IMC - Consumer behaviour and the communication process
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Study into consumer second-hand shopping to identify re-use behaviour | WRAP UK

Study into consumer second-hand shopping to identify re-use behaviour | WRAP UK | IMC - Consumer behaviour and the communication process |
Rohan Berry's insight:

This article is about the re-use displacement effect which basically means the amount of second-hand purchases that have replenished with what would alternatively have been the purchase of a new item. The data on this article reveals that only 27 percent of consumers would have bought their item new if they could not have found it second hand. This small percentage of people indicates the importance of a second hand market. To me, personally, a second hand market is greatly essential at this time of my life. As a student, with a very limited disposable income it would be really hard to afford brand new items. I think the re-use displacement effect is progressively getting larger as companies such as e-Bay or Trademe thrive. Though they do have brand new items, I believe the majority of their items are second hand.

Tau Mafi's comment, April 9, 2013 7:54 PM
Just a thought for me it is agreeable that in this article states customers re-use behaviour this can results to product pricing as some users of a company's product can result to “how affordable is it to purchase a product?” In terms of IMC focusing on communicating with consumers more effectively in regards to their behaviour they might switch on easily to get interested in creating a conversation from a message that has been communicate effectively to them but in terms of the affordability of getting what the message is offered to them, Customers in the end will always foregoes with what they already intended to get in terms of values most to them and the effectiveness of their behaviour in purchasing re-use products can be on pricing not in promotions.
Duncan Robertson's curator insight, August 12, 2013 9:10 PM

This article gives a clear overview on the behaviour of consumers with second hand shopping. The survey stated in the article got out to 3000 people - over several locations. It did result in only 27% of people said that they would have only bought a new product if their wasn't a second hand of that product available.This shows how big the second hand market is and how a huge amount of consumers go to the second hand market. Personally as a student, the second hand market is my first go to just because of my financial status. This market is growing overtime as more and more consumers rely and have a postive attitude to this market.

Andre Zareian's comment, August 13, 2013 5:04 AM
This comment is in relation to duncan's insight. The article describes how consumers behave when purchasing goods second hand. A survey had been undertaken by 3000 people which showed that 27% of people would by a brand new product. This is interesting as with the economic downturn over the past few years this has seen an increase in people purchasing second hand products. The survey shows that it is becoming more excepted in society for people to buy second hand and consumers are taking advantage and becoming more aware of second hand products.
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Consumers on auto-pilot and buy out of habit: Survey - StartupSmart | Consumer Behaviour on the web

Consumers on auto-pilot and buy out of habit: Survey - StartupSmart | Consumer Behaviour on the web | IMC - Consumer behaviour and the communication process |
Consumers on auto-pilot and buy out of habit: Survey StartupSmart It found consumers are not making conscious decisions about purchasing when habit is driving behaviour.
Rohan Berry's insight:

This article was really very interesting. It is about whether brand loyalty is ‘mainly’ driven by habit or real rational reasons. BrandHook, a consumer insight group has surveyed 1000 respondents and found that 46 percent consumers drive their shopping choices and have come up with the conclusion that consumers aren’t making conscious decisions about purchasing when habit is driving behaviour. Therefore they think that there are certain stages in a consumer’s life when they are more vulnerable and open to change. Stages such as when they move house, get married, have a baby or form a new relationship. Michel Hogan, an independent brand advocate disagrees and says that she doesn’t consider inertia as loyalty and that people are not loyal to brands out of habit they are royal because of real rational reasons.


In my personal opinion, I strongly believe that in most cases brand loyalty is not based on consumer habits, but, real rational reasons instead. For example, a low income earner would chose to go for a cheaper loaf of bread simply because he or she can only afford to do so, not because it is a habit. However, I also do agree with BrandHook’s recommendation about consumers being more vulnerable and open to changes in certain stages of their lives. 

Alexandra Renall's comment, August 21, 2013 10:45 PM
I understand the point the article is making about targeting consumers when they are most vulnerable, but I have to agree with Jordan when she mentions that at times, loyalty isn't an issue. At times, purchased decisions are solely determined by price. Many consumers are on such a tight budget, that even if they prefer a more expensive product, they will purchase the cheapest option.
Chelsea-Rae Dawson's comment, August 22, 2013 4:47 AM
I agree with your insight on this article Jordan. I believe that both point raised in this article are very valid in their own ways. Yes, it is easy to target customers when they are going through a change in life however, when consumers do go for the cheaper option- the current economy and financial sitatuions do need to be taken into account also.
Labroye Tauevihi's comment, August 22, 2013 8:57 PM
I agree with this article when it discusses the fact that habit can be the drive for many purchases. In personal experience, I tend to purchase products that I am comfotable with and have used frequently, compared to a brand that I have no clue about. It is interesting what @Jordan mentioned in her insight about how price can influence a purchase, something I also agree with. I do question however whether consumers have more then one brand in mind in relevance to the same product, and whether they purchase the more expensive product on days when money isn't an issue and whether they buy the cheaper option on days they are short on cash?