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Exploring China's consumer revolution over the past three decades, this book shows a continuing cycle leading to excess supply and disappointing demand, at the centre of which lies exaggerated expectations of China's new consumers. Combining economic trends with the author’s anthropological background, China’s New Consumers details the livelihoods and lifestyles of China's new and evolving social categories who, divided by wealth, location and generation, have both benefited from and been disadvantaged by the past two decades of reform and rapid economic growth. Given that consumption is about so much more than shopping and spending, this book focuses on the perceptions, priorities and concerns of China's new consumers which are an essential part of any contemporary narrative about China's domestic market. Documenting the social consequences of several decades of rapid economic growth and the new interest in 'all-round' social development, China's New Consumers will be of value to students, entrepreneurs and a wide variety of readers who are interested in social trends and concerns in China today.
Soul of the New Consumer by David Lewis,Darren Bridger Pdf
The New Consumer's Revolution: * Why buzz beats hype * Why cheap is chic * Why brands must be authentic * Why segmentation is dead * Why advertising must reinvent itself * Why New Consumers loathe 'doing the shopping' * Why individuals' Tastespace will triumph in the marketplace New Consumers are revolutionizing the world of business, our culture and social expectations. No longer confined by gender, age, ethnicity or income, they are breaking down barriers, shattering stereotypes and redefining the very meaning of consumerism and the marketplace. From traditional to online retailing, from tracking coolhunters to exploring tastepace, The Soul of the New Consumer unearths the very essence of New Consumer's behavior - their drive for authenticity - and goes far beyond the simple concepts of how we shop or what we buy to answer the most important question of all: why. Every facet of the new economy, from buzz marketing and new retailing technologies to internet shopping, has dramatically altered not only how we buy but what we buy and why. In an era of 'cheap is chic', wealthy shoppers haggle to win even the smallest discounts ; gray consumers buy more rap and techno music than anyone else and are the fastest growing group of internet users ; and the Web and the power of micro-marketing have revolutionized forever the means of wooing new customers. New Consumers are taking over the world and redefining the very meaning of consumerism and the marketplace. As likely to be affluent over-fifties as ambitious under-thirties, New Consumers defy traditional marketing concepts and segmentation by age, gender or income. In pursuit of the authentic experience, New Consumers come together in their defining drive for all things 'real', in everything from food to fashion, foreign holidays to furniture, technology to spirituality. Their attention and interest have shifted from commodity to authenticity. In an affluent world now saturated with affordable products there are three new scarcities - time, attention and trust. This major book shows how these can be won by 'giving the soul control' rather than putting customers on the 'customer is king' pedestal. Over the past decade, Lewis and Bridger have been at the forefront of researching the New Consumers - studying their lifestyles, observing behavior and watching the steady rise in their numbers, influence and economic power. Here, for the first time and with example from Starbucks to Dyson, they report the results of their work, including Amex's use of computer technology to create intimate protraits of individuals - what the author's call 'tastepace'.
Because of the Internet and globalization, the fast moving consumer goods market has been turned on its head and made more competitive than ever. This book synthesizes emerging marketing thinking in the consumer domain with practical advice on how to profit from changes. It illustrates the key issues facing the fast moving consumer goods industry and provides an analysis of cutting-edge management research and academic insight.
Ads aimed at kids are virtually everywhere -- in classrooms and textbooks, on the Internet, even at slumber parties and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Companies are enlisting children as guerrilla marketers, targeting their friends and families. Even trusted social institutions such as the Girl Scouts are teaming up with marketers. Drawing on her own survey research and unprecedented access to the advertising industry, New York Times bestselling author and leading cultural and economic authority Juliet Schor examines how a marketing effort of vast size, scope, and effectiveness has created "commercialized children." Schor, author of The Overworked American and The Overspent American, looks at the broad implications of this strategy. Sophisticated advertising strategies convince kids that products are necessary to their social survival. Ads affect not just what they want to buy, but who they think they are and how they feel about themselves. Based on long-term analysis, Schor reverses the conventional notion of causality: it's not just that problem kids become overly involved in the values of consumerism; it's that kids who are overly involved in the values of consumerism become problem kids. In this revelatory and crucial book, Schor also provides guidelines for parents and teachers. What is at stake is the emotional and social well-being of our children. Like Barbara Ehrenreich's Nickel and Dimed, Mary Pipher's Reviving Ophelia, and Malcolm Gladwell's The Tipping Point, Born to Buy is a major contribution to our understanding of a contemporary trend and its effects on the culture.
The New Consumers by Norman Myers,Jennifer Kent Pdf
While overconsumption by the developed world's roughly one billion inhabitants is an abiding problem, another one billion increasingly affluent "new consumers" in developing countries will place additional strains on the earth's resources, argue authors Norman Myers and Jennifer Kent in this important new book. The New Consumers examines the environmental impacts of this increased consumption, with particular focus on two commodities -- cars and meat -- that stand to have the most far-reaching effects. It analyzes consumption patterns in a number of different countries, with special emphasis on China and India (whose surging economies, as well as their large populations, are likely to account for exceptional growth in humanity's ecological footprint), and surveys big-picture issues such as the globalization of economies, consumer goods, and lifestyles. Ultimately, according to the orman Myers and Jennifer Kent, the challenge will be for all of humanity to transition to sustainable levels of consumption, for it is unrealistic to expect "new" consumers not to aspire to be like the "old" ones. Cogent in its analysis, The New Consumers issues a timely warning of a major and developing environmental trend, and suggests valuable strategies for ameliorating its effects.
Author : Lisa Jacobson Publisher : Columbia University Press Page : 319 pages File Size : 53,8 Mb Release : 2004 Category : Advertising and children ISBN : 9780231113892
In the present electronic torrent of MTV and teen flicks, Nintendo and Air Jordan advertisements, consumer culture is an unmistakably important--and controversial--dimension of modern childhood. Historians and social commentators have typically assumed that the child consumer became significant during the postwar television age. But the child consumer was already an important phenomenon in the early twentieth century. The family, traditionally the primary institution of child socialization, began to face an array of new competitors who sought to put their own imprint on children's acculturation to consumer capitalism. Advertisers, children's magazine publishers, public schools, child experts, and children's peer groups alternately collaborated with, and competed against, the family in their quest to define children's identities. At stake in these conflicts and collaborations was no less than the direction of American consumer society--would children's consumer training rein in hedonistic excesses or contribute to the spread of hollow, commercial values? Not simply a new player in the economy, the child consumer became a lightning rod for broader concerns about the sanctity of the family and the authority of the market in modern capitalist culture. Lisa Jacobson reveals how changing conceptions of masculinity and femininity shaped the ways Americans understood the virtues and vices of boy and girl consumers--and why boys in particular emerged as the heroes of the new consumer age. She also analyzes how children's own behavior, peer culture, and emotional investment in goods influenced the dynamics of the new consumer culture. Raising Consumers is a provocative examination of the social, economic, and cultural forces that produced and ultimately legitimized a distinctive children's consumer culture in the early twentieth century.
The Soul of the New Consumer by Laurie Windham,Ken Orton Pdf
Based on their in-depth analyses of thousands of e-commerce contacts, the authors of this volume offer to lead executives, managers and entrepreneurs through the Web business revolution and empower them with strategies for succeeding in today's electronic marketplace. It contains chapters detailing how to drive customer behaviour on the Web; build and sustain brand loyalty; develop competitive business practices that protect consumer privacy; identify services and products that sell successfully on line; and tailor services to the needs of business consumers versus private consumers.
Consumption as a field of cultural studies overlaps with theories of postmodernism, the social construction of self, commodification in late capitalism, and the role of mass media in daily life. New forms of consumption such as those facilitated by cyberspace, themed environments, the commodification of sex, and the increasing role of leisure in society all play new and interesting roles in daily life that combine consumerism with the most contemporary social forms. This collection of essays examines the recent ways in which consumerism has been approached by cultural studies with special emphasis given to these and other newly emerging topics. The book is divided into three parts. The first part provides a theoretical overview of consumption studies dealing with classical and more contemporary approaches in light of the debate between advocates and critics of postmodernism. In this section there are papers on McDonaldization, tourism and cultural studies, and the Theory of Shopping. The second part emphasizes empirical studies of the commodification process. Papers address the transformation of women's bodies and the mass commodification of milk, the creation of the toddler as a subject and the commodification of childhood, the commodification of sports, and the commodification of rock music. The third section of the book explores new forms of consumption on a more detailed and concentrated level. Papers in this section include the rise of sex tourism as a global industry, the commodification of the sacred, and the emergence of new consumer spaces in the city. An introduction by the editor delineates the advantages of his approach to new forms of consumption based squarely in the emerging issues of cultural studies, debates transcending postmodernism, and the society of the spectacle.
New Perspectives on Critical Marketing and Consumer Society by Elaine L Ritch,Julie McColl Pdf
Digital communication has altered the flow of global information,evolved consumer values and changed consumption practices worldwide.New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide for all upper-level students of marketing,branding and consumer behaviour.
The New Consumer Online by Edward F. McQuarrie Pdf
It’s a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie expertly analyzes how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful.
Home economics emerged at the turn of the twentieth century as a movement to train women to be more efficient household managers. At the same moment, American families began to consume many more goods and services than they produced. To guide women in this transition, professional home economists had two major goals: to teach women to assume their new roles as modern consumers and to communicate homemakers' needs to manufacturers and political leaders. Carolyn M. Goldstein charts the development of the profession from its origins as an educational movement to its identity as a source of consumer expertise in the interwar period to its virtual disappearance by the 1970s. Working for both business and government, home economists walked a fine line between educating and representing consumers while they shaped cultural expectations about consumer goods as well as the goods themselves. Goldstein looks beyond 1970s feminist scholarship that dismissed home economics for its emphasis on domesticity to reveal the movement's complexities, including the extent of its public impact and debates about home economists' relationship to the commercial marketplace.
Constructing the New Consumer Society by John Holmwood,Hilary Radner,Gerhard Schulze,Pekka Sulkunen Pdf
This book argues that the coming of the 'a new consumerism' in the affluent societies marks a distinct phase of modernity. Limits of production no longer confine consumption to what is necessary or instrumental. Demands for increasing production no longer shape ideology and culture as they did previously. Important contemporary themes of morality, the body, citizenship and inequality are here placed in a new theoretical light. The book provides examples of new codes of happiness in consuming products, culture and entertainment. Issues of nutrition, consumer policy, environmental risk and health are discussed in the light of these new codes.
WINNER: NYC Big Book Award 2021 - Marketing & PR Consumers are changing but the marketing categories used to identify them have not. Engage with this new generation of consumers who increasingly take for granted that products and advertising will blend their multiple brand identities rather than market to them as a specific subculture. Male or female, work or play, online or offline. These and other market categories are no longer relevant as modern consumers defy traditional boundaries and identify as members of multiple subcultures. The New Chameleons reveals how to engage with this new generation and how to stand out among the competition. Global consumer behavior expert Michael R. Solomon directs marketers to move beyond their traditional categories and communicate with consumers as individuals rather than as a market segment. He explains how traditional marketing is based on the assumption of boundaries between us and them, the individual and the collective, producer and consumer, work and play, humans vs. computers, and editorial vs. commercial. He then shows how those boundaries are blurring: people identify with members of multiple subcultures; individuals seek collective advice before making a purchase; consumers no longer distinguish between purchases online or in-store; consumer-generated content becomes the norm; gender identity is fluid; gamification strategies turn work into play; and identity marketing becomes more popular. Combining history, data, experience and examples, The New Chameleons is written for every marketer (or reader) who wants to offer products and services that resonate with consumers now and in the future.
If the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle. Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate. This isn’t always easy. Gender is the most powerful determinant of how a person views the world and everything in it. It’s stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. It’s stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently. Bridget Brennan’s Why She Buys shows decision makers how to bridge this divide and capture the business of the world’s most powerful consumers just when they need it most. • No Matter Where You Live, Women Are a Foreign Country: You’ll discover the value in studying women with the same intensity that you would a foreign market. Women grow up within a culture of their own gender, which is often invisible to men. Brennan dissects this female culture and explains the important brain differences between men and women that may cause your female customers to notice things about your products, marketing campaigns, or sales environment that you might have overlooked. • The High Fives: There are five major trends driving the global female population that are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses, and learning about them can provide you with an invaluable blueprint for long-range planning. • The Good, the Bad, and the Ugly: Find out how the best and brightest companies have cracked the female code, and hear horror stories about those that haven’t. Through instructive case studies and interviews, Why She Buys provides practical, field-proven techniques that you can apply to your business immediately, from giants like Procter & Gamble and Toyota to upstarts like Method home-care products and lululemon athletica apparel. At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share.
Treasure Hunt by Michael J. Silverstein,John Butman Pdf
The essential follow-up to the BusinessWeek bestseller Trading Up A BMW in a Costco parking lot? A working class family with a 50-inch plasma TV? What's going on in the mind of the new consumer? Today's consumers can seem impossible to understand, and even harder to please. For instance, the average mall shopper will spend about $100, then leave when she hits that limit. She'll probably buy shoes rather than clothing, because she doesn't want to think about her dress size. And the store most likely to get her money isn't the one with the nicest display or the deepest discounts-it's the one closest to her parking spot. In his consulting with dozens of leading companies, Michael J. Silverstein has interviewed thousands of customers, extracting fascinating patterns about what really drives their purchase decisions. His first book, the acclaimed bestseller Trading Up, has taught a generation of marketers about the "new luxury" phenomenon, and why consumers will happily pay a steep premium for goods and services that are emotionally satisfying, from golf clubs to bathroom fixtures to beauty products. But Trading Up revealed only part of the story of the new consumer. The same middle-class people who are happily trading up at Victoria's Secret and Panera are going on treasure hunts at Costco and Home Depot. And they are often getting as much emotional satisfaction in the discount stores as in the luxury stores. TREASURE HUNT shows how even the most mundane shopping-for things like paper towels and pet food-has become an adventure rather than a tedious chore. In just about every category, both the high end and the low end are growing and innovation- rich. Many middle-class consumers gladly spend $5 a day for a Starbucks venti latte; others spend forty cents a day on home-brewed coffee, feel good about their frugality, and save up the difference to buy Apple's newest Nano. TREASURE HUNT explains the success of companies as diverse as Dollar General, H. E. Butt, eBay, Commerce Bank, and Tchibo. But beware: in our bifurcated global market, businesses need a clear strategy for aiming high or low, while avoiding the treacherous middle, where so many have recently stumbled. If your offering isn't exciting enough to inspire trading up, but not enough of a bargain to satisfy the treasure hunters, you'll have no emotional connection with your target audience. And then, as many fallen companies have discovered, your tried-and-true marketing strategies will go into a severe stall. TREASURE HUNT takes us into the homes of real people making real decisions, and into the CEO's offices of innovative companies finding new ways to accommodate them. Written with the same flair, empathy, and intelligence that made Trading Up an instant classic, this is an essential guide to the moods and habits of the constantly changing consumer.