Many multi-billion dollar multinational companies are located in the United States. Its culture, and its fundamental principles, have had an important impact on consumption and life styles of Americans (Lamb and al. 2020). Customers’ buying decisions have been negatively affected by the country’s fundamental principles of patriotism, conformity to external norms, consumerism and innovation.
Customers have made a decision to buy American-made products over imported or foreign brands due to patriotism. American brands like Apple, McDonald’s and Microsoft are proudly savored. Americans are proud of their rich history, despite the many sociocultural decisions that were made. Americans are more likely to select domestic brands than foreign ones. To increase sales and profit, most local companies use the feeling of patriotism (Berger 2018). Domestic goods hold the largest market share, which makes it hard for foreign enterprises to challenge. Apple, in comparison to Samsung is America’s most loved brand.
Second is materialism, and the desire to have as many riches as possible. American consumers are very materialistic. This is evident in their desire for large vehicles, larger homes and most stylish clothing. This has created a culture where people waste their money without doing a cost-benefit analysis. Businesses use many methods to get Americans to buy on impulse, including discounts and advertisements. Society has fostered a belief that the middle class should have a significant discretionary income to purchase large homes and automobiles (Vassenden & Jonvik, 2019). Americans have a culture that values material possessions over their health and well-being due to the rise of consumerism. Most low-income families have been forced to take on more than two jobs in order to make more money for their purchase of goods. Americans are losing their trust in family, integrity, friendships, and the ability to purchase healthy products. Businesses have adopted a Black Friday culture where items are markedly discounted in order to increase impulse buying and consumerism. Low-income households are most likely to be eligible for sales and discounts on products they don’t need.
Modern American consumers have seen a significant increase in innovation value. To appeal to the tech-savvy population, the majority of US companies use e-commerce. The younger generation favors internet over in-person commerce. The majority of institutions offer remote access via e-commerce sites or smartphone apps (Berger 2018, 2018). Consumers prefer online transactions because they’re convenient and can be used to complement their sedentary lifestyle. Most institutions partner with third-party logistics businesses in order to ship items to their customers’ convenience stores. Businesses have also been forced to utilize social media to push American customers to purchase certain products because of the high demand for innovation.
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