The State of Flux

The consumer of the 21st century is wandering in search of an identity!

The understanding of ‘consumer’ has evolved through a series of stages. Ranging from the marginalised consumer to the multi-headed one, the way we understand the term has come a long way. None of these models have been proven incorrect, and they all are used as static factors depending on the scenario a marketer seeks to address.

Models of consumer behaviour have looked upon consumers as “people” who make a “purchase” or “buy”. The person who buys is the focus for sellers. The person who uses and causes a repurchase or influences another purchase is the centre of the marketer’s universe and understanding that “person” translates into success. The “person” has an identity — he can think independently, and has behaviour and emotions that are his own.

Identity:

Contrary to existing models, the consumer today, does not have one central identity but continuously changes it. The consumer (the subject) through the process of consumption is in search of his identity.

A young child looks into the mirror and comes to the conclusion “ that is me”. Similarly, if a person were to look into a mirror when wearing a helmet, his reaction would be “this is me about to ride a motorcycle”. The same person if he were to look into a mirror in a suit, with a briefcase in hand, would identify himself as a business traveller. When the consumer sees a product, its advertising and other peripherals he is in some ways looking into a mirror. What he sees reflected is an ‘identity’. If the product contributes to what he perceives as his identity, he will be favourable towards it.

The identity is also influenced by the ‘image’ that a person has. The ‘image’ is determined by how the consumer wants to be perceived by the world. Going back to the example of the person wearing a helmet, he sees an ‘image’ of a big sporty motorcycle under his control, tearing down highways at dangerously fast speeds and always in full control…this 'social image' is how he wants the world to see him.

Kala ventures to the supermarket to pick up her groceries. The current behavioural model pre-supposes that she enters the shop and has an identity that will draw her towards certain specific brands. Kala’s identity influences and is influenced by marketing and its different forms The post-modern consumer is continuously changing identities, just as he changes roles.

Consumer Mutability: When the consumer is in search of an identity he is in a state of mutability. This state allows the marketer to create a picture that the consumer will identity with. Changing times cause a continuous mutability beyond the consumer’s control.

Consumer Stability: When the consumer has found his identity he is in a state of stability. In such a state, the consumer understands how he wants to be perceived by the rest of the world. This will trigger a purchase decision.

The consumer is constantly shifting roles seesawing between a state of flux and a state of stability. How does this concern the marketer?

Language:

The language of communication need not be restricted to the spoken word. It integrates five senses - smell, sound, taste, touch and sight. The retailer has to touch all the senses in order to be able to communicate with the consumer. Language also acts as a mirror and must reflect our identity. The language with which a marketer chooses to communicate must seek to create an identity for the consumer. The point at which, the consumer finds an identity-match in the communication, is called the ‘moment of identity’.

Discourse:

A tie triggers off the idea of work and business. Without a system of work or business, the tie holds no meaning. Similarly, a traffic light holds no meaning without a system of transport or roads. The system is the discourse; the tie and the traffic lights are the signifiers. All sorts of languages make up a discourse (these could be drama, lights, visuals, architecture etc). The combinations of these factors determine how the consumer perceives a product field. The discourse allows a consumer to relate to a signifier, and find stability through it.

Like an item in a schema, any signifier that is used in marketing communication must fit the whole picture of the discourse. A shaving brush would fit the discourse in a communication for shaving cream, but would be out of place in a communication for bed linen.

The consumers’ tryst with a brand has to start at the “moment of identity”. The brand has to communicate through multiple discourses and provide an image, which the consumer feels, is his. The consumer is in a state of mutability and is looking for stability. The marketer has a tough challenge ahead! He has to ensure that in the days of clutter and shake–out with minimum time to make an impact the consumer is persuaded to see the product/brand as fitting his identity. This has to be done quickly and consistently, thence for sustained brand relationships.

Related Reading:
“The 21st century consumer: A new model of thinking”;Valentine, Virginia & Gordon, Wendy;International Journal of Market Research; Spring 2000