The Influence of Self-Identity on Brand Consumption Culture

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.