MARKETING AND SOCIETY

Marketing and Society

Marketing and Society

INTRODUCTION

The consumer is changing. Recent literature suggests that the economic idea of utility maximization is dated with consumers buying more symbolic. Now it is so important to buy things for what they mean and what they do. Consciously or subconsciously, consumers make their purchase decisions based on their identity or the identity they want to project or communicate with others.

To explore these ideas, the concept of "I" enhanced "(Belk, 1988) is discussed with reference to the literature on consumption, property and identity. Possessions are considered in relation to, and as an extension of consumer which continues to reflect the identity. Consumption of traditional rituals are compared and contrasted with the idolatry of the modem properties, such as cars and feelings of grief for the loss of sacred power.

The paper examines identity construction, development and transformation, both as a unique individual identity and multiple express and within a group. The group identity may take several forms, including a family, national or ethnic, age group (eg, adolescents) or people with similar interests, as the paratroops or motorcycle enthusiasts.

Finally, an example of the relationship between consumption and identity is ensured by a description of the identity of food. "Research in this field has so far been minimal, but this section considers the construction of identity and development in terms of food choices, changes in food preferences across life stages, the importance of nutrition and food preparation in defining their identity in the family and food as a reflection of ethnic and national identity. CONSUMPTION

Consumption is the research, selection, acquisition, possession and disposal of goods and services "(Hogg and Michell, 1996, P629). According to Veblen, consumption due to a fallout effect on people Lower social status and want to imitate those of higher social status (Dolfsma, 1999). In Tum, the rich people of higher status and change their consumption habits in order to remain distinct. This helps explain the relentless pursuit of consumer items and more is described as the fetishism of commodities "in Marx (1961, p72). For producers, the cycle has the advantage of a steady demand for both products on the mass market ( individuals of lower status) and innovators who want to distinguish themselves from mass market (see Trigg, 2001). The construction of identity is an area of increasing importance in the theories of consumption. Explanation of how consumers choose between products and services can help explain the relationship between identity and consumption. Demand theory suggests that consumers should choose the product that provides maximum value for the disposable income they have (Worthington et al., 2001, p79), where utility is the satisfaction "or pleasure derived from consumption goods (ibid.).

An alternative to this view is that consumers choose products that best fit their personality, with courtyards or aspirated. The post-modern theorists such as Sartre said that his property (and therefore our habits of consumption) are important to who we are and give a "sense of being" (see Belk, 1988, ...