La compra de símbolos sociales frente al consumo de objetos

Abstract

This article analyzes the consumer's behavior playing special attention to the buying of "social symbols" and to the meaning of the concept neccesity in the current society, considering that -from a sociological point of view- this concept must be defined taking into account that ccthe volume of the natural neccesities and the way of satisfying them is a product which depends on the cultural level of the country. Once the elements involved in the act of buying have been analyzed (posession of the product, it's utility, the buying ritual), we will analyze how the buying habits influence on the structure of everyday's life, using for this purpose the answers given to a survey carried out to a representative sample of the navarran society.