Abstract
The purpose of this study is to investigate a new paradigm in consumer behaviour, which is a conceptual framework to study how consumers behave through theoretical categories originating within different cultures. As individuals we belong to different cultures, but all of us belong to a cultural group called consumer culture, where design and branding play a major part when it comes to decision making. Today’s consumers are brand weary. They are surrounded by brands; they use brands and in many occasions identify themselves with the brand.
Citation
Syrmos, K., Boult, J., and Holland, R. (2004) Designing in a Multicultural World., in Redmond, J., Durling, D. and de Bono, A (eds.), Futureground - DRS International Conference 2004, 17-21 November, Melbourne, Australia. https://dl.designresearchsociety.org/drs-conference-papers/drs2004/researchpapers/147
Designing in a Multicultural World.
The purpose of this study is to investigate a new paradigm in consumer behaviour, which is a conceptual framework to study how consumers behave through theoretical categories originating within different cultures. As individuals we belong to different cultures, but all of us belong to a cultural group called consumer culture, where design and branding play a major part when it comes to decision making. Today’s consumers are brand weary. They are surrounded by brands; they use brands and in many occasions identify themselves with the brand.