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8/10/2019 Session 2 Consumption and Society
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Consumption Society and
HappinessSession 2
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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
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Recap : Insights
What do we know about teenage behavior ? What will work with them?
Theory of Embarrassment?
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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.
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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?
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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
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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
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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
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Why do they buy?
Is there always a reason behind our behaviour? Is consumption always utilitarian/functional?
Consumption of Horror movies?
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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:
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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
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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?
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Consumption and society
Marketing is a most potent social force Compulsive consumption Consumer addictions Consumer materialism Consumer objectification Consumerism Consumer activism Anti-consumption
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www.adbusters.org
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Anti-Consumption
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Anti-Consumption
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Anti-Consumption
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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
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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