Article in Press
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Abstract
Consumer research is one of the significant maturing field of inquiry in the present academic circle. Cultural Understanding of Consumerism and Chick Lit Fictions is an attempt to analyze the consumption choices and behavioures in cultural practices and to
comprehend the narrative of Chick Lit as generating consumer identity. Today’s marketing environment is rapidly changing with the growing competition due to tremendous changes in the consumer’s tastes, preferences, fashions, comforts and their keen desire to change their life style. It is a well- known fact that both consumers and marketers are going through a change in their thoughts and actions. It is quite relevant to examine the significance of consumer culture in the context of the present society. The role of consumption in everyday life is undoubtfully an object of investigation that throws light on the various consumer behaviours. Different fields of day to day life demand the needs of interpreting those situations in detail. When practically analyzing the mode of every human activities related to consumer behaviour, it further goes to a system of cultural understanding. The current paper entitled Cultural Understanding of Consumerism and Chick Lit Fictions “discusses different aspects of consumerism by focusing certain genres of fiction.
