The influence of minimalism on the consumer behaviour

Abstract

The origin of this research can be traced back to the researcher's personal fascination with minimalism. Observing a growing interest in this trend among people in her surroundings prompted her to delve into its exploration. Although minimalism is not a novel concept and has existed alongside other art forms for a considerable time, there has recently been a notable upsurge in companies employing minimalistic approaches in their advertising strategies. Intrigued by this phenomenon, the researcher embarked on an Independent Study course to conduct an analysis. Initial online research revealed a scarcity of written documents on the subject, particularly in the context of Algeria, where the study is situated. Due to the limited availability of content from the Western world and the novelty of the idea in Algeria, the researcher relied predominantly on descriptive methods, to gather information. The researcher deemed it imperative to use descriptive quantitative research. This strategic decision stems from awareness that a singular dependence on subjective insights and a restricted number of participants may inadequately capture the complexity of the phenomenon under investigation. By integrating quantitative methods, particularly those involving numerical data, the researcher sought to enhance the robustness and comprehensiveness of the study's analytical framework. Utilizing insights gained from online questionnaires were distributed to a wider audience via the Internet. The survey results mirrored the findings of the descriptive research, indicating a prevalent preference for minimalist advertising among Algerian and Constantine citizens. This allowed for conclusions regarding the factors influencing a consumer's initial purchase in any product category and identifying the segment where minimalist advertising had the most positive impact. Ultimately, the study aimed to examine consumer preferences regarding minimalist advertising compared to traditional approaches and to assess the impact of minimalist advertising on consumers' purchasing decisions across various product categories. The belief underlying this research is that such ads represent a new trend that breathes fresh vitality into the industry's interests.