Article on the consumer consciousness plzzz help
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Answer:
Although consumer behavior is complex, a clear understanding of consumer values, attitudes and behaviors, combined with associated product trends, provides powerful insight into what drives today’s consumer buying habits. For a product to be successful, being alignedÿon at least one of these mega trends will be crucial. Only by understanding the new interpretations of the mega-trends can food and drink producers remain `on-trend’ in the long-term.
Over the past five years Datamonitor has been tracking the consumer trends that are shaping the consumer packaged goods’ markets. This research has revealed 10 core `mega trends’ based on changing consumer values and attitudes which in turn influence buying behaviour. These 10 mega-trends will impact and shape new products and services for years to come.
Datamonitor groups the mega-trends into two separate categories – `complexity’ and `benefit’ trends. The former relate to socio-demographic changes such as rising incomes and aging populations. The benefit trends – for which convenience, health and sensory are the most important – relate to specific product attribute benefits that consumers value as a result of the trend’s relevance upon their lives. The following is a brief summary of each trend and its impact on food and drink purchases:
Age complexity: Food and drink brands need to better understand the changing attitudes of the young and old and reflect this in their marketing. Age complexity denotes the blurring of age as a role-definer, such as older consumers defying conventional associations with aging and kids maturing younger than ever. Traditional characteristics, such as life-long brand loyalty are less prevalent as a result of the age complexity trend. Therefore, there is a significant opportunity to market food and drink products with new flavor profiles to this audience.
Gender complexity: Traditionally, gender segmentation has proved to be one of the most useful and simple forms of demographic segmentation. However, gender roles are less defined than ever before especially with the feminization of society, leading to a strong crossover of product use and behaviors from males to females and vice versa.ÿOur global consumer survey showed that men were on a par with women in terms of the level of importance they placed upon improving their health. Food and drinks’ players can now actively target male consumers with diet brands and healthier alternatives. At the same time, gender specific targeting remains relevant. For example, PepsiCo UK launched Nobby’s crisps and nuts in 2005 with the aim of targeting male consumers’ desires for a more substantial fill.
Lifestage complexity: Trends concerning boomeranging children, extended single lifestyles and an increasingly longer lifespan have all become more pronounced across the globe. Manufacturers must recognize that consumer lifestyles are becoming more changeable and therefore must be more flexible in the way they target consumers according to lifestage assumptions. The growing opportunity of meals for one is one outcome of this trend.
Income complexity: The notion of luxury is becoming increasingly complex as consumers, especially those in the mid-market, acquire greater wealth. Rising mass-market expectations regarding quality creates problems for mid-market food and drink offerings, which can appear bland by comparison. As discounting becomes increasingly common, and other brands move up-market to sub-premium or luxury, there is a growing gap in the mid-market. With this food and drinks markets are polarizing, thereby creating bigger opportunities for growth at the top and bottom ends of markets. Food and drinks brands/products operating in the middle run the risk of getting trapped in the middle. These brands need re-aligning via a luxury boost or a changing focus on value.
Convenience: Consumers across the globe continue to report problems with maintaining a work-life balance and increasingly seek solutions that create time. ‘Pit-stopping’ behaviors such as workplace consumption and consuming on-the-move have become more pronounced. In food and drink, snacking has evolved into a trend towards light meals, where consumers seek more filling and substantial meals to facilitate their `flexi-eating’ habits. There are numerous product attributes that can be incorporated to capitalize on the trend. Products that are easy to carry, portable, fast-acting, lightweight, pre-prepared, resealable, simple, and compact will appeal to today’s convenience orientated food and drink shopper.
Health:
Explanation:
A conscious consumer is an agent of change who considers the social, environmental, ecological, and political impact of their actions.I do believe that to live a balanced life, we must strive to align our intentions, thoughts, words, and actions.
Consumers are becoming more mindful of every purchase they make and are looking into ways in which they can reduce their everyday effects on the environment.
The Conscious Consumer is a key trend for 2019, with environmental impact being at the forefront of many consumers’ purchasing decisions. With this in mind, every company should be thinking about their own impact on the environment and how this can be reduced.
I hope it will be helpful