Why We Buy, How We Buy

Why We Buy , How We Buy page 1

Why We Buy , How We Buy

Introduction

In a world of numerous products offered by different manufacturing companies , advertising strategies used by the business establishments could be both appealing and blinding to the eyes of the consumers . Why is this so ? This is due to the fact that marketing strategies and advertising approaches have different impacts among people in the society . At times , these marketing strategies are designed to attract the weakest point of `avoidance ' of the audiences in the market to be

br able o lure them to buy the products being advertised

This is what is strongly made mention by Solomon Jack as he said : We American 's dream of living above the crowd of attaining a social summit beyond the reach of ordinary citizens .and herein lies the paradox (410 . True , due to the human want of being above what is considered normal and acceptable in the society people opt to appreciate advertisements that ought to set them in a higher level of being socially elevated from others . Everybody wants to feel special , and this is what advertisements in the marketing world cater to

Elitist versus the Populist

Jack Solomon includes in his writings the existence of the advertising division in the marketing industries . According to him , these two divisions involve the way that advertisements ought to have an impact towards its target audiences in the market . Hence , he further describes that in many ways , both approaches of advertising tend to lure more and more attracted consumers from time to time . How well do these functional advertising perform their duty of attracting the market Discussing both approaches

Why We Buy , How We Buy page 2

separately would help ensure better understanding of the system that they both utilize to attract consumers

The elitist approach involves catering to the individual demands of the consumers . This mainly refers to the needs of the target market as an `individual . Here is where the thought of `being special ' comes in Hence , the advertisements ought to help the consumers realize that by buying the products being advertised , they are to be able to feel being special among everyone else in the society . At times , it is not simply the convenience that a product gives or the quality it holds . Sometimes people tend to buy products that help enhance their image in the society

On the other hand , the populist approach caters to the need of an individual in becoming a part of a group . The fact that everybody needs to feel the sense of `belongingness , populist approach offers an option to the buyers with regards to becoming a part of a large group of society , which again has a certain alleviated status among others in the community . It must be noted that psychologically , it is indeed a necessity for humans to want to be `special ' among others . They want their individual styles and want to be much above than that of the others . This is...