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Consumerist Approach To Social Marketing

1448 Words6 Pages

The consumer is the most relevant element in marketing, to the orientations of marketing management, sales, production, and the consumer is the individual who ultimately uses or disposes of the product, the individual who buys or acquires the product. When defining the strategies of marketing must be taken into account the behaviour of both. Undoubtedly, marketing has been asked by the consumer in order to meet economic objectives, but in parallel the question arises for ethics in consumer research, a concept linked by Ekinci and Riley (2003) to social marketing, arguing that companies “must meet the needs and desires of their target markets in ways that preserve and increase the well-being of consumers and society as a whole”.
According to …show more content…

Marshall, according to this theory, one of whose most related exponents is that man always observes to improve its practicality. That is, man will always focus to get the product that most helpful to him depending on the price he will pay for it, in other words, man will constantly attempt to increase the cost-benefit ratio in each activity of his life. This approach considers that the consumer is influenced by economic and product performance factors regarding their needs that will produce an increase in consumption behaviour of a given product. In this approach the concept of reinforce is fundamental. The stimulus is considered positive reinforce when it produces an increase of the behaviour. Once you have tried one product you no longer risk testing others. It considers, unlike the previous approach, that consumer behaviour is not entirely rational. There is an emotional component of attachment or habituation for the consumption of a given product (Reynolds & Olson, …show more content…

These needs can be classified as: physiological, safety and tranquillity, social (love, affection, belonging and acceptance), self-esteem and self-fulfilment (self-satisfaction). Belk (2013: p 477) claims that “the current wave of digital technologies is fundamentally changing consumer behaviour in ways that have significant implications for the formulation of the extended self”. The satisfaction of needs from a symbolic perspective becomes the pursuit of well-being that is achieved when one of those needs is pleased. Consistent with this, consumer behaviour is not defined as a simple exchange (buying / selling a good and a service), but as a set of social, cultural and psychological forces that motivate the consumer to make a purchase decision and a set of needs that determine their behaviour. The study of the concept of consumer behaviour is complex and requires the analysis of factors internal and external to the individual. The concept of consumer behaviour thus nurtures the contribution of different areas of knowledge that explain and understand the behaviour of consumers throughout the purchasing process and decision-making, in order to generate marketing strategies that favour decisions companies (Belk,

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