Consumption Markets and Culture narrates the process by which the hipster community of consumption applies the use of food in portraying their resistance to the mainstream as well as rolling out their identity efforts. The article further points out the hipster's consumption concepts which are the vegetarian options, brand choices as well as avoidance plus deco modification actions. The understanding of these concepts is through the ability to relate to the consumption patterns followed when up taking food preferences. The hipster community forgoes meat consumption with reasons that it is cruel. Also, the brands get treated as exploitative regardless of costs, therefore, hipsters avoid buying their commodities.
A marketer needs to learn that the ordinary marketing norms do not act in a productive way to the hipster’s community. Hipsters shun away from goods receiving excessive advertised or those purchased for their brand loyalty, the expensive products, and the commercialized products. The marketer needs to issue discounts to facilitate the product seems non-exploitative. Further, the goods require stripping off their brands and ready to consume to promote their organic point. In conclusion, companies can partake alternatives to the meat items to capture the vegetarianism culture.
In the society, most of our peers have turned into deco modification through avoiding processed foodstuffs. The supermarkets are avoided when purchasing groceries and thus have led to the upcoming of Organic food stores. Amidst the higher cost of such commodities the consumers tend to adjust their budgets to facilitate the culture. The accommodation of home baked stuff has also been a move to compensate processed items.
Questions To Ask Other Classmates
Two major relevant questions tend to pop up. What are the consumption trends that you identify with as a marketer? Secondly, as a marketer what are the counter moves you would uptake to resolve any of this consumption patterns?
References
Cronin, J. M., McCarthy, M. B., & Collins, A. M. (2016). Consumption Markets & Culture. Routledge .
Mun˜iz, Jr., A. M., & Schau, H. J. (2005). Religiosity in the Abandoned AppleNewton brand community. Journal of Consumer Research 31, no. 4, 737–47.
