Psychological Effects of Consumerism on Society: High fashion clothing brands based as a factor.
Jara, Eduardo (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052917992
https://urn.fi/URN:NBN:fi:amk-2024052917992
Tiivistelmä
This bachelor’s thesis examines the psychological effects of consumerism in society with high-fashion clothing brands as a factor. The purpose of the study was to examine the impact of marketing on the values, attitudes, and behaviors of consumers, focusing on 18 to 25-year-olds in Germany and Mexico.
The thesis consists of a theoretical and an empirical section. The theoretical section analyzes the factors that motivate customers to buy high fashion clothing, how marketing influences asset-based identity, and determines which marketing strategies high fashion apparel companies use to create a consumer identity. The empirical part focuses on examining change to examine changes in values, attitudes, and behaviors. The study relied on both quantitative and qualitative methods. First, a survey was conducted among young students to determine their opinions on how advertising influences them. Eight hundred and ninety-nine questionnaires were distributed to young people in the study area. A total of 888 questionnaires were returned, resulting in a response rate of 98.7 percent. The results were analyzed with the help of Webropol. Secondly, questionnaires and interviews were conducted with marketing specialists, psychologists, and fashion designers. Six subject matter experts were interviewed, two for each category.
The interviews showed the ways of selling that push people to buy and influence how people look, think, and buy. He points out that we must consider right and wrong and durability over time when teaching buyers to make better decisions. According to the questionnaire results, young people are affected by the negative side of marketing.
Although the research suggests that young people believe that advertising can have a noticeable influence on purchasing decisions, the study showed that we must be open and honest in advertisements and know how consumers' brains work to shape socially responsible actions and ways in an increasingly consumer-oriented society. It is therefore recognized that much remains to be done to diminish the negative side of marketing among our youth, and it offers clues on how to do so. However, given that this study focused only on one sector of young people, the results should be taken as something other than a trend in terms of the impact of marketing on values, attitudes, and behaviors.
The thesis consists of a theoretical and an empirical section. The theoretical section analyzes the factors that motivate customers to buy high fashion clothing, how marketing influences asset-based identity, and determines which marketing strategies high fashion apparel companies use to create a consumer identity. The empirical part focuses on examining change to examine changes in values, attitudes, and behaviors. The study relied on both quantitative and qualitative methods. First, a survey was conducted among young students to determine their opinions on how advertising influences them. Eight hundred and ninety-nine questionnaires were distributed to young people in the study area. A total of 888 questionnaires were returned, resulting in a response rate of 98.7 percent. The results were analyzed with the help of Webropol. Secondly, questionnaires and interviews were conducted with marketing specialists, psychologists, and fashion designers. Six subject matter experts were interviewed, two for each category.
The interviews showed the ways of selling that push people to buy and influence how people look, think, and buy. He points out that we must consider right and wrong and durability over time when teaching buyers to make better decisions. According to the questionnaire results, young people are affected by the negative side of marketing.
Although the research suggests that young people believe that advertising can have a noticeable influence on purchasing decisions, the study showed that we must be open and honest in advertisements and know how consumers' brains work to shape socially responsible actions and ways in an increasingly consumer-oriented society. It is therefore recognized that much remains to be done to diminish the negative side of marketing among our youth, and it offers clues on how to do so. However, given that this study focused only on one sector of young people, the results should be taken as something other than a trend in terms of the impact of marketing on values, attitudes, and behaviors.