Consumer Behaviour Essay Consumption

Consumer BehaviourEssay about consumption

Consumption goes beyond solving practical and utilitarian problems. Discuss the role of consumption in today’s consumer society, and outline what if any role products and services play.

Alexia HenryIT Tallaght Year 3

2013/2014

Introduction

Nowadays, consumption goes beyond solving practical and

utilitarian problems. Consumer society has become a reality

when consumption becomes more a matter of cultural meaning and

less a matter of utility. This change marked the beginning of

consumer society. Consumption plays an important role in our

social, psychological, economic, political and cultural lives.

Economy and cultures of consumption are closely intertwined.

Consumers asked to play their part in keeping economies going.

I. Consumer society

A. Definition

The notion of consumer society means a social and economic

order based on the systematic creation and stimulation of a

desire to purchase consumer goods and services in ever greater

amounts. To maintain goods consumption, they are often

unsustainable, or even are produced and sold in anticipation of

a planned obsolescence. Consumption tends to dominate morality.

The term is often used as a critique of modern capitalist

society and media, where the short-term, image, possession and

advertising have become seemingly dominant values of the

economic system, to the detriment of the ecology and social

relations.

Consumption is not just utilitarian; consume is to produce

meaning, show identity and social belonging.

Globalization is also evident on the cultural level by a

certain homogenization of consumption, what sociologists

sometimes derisively called the McDonaldization of the world

(the name of fast food restaurants McDonald who settled in

almost every country in the world). Youth see the same movies,

the same dance rhythms, at least in the westernized part of the

world. Common guns tend to become a standard, where some

denounce the "Americanization" of contemporary society, which

is characterized for example by the use of Hollywood movies

B. The evolution of consumption

There are 2 processes related to changes in consumer society.

First of all: globalization. Therefore appeared a consumer

society offering more diverse products to consumers

increasingly demand. The development of modes of communication

and the free movement of people has created an attraction for

foreign products. We can say that globalization is primarily

for the benefit of consumers who have access to a larger range

of products at lower prices and thus see their purchasing power

increase. It should also be noted that consumption is important

in structuring our lives.

C. Purpose of consumption

Culture and values are updated by lifestyles. The individual

cannot be understood independently of the history in which he

shapes his personality. Culture, values or motivations are

structured over time. They condition lifestyles. It is rare

that people are radically changing their lifestyle or their

values. If failures can occur (unemployment, divorce, etc.)

they do not instantly disrupt the way of life and the values

that are at the origin. Consumption choices contribute to the

construction of identities. Finally, the sociocultural

determinants orient significantly purchasing behavior and

consumption.

Consumption plays two roles in our society. First of all, it is

a functional and utility element. Consumers consume to satisfy

their primary needs (e.g. eat). On the other hand, consumption

is a mean of communication. As we’ll see in this essay,

consumers use it to communicate and create self-identity and

self-image, communicate their place in society to others.

Consumption helps people to fit the role they want to play. It

also relies on material symbols to reinforce and establish

their social place in society. Consumers create their sense of

identity through consumption. Every goods have a symbolic

meaning and are not purely functional in nature.

Psychological theories of motivation can shed light on why

people come to desire certain things. One frequently used

categorization breaks down human perceived needs into five

categories:

1. Physiological needs, such as hunger and thirst.

2. Safety needs, for security and protection.

3. Social needs, for a sense of belonging and love.

4. Esteem needs, for self-esteem, recognition, and status.

5. Self-actualization needs, for self-development and

realization

Consumption is an act of daily life, it can be regarded as

trivial. However, it refers to complex phenomena

(psychological, sociological - economic anthropological, legal,

etc.).

Consumption is also a social production in the sense that it is

a supply system that allows everyone to acquire the objects he

wants and / or needs. It also allows to create, build by a

system of practices and representations which form the

structure of roles and identities. Material culture and

consumption are a reflection of social affiliations, but they

also participate in the activation and dynamics of these

affiliations. Thus, homeless people are among others defined as

such by their exclusion from the market consumption.Consumption

and material culture involved in anchoring in social culture,

ethnic, social age, or gender.

It is also used to access different statuses. Consumption shows

the rites of passage from one age to another, but also

specialization in gendered practices (DIY against everyday

cooking), their refusal or the search for social distinction

Consumption is an analyzer of society and social interactions:

it is the basis of social bonds and exchange

Different mechanisms of consumption:

- Social distinction and social identity

Consumption is a marker of belonging and social differentiation

(class, gender, generations and cultures) and therefore social

distinctions between

social groups. Consumption can show the habitus, norms

incorporated by social groups.

- Social exclusion and social ties and social inclusion

Consumption is a marker of social exclusion (see for example

the homeless, or people overburdened with debt). It also

determines the social link that allows the exchange through the

purchase of goods and services, by gifts, by shopping for the

family and therefore social inclusion

- Consumption and life cycles

Consumption reflects the stages of the life cycle: the objects

are markers of transition and belonging. Consumption is an

analyzer of identity construction. Rites, celebrations ... life

cycles allow to understand the relationship between the object,

the brand and buying behavior.

II. Role of consumption in society

A. Identity construction

Consumer culture invites individuals to develop maintain and

defend a personal identity. Consumer culture makes multiple

identities possible. Marketing, research on consumer behavior

has highlighted the role of consumption in consumer identity

construction. Material goods appear both as an extension of

themselves and their display is an affirmation of the identity

of the owner. This phenomenon is part of a recent amendment to

the act of consumption. Indeed, the hedonistic and emotional

component overrides the utilitarian and rational component. We

are witnessing the passage of a modern consumption, based on

the satisfaction of basic needs, to a postmodern consumption,

based on experience. The consumption experience is then defined

as a subjective state of consciousness. It therefore appears to

be a personal experience, emotionally charged, based on

interaction with stimuli that are products or services.

Consumption becomes a way to search for meaning in life and

produce its own identity. The act of consuming is no longer a

simple search utility or pleasure but is to the consumer

willingness to try out another self

to build his identity.

1. Self-concept

- Self-concept is of value to the individual, and behavior

will be directed toward the protection and enhancement of

self-concept.

- The purchase, display, and use of goods communicate

symbolic meaning to the individual and to others.

- The consuming Behavior of an individual will be directed

towards enhancing self-concept through the consumption of

goods as symbols

2. Conspicuous consumption

Conspicuous consumption is consumption intended to show social

status, lifestyle or personality, or to make others believe

that you have this status, lifestyle or personality. This

concept was originally used to describe upper classes

consumption. It applies today as well to study the consumption

behavior of emerging new rich than poor and middle classes of

all societies’ countries. For example, someone who buys a

luxury car may indicate the one who's buying a family car,

"through my status, I do not need my consumption reflects my

needs". Someone who owns a Rolex wtch for example, will likely

be viewed as upper class. In America, eating in fast food such

as Mac Donald’s or Burger King is a symbol of lower-middle-

class consumers.

3. Compensatory Consumption

When a consumer is feeling frustration or difficulties in his

life, especially in his career of in his status level, will

attempt to compensate this lack of success by purchasing

desired status symbols such as a car, house or clothes. These

purchases could help the consumer to restore lost self-esteem.

B. Product symbolism

Some products convey a powerful imagination and its acquisition

leads the buyer to take over the values they convey. Consumers

are conceived as producers of identity projects that they

undertake using the symbolic resources offered by marketers and

other producers of cultural resources.

Examples :

- Recognition

- Self-expression

- Prosuming identity (create our own good to introduce our

own image towards the product)

Individuals don’t buy products only for their functional value

but also for their symbolic meaning. Brand symbolism enables

consumers to form a long-lasting relationship with a particular

brand through the emotional and functional utility of offering.

One of the more predominant examples of symbolic consumption

can be observed in the manner in which gender (masculinity

versus femininity) is portrayed through products and brands.

For example, consider the automobile product category. Certain

vehicles are traditionally viewed as being more inherently

masculine or feminine. Consumers buy products for what they

mean. They consider consumption as a form of expression or

communication of their self.

C. Brands role

Nowadays, shopping is considered as a leisure activity which is

stimulated by shopping centres called ‘Temples of Consumption’.

Modern consumer society is characterized by consumer-based

identities. We can note an increasing intention to brand images

and communicative aspects of products and packaging as well.

Consumption branding and marketing hav become some of the prime

reflectors of current cultural values, norms and social roles.

Brands are now undoubtedly an important part of the consumer

society. The number of brands is increasing, creating confusion

in the minds of consumers, representing many difficulties and

challenges for businesses. Each individual seeks to protect and

enhance the image he has of himself. Therefore, it adopts

behaviors that are congruent with this concept.

So he buys products and brands whose image is congruent with

his. The congruence between the product image and self-concept

can explain consumers’ preferences and their purchases. A

culture communicates certain ideals of beauty, and many

consumers are willing to achieve these ideals

Examples :

- Perfume

We can take the example of the perfume. This is a product that,

for many consumers, is a tool for recognition and distinction

within society. For example, for the product shown above, we

can say that this perfume buyers will tend to send out a

distinguished man image with good professional situation.

On the other hand, it is important to note that this concept is

also valid in the other direction (recognition tool)

Consumer choices are guided by the similarities between the

products they covet and their personality. Each individual with

his own personalities, that’s why many products need to match

each personality,.

Objects can also be considered as part of the self. For

example, jewelry (watches), cars (sport cars) or clothing are

used to define the self, they are an extension of the person.

Individuals consume two different ways. First, they buy some

products to enhance what they are, but also to try to match the

image of the ideal person they want to send out.

- Beauty symbol

The symbol of beauty built by products and ads

The consumer also has the role of the consumer in structuring

social reality. For example, more and more brands are

challenging the beauty concept (eg Dove).

On the other hand, the image of the "ideal" family in

advertisements tends to change. This will therefore influence

consumers in their perception of the company. In fact, being

confronted with advertising, their perception of the society

will be different.

D. Role acquisition

Each of us fills a lot of role in his life (student, mother,

daughter, grand-mother, worker…), and these roles are

constantly changing. We can find three phases in the

acquisition of a new srole:

- Separation from the old role (e.g : Children get a bigger

bed)

- Transition from one role to another (e.g : consumer will

adopt a new lifestyle or new objects they otherwise would

have rejected

- Incorporation : the consumer took on his new role and the

identity associated with it

Consumption can be very helpful in acquiring a new role. Buying

new objects can help consumers to integrate their new role more

easily.

Role transition also includes rituals. For example, the

transition from single to married status will need different

objects to fulfill the role correctly. Each ritual involves

relevant products. Here, the wedding reception ritual will

require a cake, napkins, champagne goblets, food, the bouquet,

the photographer and enabling products as clothing for the

attendants, flower girl… Consumption is involved in almost all

kinds of social behavior and in different events such as

Valentine’s Day.