Lifestyle and Consumer Culture

Kristine Sulakadze

Master's thesis

Abstract:

Lifestyle and Consumer Culture determine consumer behavior, their choice and preferences. In modern world consumers are offered high quality goods and services in different ways. Consumers have many opportunities, which is adapted to their culture and lifestyle. Usually, consumers are attempted to find new ways of purchasing goods or receive service according to their culture. Medical service is one of the most important part for society. Modern Medicine gives a chance to people to receive high-grade services. After developing of medical technologies and increasing in demand for medical services, Health/Medical Tourism was gradually developed. The field causes interest from both Medical institutions and consumers. To express their personal identity, very often consumers purchasing goods and receiving services. For this reason, many companies change their products and services according consumer's needed and preferences. Companies trying to figure out how their products and services meets to consumer's lifestyle. Very often a customer chooses products and services that are considered appropriate for his style or buy them in order to create/build the style. Nowadays, the tourism sector and the healthcare system make a significant contribution to the development of the country's economy. In the face of Globalization, development of medical tourism is one of the results, the rapid development of medical technology. Both parties, as medical tourism practitioner as consumers gets high benefits. On the one hand, the country can increase tourism income, on the other hand, people can receive needed medical services and improve their health. In this Topic appropriate theoretical foundations will be reviewed for a model of lifestyle and consumer culture and its impact on their choices when receive services or buying products. In practical part by using questionnaires will be defined what impact Consumer Culture and Lifestyle have on consumer's decision, when they involve in Medical/Health tourism and choose destination. The findings will be used for the formulation of the conclusion and recommendations. All data used in the topic is collected from various sources.

Abstract:

Lifestyle and Consumer Culture determine consumer behavior, their choice and preferences. In modern world consumers are offered high quality goods and services in different ways. Consumers have many opportunities, which is adapted to their culture and lifestyle. Usually, consumers are attempted to find new ways of purchasing goods or receive service according to their culture. Medical service is one of the most important part for society. Modern Medicine gives a chance to people to receive high-grade services. After developing of medical technologies and increasing in demand for medical services, Health/Medical Tourism was gradually developed. The field causes interest from both Medical institutions and consumers. To express their personal identity, very often consumers purchasing goods and receiving services. For this reason, many companies change their products and services according consumer's needed and preferences. Companies trying to figure out how their products and services meets to consumer's lifestyle. Very often a customer chooses products and services that are considered appropriate for his style or buy them in order to create/build the style. Nowadays, the tourism sector and the healthcare system make a significant contribution to the development of the country's economy. In the face of Globalization, development of medical tourism is one of the results, the rapid development of medical technology. Both parties, as medical tourism practitioner as consumers gets high benefits. On the one hand, the country can increase tourism income, on the other hand, people can receive needed medical services and improve their health. In this Topic appropriate theoretical foundations will be reviewed for a model of lifestyle and consumer culture and its impact on their choices when receive services or buying products. In practical part by using questionnaires will be defined what impact Consumer Culture and Lifestyle have on consumer's decision, when they involve in Medical/Health tourism and choose destination. The findings will be used for the formulation of the conclusion and recommendations. All data used in the topic is collected from various sources.

Keywords

Global consumer culture, Identity, Lifestyle, Behaviour, Consumer behaviour, Health, Healthcare, Tourism, Health/Medical Tourism, Medical Tourist.

Language used: English

Date on which the thesis was submitted / produced: 14. 4. 2021

Thesis defence

• Date of defence: 9. 6. 2021
• Supervisor: Mgr. Jitka Cirklová, M.A.
• Reader: Mgr. Iva Baslarová, Ph.D.

University of Finance and Administration

Master programme / field:
Marketing Communication / Marketing Communication