Attitudes to Consumerism

Diab leandro | UCRONO 2010

Interview• For study the actitudes to consumerism, i

was doing some inteview to 10 people from Argentina.

• The group, that I choose to interview, are student from La Plata, between 20 to 25 years old, male and female.

Questions

• The interview was divided in 11 different topics.

necessity

desire

mix of these

a) How often do you buy “things”? Are these purchases done based on necessity, desire, a mix

of these, etc?

For example…

b) What kind of products do you buy the most?

electronic

beauty

food

household

services

other

*Only for woman the second answer for this topic are beauty in 75%

c) What is your motivation to purchase a particular product? What is your criteria, if any, for choosing

one product over another?

low price

good quality

price/ quality

look/ fashion

mark

d) When you purchase a product, what is your preferred method of payment? Why?

cash

debit/ credit

rates

* Usually choose credit/debit for pay in the supermarket and to buy clothes, to don’t walk in the street with a big number of money.

e) What kind of credit payments are offered by your local markets? Are these installment options

whit no interest rates?

only cash

debit/ credit

rates

installment

check

f) Do you know about your country’s attitude to consumer’s protection? Does your country have a

consumer’s law?

yes

no

i don't have any idea

*Generally they know there is a

consumer's law, but unknow what it says.

g) Does your country have a return goods policy?

yes

no

i don't have any idea

If you decide to returns goods, are you entitled a refund?

return money

credit note

only change productfor other

nothing

h) What is your idea of the relation between adversiments and consumerism?

• They are directly related: to increased adversiment, exposion and repetition in the media over a product is more consumed .

• advertising implies a brain wash in people, imposing empty products as basic needs.

• There is a direct relationship, since it uses advertising to find the consumer.

i) What is your idea of the relation between advertising and cultural values?

• There is very little relationship, because the adversiting increase globalization consumerism and individualism, this causes them to lose these factors and cultural customs

• Advertising should conform to the cultural values of the segment to which the product is intended to consume

• The relationship depends on the product being advertising and the importance of the country.

• The advertising uses the cultural values. Belonging to the public that the message is addressed to, and so uses a code which identified and feel different from others.

j) What is the relation between corporations and customers in your country?

• It is indirect, companies use advertising to reach consumers.

• There can be two types of relationship, embedded in an economic process, such as buying and selling of goods at the country level, and one relationship at a deeper level that is fully abstract, since there is no communication between these two sectors Unlike 50 years ago, and there is no equality of rights, because there is an imposition of power with respect to one another, unlike consumers should be limited to offers.

• It is an indirect relationship because the consumer does not focus only on product sales.

k) Can you summarize your attitude to consumerism in one sentence?

• I’m shopaholic, consumerist clothing and perfume

My attitude as a consumer is on advertising but only sell me what I should buy my interests

• My attitude as a consumer is on connected to advertising but only sell me what I should buy, my interests.

• I buy only that I need and save up money for my personal desires.

questions!

Thank you!