Situating consumption in a historical perspective Understanding the successive adaptations of the market research approach The 1950s From Scarcity to Abundance High growth in purchasing power Numerous new products marketed ID: 754479
Download Presentation The PPT/PDF document "Key Notions on Consumption" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Key Notions on Consumption
Situating consumption in a historical perspective
Understanding the successive adaptations of the market research approachSlide2
The 1950s : From Scarcity to Abundance
High growth in purchasing power
Numerous new products marketed
Sociologists refer to this period as the beginning of the «consumer society»Slide3
1.2.1 les faits marquants de la consommation
What is Consumer Society?
It is not a society in which needs are artificially created, they pre-exist
Satisfying such needs is part of a commercial exchangeSlide4
Consequences for the Marketing Approach
Intensification of competition
A fierce competitive market approach:
Priority given to keeping
market share
A
B
D
C
ASlide5
1.2.1 les faits marquants de la consommation
The 1960s : Abundance is challenged
Customers
purchase goods for
pleasure and to demonstrate their purchasing power
(ostentatious purchasing)
Beginning of mass d
istributionThe equipment of households reaches saturation pointSlide6
Consequences for the Marketing ApproachDevelopment of a «distributor’s marketing approach» to take into account consumers’ expectations AND department managers’ objectives
Immaterial expectations: developing service activitiesSlide7
The 1970s: Dreams crumble1973 and 1979 oil shocks are combined with a major economic recessionShift from ostentatious consumption to more personal consumption
The market for household goods is saturatedSlide8
Consequences for the Marketing ApproachRevival
of the market for household goods based on:
Technological innovation
(Colour TV…)More women in work
, hence the need for new household appliances (the toaster,
etc)Adaptation of products to the different family members (radio sets for young people)End of standard identical products for all. Products now launched to suit different types of clients: Market segmentationSlide9
1.2.1 les faits marquants de la consommation
The 1980’s: The Triumph of Individualism
To escape reality and their own worries, consumers adopt an even more self-centred attitude: Priority is given to one’s needs and expectations
Economic stakeholders associate consumption with imaginary representations
The 1980s are characterised by hyper-individualismSlide10
Product ranges are increasingly diversified to meet this need for individualism (Limited car series) Consumers are faced with a «hyper choice» and can no longer differentiate productsThe Gulf War challenges the excessiveness of this hyper-individualistic consumption model
Consequences for the Marketing ApproachSlide11
The 1990s, 2000s, 2010s ...
Over these three decades several transversal trends have emerged in our society.Slide12
The replacement of traditional social groups by tribe phenomena (1)The splitting of consumption (2)
The search for pleasure through consumption (3)Slide13
The Emergence of Tribes (1)
A tribe is a group of people who share experiences and/or emotions:
Any individual can belong to several tribes
Tribes are difficult to identity and to quantify
A tribe justifies a
Marketing o
ffer
based on the value of the link.Slide14
The splitting of consumption modes (2) Traditional consumption
Split consumption
Product range
Income structure
Each product is intended for a target
defined in terms of income
It is now difficult to define a link product/individuals .
Purchases are driven by the values each individual associates with the product.
Income structure
Product rangeSlide15
Since the year 2000, the splitting of consumption has become radicalised.It is known as ‘bipolar consumption’.
The consumer is the arbitrator between the values
of
usage and hedonism he associates with each
product
(Do I buy a car for the pleasure of driving or just for transport?)
The associated values are personal.
Over-invested
pleasure
products:The
customer
is prepared
to pay a high price for emotional satisfaction.
Basic
products
:The customer is prepared to pay for their functional value
at a minimum priceSlide16
Consequences for the Marketing Approach : Bipolar consumption no longer allows commercial targets to be definedDesign of a dual product line for the same customer, according to his consumption mood (in search of functionality or pleasure).
« Fun products » are meant to provide the consumer with emotion
The
price
is a key element for functional productsSlide17
In Search of Emotions (3)An appetite for immediate happinessWorry about an uncertain future
Sense of emergency in time management
3 sources of emotions can be associated with the product
Tribal marketing (As seen above)Sensory marketing
The «re-enchantment of the offer».Slide18
1.2.1
Highlights
in
Consumption
Sensory Marketing
Intended to reinforce the sensory dimension of products: delicate flavours, subtle tastes, warm colours, soft lighting, evocative aspect and touch...
2/3Slide19
The Re-enchantment of the OfferIntended to reinforce the imaginary content associated with the productTheatrical setting in shops: Dramatised setting around products in retail outlets
Addition of meaning
Extension of the pleasure of purchase through emotions thanks to the web, Facebook pages…Slide20
After the Year 2000The consumer becomes an «entrepreneur».Slide21
The consumer-entrepreneurUndertakes some of his professional commitments in his private life
Manages his domestic universe with professional methods
Is both a buyer, voter, citizen, environmentalist, etc…
Manages his time…Slide22
Impact on the marketing strategy: The «entrepreneur» customer wants to be regarded as a person :
Role of the Internet in the customisation of the offer or how to create a «tailored mass offer» by means of various options based on a main offer
1/3Slide23
After 2008The recession again engenders changes in consumer trends Slide24
Pleasure is no longer as much associated with consumption
Consumption is still bipolar but arbitration priorities are modified:
Consumption becomes a way to get one’s identity recognised by others and to turn one’s moral and ethical precepts into action
Consumers are now looking for self-achievement
4 modes of expression of such self-achievement may be distinguished:
Source : CREDOC
CAHIER DE RECHERCHE N°268DÉCEMBRE 2009Département « Consommation »
dirigé par Pascale HEBE
LSlide25
4 Modes of Self-achievementConsumption with commitment
(ethical, responsible and sustainable consumption)
Functional consumption
(Use of products for a life experience rather than to possess a product)
Co-production of the offer
(Consumer participation in creating the value of the offer)Dematerialised consumption(digital consumption)Slide26
Various modes of consumption with commitmentFood purchases direct from the producerFair tradeReconsideration of the use of cleaning products
Attention paid to sustainable development
Alternative means of transport
Théma http://www.thema-sa.fr/site/thema.php?page=actualites_article&id_article=46Slide27
Functional ConsumptionSelf-achievement implies the use of one’s free time in constraint-free activities likely to lead to personal realization
Using a product is more important than owning it
For 76% of French consumers, paying the lowest price is most important.
This is a favourite among the youngest customers
, the
proportion reaching 87% among customers aged 20-24 Buying on Groupon, Le Bon Coin, rentals on Zylock, etc…
TNS Word panel
study
,
Le Figaro
03/09
Etude MegaSnapshots d'OMG Nov. 2008Slide28
CoproductionThe reconciliation citizen/consumer involves consumer’s empowerment in the consumption processTechnology is the lever for such involvement, in particular the web 2.0, because it allows interaction.Slide29
Examples of co-production:Suggestions to manufacturersdanonetevous.com
Choice of a product :
La Fraise.com :select a T-shirt
myfab.com : co-production of objects
mymajorcompany.com : co-production of musicians
reseau-amap.org:networking and commitment in favour of farm producersSlide30
Dematerialised consumptionThis concerns Either immaterial products consumed exclusively via the Internet
(Music, video, press, books).
Or services around products that cannot be dematerialised
(cinema tickets, drive-through purchasing, etc)It is fostered by:
Widespread
access to Internet (Public wifi)The development of smartphones and tablets.Slide31
For further readingHistoire de la consommation à travers les 50 ans de CarrefourSynthèse sur l’évolution du consommateur, exemples de produits symboliques des décennies
L’évolution de la démarche marketing en fonction du consommateur
Article de marketing magazine
N°163 - 28/11/2012 Slide32
BibliographyMermet G.
Francoscopie 2013
Ed Larousse
Rochefort R., Le consommateur entrepreneur
, Ed Odile Jacob,1999
Rochefort R., Le bon consommateur et le mauvais citoyen, Ed Odile Jacob,2007http://www.credoc.fr/publications/www.altema.fr