The Consumer Culture Theory

Introduction

Consumer culture theory is the study of consumption behaviors or choices from a social and cultural point of view. It is analytically different to an economic or psychological aspects buy additionally viewed as a social arrangement in which the relations between actual culture, social resources and better lives are mediated altogether. Hence, consumer culture is a form of capitalism in which the economy is primarily centered on the selling of consumer goods and the spending of consumer money in relation to their cultural preferences. This paper will tackle consumer culture theory and its utilization for marketing practitioner specifically for the consumer community of younger people like children and teenagers. It will relay insights

Therefore, it its imperative for marketing practitioners to understand this particular consumer community and gain in-depth knowledge on how they spend and how they encourage their parents to spend for specific items that they feel inclined into. This particular consumer community has varying needs but this part will only tackle the general aspects. Young people are known to be less-aware with economic recessions and future necessities, they are the ones who are more focus with the things that could make them happy at the present. Thus, they could be easily convinced with colorful and convincing media advertisements and other means of promotion. The analytical concept of interpellation refers to the ways images summons consumers into particular ideological position such as in advertisement; while intertextuality refers with how an image refers to defined texts in referenced to the ideology of the consumers (Belk et.al., 2013). Compared to older individuals who are not easily attracted to the things that they find useless for their daily routines, younger buyers find usage in new products as long as they find them attractive and others have them as well. The items are not limited to foods, toys, gadgets and fashion items because younger buyers could also be interested with other items as long as they find it from others of their ages or people of the same

Before any company starts with their operations, they ensure that they have knowledge with the cultural behaviors and preferences of their potential customers. Marketing practitioners never fail to gain value from their investment as they utilized the benefits of CCT in their marketing tactics. CCT can greatly facilitate discovery and understanding of desirable product/brand meanings for different lifestyle segments (Ahuvia, et’al., 2006). Businesses not just focus on emotional and psychological aspects of their consumers, but they also get remarkable knowledge based on the cultural interest of their customers. CCT tends to see consumer lifestyles as part of a large social machine; if you remove any one part, many other parts, as well as the whole of the machine itself, are likely to be affected (Ahuvia, et’al., 2006). By using lifestyles, trends and other criteria of buying, marketers choose advertisement that could introduce their brands in such a way that their buyers could find them necessary in their particular lifestyle, satisfaction requirements, fulfillment factors and necessity in general. Younger buyers are easier to convince especially using the consumer culture theory because they are less worried with the future needs and expenses and focus more with the things that could give them happiness and