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Postmodernity Consumption, El Consumo En La Postmodernidad

Author

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  • Madeline Melchor Cardona
  • Carmen Elisa Lerma Cruz

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.

Suggested Citation

  • Madeline Melchor Cardona & Carmen Elisa Lerma Cruz, 2014. "Postmodernity Consumption, El Consumo En La Postmodernidad," Revista Internacional Administracion & Finanzas, The Institute for Business and Finance Research, vol. 7(1), pages 89-111.
  • Handle: RePEc:ibf:riafin:v:7:y:2014:i:1:p:89-111
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    More about this item

    Keywords

    Consumer Postmodern; Consumer Behavior; Market Segmentation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis

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