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Water consumption research - Essay Example

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I come from China and studying in London has enlightened me about some of the of secrets of “capitalist society” particularly Tesco and Waitrose such as the popularity of fair-trade products.Observing the Western way of consumption often gives a bit cultural shock,which…
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Download file to see previous pages son with Nestle).Even for white-collar workers in big cities like Beijing and Shanghai,it would be a considerable cost if they choose only Evian as drinking water.
Bottled water is a ubiquitous commodity and its consumption continues to increase rapidly(Wilk, 2006). It is frequently studied with comparison to tap water,or be criticized for single-serve disposable containers and not sustainable (Azoulay et al 2001; Doria 2006; Ferrier 2001). In China,I was not a consumer of Evian,as there were many cheaper alternatives. And I would not be surprised if some rich Chinese drink Evian every day.However,according to my memories,some young people, who were students and did not earn money, claim that they were fans of Evian, who never forget to take one bottle of Evian when they had group activities, like taking an LV. It seems that this kind of behavior is a new way of ‘conspicuous consumption’)in everyday life,which is definitely unsustainable (Wilk, 2006). On the other hand, irrational consumers just buy a product out of pulse and some of them are not aware of the forces that drive them to buy the product.
For these consumers,the meaning of this bottled water is far beyond Marx’s use-value is more concerned with the benefits sought from using a particular product. The customers seek different benefits from a particular and this significantly plays a major role in influencing their behaviour to buy such product (Kotler & Armstrong, 2010). For those people, what kind of magic does Evian have to get them pay for it? With this in mind, I suppose researching the ways in which people consume expensive bottled water while much cheaper alternatives are abundant would provide a stimulating focus.
This research aims to explore in the case of Evian consumption,the kind of meanings the consumer creates and find them in Evian. Through this consumption, what information about herself does she want to communicate to others? Also, this research aims to ...Download file to see next pagesRead More
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