Culture affects making many decisions and determines the way of life of any society. From a practical perspective, the current situation offers an interdependence and globalization of activities at supranational level that also reaches the cultural spheres and, in some cases, we can refer to a homogenization of activities or cultural trends. However, at the same time, a constant transformation of the society occurs that requires the constant adaptation of people to new cultural situations that are generated in their environment. (Martín, 2003)
The main elements of change that influence cultural issues, and therefore the behavior of the Spanish consumer, are family, educational system, media and leisure time. (Martín, 2003)
a) The Spanish consumer …show more content…
This figure is even more significant when talking about youth unemployment, affecting those under 25 years old, that is above 50%, from the first time since 1998 (Abellán, 2012). The consequences of this crisis are therefore social too; experts are concerned because of a threat of what is called “brain drain”: highly skilled, young Spaniards leaving the country seeking jobs abroad in countries such as UK, Germany or Latin America, that might not return to Spain which is crucial if the country wants to recover from the crisis (Mallet, …show more content…
As McGregor (2011) affirms consumer themselves have suffered a transformation since the recent global recession started. In a global perspective, they are currently experiencing financial difficulties. Whatever economic situation changes consumer’s perception of risk affecting the consumption patterns (Mansoor and Jalal, 2011). Consumer self-confidence is no longer at the same level. Bearden, Hardesty, and Randall (2011) define this concept as “the extent to which an individual feels capable and assured with respect to his or her marketplace decisions and behaviours”. As the economic environment has changed due to the crisis, consumer self-confidence has been decreased during the past few years (McGregor,
The main elements of change that influence cultural issues, and therefore the behavior of the Spanish consumer, are family, educational system, media and leisure time. (Martín, 2003)
a) The Spanish consumer …show more content…
This figure is even more significant when talking about youth unemployment, affecting those under 25 years old, that is above 50%, from the first time since 1998 (Abellán, 2012). The consequences of this crisis are therefore social too; experts are concerned because of a threat of what is called “brain drain”: highly skilled, young Spaniards leaving the country seeking jobs abroad in countries such as UK, Germany or Latin America, that might not return to Spain which is crucial if the country wants to recover from the crisis (Mallet, …show more content…
As McGregor (2011) affirms consumer themselves have suffered a transformation since the recent global recession started. In a global perspective, they are currently experiencing financial difficulties. Whatever economic situation changes consumer’s perception of risk affecting the consumption patterns (Mansoor and Jalal, 2011). Consumer self-confidence is no longer at the same level. Bearden, Hardesty, and Randall (2011) define this concept as “the extent to which an individual feels capable and assured with respect to his or her marketplace decisions and behaviours”. As the economic environment has changed due to the crisis, consumer self-confidence has been decreased during the past few years (McGregor,