by Gab Carrillo, Yolanda Cano, Kelly Childers
Consumer Culture
The act of buying goods or services (consumption) is a cultural activity, one with imbued with meaning and driven not just by practical or economic factors. Consumer culture drives the tendency of people to identify strongly with products or services they consume, especially those with commercial brand names and perceived status-symbol appeal. Consumer culture is the link in the equation connecting personal happiness with consumption and the purchase of material possessions.
We interviewed three people that belonged to a particular consumer culture group: an eco-friendly consumer, a brand loyal apple user, and a penny pincher. The eco-friendly user was interviewed in her home where we witnessed various products that supported this claim. The penny pincher was interviewed outside of Goodwill, a place where she frequently shops to save money. Lastly, the brand loyal Apple user was interviewed in their home after they purchased a new MacBook Pro. Also, we felt it was necessary to show the numerous Apple products they use in their daily lives.
Eco-Friendly Consumer Culture
Penny Pinching Consumer Culture
Apple Brand Consumer Culture
Business applications
We found three different business applications that applied to our theory. The three applications were social marketing, market segmentation, and consumer decision. Social marketing creates behaviors that create a positive effect on targeted individuals or society as a whole. For example, Redbox provides a positive effect on consumers by only charging $1 for DVDs. Market segmentation is a portion of a larger market whose needs differ from the larger market. For example, users look for specific products that fit their personality and consumer needs. Consumer decision influences people into certain cultures such as demographics, social stratification, ethnic, religious, etc.
Team "Consumer Culture"
Yolanda Cano, Gabe Carrillo, Kelly Childers
No comments:
Post a Comment