(consumer behavior) - Essay Example

Questionnaires with appropriate scales were used to randomly collect data from people in different areas in an undisclosed city in the UK. After testing for validity and reliability, the collected data were quantitatively analysed using the structural equation modelling together with invariant tests with age and gender as moderators; those aged between 17 and 40 were considered as young while those above 40 were taken to be old (Aroean 72). It was found out that innovativeness could be a predictor of playful consumption and brand consumption though the latter does not predict playful consumption.

This is an important article in understanding the role that consumers and behavioural perspectives play with regard to playful consumption. Organisations would find this research important in satisfying “innovative, playful consumers” thus the need for playful product brands (Aroean 70). As such, brand managers could retrieve relevant information to boost brand loyalty and share. Interestingly, the research reveals that switching brands does not pass as a predictor of playful consumption which means that marketers should not be concerned with their innovative customers who find varied play brands.

But even so, these consumers would need to be constantly supplied with new playful rewards in form of new products so as to avoid adaptation. Nonetheless, the use of random sampling makes this study less desirable to marketers seeking to penetrate specific target markets with specific products. Eckhardt, G. M. and Houston, M. J. “On the Malleable Nature of Product Meaning in China.” Journal of Consumer Behaviour 7.6 (2008): 484 – 495. Wiley Online Library. Web. 29 October 2012 It is known that customers attach various meanings to products guided by context.

But little research has been done to determine the source of this variation. Just like the other consumers, Chinese consumers hold multiple meanings