Symbolic consumption in Afghanistan and Germany

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LITERATURE REVIEW3

Symbolic Consumption.3

Consumer Culture Theory3

Symbolic Consumption5

Extended Self6

Identity Construction8

Cultural Dimensions according to Hofestede8

Five Cultural Dimensions by Hofestede9

Past Researches12

Researches on Cultural Differences in Consumer Behavior13

Research Gap14

REFERENCES16

Literature Review

Symbolic Consumption

In order to get proper understanding and thorough idea about the process of consumer consumption and the behavior of consumers towards various practices and phenomenon, it is essential to get complete and thorough idea regarding various theories presented in the same regard. In addition, the past researches should also be viewed in order to get practical insight of the issue and the possible solutions to the problem under discussion. The following paragraphs would provide detailed account of the different theories presented in this regard, combined with the overview of the previous researches:

Consumer Culture Theory

Consumer culture theory could be simply defined as a marketing school of thought, having an inclination towards the study of consumption choices and the behavior pattern of consumers, from both the social as well as cultural point of views. It is essential to note that the theory does not include the economic and the psychological aspect of the issue, and presented a family of theoretical perspectives that highlights and focuses on the dynamic and rapidly changing relations between the marketplace, consumer actions and the cultural meaning at the same time(Groncow and Warde, 2013, Pp: 152- 155). Placing special focus on culture and the cultural differences, the theory is basically focused on culture and focuses on the cultural approach to consumers and their behavior pattern, also including the informal researches and studies that are conducted from time to time in an attempt to get better understanding of the link between consumer behavior and cultural impact.

Consumer culture could be better analyzed and highlighted by focusing on the meaning of consumer culture, which indicates towards the social arrangements in which the link between lived culture and the social resources are focused, combined with the methods in which the meaningful ways of life are linked to the various symbolic and material sources (Luna and Gupta, 2001, Pp.45 - 69). In addition, it also tends to focus on the manners in which the same processes is mediated through the market and plays part in influencing the buying behavior and pattern of the consumers. The consumer culture theory also holds an important and essential position in focusing on the system formed by the interconnection of commercially produced products and goods, combined with the images and perspective attached to the same, which does not only play an eminent role in highlighting their importance but at the same time, also assists in formation of their distinct identity (Witt, 2008, Pp: 17- 25).

This implies that are products are not sold solely on the basis of their individual identity and efficiency, they actually have deep rooted cultural meaning attached to them and the same is highly effective in forming the their final image (Mooij and Hofstede, 2002, Pp; 61- 69). As mentioned earlier, the process generally utilizes research method in order to investigate the link between various ...