Abstract:
This research is aimed at studying the phenomena of post modernism and
specifically the influence of self-identity on the brand consumption culture of the
Pakistani postmodern consumer. It attempts to explore the largely unexplored area of
symbolic consumption of brands and the role a consumer’s self-image plays in the
choices and decision making related to brands. The research studies the vastly
emerging field of postmodern marketing and its elements of hyper reality,
fragmentation, deconstruction of hierarchies and pastiche. The main focus of this
research is on the unpredictable postmodern consumer who can no longer be
segmented or stereotyped. Brand consumption has now become more symbolic rather
than functional in nature and consumers’ self symbolism plays a huge role in
influencing their needs and wants as far as brands are concerned. This research is
essential because the field of postmodern marketing although researched upon in
other countries is yet a largely unexplored field in Pakistan, but, a much needed one to
help marketers understand the post modern consumer and how to appeal to them. This
research with the help of in-depth interviews conducted on females uncovered the
importance of self-image on brand consumption in brand selection, its emotional
outcomes, the cultural transition that has begun to take place in Pakistan and the vital
role that situations play in creation of the self-concept. This research brought to light
the fact that self-image does result in brand consumption and that there is much more
than meets the eye in consumers’ brand purchase decisions which is why it is essential
for marketers to now understand the post modern consumer before devising strategies
aimed to appeal to them.
