Chapter 1: Consumption In My Everyday Life
I spend too much time shopping online. Being a part of one too many consumption communities, following one too many social media influencers and being surrounded by other materialistic consumers has had a profound impact on me as not only a consumer, but as a person. It often takes much, if not all, of my willpower to tear my eyes away from my phone screen and remember that although I'd love to spend an entire paycheck on a pair of boots, I have rent to pay and food to buy. There are many outside factors that influence my purchase decisions. With the prevalence of social media, online advertisements and other forms of marketing directed towards me, a single consumer within a larger demographic, I sometimes feel lost when trying to think through a potential purchase.
Learning about the study of consumer behavior will probably help me become a smarter, safer buyer. It never occurred to me that there were so many questions present throughout all stages of the buying process, not only from the consumer, but from the marketer as well. After reading about the Consumer Behavior Process, I took a figurative step back and closely examined the steps and questions present in my own consumption. I used a personal, frequent purchase of mine as an example.
After reading through Chapter 1 of the text, I've started thinking over each potential purchase.
Most of the time I find myself questioning purchases after they've been completed, which isn't generally considered smart buyer behavior. However, this is a basic outline of the questions I might ask myself, and the research I may do, when I'm doing my duty as a consumer and exchanging my money with a company.
 |
| Advertisements on social media are precisely tailored to each individual consumer. I visited FWRD once to browse through a sale. Now I see ads for the items I scrolled through each and every time I log in to Facebook. |
Learning about the study of consumer behavior will probably help me become a smarter, safer buyer. It never occurred to me that there were so many questions present throughout all stages of the buying process, not only from the consumer, but from the marketer as well. After reading about the Consumer Behavior Process, I took a figurative step back and closely examined the steps and questions present in my own consumption. I used a personal, frequent purchase of mine as an example.
After reading through Chapter 1 of the text, I've started thinking over each potential purchase.
- Do I fall within this company's target demographic?
- What market segment am I actually a part of?
- What is my potential relationship to this item that I'm buying?
Most of the time I find myself questioning purchases after they've been completed, which isn't generally considered smart buyer behavior. However, this is a basic outline of the questions I might ask myself, and the research I may do, when I'm doing my duty as a consumer and exchanging my money with a company.
 |
| Barbara Kruger's iconic pop-art piece still holds true to this day. |
Comments
Post a Comment