Marketing Assignment | Advanced Marketing Assignment
Added on 2020-05-16
3 Pages863 Words89 Views
Insert Surname 1Student NameCourse and Unit NameTutorDateAdvanced Marketing: Street kids in Nike: In search of humanization through the culture ofconsumptionIntroductionPeople seek to create identities and realities for themselves, depending on their circumstances and conditions. In this paper, the case of children creating their own social identities through consumption where relations are governed by commodities, in which case, commodities have a symbolic meaning. This is discussed in the context of the article communicator and rational actor side from the Aldridge matrix DiscussionAccording to Aldridge, consumers can be classified based on images based on the western discourse and perception of consumption; based on the Aldridge classification, consumers fall into four main categories of the rational actor, the communicator, the victim, and the dupe, as illustrated in the image below; Consumers fall in the four categories, although the categories are sometimes not distinct. The rational actor consumer is derived in economics where they combine ordered approaches to the process of decision making and motivation driven by self-interest. Consumers, thus behave rationally as they pursue their self-interest, although capitalization gives people freedom and choices. Victims are consumers that make bad choices due to their irrationality, or lack of objective information, and can be swindled (Greener, Powell & Simmons 10); for instance a person that buys into a ‘Ponzi’ scheme in the hope of making quick millions especially upon hearing that others havemade fortunes from the same. The communicator consumer has its roots in anthropology and
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