Introduction
In a marketing sector, consumer sort themselves into groups based on the products and services they like, their leisure spending characteristics, and their chosen method of spending income (Solomon 227). The current theories of consumption and lifestyle show consumption to play a vital role in the construction and maintenance of personal identity. Consumers sustain their identity by playing around with consumers’ lifestyles that seem easier to adopt. Present day consumers show unpredictable consumption characteristics that are unpredictable, expressive, individualized and more competent. Every culture consists of a group of people expressing some general needs, values, or lifestyle with different consumption patterns. These ...
