Contemporary Issue in Consumer Research : Essay
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Added on 2020-01-21
Contemporary Issue in Consumer Research : Essay
Added on 2020-01-21
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CONTEMPORARYISSUE IN CONSUMERRESEARCH
Essay on contemporary issue in consumer research Consumer research is the practice of researching the activity of buyers(Consumer research, 2016). For the firm, it is very essential that it shouldgather proper and timely information about its buyers. This is because, iffirm will not perform this at that time there is a huge possibility that it maylose grip upon its loyal buyers. In addition to this, there are constant changesis being seen in the behaviour of buyers with respect to the goods whichthey tend to purchase. In this regard, it has been analysed that nowadaysmany buyers are following ethical consumerism type of practices. The givenconcept is developing as the new contemporary issues for the company.Thus, in order to improve the knowledge of companies regarding the givenconcept consumer research plays very important role (Howard and Allen,2010). The present essay will give brief introduction about the selected topicunder study. Furthermore, the study will also reveal varied facets which arerelated with the ethical consumerism type of practices. Finally, at the end ofessay discussion will be carried out upon the potential opportunities whichthe given concept will create for the marketers of firm. According to the view point of Bray,Johns and Kilburn (2011) ethicalconsumerism is being defined as the practice of purchasing the products andservices in such a way which lead to cause minimum impact upon theenvironment. However, another author have given different definition ofethical consumerism. In this regard, Shen, Wang, Lo and Shum (2012) havedepicted that ethical consumer is the person who tend to buy such thingswhich are produced and manufactured ethically.In accordance with the given context, there are varied facet of ethicalconsumerism identified which has lead to the development of given concept.Herein, as per the view point of Stanaland, Lwin and Murphy (2011) changein the perception of customers regarding the products which they areselecting can be consider as one of the facet which has led to thedevelopment of concept such as ethical consumerism. In this regard, it hasbeen analysed that nowadays before sourcing or selecting the product
buyers gives consideration to the natural environment. Hence, as a result ofit they always make efforts for purchasing such type of products which doesnot cause any kind of negative impact upon the natural environment of thecountry where they are living (Zander and Hamm, 2010). Thus, it is correctto said that sustainable behaviour of buyers have give rise to the conceptsuch as ethical consumerism. However, it has been critically evaluated by the Smith (2014) that theconcept of ethical consumerism has caused negative impact upon the salesof many companies. For example, the impact of same is being incurred bymany of the auto-mobile firms. Here, such behaviour of buyers haveinfluenced them with regard to launch such type of products or car in marketwhich does not cause negative impact upon the natural environment ofnation. But, if care manufacturing firm does not comply with the givenconcept at that time it will become difficult for it with regard to influence itsbuyers for purchasing the goods and services from the firm.Hall (2013) have depicted that human rights can be consider asanother facet of ethical consumerism. Human right are the rights which eachindividual possess and it gives them authority with regard to take actiontowards any instances which happen around them. In today's scenario, thegiven concept has its application in the ethical consumerism type of practicetoo. In this regard, buyers boycott such products which has break theprinciples of human rights and regulation. For example, to make theproduction of goods through child is also against the human right. Hence, thegiven thing will also influence the buyers for not purchasing the product fromthe given type of firms in an effectual manner (Bucic, Harris and Arli, 2012).For instance, there are many firms which complies with the child labour typeof practices. In this regard, they force child for making the production ofdifferent goods. Hence, in order to establish control over the respectivesituation the concept such as ethical consumerism is emerged. This isbecause, it is through the collective efforts of such type of consumers only,significant action towards the major problem of society will be carried out.
Furthermore, it is through this way only welfare of the child can be ensuredin an effective way. In addition to this, according to the view point of Cairns, Johnston andMacKendrick (2013) customers ethical concern towards the animal has alsoled to the development of concept such as ethical consumerism. The thingwhich is being specified by the author is also right. This is because, it hasbeen seen that there are many products which are being tested amonganimals before sending it to the ultimate buyers. Herein, cosmetic andpharmaceutical industry can be consider as the example of the same. Thetest which these firms carried out sometime results into the death of animal.However, the given thing is strictly against the humanity. Furthermore, theseall things are also restricted under the human rights. Thus, the given thinghas also forced the buyers with respect to behave ethically. Hence, it is bycomplying with the given type of activity only buyers can take actiontowards the problem (Joy and et.al., 2012). Overall, it can be said that theseall assessed ethical concerns have caused necessary changes in thebehaviour which is being carried out by the customers while making thedecision to purchase the specific product of firm in an effectual way.Furthermore, it can also be said that ethical consumerism is the practice ofmoral purchasing or buying wherein customer boycott such products andservices which are being produced or manufactured through unethicalsource (Holt, 2012). But, it has been critically evaluated by the Giesler and Veresiu (2014) itis not necessary that each and every individual opt for ethical purchasingtype of practices. This is because, there are number of factors are assessedwhich lead to have impact upon the respective concept. In accordance withthe given context, as per the view point of Solomon (2014) there are numberof factors individual factors are assessed which have significant impact uponthe concept such as ethical consumerism. For example, individual factorsincludes age and income of the buyers. These factors have impact upon thebuyers decision with regard to the purchase the specific product of firm.
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