Consumer anghlais

Consumer

Mass consumption started in the US, in the 1950’s, after WW II.

A lot had to be built or re-built after the war, this led to an increase in people ‘s purchasing power. Women worked more and more. Many products appeared on the market. For example, many people bought a car and household equipment (white goods: kitchen appliance / brown goods : TV, hi-fi, etc…)

Supermarkets developed, and consuming became a “must”, a status symbol, a new form of addiction. As the middle classes became more well-off, marketers started launching disposable products (lighters, razors, tissues, etc…). Those became immediately successful as the population was more and more time-pressed.

Today’s consuming trends

Several factors are to be taken into account:

1. The economic crisis and recession of the 2000’s people

The economic crisis and recession of the 2000’s people have become more cautions and are looking for quality products at an affordable price. They are less brand-oriented than in the 1990’s. some have turned  to hard discounters for lack of money.

1. Globalizations

It has brought the notion of job flexibility and the end of the “job-for-life”.

1. Sustainable development

More people are now aware of protecting the environment. Fair trade has much developed, as well as a demand for organic products.

1. The booming of new technologies

The booming of new technologies has changed consumer habits (shopping on line/banking on line, etc…)

Current issues with consumerism

1. People buy more and more on credit, 7% of the US population is over-indebted.

1. Plastic money is becoming the main means of payment. The danger of seeing one’s credit details hacked is more and more real.

1. People’s consuming habits are new analyzed by governments and marketers, to the detriment of people’s privacy.

The new categories of consumers:

1. Children, tweenagers and teenagers

Children, tweenagers and teenagers (tweenagers as the kids aged 8 to 12 = pré-ados). They represent a very large segment of the population. The products they like snacks, sweets, soft drinks, dvd’s, cd’s, video games, clothes, mobile phones, etc…)

They are targeted as purchase influences for items such as cars, computers, even homes, which involve (implique) parents’ decision.

1. Seniors consumers

Seniors consumers (They “grey” market). The baby boomers are ageing and represent a very large segment of society.

They consume; insurance, health products, travels, leisure or sport facilities. Advertisers include them in their marketing campaigns. However, they still shy away from new technologies.

1. Single people

This category involves: divorcees, single parents, widowers (veuf/veuve) and young un-married people. They trend to consume convenience food, frozen foods (because they have microwave ovens). They work a lot, often live in urban areas and rent small apartment or studio flats. They are also the number one consumers or take-away foods, outings (cinema, clubs etc…) and traveling.

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