Consumer Behaviour for Great Eastern Singapore Run- myassignmenthelp

Question: Discuss about theConsumer Behaviour for Great Eastern Singapore Women Run. Answer: Consumer communities arise through market socialization that allows people to meet and discuss issues that revolve around them or affect the society that they live in. These communities create a consumer cultural landscape that allows people to share and shape their lives within the domains that are defined by the community (Giesler Pohlmann 2003, p. 97). Such domains may include, diet, exercise and other activities that the individual lives with to meet the demands of the community. The Great Eastern Womens Run Singapore is one of these communities that brings together different people for a charitable course. This essay analyses this consumer community to understand sociological patterns that revolve around the group. Muniz O'Guinn (2001, 421) suggests that developments witnessed in the society have pushed people to not only look at neighborhoods for association but rather to communality of consumption behavior. Most of These communities are created through advertisements that lure people to join and become part of them. The Great Eastern Womens Run Singapore has different activities that allow people to come together and connect. Once people have come together they get to know each other get social on media platforms where they discuss issues that are beyond the consumption that brought them together. Stokburger?Sauer Wiertz (2015, p. 240) suggest that these communities develop through a feeling wellbeing, common interests or common concerns that come from the common consumer product that they share. Coming together for the run and participating in different activities plays a social function to participants through creating a commercial identity that people wish to associate (Giesler Pohlmann 2003, p. 91). The communities defy the basis of features like geographical or social demographic boundaries that bring together but use an activity or event to define their identities. Like the Great Eastern Womens Run Singapore social media groups on Twitter and Facebook contain people who participated in such activities or are interested in future participation. Consumer identity develops through a pattern that consumers use to describe themselves. People no longer consume things in the society for functional satisfaction but use them as symbolic resources for construction and maintenance of identity (Zaglia 2013, p. 219). Therefore, brands and products are used to express their identities through use and identification with certain products in the society. When people use of certain products like the Great Run consumers derive social exchanges to form networks that satisfy their needs. Participants identify themselves based on categories that exist in the product then set social norms that define their group. Through these norms, a consumer identity is formed that shapes the way members engage and participate within the domain of the group. Such groups start with identity based on a common product like the charity run and extend the activities within the group beyond the identity that initially defined the group. The social relations that define the group shape the interpersonal behavior of members. As the group grows, the number such networks keeps expanding while the amount of time that people spent increases too. The western world is currently defined through these social networks that are continuously shaping the identities that people have. Symbolic consumption exists on the notion that products carry functional meanings that make them to be utilized as symbols. This implies that consumers only take products that hold particular meanings to them (Arnould Thompson 2008, p. 380). The Great Eastern Womens Run Singapore is run for 2017 was run for two charitable courses of the Breast Cancer Foundation and the Womens Health Research and Education Fund which raised S$57,000 (The Great Eastern Women Run Singapore, 2017). The theme color of the run is always red where participants. In Singapore red is a symbolic color that represents courage and strength. The color is said to stimulate energy and shows the zeal for the course that the event seeks to achieve(Prime, 2018). This color symbolically appears in the national flag and in the countries passport to show the history of the country. Further, the run is designed and promoted to champion issues affecting women. Since women are vulnerable in the society and require support. The run is a symbolic activity that seeks to promote the rights of women. On the other, since participants prepare in groups for the event, it is used as a socialization and networking activity that brings people together thus playing symbolic role that the event seeks to achieve. The Great Eastern Women Run Singapore consumer community can be defined as a symbolic community that seeks to achieve a common course of bringing together women for a small charitable activity to address issues that affect them. The fact that it contains entirely women, then it carries the symbolic meaning of addressing women related issues. The community is defined by consumers who come together to accomplish the mission of addressing issues that affect other women. This forms a brand community defined by passion that the group seeks to achieve (Woolf, et al. 2013, p. 99). The women connect on other platforms like Facebook based on the identities that they have formed to share broader issues that affect them. From the case of The Great Eastern Women Run Singapore, consumer communities develop based on functional functions that they seek to achieve in a brand or product. Brands and products are used as common symbols that bring people together but in real sense, consumers come together and develop their own consumer identities that define the social function that the group lives to accomplish. Through the charity run, Easter Singapore women have created a consumer identity that they explore beyond the charity event to other platforms like Facebook and twiter to address issues that affect women and the girl child. Therefore, the community plays a larger consumer role in the society that is beyond the product that connects them together. Consumption exists in such communities based on the symbolic meanings that people attach to such products, the identity that they form with and how they satisfy their socio-psychological needs based on the product. References Arnould, E. J. Thompson, C. J., 2008. Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 35(2). Giesler, M. Pohlmann, M., 2003. The social form of napster: cultivating the paradox of consumer emancipation. Advances in Consumer Research, Volume 30, pp. 84-100. Muniz, A. J. O'Guinn, T., 2001. Brand community Research. Journal of Consumer, 27(4), pp. 412-32. Prime, 2018. Colors and What they Mean. [Online] Available at: https://www.prime.sg/2016/08/17/colors-and-what-they-mean/ [Accessed 18 March 2018]. Stokburger?Sauer, N. E. Wiertz, C., 2015. Online Consumption Communities: An Introduction. Journal of Psychology and Marketing, 32(3), pp. 235-239. The Great Eastern Womens Run Singapore 2017. Thank You For Making #GEWR2017 A Great Success!. [Online] Available at: https://www.greateasternlife.com/greateasternwomensrun/index.html [Accessed 18 March 2018]. Woolf, J., Heere, B. Walker, M., 2013. Do Charity Sport Events Function as Brandfests in the Development of Brand Community?. Journal of Sport Management,, Volume 27, pp. 95-107. Zaglia, M., 2013. Brand communities embedded in social networks. Journal of Business Research, 66(2), pp. 216-223.