Contemporary Issues in Consumer Bahaviour Essay

Contemporary Issues in Consumer Bahaviour - Essay Example Within the broader framework of globalisation and market capitalism, consumption choices give special meanings and symbols to individuals that make it attractive to consumers and help develop consumer culture that thrives on consumption. Aldridge’s ‘classification of images of consumers in Western discourses’ therefore indicates restructuring of the social identity based on evolving consumer culture. The notion of consumer discourse is broadly social and refers to consumers’ social practices that are influenced by myriad socio-psychological compulsions which influence his/her consumption pattern. Consumption has emerged as a concept which is market driven and highlights complex relationships between interrelated elements of the market that are intrinsically linked to consumer behaviour. It is distinct in its social identity, social activity and cause. The consumption of commercial goods becomes important because of the role of external environment that tends to impact consumers through rhetorical communication used by producers of goods and services. The various discourses adopted by the market give it a unique perspective that promotes consumer culture defined by new values and based on consumption of goods. Aldridge (2003: 7) analyses the discourse on growing consumption compulsions and investigates the way people are redefining not only their values but also the way they see themselves as consumers in contemporary society. He emphasizes that the images of consumers are need driven but at the same time, those needs are continuously being manipulated by external environment of personal and professional rivalry. Thus, consumers have becomes more conscious of the way they are likely to view themselves and also the way others look at them. He also says that modes of communication like advertisements greatly influence their behavioural pattern and consumption habits.