Production, marketing and consumption: a sociological critique of mass oriented business strategies

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2003

Author

Aktan, Oktay

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This thesis analyzes the marketing activities of the companies in the consumer society of today and their social impacts on the consumption habits of individuals. The creation of a social environment with the mass oriented marketing activities of the producers and the association of individuals with the products that they or others consume are studied. The perception of the products as symbols of social status or their utilization to have distinction from others are analyzed. Throughout this thesis, the question of how brands are socially accepted and appreciated were addressed within the frame of the analysis of the mass oriented marketing activities of producers. Under these activities how the new consumer stereotypes are artificially created are criticized. This thesis also seeks to answer the question of how the social image of the brands and logos reach beyond the product sphere and used as a medium for creating social, cultural and individual identifications.

Subject Keywords

General Sociology, Cultural, Social and individual identifications, Social status, Mass marketing

URI

http://etd.lib.metu.edu.tr/upload/12604708/index.pdf
https://hdl.handle.net/11511/14012

Collections

Graduate School of Social Sciences, Thesis

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Citation Formats

O. Aktan, “Production, marketing and consumption: a sociological critique of mass oriented business strategies ,” M.S. - Master of Science, Middle East Technical University, 2003.