Consumerism In India In 21st Century An Evaluative Study

 Consumerism In India In 21st Century An Evaluative Study


Abstract

There are several concepts and issues that are addressed in this paper. There are many reasons why people consume goods and services besides their basic utility. There are five main categories of consumption styles: Conspicuous Consumption, Symbolic Consumption, Addictive Consumption, Compulsive Consumption and Sacred Consumption. The transformation of needs into desires, utilitarian/hedonistic needs-values, commodity fetishism, conspicuous leisure and consumption, cultural values, aestheticization, alienation, differentiation, and speed are some of the basic characteristics of consumer culture.

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Introduction

Recently, the concept of a consumer society has taken on a global dimension. Several disciplines, including marketing research and sociology, are represented among the researchers who work in this study area. Key to gaining insight into consumer behavior, societal dynamics, and relevant organizational aspects is understanding the ingredients and drivers of global consumer culture. Consumption, consumer culture, and consumer society have implicit relationships that deserve further study.

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Conclusion

Cultural signs and symbols are involved in consumption as well as economic and utilitarian processes (Bocock, 2005). One of the most influential factors on consumers' attitudes, behavior, and lifestyle is culture, defined as a "learned, transmitted, and shared phenomenon". Everyone is exposed to a variety of thoughts, values and norms, and thus learns to distinguish between the good and the bad, resulting in a belief system that changes with time (Kim, Lee, Kim and Hunter 2004).

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