Various consumers will be inclined to buying certain commodities and services for various reasons. These include psychological needs, social and economic influences. Consumer will foster to buy more than less. Some will derive more utility through buying expensive and classic goods and services. Consumer culture has a powerful psychological impact. The fashion models, celebrities, media stars and even computer games have a great influence to consumer culture. The consumer hoped for psychological benefits such as popularity, happiness, and identity will determine what is his/her right commodity to buy from the market. (Dittmar & Halliwell 2008 p1). Desire to enhance identity and material possession has a big share in influencing ones desire to buy. Consuming passions which is driven by desire to buy a commodity so as to feel better and move closer to an ideal identity greatly influences ones decision to buy. (p 4)
At my home I possess a number of commodities. Born in Kuwait and studying in Los Angeles my purchasing behavior has greatly been influenced by the culture in Kuwait. It is a place where consumers demand for most expensive commodities and services. Most people especially the youths will judge somebody based on this. I prefer a classic lifestyle; I own a car (Saleen Mustang) which is nice and a head turner. It is a perfect car, sporty, in terms of space and all rounder. My dream car is a BMW which is more classic than the Saleen Mustang although less of a head turner. My dressing code is derived from European Style fashion. I wear Diesel, Louis Vuitton products, Ralph Lauren, Armani and the recent and unknown brands so as to have a different look from others. Being fashionable, up to the new trends is of great important to me. As one of the Arsenal Football Club fans, I buy most of their products so as to fill more associated with this club. I also have 3 Todd Goldman paintings in my apartment. This painting appeals to my guests who laugh about it and I feel the credit is to me. It is a paint associated with great people and it is also very expensive.
According to my list of items, it is apparent that I am more inclined to buying expensive, classic and unique commodities and services. I have a well defined psychographic profile. I believe that an expensive product means ‘class’ to me. I have a great interest in fashion and the current trend. I like to be more unique and different from others.
A number of reasons made me buy my current car (Saleen mustang). First it a just class car, it is nice and a head turner. It is a perfect car, sporty, in terms of space and all rounder. It is unique from other preferred car and I feel happy when driving in it. It is a car appreciated by my class. My desire to be happy is met through owning this car. It is an excellent type of car, has a good design. It is a good lifestyle car which is a beautifully designed automobile. The car is also from American Exotic Sports Company, and since I am studying in Los Angeles I feel this is a right car for me.
I have a unique dressing style whose fashion is from European Style. I have to be unique and stand up with a perfect fashion. I wear diesel, Louis Vuitton products, Ralph Lauren, Armani and the recent and unknown brands so as to have a different look from others. Diesel T-shirts comes in different colors and style. It is a popular brand from UK. Armani clothe is another popular brand from UK. It comes in different style and price. It is classic and project my style. Ensures my ‘body perfect’. It offers me comfort and I feel freer to walk and mingle with my friends. I feel that on this wear, I stand out to be the best, unique and having a lifestyle different from others. Ralph Lauren comes in different colors, sizes and prizes-Classic polo, pony shirt, T-Shirt, big Pony T-shirt and so on. They are classic, match with my body and give me an outstanding look. Louis Vuitton offers varieties of wallet and belts which are classic and appealing to me. From Louis Vuitton wear, I can choose a number of varieties. They are unique wear, and fashionable. It comes in different prices. Louis Vuitton belts make a perfect match with the Diesel and Ralph Lauren T-shirt which are part of my style. The perfect match gives me the happiness and fulfillment in my life. I feel free to walk in the street in such wear and attend various occasions with my friends. This wear gives me an identity. It is all from Europe, classic and of recent fashion.
I also have a number of Arsenal Football Club products. I love and treasure to be identified with Arsenal Football Club in England. I like the club, I am a fan to the club, I like their game and I feel satisfied watching its players in a match. Wearing clothes associated with this club gives me happiness and satisfaction. It also gives me an identity as an Arsenal fan and association to other fans. A clothe drawn an Arsenal FC symbol is not just a cloth to me, it is an identity, of more value and very meaningful.
Various reasons made me prefer 3 Todd Goldman paintings for my apartment. First, the paint is unique, appealing and make my apartment look attractive and fashionable. It is a paint associated with a great American entrepreneur Todd Goldman. The 3 Todd Goldman paints is also associated with great people, celebrities houses. They use this paints in decorating their houses. I feel that having my apartment painted with this paint gives me an identity, fashion and makes me up to current trend. This paint is also appealing to my friends and guests who laugh about it and give me all the credit. I feel satisfied to have my friends and guests appreciate my house. Such a lifestyle makes me stand out among many as an individual with unique life-it gives me an identity. I make sure that I am up to the Kuwait people preference of buying expensive commodities, which is the base on which many people especially the youths, will judge somebody. This lifestyle offers me with what I will grade as a ‘good life’ and a ‘perfect body’ looks. I proudly drive in the streets, attends various occasions and my friends associate me with my lifestyle. They know I am a man who likes clothes fashioned from Europe, and an Arsenal FC fan. This gives me all the reasons to have a joyful life and continue with my self satisfying lifestyle.