Consumer choice

Abstract

The author argues that traditional market research techniques such as consumer 'intention to buy' surveys fail to predict consumer behaviour because the underlying assumptions that man is rational, aware of his wants and preferences, and consistent in his buying behaviour, are invalid. He suggests that many economic terms such as 'utility' and 'rationalization' have little practical value; that economic theory ignores a vital element in consumer behaviour - mass communication and the art of persuasion. In searching for a more meaningful approach, the author suggests that many new markets come about as a result of social and environmental change and that, in such cases, the historic process of extrapolating past trends into the future serves little purpose. Rather, the marketer should concentrate on developing a keen understanding of social movements which affect the firm - such as consumerism. Yet even knowledge of such movements may serve little purpose because the individual will 'strike out' against subjugation to any movement and will attempt to establish his own identity whatever the cost.
Die skrywer redeneer dat tradisionele marknavorsingstegnieke soos opnames oor verbruikers se 'voorneme om te koop', nie daarin slaag om verbruikersgedrag te voorspel nie weens die ongeldigheid van die onderliggende aannames: dat die mens rasioneel is; dat hy bewus is van sy begeertes ('wants') en voorkeure; dat hy konsekwent is in sy koopgedrag. Hy stel dit dat baie ekonomiese begrippe soos 'utiliteit' en 'rasionalisering' min praktiese waarde het; dat ekonomiese teorie 'n hoogs belangrike element in verbruikersgedrag verontagsaam - massakommunikasie en die oorredingskuns. In die soektog na 'n meer betekenisvolle benadering, word voorgestel dat baie nuwe markte tot stand kom weens omgewings- en sosiale veranderinge, en dat in sulke gevalle, die historiese proses van ekstrapolering van neigings uit die verlede tot in die toekoms, weinig nut het. Die bemarker moet liewer daarop konsentreer om 'n deeglike begrip te ontwikkel van sosiale bewegings wat die firma raak - soos verbruikersdruk. Tog mag selfs kennis van sulke bewegings min waarde he omdat die individu hom mag 'opruk' teen onderwerping aan enige beweging, en sal poog om ongeag die koste, sy eie identiteit te bevestig.