POSTMODERNITY CONSUMPTION, EL CONSUMO EN LA POSTMODERNIDAD

Madeline Melchor Cardona and Carmen Elisa Lerma Cruz

Revista Internacional Administracion & Finanzas, 2014, vol. 7, issue 1, 89-111

Abstract: Postmodernism is a useful term to interpret and explain consumption patterns where consumption is viewed as being hedonistic, self-affirming, and compensatory. This research studies the consumption of a young adult segment in Cali – Colombia. The purpose is to identify postmodern consumption characteristics. Cluster analysis identifies four consumer profiles: sybarite: receptive to novelty and enjoyment of sensual pleasure; harmonized: focus on their achievements that allow social climbing; disciplined: rational consumption practices and valuation for duty and accountability; performer: ambitious and willing to take on challenges. The results help in the decision making of marketing and advertising for the youth segment.

Keywords: Consumer Postmodern; Consumer Behavior; Market Segmentation (search for similar items in EconPapers)
JEL-codes: C38 M31 (search for similar items in EconPapers)
Date: 2014
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