Materialism is the importance placed on material possessions. Someone with a high level of materialism, described as "materialistic," considers material possessions to be central to their life and their identity, and focuses a good deal of their energy on acquiring possessions. Someone with a low level of materialism, described as "non-materialistic," or "not materialistic," does not consider acquiring possessions to be particularly important, although they vary in the extent to which they acquire material possessions in order to meet other objectives, such as social acceptance.
Advertisers are often blamed for promoting a materialistic society by making their products as desirable as ...view middle of the document...
However, if the customers have a perception that they do not need it, they may not purchase the product.
Hence, marketers these days have evolved to create needs for customers. Marketing these days does not only mean existing customers, which have needs but also non existing customers, which have no needs. Creating needs by marketing can mean the excellent usage of promotion activities, from words on a poster to colors on it. It can also mean effective sales techniques by the door to door salesman which can talk their way to sell you.
Today, marketer always uses advertising to promote their new products. Advertising helps to communicate the availability of the products.
Advertising can be said as effective communication between producers and consumers. Advertising helps in eliminating the middlemen by establishing direct contacts between producers and consumers. It results in cheaper goods.It helps consumers to know where and when the products are available. This reduces their shopping time.It provides an opportunity to the customers to compare the merits and demerits of various substitute products.
In the present day marketing activities hardly is there any business in the modern world which does not advertise. The objective of advertising is not only sell consumers to the buy the products, it also benefits them. It can be said to impose on buying decisions, but it does not foster materialism.
Consumers buying goods are not only affected by advertising, their behavior can be many aspects. For instances, they can influenced by peer groups.
A 2010 study by The Nielsen Company pointed out that people read reviews and decide by them.
“Nearly 60 percent of online shoppers said they consult reviews prior to purchasing consumer electronics and 40 percent of online shoppers claimed that they would not...