The diploma thesis has the title Social aspects of consumerism as a phenomenon of the present time. The theoretical part is divided into five chapters. The introduction chapter is designed as a theoretical framework of the whole thesis. That is why it describes hedonism as the original philosophy, consumer mentality and also the historical-cultural context of the development of the consumer society. The second chapter is in order to clarify main concepts devoted to terminological definition of consumerism and it also specifies concepts such as consumer society, consumerism etc. The third chapter focuses on aspects of consumer behaviour from marketing perspective, such as the cultural influences, personality determinants of consumers and impact of advertising. To social aspects of consumer behaviour that are the main object of study in this work is devoted the fourth chapter. The last chapter outlines the negative effects associated with consumer society, what involves issues of environmentalism in the context of the consumer society, further I mention modern forms of addiction (oniomania, shopaholism) and in the conclusion there are considered questions of what happens to our souls in the time of dominant, increasing, consumer thinking. The aim of this work is to map the social aspects of consumerism in the target group aged 30-55 years. Considering the methodological point of view, I applied a qualitative approach. Emphasis was placed on methodological triangulation of techniques therefore there were selected two data collection techniques - narrative interview technique (17 respondents) and the technique off standardized questionnaire (20 respondents). Primary data was coded/indexed and processed according to Ritchie and Spencer frame analysis method. In this diploma thesis there were set for research questions. The results show that two-thirds of respondents are aware of the influence that family has on their consumption patterns. Considering the dominance of married couples are decisions about shopping subordinated to traditional gender role - the dominant person is in two-thirds of families by shopping woman. The results also show that almost three quarters of respondents perceive regardless of their own income or education, their own social prestige as a middle-class one. Results also show that in the higher income categories were respondents more open to the influence of environment, their preference in clothing, choice of car and type of housing and lifestyle. The opinions of respondents on the life on loan have been predominantly unified - the vast majority of respondents rated this method of obtaining finance negatively. Characteristic common features in consumer behaviour in a middle class can be seen in a single perception of own social prestige as a middle-class one. Another common feature is a realistic idea related to the increased income that would bring respondents the feeling of happiness. Respondents also share negative attitude to life on the loan. On the basis of framework analysis and data interpretation, there were induced following theoretical concepts.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:174344 |
| Date | January 2014 |
| Creators | MAJEROVÁ, Aneta |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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