Essay on Consumer Decision Making and Behaviour

Introduction

In the past, purchasing of expensive items was seen as a kind of extravagant consumption behaviour. In fact, buying of such goods was the patents of individuals holding top leadership positions in a society, (Budiman & O’Cass (2007). However, in the modern world, this perception no longer holds, owing to changes in social and consumption values. Further, with the formation of emerging market in the globally, changes in consumer behaviours and extension of luxurious product market, the industry for luxurious goods is taking an important role in the global market. As Budiman & O’Cass explains, some individuals place emphasis on acquisition and possession of material goods as a sign of one’s success and status, a trend which is known as materialism. In the contemporary world, materialism is largely perceived as a value which can be decomposed further into possession values. Studies indicate that materialism does not only influence individual consumption behaviours, it also affects influences the global spread of consumption of different products types or brands (Budiman & O’Cass (2007).

Apart from materialism, consumption choice also is influenced by the existing differences in religious beliefs, norms and institutions existing in different segments in the global society, (Delener, 1990). Indeed, religion shapes the cultural values held by a people and this influences personal evaluation criteria for goods and services. Specifically, differences in religious beliefs and affiliations tend to influence the way individuals live, the choices that they make and what they consume. In this regard, religion also influences the global spread of consumption of different products types or brands. In view of these points, this paper examines the role of materialism and religion in the spread of global consumption or brands. Specifically, the paper explains how each of the two concepts (materialism and religion) may help or hinder the spread of a global consumption culture.

The role of materialism on spread of global consumption

Materialism is a many-sided concept which relates to the importance of material objects to an individual (Han et al, 2010). Bernard (2009) defines materialism as “a mind-set or constellation of attitudes regarding the relative importance of acquisition and possession of objects in one’s life.” Within this understanding, materialism is conceptualised as a system of individual values, rather than a personal trait. Bernard further explains that an individual who is status conscious and whose possessions and acquisitions occupy the central role in his or her life is termed as materialistic individual. Individuals with this attribute value activities that focus on acquiring and possessing material objects since they indicate success and provide happiness to them. To be more precise, materialistic individuals pursue their happiness through acquisitions rather than through other means such as achievements and personal relationships, and this distinguish materialists.

According to Hernan et al (2011), materialistic individuals value products which are consumed publicly and which possess public meaning, rather than personal, private and subjective meanings. A good example of a product that essentially fulfils this criterion is fashion clothing. Fashion clothing (apparel) is a brand that possesses public meaning and which is consumed publicly, (Sangkhawasi & Johri, 2007). Purchasing apparel satisfies various needs including such as giving individuals a way to impress others, enhancement of one’s image and expression of identity. To materialists, satisfaction is achieved through purchasing a high profile branded of and highly priced apparel. It is widely understood that the profile brand of apparel that one purchases covey’s a strong message to the world of who a person is. Thus, there is a strong link between materialism and consumption of luxurious or status brands. This is illustrated by a study conducted by Sahdev & Gautama (2007) seeking to investigate the psychological motivator and behavioral impacts of status consumption. The finding of this study showed that the higher the level of individual’s materialism the more they consumed luxurious or status products. Thus, an individual’s level of materialism influences the brands or product types they seek and hence influences the spread of consumption of status products.

However, as O’Cass and Julian (2001) explain, materialistic tendencies defer among individuals globally depending on various factors such as age, gender and nationality. For instance, Sangkhawasi & Johri (2007) conducted a study to investigate whether materialistic tendencies defer between male and females and the subsequent impact to the purchase of apparel. This study found that there is a difference between males and females tendencies to purchases apparel. The findings of this research found that there is significant difference between materialistic tendencies based on gender, with male being more materialistic.

Sangkhawasi & Johri (2007) also conducted a study among Indians and non-Indians on their preference for Designer Rohit Bal scale, a brand which is primarily purchased for its image. The study found that Non-Indian consider Designer Rohit Bal scale to be an image brand more that Indians do. The researcher learnt that most non-Indians understood the Designer Rohit Bal scale collection as a symbol of success in the society, (Sangkhawasi & Johri, 2007). The study found that as a result, this brand is purchased more in other countries other than India. This implies that there is a link between materialistic perception and brand image among different segments in the global society, (Shukla, 2010). If the materialistic tendency is high in relation to a given brand, it is purchased more. The higher the price of the product, the more the product is purchased in such a society.

However, if materialistic tendency in regard to a brand is low among individuals in a given segment of the society, the product is purchased less, especially if it is highly priced, (Shukla, 2010; O’Cass, 2004). Having realized this, marketers focus on establishing the existing linkage between materialistic perception and brand image for items that are deemed luxurious by the targeted group of consumers, (Sangkhawasi & Johri, 2007). Once this is achieved, organizations change brand image based on these perceptions or take the brand to consumers who have higher preferences for the products. This explains the differences in global consumption and spread of brands in different segments of the global society.

The role of religion on spread of global consumption

Religious beliefs play significant role in influencing consumer behaviour. According to Fam et al (2002), religious affiliations of different groups in the world such as Protestants, Catholics and Jews shape their attitudes towards political ideas, dancing and magazines, restaurants. Similarly, there is strong relationship between religious individuals and greater concerns for moral standards, being conservative and possessing more traditional attitudes towards consumption. To be more specific, religion determines individual’s morals and values and influences consumer attitudes towards particular item or services. In some cases, the influence of religion on consumption relates to restriction of certain items, foods, beverages or even advertisements of certain products or events, which are deemed to be controversial, (Muhamad & Mizerski, 2010). For example, in Asia, advertisement of funeral services is seen as distasteful, (odoshen and Zhang, 2011). This is understood as an act of disrespect towards elders and thus, in opposition to all religious teachings in the region.

However, in some western nations, purchasing a funeral services plan for an elder who is alive is seen as a good deed from a son to the parents, (Fam et al 2004). Thus, making such an advertisement is of outmost importance. In fact, they look for the most appropriate and efficient media. For example, in New Zeeland, advertisement for funeral services is done primarily via letterbox drops, radios and in local community newspapers. Usually, such advertisements are done at a prime time, between 8 a.m. and 10 a.m. via the radio stations. Such choice of time and media would not go on well in Taiwan (Buddhism followers) and in China where the majority of them are Taoism and Confucian followers, where death is seen s a bad omen. The followers in these countries would also not like to be bombarded with such advertisements early in the morning since they believe that this would bring misfortunes to them during the rest of the day (Fam et al 2004).

Fam et al (2004) notes that “in Taiwan and Malaysia (mainly among the Chinese), where the deceased is often bestowed with elaborate funeral rites, the use of mass media to advertise such a service will not bode well, as potential buyers will want to keep such a purchase discreet.” On the other hand, in the same societies, advertising and even taking of alcohol is not restricted. For instance, taking of alcohol is usually part of the cerebrations when marking the beginning of new of Chinese calendar (also known as the spring festival). In Malaysia, promotion techniques include giving free samples to the public, (Gupta, 2011). In contrast, in societies where Islam is the main faith such as in Saudi Arabia, taking alcohol or even making advertisement is totally banned and restricted, (Cherrier, 2009; Muhamad & Mizerski, 2010). Among some Christian believers and non-believers, alcohol is allowed if taken in moderation. Others such as Protestants strictly prohibit alcohol consumption among the followers. Further, Scheetz et al (2007) note that Islamic communities do not Jews do not eat pork just like Hindus do not eat beef.

Other products whose consumption is affected by religion are sex-related products such as condoms and female contraceptives (O’Cass, 2004). As FAM et al (2004) noted, religious values concerning the modesty and offensive nature of products or items make it difficult to be consumed or even to be advertised in some segments of the society. For instance, the use of birth controls is highly opposed by the Roman Catholics. They believe that use of birth controls hinder reproduction and encourage sinful acts. The majority of Protestants on the other hand support the use of contraception and even promote family planning as and important moral good. In Islam, there is nothing that condemns the use of birth controls. On the contrary, it is widely believed that the use of contraception helps to preserve the quality of the family and economics at family level. In response to this, producing industries concentrate more in promoting and selling contraceptives in the regions where religions endorse their use. This explains the fact that in the countries concentrated with Roman Catholics such as Italy, consumption of contraceptives may be very low, (Fam et al (2004). In contrast, in Islamic countries such as Saudi Arabia, consumption of contraceptives is high. Thus, similarly to materialism, if a religion considers a given product or brand to be controversial, the product is consumed less or totally not consumed by the followers. On the other hand, if a religion embraces a product, it is consumed more. Generally this explains the fact that religion affects the spread of global consumption of specific products

Conclusion

In conclusion, materialism connotes the trend of placing emphasis on acquisition and possession of material goods as a sign of one’s success and status. An individual who is status conscious and whose possessions and acquisitions occupy the central role in his or her life is termed as materialistic individual. Thus, materialism influences personal values in relation to consumption of particular product or service. Similarly, religion religious beliefs, norms and institutions in different segments in the global society influence consumption behaviours. The existing differences in religious beliefs and affiliations tend to influence the way individuals live, the choices that they make and what they consume. As this essay demonstrates, both materialism and religion play a considerable role in influencing the spread of global consumption or brands. If the overall materialistic tendencies or religious beliefs favour a given brand or product, it is purchased more. However, if materialistic tendencies or religious perceptions among individuals in a given segment of the society fail to favour a brand or product, the product is purchased less, especially if it is highly priced. Having realized this, marketers globally focus on establishing the existing linkage between materialistic and religious perceptions and brand image held by the targeted consumers (Sangkhawasi & Johri, 2007). Once this is achieved, organizations change brand image based on these perceptions or focus on the market in which the brands are not rejected. This explains the differences that exist in global consumption and spread of brands among different segments of the global society.

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