Consumer Trends and Lifestyle

Mariami Nemstsveridze

Master's thesis

Abstract:

Customers use brands in order to express their personal identity, this idea has led many establishments to change the position of their products from focusing on practical characteristics to set the goals on figuring out how they fit into a costumer's lifestyle. Let’s define the relationship between the psychological characteristics of a consumer and his buying behavior. In the global market, especially in the service industry the concept “brand image” has been put forward due to its significant impact on customer’s purchase behavior. Very often s customer chooses brands that are considered appropriate for his style or buy brand in order to create/build the style. By belonging to brand communities, the buyer may be able to fulfil needs and express his identity - being a part of something more than only himself. In this study, I will review relevant theoretical foundations for a model of consumer trends and lifestyle and his behavior based upon an individual's self-concept and the symbolic value of the products he buys. The practical part will include questionnaires and a controversial case. The findings will be used as a support in the formulation of the conclusion. The purpose of this research will be to examine and analyze the importance and impact of brand identity in consumer behavior and to point out the possible implications. All data are based on literature collected mainly, from books, journals, articles, and online material. Moreover, in the research its discussed in detail how brand experience affects consumer pleasure and loyalty directly and indirectly through brand personality connotations.

Abstract:

Customers use brands in order to express their personal identity, this idea has led many establishments to change the position of their products from focusing on practical characteristics to set the goals on figuring out how they fit into a costumer's lifestyle. Let’s define the relationship between the psychological characteristics of a consumer and his buying behavior. In the global market, especially in the service industry the concept “brand image” has been put forward due to its significant impact on customer’s purchase behavior. Very often s customer chooses brands that are considered appropriate for his style or buy brand in order to create/build the style. By belonging to brand communities, the buyer may be able to fulfil needs and express his identity - being a part of something more than only himself. In this study, I will review relevant theoretical foundations for a model of consumer trends and lifestyle and his behavior based upon an individual's self-concept and the symbolic value of the products he buys. The practical part will include questionnaires and a controversial case. The findings will be used as a support in the formulation of the conclusion. The purpose of this research will be to examine and analyze the importance and impact of brand identity in consumer behavior and to point out the possible implications. All data are based on literature collected mainly, from books, journals, articles, and online material. Moreover, in the research its discussed in detail how brand experience affects consumer pleasure and loyalty directly and indirectly through brand personality connotations.

Keywords

Global consumer culture, trend, lifestyle, buying behaviour, brand image, identity, consumption, self-affirmation, shopaholic, brand addict.

Language used: English

Date on which the thesis was submitted / produced: 2. 10. 2019

Thesis defence

• Date of defence: 15. 6. 2020
• Supervisor: doc. Giuseppe Maiello, Ph.D.
• Reader: PhDr. Martina Švecová, MSc

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication