Definition of Consumer Culture Theory: -
Consumer culture theory is a multidisciplinary field, comprising of macro and micro interpretation, critical approaches and perspectives of consumer behavior and activities.
The consumer or the end receiver of any product has its terrible interdependence of the condition of the market and all its relatives. The trade exists because of the consumption power of the customers. It is an analyzing theory which pertains to the production decisions and future well-being of the firm.
Textbooks on Consumer culture theory: -
Some of the basic textbooks on the consumer culture theory are as follows: -
- Consumer Culture Theory, Belk, Russell W., and Sherry, John F., 2007.
- New perspectives on consumer culture theory and research, Zahradhika, Pavel., and Sedlakova, Renata., 2012.
Examples of Consumer culture theory: -
Example 1: -
Among all types of qualitative methodologies and observational reports there are four elements that are also regarded as the examples of this theory. The consumer identity projects and the market culture are the ones that are applied by different firms to administer on the customer behavioral aspect. While one concentrates on the social and personal interest of any particular group the other one studies about the development of a mild culture and society of diverse tastes and approaches to products, i.e. how each consumer contributes in this society.
Example 2: -
Mass media marketed technologies, and the conventional statistics of consumptions are great examples of determining the consumer culture. The combination, influences of the occidental and the oriental and vice-e-versa, are studied through this process, and assumption of the market and creation of products are made on this basis. The economic condition and the social standards also play an important role while the culture is sustained. The new influxes from all over the world bring acts as a great boost to the theory.
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