How Do Consumers Express Their Identity Through Symbolic Consumption On Food And Drink - Literature review Example

Customers buy experience and memories but not service delivery, they buy, they buy meal experiences but not food and drinks, (Nigel 2007:6).... The examples of delivering hospitality experiences included the following: In London, the Hard Rock Cafe which started operating in 1971, combined rock music with food service to create a unique dining experience which has made it successful to this day.... nbsp;In the postmodern view, consumption is being looked at as involving fantasies, feelings and funs which are encompassed by the view of the experience....

Information search and little time are allocated to the actual purchase, among products that fall under the routinized response behavior includes buying a can of soda or energy drink, a pack of cigarettes, a pack of chewing gums and a packet of milk among others.... 2011) defines decision as selecting an action from two or more varied choices which include decisions of if to or not to buy and the brands to purchase while consumers are defined as people who buy products and services from the market for individual consumption....

An individual's personality and sense of self determine the interests and values of consumption.... Modern consumption is an aggregate of social interaction act and bonding.... Such groups as guidelines towards social norms of consumption and are considered essential.... Personality and self-concept have been classified as unique concepts that describe modern consumption.... According to psychologists, individuals develop their consumption concepts on the basis of observation and comparisons to their own self-concept....

In this report, we are going to use a hypothetical case of the Monster Energy drink customer whom we are going to call George.... Like most energy drink consumers, he has an open mind and likes trying new things.... Therefore, his energy drink is consumed in one use and this influences the behavior of others (Hayden, 2009, p.... In the case of George's Monster Energy drink, Monster Beverage Corporation invests a huge sum of money on the production and puts into consideration the element of recycling the end product....

Consumers are said to develop a tread towards higher scrutiny of the claims thus demanding detailed information on food purchases they make.... Benefit perception Enhanced, general, unsupported nutrition claims tend to be rejected by consumers, mostly for traditional foods viewed as being unhealthy although have a high value of nutrients.... Self-perception theory tries to illustrate how individual get an understanding of the driving force behind their buying behavior....

The consumer can be defined as an individual who buys goods and/or services for his consumption.... Problem recognition Problem recognition is the first stride of the buyer choice making process and happens when the consumer understands the distinction between what he or she sees to be the perfect or fancied state (the circumstance the purchaser needs to be in) of issues contrasted and the real express (the shopper's present position) of undertakings anytime (Duffy, 2003)....

Consumer behaviour is the process by which consumers gather information about products and services, analyse such information, form opinions and attitudes about such products and services and eventually settle on the appropriate ones for their consumption (Burrow, 2009).... The internal factors that consumers look at or actually contribute to their behaviours as far as consumption of goods and services are concerned include needs and motivation, perception, learning, lifestyles of consumers, attitudes, personality, age and cycles of life of the consumer, occupation, income and savings (Maadan, 2009; Burrow, 2009; Sahaf, 2008)....

The exposures do involve the extent through which we encounter the stimulus.... Customers can learnt about a product through advertisement and as Kotler puts it learning is a process of knowing more about something, acquiring new ideas and knowledge.... It usually works effectively when consumers see, hear or sense things.... It usually works effectively when consumers see, hear or sense things.... As consumers walk along the streets, they encounter several commercial messages across the street; there are several billboards, bumper stickers, radio advertisements, banners and signs placed in the major shopping malls....