Generational differences in consumption patterns in Hungary

Various authors have used the term consumer society with a number of different meanings, yet one common point has been the shift of focus to the consumer ethos, which alters the everyday life of society members and their relationship to each other and society as a whole. One's relationship to consumption determines fundamental levels of consumption and for what purposes (e.g. hedonic values, family and savings), thus it is essential to explore this relationship to develop an understanding of consumer behaviour and to create effective marketing messages. This paper provides a brief summary of the various approaches and research lines of consumer culture and reviews the findings of the first, qualitative phase of our consumer culture study in Hungary. The purpose of this research programme is to analyse the changes in people's relationships to consumption since the change of regime.