Factors Affecting Consumption Patterns - Research Paper Example

?Consumption Patterns Consumer behavior looks at when, how, why and where people are likely to or not buy a product or service. The also analyzes sociological, psychological and economic factors affecting consumption patterns of a given population. The decisions made prior to buying a product are also looked at as well as the characteristics of particular consumers such as age, gender and history. How members of a given population are influenced by the society in making preferences of a particular product or service is also considered. There exists an interrelationship between the product (what captures the attention of the buyer towards buying the product) and one’s response toward it. The consumers market is made of product, price, place and promotion all surrounded by economic, political, cultural, demographic and technological factors. The buyer may be influenced by knowledge, lifestyle patterns, perspectives, taste, character and motivational factors in buying the product. Prior to buying the same product, one may decide to search information about it from various sources, one may look for an alternative product, recognize a problem with the product or decide to buy it later. Purchasing the product can depend on one’s individual taste, brand recognition, dealer, amount of the product, or the time the product is being sold (Boone & Kurtz 287). In the United States, various types of consumer behavior exist among different parts of the country. America has been inhabited by many types of cultures over the years. This immigration has not only formed an outstanding culture but also created various subcultures or ethnic groups within the whole of America. These groups have the same religion, beliefs, heritage and experiences that distinguish them from other members of the society. African Americans and Asian Americans are an example of such groups and compose of around a third of the US population. Hence, their similarities contribute to possession of the same consumption patterns (Hoyer & Falcnnis 323). A minority of the ethnic groups exhibit different behavioral patterns with each group having specific preferences in food, clothing, music, and cosmetics such as skin and hair care products among others. American consumers for instance demonstrate a desire to embrace new fashions as well as frequent shopping compared to others. Media also affects consumption patterns. Some media exist for a specific ethnic group or many subgroups. Hence, it may decide to use the ethnic language to conduct its advertising and promotional campaigns to reach the target audience. Religion brings with it values, and beliefs about various issues such as understanding of sex, family life customs, norms and morality. What is consumed is guided by religion, a key concern that should guide marketers in product distribution. Consumers shopping behavior is largely influenced by their different needs and preferences (Meisis & Tait, 123). African Americans African Americans display a large and widespread group that is composed of many subgroups with regard to regions, academic and profession. According to reports, almost 30% of the population possesses 50,000 dollars and above GDP while 46% stays at home majority of whom are single parent families where women are the main breadwinners. On the level of education, almost 15% are college graduates out of the 24% of the whole us population. In terms of consumer behavior, African Americans believe in freedom of life, dressing and presentation. They are very independent and value their culture, which they struggle to maintain as they are mostly less concerned with other groups way of life and do not easily imitate. Their consumption patterns are grounded on the principles of individual presentation, importance of style and beauty. In relation to the above is the search for recognition and status revelation. In the attempt of describing their fashion statement, African Americans mostly buy the ‘boy’s clothing’. This has made them become targets for commercial advertisers due to their tradition of buying advertised brands. African Americans have of late become the focal point of many marketers who design clothes and products of their taste. They display more positive attitude towards advertisements on media channels than other populations. In modeling and acting, African Americans draw a larger consumer than other groups, an attention that has boosted profits on modeling and acting companies. Their influence in the general market is very high. In their residential segments, there exist many boutiques that sell clothing, pouches, hats and other accessories imported from Africa (Meisis & Tait 123). Asian American Consumers According to Hoyer (12), Asian Americans are the ‘third largest and the fastest growing major subculture in America, with a median age of 33.2 years old’. Majorities are of Asian origin and are found in California, and New York City and its outskirts, and Hawaii. Widespread urban population has been witnessed in Chicago and Washington DC. Together they comprise people from 29 countries making autonomous groups with different norms and culture. The Asian culture is guided by values of upholding kinship ties, culture preservation and togetherness. Their shopping patterns are almost on daily basis with an accompaniment of acquaintances. They show interest in state of the art products including new fashions and brands which they are ready to buy on any price but usually bargain. Due to their spirit of togetherness, they sometimes dedicate free offers to their friends and families (Xing 68). Decisions and Comparison in Consumption Patterns The growth in population, technology and creation of jobs has continued to merge the subcultures together while making their tastes, preferences and decisions on product consumption similar. Both groups have been found to buy products upon persuasion and recommendation by acquaintances, family friends and relatives. The main characteristics defining western culture are materialism, individualism, family and children, health youth, quest for recognition, environment and technology. Under materialism, people are seen to value satisfaction based on what they have or own acquired in the course of their life. They then seem to value material goods such as clothes, vehicles, family celebrations like weddings and birthdays. These require one to have big houses, expensive clothes and cars, and wealthy friends. If these requirements lack, they are likely to suffer stress. This is why black and Asian Americans will always go for what is fashionable and expensive in order to gain status in the society (Boone & Kurtz 287) Differentiation in cultures leads to individualism in the process of searching for individual freedom and assertiveness. The western consumers have placed their requirements and rights as priority over others. The African and Asian Americans individualistic nature has made them focus on group socializing, brand and fashion consciousness. They, therefore, target on those products that satisfy their needs and desires only. Generally, people prefer and attach value to authentic goods; things that are associated with a particular culture. There is a feeling of patriotism for consumers towards products that is believed to be authentic, and are likely to reject that which lacks originality. This value is what has seen many shops in regions inhabited by African Americans sell African accessories, clothes among other African products. Technological innovations also affect the way people consume products. Majority are driven by the desire to buy the latest product to improve the quality of their lives. Thus, consumers’ decision to buy products is dependent on the values that they posses (Boone & Kurtz 287). Works cited Boone, L & Kurtz D, Contemporary Marketing, Cengage Learning. Print. Hoyer, W & Falcnnis, D, Consumer Behavior, Cengage Learning. Print. Meisis, G & Tait, A, Ethnic Media in America: Building Systems of Their Own, Kendall/Hunt. Print. Xing, J, Asian America through the Lens: History Representations and Identity, Rowman Altamira. Print. Read More