Consumer culture is stated to be a social system in which the relationship between individuals and social resources, between the crucial ways of living and resources that depend on the market, is mediation. It is a system in which consumption is dominated by the use of commercial products. More so, we can say that client culture is a system that transfers existing norms, cultural values, and customary ways of doing things from one generation to another. Additionally, customer culture is made up of the modern idea that the world is no longer driven by tradition but by flux. Finally, we can say that consumer culture denotes an economy that is divorced from the material satisfaction value of goods precedence.
Consumer culture has a predisposition towards imitation and matching expressed through the marketplace for distinction and differentiation, which is also expressed through market varieties. Consumer culture is produced by agents who are directly working in the market economy as creative marketers and managers who analyze and criticize clients’ commodities through cultural intermediaries like media personalities. The consolidation of a modern market institution and scientific economy took place in the early 18th century. In the 20th century, the consumer market was huge, and the consumer, characterized by a lot of individual styles, customization, and niche marketing, overtook the economy (Marieke np).
An individual lifestyle plays a significant role in identifying what kind of consumer they are and consumer behaviour. Lifestyle characteristics give one an opportunity to group people according to their attitudes, activities, and opinions. Globalization has brought a lot of changes in human lifestyles and has impacted their way of living. With globalization, almost all the cultures around the globe have become compatible and difficult to differentiate. In marketing, it is crucial to be able to identify why consumers purchase what they purchase and understand some factors that make the consumers use the certain products they use. However, the presence of globalization in marketing has made it more complicated, and consumers across the globe have become more similar concerning what they need. The effects of globalization on consumer culture are too rapid, but assimilation is not yet complete.
Besides, we can say that globalization has led to an increase in market competition. Therefore, an organization cannot assume that it is the only player in a domestic market since there are many new competitors that appear all the time, some of whom may be out of the country. The internet has been able to open new opportunities for consumers to browse the available products worldwide from home or office. More so, there are many platforms where an individual can order some items and have them shipped wherever they are globally. There are a lot of online platforms where a client can purchase an item anywhere, such as Amazon (Marieke np).
In marketing, globalization has brought together all the marketing aspects, such as promotion and the selling of goods and services, with an increasingly integrated and interdependent global economy. This has led to altered consumer behaviours, and many countries are taking advantage of the free marketing system, breaking down trade barriers, and spreading competition worldwide. Globalization and changes in consumer behaviours have led to the importance of many pieces of research that are carried out by consumer and marketing researchers.
Works Cited
De Mooij, Marieke. Consumer behavior and culture: Consequences for global marketing and advertising. Sage, 2010.
Cite This Work
To export a reference to this article please select a referencing stye below:
