Critical Analysis of Consumer Behaviour - Case Study Example

Part 1. Introduction The critical analysis of consumer behaviour is a complex social phenomenon that necessitates a wider understanding of the multi-disciplinary approach. It challenges the status quo and provokes new dialogue. Indeed, in the contemporary times, a new consumer culture has evolved that is primarily defined by the choices of consumption of commercial products that may confer predetermined status to the user. This is an interesting phenomenon as it describes dynamic relationship between consumer action, cultural meanings and marketplace that goes beyond the traditional conceptualisation of culture representing a homogenous collection of shared values. Within the broader framework of globalisation and market capitalism, consumption choices give special meanings and symbols to individuals that make it attractive to consumers and help develop consumer culture that thrives on consumption. Aldridge’s ‘classification of images of consumers in Western discourses’ therefore indicates restructuring of the social identity based on evolving consumer culture. 2. Aldridge’s classification of consumers The notion of consumer discourse is broadly social and refers to consumers’ social practices that are influenced by myriad socio-psychological compulsions which influence his/her consumption pattern. Consumption has emerged as a concept which is market driven and highlights complex relationships between interrelated elements of the market that are intrinsically linked to consumer behaviour. It is distinct in its social identity, social activity and cause. The consumption of commercial goods becomes important because of the role of external environment that tends to impact consumers through rhetorical communication used by producers of goods and services. The various discourses adopted by the market give it a unique perspective that promotes consumer culture defined by new values and based on consumption of goods. Aldridge (2003: 7) analyses the discourse on growing consumption compulsions and investigates the way people are redefining not only their values but also the way they see themselves as consumers in contemporary society. He emphasizes that the images of consumers are need driven but at the same time, those needs are continuously being manipulated by external environment of personal and professional rivalry. Thus, consumers have becomes more conscious of the way they are likely to view themselves and also the way others look at them. He also says that modes of communication like advertisements greatly influence their behavioural pattern and consumption habits. Consumers’ images are broadly classified into four categories of consumers: rational actors; communicators; victims; and dupe. Images of consumers refer to the way consumers are perceived by themselves as well as by others. Aldridge has not categorized consumers but has classified images of consumers. This is vital distinction that is designed to evaluate and identify various market paradoxes that exploit human nature and tend to influence their choices in real life. Rational actors are assumed to act rationally based on their self-interest. They prefer consumption of goods that serve their wider interests. At the same time, it recognizes victims who are not able to make good choices in their consumption of goods due to myriad reasons like lack of informed choices. The communicator employs choices in order to achieve desired goals. It therefore seeks to adopt consumption as way to symbolize and convey certain social meaning. It reconstructs social identity of individuals who tend to use consumption of goods to identify with certain social status. As such, they are key catalysts for evolving consumer culture that reflects new values and lifestyle of consumers. Communicator therefore relies on symbols that are represented by the goods and give the desired status to the consumers as perceived within the precinct of defined social class and identity. They are likely to emulate others in their consumption of goods that may not be need driven but is motivated towards achieving higher social status. The victims suffer disadvantage through consumption as they are ill informed and are therefore vulnerable to scams. Their bad decisions could incur loss. The major examples of victims can be found across people who have made bad investments and are often blamed for their own foolishness in their consumption of goods and services as they become easy prey for forged or stolen goods. Lastly, the dupes are consumers who are easily manipulated by marketers who are able to influence their consumption behaviour. Consumption pattern of dupes becomes key facilitator for marketers that is exploited for their vested interests. Special interest tourism is exemplary example of dupes where individuals are lured to take up tourism product that may not be need driven or consciously sought. 3. Consumption and cultural dynamics Changing consumer culture has emerged as vital ingredient of contemporary market strategy as it explores, identifies and exploits the role of consumption in modern society (McCracken, 2005: 24). The images of consumers in the capitalistic society also raise pertinent questions of who wields more power: the consumer or the producer? Moreover the wider implications of consumption of goods, especially related to the symbolic representation of self becomes a crucial factor that gives credence to the capitalistic approach of market based economy that thrives on commodification of goods (Miles, 1998: 52). Aldridge (2003: 21) further contends that western discourse implies gendered perspective of consumption as women are viewed as fashion victims who are easily swayed by market gimmicks but men are rational and tend to apply rational approach to consumption of goods and services. Interestingly, Miles (1998: 12) contends that gender based consumption is socially constructed and cultural reconstruction at macro level has now become intrinsic part of micro system. The individuals have become empowered entities who are free to pursue self-interest or become part of new identities brought about by the influx of new interests and new images of consumers. Cultural dynamics of contemporary social structure, encompassing diversity, was exploited by capitalistic managers who used Aldridge’s classification of images of consumers for influencing consumption choices of individuals. Consequently current times have witnessed emergence of advertisements as an important form of discourse which has infiltrated throughout society and which employs multitude of persuasive techniques that influences purchase decisions of consumers (Sassatelli, 2007). Advertisements have become mainstay of market strategy that promote consumerism as they encourage material gratification and evolution of consumer culture that relies on social discourse forging linkages between consumer consciousness and products/ services (Sayer, 2006; Saussure & Schulz, 2005). Moreover, advertisements serve as vital part of cultural dynamics that provoke new dialogues across the consumers through rhetorical and psychological tools. It has changed the way people perceive goods and services. Most importantly, McCracken state that advertisement redefines individuals in terms of new social identity that seeks gratification through consumption of goods (1989). Advertisements therefore, have gained significant inroads into the socio-psychological imperatives of contemporary lifestyle and make people susceptible to new desires and expectations as a result of rising consumerism. Part 2 1. Advertisement as social discourse The role of advertising as social discourse greatly facilitates widespread interpretations of the symbols and meanings associated with the advertisements of products and services. The semiotic approach becomes an essential paradigm of advertisements which incorporate physical consumption of products as well as their symbolic representation that adds value to the consumer. Thus, how the symbols are decoded and meaning allotted to them by the consumers highlight the effectiveness of the advertisements and socio-psychological understanding of consumer behaviour by the marketers. Within the broader concept of social discourse through advertisements, celebrity advertising and endorsements provide vital insight into images of consumers in Western culture. The case of Redbull energy drink is prime example of manipulated consumer culture that relies on celebrities to influence the lifestyle of consumers. Consumers as communicators reconstruct their identity to become part of defined group that gratifies Maslow’s needs of hierarchy. 2. Theoretical framework of celebrity advertising Advertisements are intrinsic part of social discourse that are designed to create product imagery with which the consumer identifies or want to identify with. Involving celebrities as models of consumers for products, advertisements invoke desires within individuals to become consumers. The celebrity advertising fundamentally relies on socio-psychological imperatives that considerably impact social identity of consumers that is congruent with the symbols used in advertisements (Erdogan, 1999). The various theories give weight to the symbolic representation of the needs and desires of consumers for the product. 2.1 Social identity theory They offer perceived value and promises as decoded within the imagery of advertisements as depicted in text or picture, that creates apparent need of the product. The contemporary advertising goes beyond the product and showcases individuals’ hedonistic desires, thereby initiating new consumer culture for decadent goods and services (Till et al. 1979: 185). Celebrities endorsing products promote stereotypical portrayals of characters that are compared and identified with self and thus, Tajfel asserts they have powerful emotional impact on people (1986). They help inculcate a strong sense of bonding, raising self-esteem and social status of consumers. The luxury goods and products endorsed by celebrities serve as motivation for consumers to buy the product in order to become part of defined social circle by virtue of consumption of good (Tajfel, 1979). 2.2 Transfer model Transfer model reveals cultural meaning of the advertisement which is passed from the celebrity endorsement of the product to the consumer when product is consumed. McCracken (2005) affirms that cultural meaning associated with the celebrity endorsement of product is successful only when its meaning is transferred over to the consumer and consumer feels strongly connected to the meaning or cultural symbols. Fleck et al., state that celebrity representation of product is symbolic of deeper cultural meaning that is decoded by consumer when he/ she embrace the meaning as part of cultural transformation which is depicted by the consumption of the product (2001). 2.3 Source attractiveness model The theory depends on the source valence where congruence occurs when celebrity is perceived as familiar, attractive, likeable and could be easily identified with (Clark, 2003). Attractiveness and beauty of the source considerably increases the appeal for the product and at the same time, it enhances the recognition and recall for the product. Brewer & Porter (1993) assert that physical appeal is also daunting and may sometime have adverse impact on the consumer but is mostly observed to have positive impact on the users who can better associate and recall the product which is endorsed by physically appealing personality of the celebrity model. Thus, its consumptions often results in higher self-esteem as their self-image gets a boost in the consumption and gives them a symbolic connection with the celebrity. 3. Application of theoretical framework within Redbull’s market strategy Redbull energy drink has applied theoretical framework of celebrity advertising to influence customer behaviour and their purchase decisions. Visual images, text and verbal message all convey special meaning that is sought by consumers. For example, Redbull energy drink when endorsed by football team shows how it helps maintain the energy of people under strenuous circumstances and promotes wellness amongst the users. Thus, viewers of celebrity advertisements transfer that meaning to the consumers who use the drink not only to be in league with the celebrity status but also to keep fit like the celebrity. Celebrities have been shown drinking Redbull which has subtly transferred certain coveted desires of the consumers into purchase decision as they wanted to be identified or associated with the celebrities in some way or the other. When consumer emulates models in the celebrities advertising, the rhetorical lifestyle as adopted conveys socially constructed message that consorts with the lifestyle of the celebrity. Advertisements of Redbull energy drinks have featured celebrities like Lindsay Lohan, Britney Spears and Demi Moore. When celebrities are shown drinking Redbull energy drink, it sends the message that one can achieve elitist status through consumption of Redbull energy drink (Hollensen, 2011: 283). The theory is good for self-esteem of consumers who get inspired to buy the product so that they get a sense of belonging to defined group or social class. 4. Implications for marketing managers Cultural dynamics has emerged as a vital element that influences consumer behaviour and consequently it is explored and exploited by marketing managers. Kotler & Armstrong (2007) have stressed that effective marketing necessitates a focused approach that offers wide range of informed choices and creates needs which are fulfilled by promised goods and services. These are major issues that have huge implications for the marketing managers because they are intrinsically linked to the consumers and their purchase behaviour. Celebrity endorsement of products is one of the most powerful tools of marketing as it tends to expose the hidden or desired needs of consumers who wish to be associated with the celebrity. By using the products and services endorsed by celebrities, the consumer is able to satisfy his/her hedonistic needs. The marketing manager therefore identifies and exploits these factors for influencing purchase psychology of consumers. 5. Conclusion Aldridge’s images of consumer in Western discourse therefore become hugely pertinent issues that are exploited by marketers for gaining competitive advantage. Consumer culture evolved as a result of manipulation of consumer choices resonates with the classifications of images of consumers and which are exposed through celebrity advertising. Interestingly, while the four actors or images are distinct in their disposition towards products, the differentiation is blurred significantly when celebrity culture reconstructs the identity of consumer in relation to the use and the meaning that is represented through cultural symbols. Various theories reveal how human nature and socio-psychological paradigms are utilized to market goods in capitalistic economy. (words: 2201) Reference Aldridge, A. (2003) Consumption. Cambridge: Polity Press. Brewer, J. and Porter, R., (eds.). (1993) Consumption and the World of Goods, London and New York: Routledge. Clarke, B.D. 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