session 2 consumption and society

8/10/2019 Session 2 Consumption and Society

1/20

Consumption Society and

HappinessSession 2


2/20

Recap : Consumer Insights

Managers need actionable consumer insightsin marketing These could be untested assumptions about

consumers Consumer Insights are generalizations

Observations Experience Formal Learning Organization's Knowledge base etc Practitioner theories


3/20

Recap : Insights

What do we know about teenage behavior ? What will work with them?

Theory of Embarrassment?


4/20

Recap : What is Consumer Behavior?

The study of the processes involved whenindividuals or groups select, purchase, use, ordispose of products, services, ideas, orexperiences to satisfy needs and desires.

The purpose is to have useful knowledge tobase marketing decisions

Focus on Insights and Explanations

Existing body of Knowledge Develop the marketer mindset to look at

consumers.


5/20

Study of Consumer Behavior Knowledge of Consumer Behavior is essential

in formulating marketing strategy Marketers learn about consumer behavior

through formal and informal means We look at similarities in Behavior as well as the

Differences

Questions addressed in marketing Who? What? When ? Where? How? How much? Why?


6/20

1- 6

Experimental PsychClinical Psychology

Develop PsychologyHuman Ecology

MicroeconomicsSocial Psychology

SociologyMacroeconomics

Semiotics/Literary CriticismDemography

History

Cultural Anthropology

Pyramid of Consumer BehaviorMICRO CONSUMER BEHAVIOR

(INDIVIDUAL FOCUS)

MACRO CONSUMERBEHAVIOR

(SOCIAL FOCUS)

Consumer behaviorinvolves many different

disciplines


7/20

Approaches to Consumer Behaviour

Positivism or Modernism What?, When?, How?, Where?, How much?,Who? Describe and Predict How useful knowledge is for management Decision Focus Traditional Marketing Research

Interpretivism or Post Modernism Why? Consumption as a unique and personal experience Qualitative Research


8/20

Who is our consumer?Consumer: a person who identifies a need or desire,

makes a purchase, and then disposes of the product.Customer: ???? Purchaser versus user versus influencer

Initiator Influencer Decider Buyer Use

Disposer Gate keeper

Organization/group as consumer family


9/20

Why do they buy?

Is there always a reason behind our behaviour? Is consumption always utilitarian/functional?

Consumption of Horror movies?


10/20

The Meaning of Consumption

People often buy products not only for what they do, Utilitarian consumption

Other Reasons Hedonic Symbolic Impulsive Habits , Rituals and conditioning Inertia Herd behaviour and Imitation

Is there always a reason behind our behaviour? Consumers can develop relationships with brands:


11/20

Pervasive Consumption Consumption is pervasive and Marketing is a powerful

social force Global Consumer Culture

People united by common devotion to: Brand name consumer goods Movie stars Celebrities Leisure activities

Virtual Consumption Impact of the Web on consumer behavior 24/7 shopping without leaving home Instantaneous access to news Handheld devices & wireless communications

C2C Networks


12/20

Marketing and Reality Blurred boundaries between marketing efforts

and the real world Popular culture shaped by marketers

Valentines Day Akshaya Thritheeya Diamond in the engagement ring

What is the influence of marketing on theSociety? Is it all positive?


13/20

Consumption and society

Marketing is a most potent social force Compulsive consumption Consumer addictions Consumer materialism Consumer objectification Consumerism Consumer activism Anti-consumption

1- 13


14/20

www.adbusters.org


15/20

Anti-Consumption


16/20

Anti-Consumption


17/20

Anti-Consumption


18/20


19/20

Consumer behavior There is no one Insight

There are many Different people may choose same product for

different reasons Different people may choose different product for

same reasons People are different and their consumption

patterns and preferences are also different Many marketers can be equally successful with

different approaches Look at differences and Look at similarities


20/20

Consumption

Consumption is certainly Utilitarian Maximizing utility

Consumption is an Experience Process is equally important as the outcome

Consumption is Integration Consumption is a social process of belonging

Consumption is Classification

We are what we consume Consumption is Play

A game

session 2 consumption and society

Documents