The Sociological Understanding Of Consumer Behaviour

Introduction Consumption is a universal process that we all take part in, regardless of class, status or gender. Understanding how consumption is made possible is a key sociological question. The concept and foundation of consumption can often simply be understood as an individual consumers’ buying behaviour process (Foxall, 1983). Limiting the concept of consumption to this finite understanding only hinders the plethora of symbolism and layers of meaning that can be analysed in contemporary consumer behaviour. Throughout this essay, I will analytically assess how consumption is made possible by focusing on the sociological understanding of consumer behaviour. I will do this by analysing three key areas. Firstly, I will discuss how products can hold a symbolic values that will allows consumers to create and sustain their self-identities. Secondly marketers will be shown to use this symbolism by employing emotional work and playing on brand identity in order to shape consumer behaviour. Finally, I will culminate the assessment by asserting how a consumers’ social and cultural consumption behaviour can be affected by ing behaviour. I will conclude by sustaining the argument that understanding consumption from a sociological perspective is significant as it provides a deeper understanding of contemporary consumer behaviour. The idea of symbolic consumption In understanding how products hold a symbolic value Mach (1993) asserts how the construction of aShow MoreRelatedConsumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life1037 Words   |  5 Pagesï » ¿Ã¢â‚¬ËœConsumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life’ In the current state of understanding consumer behaviour attitudes are core concept in gaining knowledge of people’s personalities, behaviour and choices they make. 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