CONSUMER CULTURE AND CONSUMER IDENTITY

This paper examines the consumer culture and consumer identity. Theoretical books and articles from academic journals were used as secondary sources of data for this study. Subsequently, the paper reveals consumer culture as a broader category that gives a label (an identity) to individual consumers who tend to purchase goods and services according to how their culture and identity dictate. And the marketer’s ability to understand consumers from their cultural and perspectives identity needs a desires to help them produce products that would meet consumer culture and identity meanings. It is proposed in this paper that an empirical method could be adopted by researchers to further look at this phenomenon to give insightful knowledge about how consumer culture and identity could dictate which products a company should offer to the targeted market.