‘Here comes the (Turkish) bride’: American consumer culture and the Turkish bridal industry

This ethnographic study seeks to position Turkish women within the lucrative global bridal industry, which is today heavily influenced by the style, aesthetics and consumer values of the American wedding. It will add to the existing literature by examining Turkish brides’ participation in transnational networks that promote the commodification of weddings in Turkey – a country where, for many, weddings were until quite recently low-budget affairs designed to maximize newlywed profits. We will explore how such networks establish and reinforce bridal rules and codes through wedding props such as gowns, cakes, jewellery, flatware, china and honeymoons. By unpacking the complexities, symbolism and meaning of the contemporary Turkish bride, we will move beyond simple binaries to examine how tradition and modernity overlap and intersect and how modernity is an intrinsic part of the evolution of traditional Turkish wedding practices. This study will also critique processes of (American) cultural assimilation and reveal how Turkish brides are negotiating western trends, influences and the ‘weddingindustrial complex’. Through lifestyle marketing and other industry practices, these networks are prescribing how Turkish women – regardless of their socioeconomic and ethnic backgrounds, educational and class status and cultural and religious beliefs – should perform the bridal role. Moreover, because of its ties to aesthetics, style and fashion, the lavish American-style wedding has also become the ultimate platform for the display of purchasing power in Turkey – a way to replicate the conspicuous consumption of the wealthier, leisured classes that, for many Turks, has become synonymous with modernity and elevated social status.

Lifestyle Marketing, Brand Personality, Brand Image, Customer Satisfaction, Customer Loyalty dan Impulse Buying

ABSTRACTLifestyle is a person's lifestyle in the world expressed in his activities, interests, and opinions Widjaja (2009). Lifestyle describes a whole person in interacting in their environment. Lifestyle or lifestyle of humans today grow in tandem with the history of economic globalization and the transformation of consumption capitalism which is characterized by the mushrooming of shopping centers. Through many media that exploit the luxurious lifestyle around the development of food, fashion, and fun, humans indirectly need to adjust to these developments. Along with the lifestyle changes that are fixated on food, fashion, and fun, the learning centers began in Bali, especially in Badung Regency in recent years. The data analysis used in this study is CB-SEM (Covariance Based-Structural Equation Modeling) with the AMOS (Analysis of Moment Structure) program. The data used in this study are primary data obtained directly from the source where in this study the primary data that will be used is obtained from the questionnaire. The results of the study show that lifestyle marketing, brand personality, brand image, and customer satisfaction have a positive and significant influence on customer loyalty and impluse buying at Starbuck in Badung Regency.

The Poverty Puddles of the Cage Fishing Community at Limboto Lake Coast, Indonesia

This study analyzed the root causes of poverty in the cage fishing community at Limboto Lake; economic potentials; government programs related to poverty alleviation that has existed along with the causes of failure to exclude the cage fishing community from poverty puddles; and priority ideas from the fishing community that can overcome existing poverty puddles. Data collection was done through observation, interviews, focused group discussion, and literature review. The results showed that there are many aspects of the root causes of the poverty of fishing community at Limboto Lake coastal, namely policies that do not favor fishing community; low quality of human resources; the attitude of fast satisfied fishers; consumptive lifestyle; marketing of fish crops through intermediaries; and natural factors. Meanwhile, the real, local potentials are fisheries potential; crafts of water hyacinth based; lake tourism; the potential of water resources; and the potential for limestone as a raw material for cement. Several government programs related to poverty reduction failed to free the cage fishermen community from the puddle of poverty. Firstly; the program is project-oriented that emphasized the project administration rather than the target of releasing fishers from poverty; secondly, elite dominations, so that sure fishermen elites more enjoy the existing programs on behalf of their community. The priority idea of the fishing community to overcome existing problems is to increase knowledge and skills. Increasing utilization of lake biological resources; open access to domestic and international markets; developing opportunities for alternative economic activities around the lake area; the establishment of a local organization of lake lovers; processing domestic waste, and assisting the business of fish cultivation in Limboto Lake.

The Changing Paradigms in Lifestyle Marketing - A Case Study Approach with Reference to Watch Industry

Current business houses use the word “Lifestyle marketing” which is like a buzz word used in the selling and marketing in the present century. Lifestyle has a psychological determinant that influences buying behaviour- reflecting an individual’s choice of how to spend money and time and the attitudes and values connected with these behavioural patterns. The success of an organization is directly linked to the level to which the company’s products and marketing strategies, dominantly communication, which reflects the lifestyle of the targeted market. This aids in giving a competitive edge over the other business houses. This in turn generates revenue. The companies are forced to dedicate their marketing strategies towards life style marketing. This paper discusses the role of lifestyle marketing in the current business scenario and the strategies to be adopted by the watch industry to suit each target market and the branding and promotional techniques that influence the branding of various market segments. This will provide insights which are valuable for companies marketing and advertising strategies. As people’s attitudes, interests and opinions regarding products and services change, it is vital for the marketers to continually monitor the changes. The basicobjective of this paper “The changing paradigms in lifestyle marketing – A case study approach with reference to watch industry” aims at understanding the concept of lifestyle marketing and by utilizing this how the brand value can be made more effective be made. A case study approach using a watch sector as an example will be adopted to study this concept for better understanding and implications. The research uses secondary data for the collection of data. Conclusions, based on the outcome, hereby btained were drawn and decisions were taken about the said objectives. The primary purpose of this paper is to stimulate further discussion amongst marketers and to be used in dialogue with stakeholders.