Consumer Culture and Lifestyles - Assignment Example

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In the paper “Consumer Culture and Lifestyles” the author evaluates the unmarried, working youngsters in relation to fashion and branding. Due to stiff competition that is been witnessed in business circles, companies are realigning their products and services with particular groups of people in society…

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Subject: Sociology
Type: Assignment
Level: Ph.D.
Pages: 11 (2750 words)
Downloads: 0

Extract of sample "Consumer Culture and Lifestyles"

Download file to see previous pages To the business managers, it makes more business sense to design particular products and services according to particular lifestyles and preferences.
A lifestyle connotes a particular form of individuality, self-consciousness, and self-expression. The bodies, speeches, clothes, eating and drinking preferences, leisure pastimes, cars, homes’, choice of holidays, among others, are all regarded as pointers of individuals’ sense of style and taste (Featherstone, 2003). In other words, these are the individuals’ lifestyles. Companies around the world are utilizing the concept of individuality and lifestyle to build product brands that appeal to particular age groups. This has been necessitated by market segmentation, changes in production techniques, and growing consumer demand for a particular range of products. The concept of lifestyle is often associated with consumer attitudes, consumer styles, and market research (Rosengren, 2004)
Consumer culture is informed by the various lifestyles or patterns of action used by people to define or differentiate them from others. It has helped to make sense of what individuals purchase or use, why they purchase the products or services, and what those products and services mean to them and to others. Consumer culture has brought about the notion of consumerism, which is the equation of an individual’s personal happiness after purchasing and consuming material possessions. In economic spheres, consumerism occurs when the structure of society is dictated by the free choice of consumers.
The concept of consumer culture has a long history, closely linked to the western world. In essence, the term is non-geographical and multi-cultural in that it affects people from all walks of life in the whole world. Consumer culture has influenced little children, youths, middle-aged and the elderly. ...Download file to see next pagesRead More

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Consumer Culture and Lifestyles - Assignment Example

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