Zukin’s Argument

Zukin’s Argument

Understanding the sociological aspect of consumption aids in providing a means of viewing people and society from different perspectives’. Consumption offers a means of studying and analyzing society through their behavior based on how they spend and the multiple means of how society influences their expenditures. Thus, examining the nature of consumption of specific communities provides the basis when it comes to societal character evaluation. In recent times the internet has revolutionized how individuals view services and products. Consequently, Zukin helps to shed insight into the idea that there are two aspects of consumption, namely, controlled and creative aspects (Allan & Blakelyr, 2014). Although consumption as a topic is complex, it is crucial to consider Zukin’s argument and its basis.

Zukin initiated the idea that consumption can be analyzed from the creative and controlled perspectives. The controlled aspect focuses on the various techniques and strategies implemented in the retail, advertisement, and marketing scenes. They are all usually employed to persuade the broad spectrum of consumers in society. Perhaps, they can be viewed as a means in which various companies use to reach out to their consumers. In the same fashion, for an organization to get consumer’s attention, they have to employ the creative aspect of it. Consumers are also individuals who are self-aware of their surroundings and can adapt to their situations. Thus, organizations have to devise innovative ways in their marketing and advertising strategies. The creativity of multiple organizations influence the response they get from consumers.

In Zukin’s argument, the market forms the controlled aspect of consumption. Marketers have to incorporate different strategies before creating the ultimate web advertisement for a new product in the market. In recent times, many consumers prefer purchasing products online. It may be because of the convenience when it comes to accessibility. When shopping online, a range of consumers can access the online market from either their computers, phones, or tablets. Thus, online marketers have to initiate creative ways that will ensure their websites are appealing to their target customers. For instance, Amazon has customized a means which provides their consumers with suggestions of items which may be attractive to them. The recommendations are based on the items the specific consumer purchased recently. Thus, increasing the possibility of that particular consumer to buy the product. The ability to customize websites according to consumer’s purchase history encourages different consumers to shop with the same retailer. Perhaps, a means of promoting consumer loyalty.

Currently, the internet forms the primary marketing tool. Notably, before a consumer makes a purchase, the internet is their first stop. The internet provides a platform for a variety of consumers to get their products or services. Correspondingly, the internet offers a range of the same products from different brands and producers. Therefore, any browser is aware of the advertisements and the product being advertised. In the same fashion, when a consumer is exposed to the same product multiple times, they are likely to develop a positive attitude towards the same product. Perhaps, that is why many organizations and brands invest in marketing through online advertisements. The online ad also builds the reputation of certain brands. If a consumer has to make a short term decision regarding a product, they will end up making a purchase based on the quality of the brand. Thus, before applying the controlled aspect of Zukin, it is also crucial to build up a strong brand. A strong brand ensures that the sales are more since it attracts more sales and purchases on a long term basis.

On the other hand, the environment also affects the attitudes and emotions of shoppers. The shopping environment also affects the consumption tendencies of individuals in society. An analysis of the atmosphere and sopping environment can also explain the consumption patterns of society. Notably, according to Zukin, to gain an understanding of the shopping patterns, one can start by looking at how the goods and packages are sold in total (Allan & Blakelyr, 2014). It can also be coupled with the analysis of particular items, consumer experiences, fashion senses, and customer lifestyles. The mentioned factors play a role in the consumption patterns of a specific society. Equally important is the fact that the consumption patterns promote the development of certain brands in the market. Thus, the ability of a company to master the shopping atmosphere will enhance its marketing strategies resulting in a stronger brand.

Notably, it is crucial to have a precise aim when creating a website. When an organization’s marketing department is analyzing a particular market, the main objective is generating awareness of its products and services. However, before designing the best advert, it is crucial to consider the atmospheric space and the impact the advertisement will have on their consumers. In Zukin’s argument, the atmosphere or ambiance plays a vital role in the reaction of different consumers on a product (Allan & Blakelyr, 2014). Thus, a particular design that is made creatively will have a positive impact and emotions on the consumers. The studies carried out by social scientists like Kotler identify the fact that atmospheres such as shops or shopping centers create a particular type of sense and mood.

Consequently, the senses and moods end up starring up certain types of emotions in individuals. Therefore, the shops or shopping environments form the perfect areas for an organization to analyze before creating the best website. The ideal site will, in turn, ensure that their products and services stir the intended emotions on the intended clients.

Notably, Zukin can establish the fact that the controlled and creative aspects help various brands structure their products and services differently. In the same fashion, information about the same product or service may be shaped and employed differently based on the aim of the organization. Thus, to have the best impact on the consumers, it is crucial to constrain and structure the information in a manner in which multiple individuals can relate. It is also essential for the information provided to stir certain feelings according to the needs and wants of consumers. The emotions stirred also provides a certain level of imagination in the consumers’ minds. According to Zukin, the internet and advertisement provide individuals with an escape from reality (Allan & Blakelyr, 2014). Equally important is the fact that shops and shopping plays a central role in our current society. For instance, our streets are made of brightly lit billboards, malls, and supermarkets. Perhaps, that is why it is crucial for any brand to device different creative means of relaying information about their product to the market.

In conclusion, Zukin’s argument provides a robust discussion regarding consumption. The controlled and creative aspects of consumption have to be incorporated together when introducing a product to society. In the same fashion, the controlled and creative elements are aimed at encouraging people to want the intended product or service. Thus, before introducing any product in the market, it is crucial to consider desires and  needs consumers. Notably, other essential factors to consider are the shopping patterns and shopping atmosphere. It is safe to say that Zukin’s argument provides a reliable explanation of societal consumption patterns.

Reference

Allan J., & Blakelyr G., (2014). Understanding social lives book 1.