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- W2184860341 abstract "Marketing, especially consumer behavior, has learnt a lot from social sciences, over the years. The study of anthropology has contributed immensely to the evolution of marketing, and understanding and appreciation of consumer behavior. This study aims to give a historical perspective of how anthropology has shaped consumer behavior – from ancient cultures, tribal social systems and ultimately leading to the modern consumption theories. Anthropology – History It is the study of human race over time. There were five large cultures, if we look at the history of societies. There was the Indo – Gangetic, Roman – Tigris Valley, Greek – Euphrates, Persian and Egyptian – Nile. If we look at evolution of Human Consumption, it started with the Stone Age, followed by Cave Age, then started the learning and practice of hunting followed by storing and finally settling near the water source. Development of Exchange Principle The first profession of the human civilization was that of fishing. Exchange of goods started with the growth of civilization. First, it was the individual, and then started the formation of groups which culminated into guilds. Slowly, craftsmanship developed primarily with iron which then gave way tothe formation of the feudal system. About 30,000years ago, commerce started happening for the first time in human civilization. This led to the formation of groups which started exerting pressure on society for exchange of goods. Modern Society The feudal lords, over a period of time, gave way to the Empire system. The first commodity which was traded as a means of exchange was Salt. Salt was replaced by Sugar. The great empires, like Roman, Greek and Indian started breaking up duringthe 6 th century BC. The conflict between civilizations started just before Christ. Empires started expanding and people began to become aware of various kinds of commodities that are available for consumption." @default.
- W2184860341 created "2016-06-24" @default.
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- W2184860341 date "2014-02-13" @default.
- W2184860341 modified "2023-09-28" @default.
- W2184860341 title "An anthropological view of consumer behaviour" @default.
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