Academic Master


Consumer Behavior and Culture

Consumer culture is stated to be a social system in which the relationship among individuals as well as social resources between the crucial ways of living as well as resources which depends on the market as mediation. It is a system in which consumption get dominated by the use of commercial products. More so we can say that client culture is systems which transfer of existing norms, cultural values as well as customary ways of doing things from one generation to the other. Additionally, customer culture is made up of the modernity idea which the world is no longer driven by traditional but by flux. Finally, we can say that consumer culture denotes an economy divorced from the materials satisfaction value of goods precedence.

In consumer culture has a predisposition towards imitation and matching expressed through the marketplace for distinction and differentiation which also expressed through market varieties. Consumer culture which is produced agents who are directly working in the market economy as creative, marketers and managers who analyze and criticize client’s commodities by cultural intermediaries like the media personalities. The consolidation of a modern market institution and scientific economic took place in the early 18th century. In the 20th century, the market consumer was a huge one where the consumer is characterized with a lot of on the individual style, the customization, as well as niche marketing, has overtaken the economy (Marieke np).

An individual lifestyle plays a significant role in identifying what kind of consumer they are and consumers’ behavior. Lifestyle characteristics give one an opportunity to group people according to their attitudes, activities as well as their opinion. Globalization has brought a lot of changes in human lifestyle as well as impacting 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 as well as understanding 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 in the whole globe have become more similar concerning what they need. The effects of globalization on the consumer culture are too fast, but the assimilation is not yet complete.

Besides we can say that globalization has led to the increase in the market competition. Therefore, an organization cannot be able to assume that they are the only player in a domestic market since there many new competitors that appear all the time some of which may be out of the country. The internet has been able to open the new opportunities where consumers can browse from home or office the available products worldwide. More so there are many platforms where an individual can be able to order some items and be shipped to wherever they are global. There are a lot of online platforms where a client can purchase an item anywhere for instance amazon (Marieke np).

In marketing, globalization has brought together all the marketing aspects such as promotion as well as selling of goods and services with an increasingly integrated and interdependent global economy. Hence led to consumer behaviors get altered and many countries taking advantages of the free marketing system as well as breaking down trade barriers and competition has spread worldwide. Due to globalization and changes in consumer behaviors has 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.



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