ABSTRACT
We are all consumers. Unless we go and live on a desert island we cannot avoid consuming and thus playing a role in the marketing process. This chapter looks at the role of consumers in marketing, why and what they consume, and the various ways in which consumption is related to identity. Consumer culture plays a significant part in the creation and reproduction of people's tastes, dreams and aspirations. We discuss the influence of consumer subcultures and tribes on individuals' lifestyles, possessions and values. The concepts of consumer co-production and satisfaction are explained as well as the corollary of dissatisfied and disadvantaged consumers. The latest ideas about collaborative consumption, sharing and access are also introduced.
