Luxury the Consumer Describe Briefly Term Paper

Today's consumers act more en masse rather than as individuals, and so, marketing must show them why the "must" have the newest trendy items, or why they have to continue to need those items. Consumers still have personal choices, but they tend to shop for what is "hot" right now and making an item or service hot is what marketing is becoming. Today, people value things not for what they do, but what they say about them as consumers, and how they show they have "taste" and "class." Things are valued because they are expensive, rather than functional, and that is a very different side of marketing as well. Consumers are bound by expense today, and it is no wonder quality is becoming a thing of the past - perhaps it will end up being the real "luxury" in our consumerist society.

References

Needing the Unnecessary: The democratization of luxury.".....