CONSUMER BEHAVIOUR (EXAM PREPARATION) Essay Example | Topics and Well Written Essays - 750 words - 2

CONSUMER BEHAVIOUR (EXAM PREPARATION) - Essay Example Schouten and McAlexander (1995), in the work, try to explain that the responses of individual consumers can be explained by using what the term as the subcultures of consumption. The subcultures arise from the fact that people will tend to organize their lives along particular lines. The organizing process results in one making choices in their lives. The sub-groups can be defined as the authentic sub-units that can offer a self-reflection as to the relations of consumption. That is on the basis of the commitment that the people share in terms of the product, the brand or the activities being undertaken in the use circles. Other characteristics that may exist include unique jargons, rituals as well as the shared beliefs. The authors try to understand the consumers as well as the manner in which these consumers organize their various identities, as well as their lives. The most powerful organizing forces are the activities as well as the associated relationships. These interpersonal relationships are taken into consideration by people, and they make up a bigger percentage of the contributory factors towards consumer mannerisms. In trying to understand the fundamental alignments within the subcultures one would need to understand the ethnographic analyzes behind these groupings. Take for members club whereby on requires some subscription. Here there is a gathering of people with similar interests that have led to being together since they share the same mannerisms. For one to study the consumer behavior within this grouping, one would need to understand the overall structure of the subculture, as well as its ethos. The ethos represents the moral standing of the group as well as its values (Schouten and McAlexander, 1995). The grouping has some impact on the lives of the members since they are prescribed by an absolute code of conduct that distinguishes them from the rest, and that also aligns their consumption behaviors