SociologyPaper, Youth 05-Q109
Onkeen personal reflection and research, I admit that my friends and Iare prosumers at some points in life. This is because at some pointsin life, we fit the characteristics of prosumption both at the levelof professional consumers and producer consumers. The features ofprosumtion do not only apply to me and friends alone, but the youthof today in general, due to our similar consumption culture. Myfamily members too are prosumers. However, the level of prosumptionvaries with their age since the young relatives tend to be moreprosumers tan the older ones.
Thereare many prosumers around my life. In fact, the more I understand theconcepts and characteristics of prosumers, the more I discoverexamples prosumers in my life. After research of my friends,relatives and old classmates I realize that most of them areprosumers in both the professional and production levels. Theprevalence rate for prosumers is high due to availability ofdisposable income among friends and family (Ritzerand Jurgenson16). According to Ritzerand Jurgenson(17), another factor for increased prosumers increases leisure time,especially among the youth. Mooij(41)argues that the younger the person, the more likely the individualtends to portray the characteristics of a prosumer.
Observationof Meijar’s Store
Tolearn more about the culture of shoppers, I visited the Meijerstore located inOlard Part, 15701, 71stCourt in Illinois (Meijer1).The store has an average level of merchandise for the youth, since itdoes not stock youth products only. The merchandise is for thegeneral public use and cuts across all ages. The main focus of thisobservation was to examine the young shoppers. The store makesdeliberate efforts to attract the youth, especially teenagers throughtheir parents. This is noted from the placement of teenage productssuch as Chips Ahoy, just adjacent to the adult shopping listsproducts like cheese. In addition, they place their promotions andoffered with parent products attached to kids and teenage products,as a promotional package.
Afterthe observation, the next part of the task was to examine the websiteof the hypermarket store. The information gathered at the storereveals that consumerism does not mean a lot to the youth. However,consumerism plays a critical role in the determination of consumptionbehaviors of the young people as it reveals their trends andpreferences. According to Healey(23),the understanding of trends and preferences of young people providesorganizations with details useful in the formulation of production,sales promotion and packaging of their products. These strategies areadopted by the stores as a way of attracting the youth to theirattention through offers and promotions that appeal to them.
Thestores try to affect the youth by designing attractive and classymessages that identify with the youth. Blythe(196) argues that the best way to appeal to a certain target group ofconsumers is to design messages that they identify with and relate totheir age. For instance, in their website, they try to attract kidsand teenagers by showing pictures of kids having fun with crayons andplay toys like horses (Meijer 1). According to Blythe(198), such messages and attractive images invoke the minds ofpotential consumers to start demanding the product and have fun thatis experienced by those in the picture. The strategies employed bythe stores to attract the youth are effective because the youngpeople cannot escape the appeal that the message is packaged with.
Blythe,Jim. ConsumerBehavior.New York: Sage Publications, 2013. Print
Healey,Justin.Consumerism.New York: Spinney Press, 2007. Print
Meijer,Web, Accesed, May 31, 2014, <http://www.meijer.com>
Mooij,Marieke. ConsumerBehavior and Culture.NewYork: Sage Publications, 2010. Print
Ritzer,George. & Jurgenson, Nathan. (2010). Production, Consumption,Prosumption. Journalof Consumer Culture,10(1), pp. 13 –36