The master's thesis covers the theoretical definition of consumption and material culture. This one relies most heavily on the works of Daniel Miller. The field research focuses on comparing the consumption of two families. Families with two children are geographically located in different locations: Črni Vrh in Slovenia and Zadar in Croatia. Families do not differ too much in consumption. In both, Slovenia and Croatia, fast lifestyles dictate consumer habits. We spend the most money on food because it is imperative to survive. Larger consumers are no longer producing food at home, and my interlocutors are no longer average. The desire for healthy and unspoiled food that will ensure well-being and health remains in the consumer. Thus, they reach out to the food of local growers and buy food grown near them, or at least in their own country. The feeling that we are doing good for nature and the economy when we buy locally produced food is also taken advantage of by the large retail chains that offer home grown Slovenian or Croatian food. The work will clearly illustrate and reinforce the impact of advertising on consumers through field findings. Ad consumers and flyers are not affected by adult consumers. However, the geographical indications already mentioned above affect them. In addition to essential food, the average consumer also spends on clothing that women usually care about. As well as taking care of the home decor.
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