We needed to understand motivations behind the consumption of a street snack known as "Snacks-locos", which was gaining popularity in different cities in Mexico. When we transformed the consumers into researchers, we not only received the best insights from ordinary people, but also boosted their wisdom to uncover extraordinary insights about themselves.
We needed to understand motivations behind the consumption of a street snack known as "Snacks-locos", which was gaining popularity in different cities in Mexico. When we transformed the consumers into researchers, we not only received the best insights from ordinary people, but also boosted their wisdom to uncover extraordinary insights about themselves.
This paper describes the work carried out in explaining how the Indian consumer reacts to the very idea of consumption. The paper argues that culture is an important determinant of consumer behaviour across categories. A specific model of behaviour with regard to the Indian consumption culture is proposed in the paper.
The aim of the paper is to discuss the interrelationships between collective consumption and the market, and the influence of collective consumption on the market and marketing research. In the detailed analysis the author discusses the influence of collective consumption on the size of demand, growth in savings, increase of demand and the shaping of market equilibrium. Analysing these problems from the macroeconomic point of view, the author forms a thesis of a possible inflationary effect of collective consumption. In the further part of the paper the author analyses the influence of development of collective consumption on changes in the commodity structure of demand, and in demand of particular social groups. The paper presents also preliminary results of researches conducted in this field. Finally the author points at the inevitable development of social consumption and at the indispensable directions of researches and changes in marketing strategy and policy in this field.