The History of Consumer Research

Abstract

THE AIMS OF THE PAPER

The objective of the study is to offer an overview of the last fifty years of the history of Hungarian and international consumer research taking the thematic and methodological aspects into consideration. Since consumer culture is basically the territory of sociologists and cultural anthropologists, the study mostly concerns the primary function and semantic field of consumption. Similarly, it does not discuss lifestyle research and the models of the sociology of consumption. The study essentially assesses the topics under the headings marketing and discipline, discussing both academic and business related consumer researches.

METHODOLOGY

As regards the methodology applied, it was mostly the research of the existing special literature that could come into question since the topic certainly does not lend itself to primary field work. At the same time, in the course of the study of the secondary data sources, several subjects using accurate content analysis and statistical methods emerged. The study intended to explore both international and Hungarian special literature, but in effect was limited to presenting the Anglo-Saxon practice due to the fact that relevant data sources were available in the English language.

MOST IMORTANT RESULTS

One of the most significant findings related to consumption research is that the loss of focus experienced in related social sciences, especially in sociology, is seen here to a lesser extent. On the other hand, the discrepancies between the business (corporate) and academic/university researches can be considered general. A further methodological dilemma of significance is whether consumer research should move towards interdisciplinarity, or should is remain a multidisciplinary topic build on the knowledge base of related social sciences? A further important finding arising from the study of the special literature is that the shift of emphasis towards buyer research in consumer research can be captured in both scientific special literature and business practice.

PROPOSALS CONCERNING PRACTICE/ECONOMIC POLICY

In order to canonize the sociology of consumption, it is necessary that consumer research be positioned in its3 proper place. The dilemma whether it belongs in economy, sociology and/or anthropology is worth clarifying because then the focus becomes stronger and clearer on consumer research.