Symbolic consumption in Afghanistan and Germany

by

ACKNOWLEDGEMENT

First of all, a big thank you to my family. I would also like to thank my parents for being there when it mattered and without their assistance and untiring love, I would not envisage having the enthusiasm and energy to conclude. My whole family who have been role models for me and I would not have ever furthered my studies if not for their steadfast motivation and words of encouragement. All the same, my sincere thanks to my Professor, my research supervisor as they had guided me via this awesome project experience and emboldened me to endeavor my level best to achieve greatest result; they also exchanged with me their ideas and advise throughout my journey. Millions thanks to both of them for his encouragement and assistance on this matter.

DECLARATION

I, (), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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ABSTRACT

The main theme of this particular research study is to examine the how different cultures affect consumers' behaviour. To accomplish this proposed research aim Afghan consumers will be positioned in comparison with German consumers. One side of this research has German consumers living in a high level standard of life where the poverty does not exist. On the other side have consumers from a developing country like Afghanistan where the majority of population have to cope with high level of poverty. There were a number of research study is conducted which aimed at exploring the depth consumption symbolism and constructing identity through purchasing goods and services in western nations and cultures. There has been less attention given to the cultural differences in consumer behaviour, and no research on cultural differences in symbolic consumption. As an exploratory research study will heighten our understanding of the cultural differences in symbolic consumption. The symbolic consumption has its own significance for expressing various kinds of messages to the consumers. The research findings of this particular study indicated that there is a significant impact of conscientiousness, higher education, culture, personality, just world perceptions and subjective well being on the symbolic consumption of Afghanistan and Germany's customers. The findings of this particular research study have made a number of theoretical and practical contributions for the understanding of symbolic consumption within the consumption oriented culture. In future this study could be conducted in order to examine the different aspects of cultural dimension in symbolic consumptions.

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER # 2: LITERATURE REVIEW1

Introduction1

Symbolic Consumption2

Consumer Culture Theory3

Symbolic Consumption and individuals4

Extended Self6

Identity Construction7

Cultural Dimensions according to Hofestede8

Past Researches9

Cultural Dimensions according to Hofestede10

Five Cultural Dimensions by Hofestede10

Past Researches in Cultural Dimensions since 198014

Researches on Cultural Differences in Consumer Behaviours16

Consumer and Shopping Behaviour16

Culture and Shopping Value17

Value18

Shopping Value18

Shopping Behaviour at the Individual Level20

Research Gap20

CHAPTER # 3: RESEARCH METHODOLOGY22

Introduction22

Research Design22

Research Strategy23

Research Instrument24

Sampling Method26

Data Collection and Sample ...