Trends in Consumer Marketing and Resulting Consumer Behavior

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Anneke Zwart
Student (University), Netherlands

Trends in Consumer Marketing and Resulting Consumer Behavior

Fortin and Uncles (2011) reviewed the last decade in consumer marketing and its main developments and trends. They argue that the B2C marketing environment has made rapid transformations during this period, and can now be portrayed as turbulent and disruptive. These transformations have significantly changed the way that consumers behave and are therefore important to outline. What are the main drivers for those rapid changes? According to the authors, the following three major changes have resulted in rapid transformations that have significantly changed the consumer marketing environment and consumer behavior:
  1. PHYSICAL ENVIRONMENT CHANGES: This can refer to two different situations. First of all, it can refer to random acts of nature such as natural disasters, floods, tsunamis and earthquakes. Secondly it can also refer to human-made physical environment changes such as terrorism. Many of such occurrences have been accompanied by decreased economic activity by consumers. But it is often seen that consumers will eventually adjust and be able to and see the changed physical environment as “normal”.
  2. CHANGING OF THE MAJOR MARKETS: In the past decade, we have seen that markets such as China, India and Brazil have developed rapidly. The increasing globalization and its resulting global business may lead to transfer of power among suppliers and consumers, because the marketplace becomes global instead of being centered in Western Europe and the USA.
  3. TECHNICAL INNOVATION: In this case, it is especially the developments in communication technology that has largely facilitated consumption and has largely influenced the way that customers are interacting with companies and with other customers. The ease and speed of information flows have increased significantly; this in turn has increased the power of consumers
Are we missing out any major, perhaps more recent, consumer marketing trends that should be added to this list?
Source: Fortin, D. and M. Uncles (2011) “The First Decade: Emerging Issues of the Twenty-first Century in Consumer Marketing” Journal of Consumer Marketing Vol. 28 Iss. 7 pp. 472-475

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