing, the interviewers share clear and full information about why they're doing this research, what it involves, and any possible profits and consequences They make sure everyone knows it totally depends on the interviewees

if 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 gets talked about won't point back to any specific person in the final report or anywhere else it's shared People can decide freely if they want to be part of it, and we're making sure everyone gets fair treatment without any bias

- The interviewers let the interviewees know ahead of time that they're recording the talk and why they're doing it The recorded information will be kept private and only shared 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 be scrubbed clean to make sure no one's privacy is at risk

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

- We dug deep into the chats and all the things we talked about The goal was to really understand what everyone had to say about living a simple and quality life We looked 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 why people 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 help

us get a better grip on why people are choosing this way of life and what they think is good about it

- Breaking down the responses, sorting them into categories, and seeing where everyone's coming from helped us paint a clear picture This hands-on method ensures

we really get what people are saying and brings out the full range of thoughts and feelings about the minimalist and quality living lifestyle

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

5 Findings and Recommendations

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

Expanding space Releasing stress

8 months

Hai Anh Female 30 Facebook,

Teacher Expanding spaceEnjoying freedom 3 years Thao Tam Female 25 Facebook,

friends

Releasing stress and worry

Enjoying freedom and planning to do what she likes

Reducing waste and protecting the environment

1 year

Anh Hong Female 19 Youtuber Improving quality of life.

Focusing on herself

Saving money, time and space

Working more productively

2 years

Minh Trung Male 19 Tiktoker Be more comfortable doing

what he wants

Eliminating other unnecessary things,

2 years

Not being bothered by other unnecessary things

> 1 year

saving time, expanding space

> 4 years

saving time, happiness 5 years

Developing himself

Be more free and comfortable in choosing clothes

4 years

(online), books, Facebook

Financial management (savings and investments), freedom, eliminating unnecessary 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 financial benefits, saving time, expanding space, happiness and freedom and influence

Motivation 1: Financial benefits

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

“I will not buy items or appliances that are not necessary for my room By using high-quality multi-purpose items, to limit purchases and frequent changes of necessary items 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 and most of all, the items are not complicated to make living easier Helps you not feel

pressured or constrained by unnecessary items and will feel lighter” ( Hai Anh, Female, 20, 3 years)

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

years)

“I manage my finances by focusing on truly necessary expenses and avoiding wasting money on unimportant things I always think carefully before making purchases and value saving and investing This helped me save most of my income and create financial stability, which is very beneficial for students like me.” (Ngoc Han, Male,

20, more 1 year)

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

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

Huy, Male, 24, more than 4 years)

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

Motivation 2: Saving time

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

“Owning less furniture helps me save time cleaning, tidying, and organizing them In addition, surfing websites and shopping mindlessly also take up a lot of time for me to

do other things.” (Anh Hong, Female, 19, 2 years).

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

8 months)

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

years)

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

Motivation 3: Expanding space

The third motivation was expanding space, appearing in 4 responses (40%) between hosts

“ Minimizing unnecessary items also makes your living space neater and cleaner ”

(Anh Hong, Female, 19, 2 years)

“ Minimalism living helps make the living space neater and more organized ” (Thao

Tam, Female, 25, 1 year)

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

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

female, 30, 3 years)

Motivation 4: Happiness and freedom

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

“It helps me to relieve pressure, frees me from unnecessary belongings, and makes

me feel lighter.” (Hai Anh, Female, 30, 3 years)

“I feel light, unencumbered and feel like I don't need to think much about how to use it” (Nhu Ha, Female, 19, 8 months)

Anh Hong (Female, 19, 2 years) said that throwing away what's not truly necessary gave 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 what she liked or invested in truly meaningful relationships

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 of freedom 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 without being 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 what matters, reduced stress and freedom and flexibility in life.” ( Ngoc Han, Male, 20,

more than 1 year)

“Well, it feels like focusing on doing things I enjoy makes me feel better, but moving

on and spending less time on unnecessary things makes me happy.” (Gia Bao, Male,

19, 4 years)

Ngoc Huyen (Female, 25, 5 years) said that when someone pursues this lifestyle with her, her life will become more happy

Motivation 5: Influence

The last motivation was influence, appearing in 7 responses (70%) between hosts with different influencers

“From what I remember earlier this year, I casually browsed TikTok and came across

a video by Minh Mẫn daily The video discussed the benefits of adopting a minimalist lifestyle, prompting me to explore further due to the points raised in the content ”

(Nhu Ha, female, 19, 8 months)

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

female, 30, 3 years)

“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)

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

“I learned about this lifestyle through an online friend who was into this lifestyle and

I chatted a lot so I found it interesting, so I learned more through books or articles