A Reflection of Extended Self: Lawn Brands in Pakistan

Abstract

The study aims to investigate the influence of purchasing branded lawn on the extended self of consumers. The factors that influenced extended self by purchasing branded lawn included the overall consumer experience, price of the brand, brand knowledge and the design of the brand. This objective was achieved by administering a questionnaire and collecting data from consumers living in Pakistan. There were 146 respondents from various occupational backgrounds. Lawn is not considered merely a piece of clothing, rather it adds an impact to the identity of the consumer. This research along with the in-depth statistical analysis shows that the buying decision is influenced by factors which directly impact the self-concept of a consumer.