Marketing and Motivation and Desire for Identity - Coursework Example

Marketing and Society Introduction Kardes, et al. , d that personality and other related characteristics dictates how people behave and also tend to influence their consumption behavior. In reference to consumers, people tend to purchase not only what they need, but also those things they feel are consistent with what is in line with their self-concept. In a broader sense, people tend to purchase products in relation to what they feel they stand for and who the society believe they are. With this knowledge, many marketers have developed marketing niche that base its strategies on the personality of the target market. In light of this, marketers try to match the image of their products or services to what they perceive as self-image of their target market. Different things motivate people to purchase different products or services. The same motivation makes people to avoid or shun away from purchasing some products and services. The decision on likable and unlikable products is mostly influenced by the environment, social status, culture, and economic among other factors (Prabakaran, 2012). Therefore, people express themselves through consumption. Their main motivation to consume is their desire to be similar to some people and different from others Motivation and desire for identity The perspective of social stratification Solomon (2007), denotes the issue of branding and its meaning to different social groups. Social stratification is a form of inequality that has continually been institutionalised. Its manifestation has been based on social class, racial and ethnic stratification and gender. The motivation to consume is, therefore, highly influenced by the desire to be similar to a group of people and different from others. Social identity Human beings have special social identities that they tend to associate with in many situations. One imperative way is through consumption. This depends on who one believes he is and what that status means in the context of his culture. Social statuses have been found to have categorised people in regard to their status and their consumption behavior (Wells & Prensky, 1996). The rich Due to change in the way of life and circumstances that dictates one’s life, some people have the fortune of being rich. Their lifestyle is different and their consumption behavior is shaped by their status. Rich people have been argued to like consuming expensive products and services that match their status. Their shopping behavior is also shaped by the status. Unlike poor people who consume anything as long as they can afford to purchase, rich people have a clear defined shopping place and quality of products they purchase. In fact, some studies have documented that some rich people would not purchase a cheap product even when the quality is outstanding. Because of their security reasons, rich people do not like shopping in local places. They like shopping in urban areas where they feel their security is guaranteed. In most of the congested and poor environments, it is believed that crime is prevalent in such areas. Therefore, rich people are concerned about such issues and would not go purchasing in such areas. Additionally, they like consuming particular products of specific brands. Probably, the bland is associated with their status and what they stand for. In another dimension, rich people would not want to purchase products that would put their health at risk. They value their health and so are the products they consume. Even for people who climb the social ladder, the consumption behavior changes with the change of their status. They emulate people of their current class. They like being associated with them and every bit of their lifestyle. The poor Poor people have been found not to be choosy when it comes to consumption behavior. They are rational in consumption. They consume whatever they can afford to buy. Studies have documented that poor people are prevalent to eating habit disorders. They mostly suffer from water borne diseases such as typhoid for lack of quality foods. Their primary concern is hunger satisfaction then the rest follows. This is unlike the rich who have the capacity to purchase quality foods that keep them off the diseases. Poor people have no means of purchasing some products due to their expensive nature. They can shop anywhere within their neighborhood regardless of the security and risks involved in purchasing low quality products. Poor people have no regard to expensive clothing and other luxury products. Their main concern is on basic things that make them continue surviving. In fact, some people do not like being associated with the rich and their expensive lifestyle. They fear being ridicule by their fellow poor people. If they happen to buy expensive products, their fellow poor people see them as trying to show off and their focus is on how such a person may have a downfall (Wells & Prensky, 1996). Working class This entails a mass of individuals who have joined the job market and are currently working for their survival. They like being associated with education and what comes with educated people. They like changing products to match with technology and fancy life. However, this group of people is susceptive to some eating habit disorders such as obesity. This has been attributable to their busy life and lack of time to cook healthy foods. They like consuming fast foods and rush back to their work stations. They do not like being associated with poor or uneducated people. They feel poverty is as a result of lack of education and laziness. Therefore, they do not like purchasing products similar to those of the poor and uneducated people. With the increase in technology, working class likes consuming products that matches the current technology such as smart phones, ipads, and laptops. This is as opposed to the poor and uneducated people who only like purchasing products that can perform basic functions (Wright, 2006). For instance, the poor are only concerned with owning a phone that can just enable them make calls. They believe that those additional applications in smart phones are for working and educated people thus they feel purchasing such products is wastage of money. The working class entails close or similar characteristics with the youth. The youth like consuming products that matches the youthful life. The type of cars they purchase must not reflect what the old people purchase. They like sports and all other things associated with sports. Durability is not among their preferences since they like purchasing products they can easily substitute in case a better product is found. They like purchasing products that are up-to-date with much of the concern being accorded to technology. The pressure from peer is crucial in determining what one consumes. Competition especially in young women is high as they tend to compete on being the top person with the latest fashion. This is as opposed to the old people who do not care about what other people are purchasing. Family influences People’s consumption behavior and other things they do are as a result of the expectations other people have on them. It is believed that family is the most basic unit that every person is associated with. Each family has got its own beliefs and personalities that dictate on the consumption behavior of every member of the family. A higher percentage of decisions made within the family are based on the agreements between the family members (Robertson & Scott, 1984). For instance, the financial spending of the members of the family are determined by the parents and mostly by the father. Therefore, the consumption behavior of children are highly determined by the decisions made by their parents depending on the money budgeted for particular products and services. Additionally, apart from the finances, the beliefs and values of each family helps in determining the consumption behavior of the members of the family. For instance, some families have strong moral obligations to allow growth of children in an upright way. They consider things like short skirts are a sign of immorality and would not allow their children to purchase them. Therefore, even when children would wish to purchase some products just like those of their peers, their families dictates on what they should purchase. Conversely, poor families would not afford to purchase expensive products for their children. Even when some things are considered as necessities, they refute by quoting their financial crisis. In case children are denied some products, it also becomes difficult for their parents to purchase expensive products. This would create conflict between the children and their parents (Wright, 2006). Time Due to the change of the life and many issues that influence people’s behaviors, time becomes an essential factor to consider on what to purchase and at what time. Kardes et al. (2010) argues that due to high cost of living and many things that people want attended to, many people are busy working. Such people have little time to go shopping. If it becomes a necessity, it depends on the kind of the product to purchase and the urgency. Otherwise, they keep on postponing the purchase of such products. In fact, some researchers have advised marketers on the kind of marketing strategies to use in regard to the availability of the customers. For instance, some marketers categorise customers as ‘morning’ or ‘evening’ customers. Therefore, availability of people to purchase influences their consumption behavior. Some people prefer doing their shopping in the morning before going to work because they know it would be difficult to have time for purchase after they leave place of work in the evening. Others like shopping in the evening especially if they leave their places of work early. Moods Some people purchase some products depending on their current moods. For instance, when some people are in bad mood, instead of purchasing soft drinks as they normally do, they tend to deviate from that and purchase beer and other alcoholic drinks. Some people do purchasing because it is a form of entertainment. This goes in line with their desire to purchase some products they saw when they were doing window shopping. Gender Companies have gone miles to design products in regard to gender roles and personality. For instance, some phones have been designed to fit women while others have been designed to fit men. The same case applies to the colours. There are some colours that are associated with men while others are associated with women. Therefore, it becomes a matter of purchasing products with regard to perception from men and women. Perception The way individuals perceive of the world around them is a crucial element that determines the consumption behavior. This involves people’s sense of smell, taste and touch. Some people prefer specific smells and would, therefore, purchase products that have that same or similar smell. The same case applies to tastes. Some people tend to purchase foods that have a specific taste or similar to the one they like. Culture Culture also plays a part in influencing people to purchase in a particular way and particular products. Culture is imperative as people tend to be identified with it. They denote the beliefs and set values that members of the culture are expected to conform (Prabakaran, 2012). For instance, race has been for a long time influenced people’s consumption behavior. Some products have been considered ideal for some races while others are viewed as fit for other races. Religion also plays a part in influencing the consumption behavior of its followers. For instance, some cultures do not allow eating of some products by their followers. The same case applies to political factors that are highly considered to influence people’s consumption behavior in many ways. For example, due to different political ideologies, some people would not purchase imported products with an argument that this culminates to killing local industries or adopting westernization and other cultures that risk killing the local economy. Robertson & Scott (1984) articulate that, as people try to be identified with their culture, it becomes apparent that their consumption behavior is also influenced by their support to the culture. Even when there are no guidelines on what would happen if one goes against his cultural requirements, people are bound to comply with the culture. To some extent, some people consume particular products that are associated with their culture just as a way of solidarity with their culture. Products that are associated with cultures that are undermined or looked down upon tend to be shunned away by people including the members of the culture. This is instrumental in that it highlights on the best option marketers use when designing their products. The popular culture has an advantage of enjoying a wide range of products that are emulated even by other cultures. Rationale for motivation Although there are many personal attributes that motivate people to consume particular products, the issue of whom they desire to be associated with and whom they do not need to be associated with plays a big role in influencing the consumption behavior. Many people believe that adapting foreign behaviors that are exhibited through a variety of services is a risk affair since it introduces the concept of westernization that can erode people’s culture. Conversely, some people like being associated with such foreign products and services because they value or admire the foreign culture (Solomon, 2007). Some studies have also documented that some people shun away from purchasing some products on the basis of what the company that sells of manufactures the products stands for. For instance, companies that do not support the issue of social responsibility have been having problems maintaining competitive advantage compared to those companies that adhere to the concept. People tend to feel obliged to be identified with brands that care for the environment and other social issues affecting the society (Prabakaran, 2012). The whole issue of what motivate people can be attributed to the issue of what people feel attached or attracted to. This has always been molded by the stratification of the consumer. Basically, the basic associations of the individual can be argued to control their determination of what is right and what is not worth for their consumption. This of course is what is highlighted on the issue of social stratification and the beliefs and values of the group that one identifies with. Conclusion With many deliberations on what motivates people to consume particular products, the desire to be similar to some people or different from others is fundamental. Social stratification places people into different social perspectives that guide their consumption behavior. The differences in what social stratification has created are what create like and dislikes of some products depending on the beliefs and values of one’s social group. Gender has also been found to influence people in different consumption behaviors. Men have tastes different from those of women. Religion also plays a part in dictating what its members should consume and what they should consume. The same case applies to political ideologies that create different views on consumption of particular products. Culture has also been noted to have a significant influence on the kind of products its members consume. Nevertheless, due to competition brought about by social stratification, people tend to consume different products as a way of prove of distinction from the other group. Therefore, people express themselves through consumption. Their main motivation to consume is their desire to be similar to some people and different from others Reference list: Kardes, F. et al. (2010). Consumer Behavior. London: Cengage Learning. Prabakaran, V. (2012). Impact of Advertisement on Consumer Buying Behavior. Journal of Marketing & Communication, 8, 2: 12- 20. Robertson, T. & Scott, J.W. (1984). Consumer behavior. London: Scott, Foresman. Solomon, R. (2007). Consumer Behaviour: A European Perspective. New York, NY: Financial Times/Prentice Hall. Wells, W. & Prensky, J. (1996). Consumer behavior. Hoboken, NJ: John Wiley and Sons. Wright, R. (2006). Consumer Behaviour. London: Cengage Learning EMEA. Read More