SOCIAL CHANGE INFLUENCE ON CONSUMER BEHAVIOUR-
QUESTION PAPER APRIL 2018
PUNE UNIVERSITY
TOP 20 POINTS-
1. Societies and their characteristics are
changing over the periods of time. Many factors are responsible for such
changes to take place, consumption patterns of people change to cope up with
the changes
2. Marketers must also recognize that the social structure and setting
are not rigid, rather subject to continuous change. Changes take place in every
sphere of social life, and change is an ongoing process.
3. order to survive in this age of extreme competition,
marketers must analyze the changes occurring in demographic characteristics,
style and quality of life, social awareness, and gender roles of the population
4. technology has been identified as the major force bringing socio-cultural
change.
5. A society can be termed as modern if acceptance of
innovations is high there. People of a modern society will have a positive
attitudes toward change; possess advanced technology and skilled labor force;
have a general respect for education and science; emphasize on rational and
ordered social
relationships
6. Couples will keep their families small for practical problem
of raising children. Number of families also end up with separation and divorce
as more and more women find employment and economic freedom. These create markets
for smaller sized products, day care centers, housekeeping services,
time-saving products and services, instant food items, products aimed at single
market, working women’s hostels, and a number of other products and services.
7. Advertising appeals that were found to be effective with
housewives usually fail to influence working women.
8. Modernization has made lives of people complex and also made
number of devices available to keep family sizes small to cope up with the complexities.
Social and cultural patterns changed the women’s traditional role from happy
homemaker to the professional career person.
9. As the general population grows older, demands for some
products increase (such as diet food, medicare service, old people’s home) and
others subside. Again, as the number of children is reduced, it will create a
threat to marketers producing baby products.
10. As the birth rate declines, there will be fewer children who
will go to schools. Those who are in the field of elementary education business
will face a serious problem gradually as
the birth rate declines further. Many of the teachers employed in primary and
secondary educational institutions will loose their jobs.
11. For industrialization and mushrooming of cities mean jobs
and higher incomes to rural immigrants. As the agricultural areas become more efficient
with the use of machines, fewer agricultural workers are required to feed the
population. Thus migration to cities has been brought about by technological
advance and the changes in the locations of economic opportunities
EXAMPLES
1. A woman for example,
who migrates from a rural area to an urban area and finds a job in a
2. garment factory, will be able to improve her financial
status. This obviously will change her consumption and lifestyle. The said lady
now will buy things that she could not even imagine when she was in village and
had no means to earn by herself.
3. To adapt with the complex and modern industrial society, one
has to keep his family size small. In a modern society people are heavily
involved in different activities which limit their time to be given to family
members, and as a result traditional extended family concept is eroding. People
thus believe in the concept of nuclear family consists of parents and children.
4. City people tend to consume or use ready or instant food,
enjoy eating out, enjoy leisure going to movies and engaging in other
recreational activities, prefer to live in apartments, and expect home service
from marketers. These are the clear indication of a kind of lifestyle that is
an urban phenomenon
5. Urbanization, which is the creation of modernization,
changes the gender roles. Large number of women now find employment outside
their homes. As women become economically self-sufficient, they change their consumption
patterns. Many of the things, for which they were earlier dependent on their
husbands or parents, can now buy on their own.
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