The change of consumption culture in the Egyptian society : A comparative study of the urban and rural families in Al-Dakahlya Governorate

The consequent transformations in the status of the Egyptian society imposed new challenges. One of them is the fast trend to change the consumption culture in the Egyptian society within the flood of commodities and products, founded by the development and the technology processes imposed on the contemporary society by the publicity operations, that participated immensely in reshaping the consumer awareness till its falsified.
Thus, the main target of the research is: to investigate how the change of consumption culture could be characterized; to determine its aspects; to explain its phenomena and its negative effects on the rural and urban families; to emphasize and find some sociological solutions to protect both the family and the society.
The study results:
The results this study has come with, multiplied as followed.
1)    The economical results as a consequent of changing the consumption culture is multiple based on the deterioration of the saving attitudes, investments and the value of local currency.
2)     The change of consumption culture and marital status, the size of family, educational background and working abroad is linked strongly positively or negatively with other general characteristics of the study sample.
3)     The culture of consumption is reliable to change in urban and rural lives with slight increase in the urban one.
4)    Increasing the speed of that change in the middle-aged people in both urban and rural families.
5)    The culture of consumption aspects is varied through the increase of products varieties and focusing on luxury goods.
6)    The increasing expenditure on buying mobile phones and top- up vouchers either in the urban or rural areas, and its negative impacts on the family's entity, social relationships, wasting time, and burdening the family budget.