Abstract:
Filipino young urban professionals, or “yuppies”, have been a major source of the consumption of goods and services; however, a recent trend among the technology sector in particular is that more gadgets are being catered to this market segment. This study focused on identifying the most prevalent reason for the consumption of gadgets among this group. Three major aspects that influence purchasing decision-making were chosen and analyzed Prestige, Utility and Fetish. Each aspect has its own symbolic value, which follows the tradition of ancient trade goods. However, the fetish factor is the most statistically significant among them. This factor focuses on gadgets as objects, or goods with their own symbolic power influencing their personal cultural values. Gadgets as fetish pertains to such aspects as personal desires, situational mood, and emotional attachments.
