Responsible Consumerism : Atina's Insight

 Assalamualaikum w.b.t,    This post will be the reflection on the 12th week of classes for MKTG 4312 (Responsible Consumerism). In week 11, my assignment groupmates and I visited CAP to interview the members on their advocacy over the years. Therefore in week 12, during class time, we had a sharing session with Prof. Suhaimi on the things that we learned when we visited CAP.     In this week's chapter, we learned topics that relate to CAP. The first part of the chapter talks about the practicality and pragmatism of advocacy. To have an effective advocacy experience, the organization should be affordable, accessible, appropriate, and available. Organizations that give off an 'exclusive' vibe might deter consumers from accepting advocacy from the organization. Pragmatism is about the practicality, sensibility, and realism of the advocacy. To successfully advocate, a firm should be aware of its target audience and adjust its ways accordingly.    The...

 Assalamualaikum w.b.t,     Today's post will be my reflection on week 11 of classes for MKTG 4312 (Responsible Consumerism). The first part of the chapter is on the nature of responsible consumerism. There are several types of consumption such as focused consumption, multi-input consumption, information snacking consumption, content-binging consumption, and time-shifted consumption. When it comes to the responsibility of an organization, Carroll's corporate social responsibility pyramid is often used to illustrate the responsibilities.  Source: AQA    The next part is on the green theory of consumption. There are 5 levels to the theory as taught by Prof. Suhaimi. The first level shows the lowest level of green consumption which is the green commitment while the fifth level shows the highest level of green consumption which is the green supply chain. Firms can use this level as a way to gradually apply green consumption in their organization. The next ...

 Assalamualaikum w.b.t,     In this post, I will be giving my reflection on the 10th week of classes for MKTG 4312 (Responsible Consumerism). The chapter is divided into three parts and the first part talks about public education. Currently, in Malaysia, public education doesn't exactly teach students about the importance of responsible consumerism. From my experience of studying in Malaysian public schools throughout my life, there isn't really talk on consumerism. While there was a 'Consumer Rights Club' in my high school, it didn't really have a good perception and students often joined it as a last result. It was often considered the 'random club' and students could not relate it to their life. To improve this, more programs on responsible consumerism should be conducted in schools.  With most foreign concepts, the way to make it mainstream is to market it in a way that will attract the target audience. This also applies to marketing responsible consumer...

 Assalamualaikum w.b.t,    This post is my reflection on the ninth week of classes for MKTG 4312 (Responsible Consumerism). The chapter is divided into 4 parts and the first part is on consumer organizations at global, regional, national, and local levels. At the global level, there is the Consumers International group with its headquarters located in London. The organization tackles issues all around the globe and not just in developed countries.  Source: Consumers International    Regionally, several organizations focus on a specific region. The organizations are ANEC and BEUC. Nationally, in Malaysia, several organizations are fighting for consumer rights protection. The popular ones are CAP, PPIM, and FOMCA. The next part of the chapter talks about consumer protection laws. As stated in a previous chapter, in Malaysia, consumers are protected by the Consumer Protection Act 1999 (Act 599).      The next part of the chapter talks about the ...

 Assalamualaikum w.b.t,     This post will be my reflection on the 8th week of classes of MKTG 4312 (Responsible Consumerism). There are 2 parts to the chapter and the first part is the vicious circle of growth. Circle of growth refers to a complex chain of events that reinforce themselves through a feedback loop. The vicious circle of growth leads to negative results while the virtuous cycle of growth leads to positive results. To better understand the concept, please refer to the picture below. The picture below illustrates the vicious and virtuous cycle of financing SDGs in developing countries.  Source: OECDiLibrary     The next part of the chapter is on the theory of consumption. The theory of consumption talks about consumer choice behavior as shown below. Consumer choice behavior dictates why customers will choose to consume a certain good or service. Some values of consumer choice behavior are functional values, conditional values, social ...

 Assalamualaikum w.b.t,    Today's post is my reflection on the seventh week of classes of MKTG 4312 (Responsible Consumerism). There are 4 parts to the chapter and the first part is on personalization consumption or otherwise known as private consumption. Private consumption measures the consumers' spending on goods and services. There are 4Rs to personalization, which are recognize, remember, reach, and relevance. The 4Rs are a way to personalize or alter the service to fit the customer's needs and demands. To recognize, the firm has to know the customer's demography and background to customize the service to the customer. In the second R which is remember, a service provider has to have a memory of the specific customer and what they like. The third R, reach, requires the service provider to be in contact with the customer to provide promotions and such. The last R which is relevance, requires the service provider to only provide content that is relevant to the custo...

 Assalamualaikum w.b.t,    Today's post is my reflection on the 6th week of classes of MKTG 4312 (Responsible Consumerism). There are three parts to this chapter, with the first part being about the social logic of consumption. The logic of consumption is the reason why we consume as we do. There are several logic to consumption such as efficiency, convenience, simplicity, and connectedness. To further increase understanding of this, let's talk about some examples. When choosing a rental apartment to live in, Isaac will choose the apartment closer to public transport as that will allow him to go to work conveniently. In the case of Isaac, the logic behind his consumption is convenience and connectedness. Next, Rina, when buying snacks at the supermarket, will often choose healthier snacks that have recyclable packaging. The logic behind her consumption is sustainability and health. As consumers, it is important that we are aware of the logic behind our consumption in orde...

 Assalamualaikum w.b.t,    Today's post is my reflection on the fifth week of MKTG 4312 (Responsible Consumerism). The first part of the chapter is on consumer acquisition strategies. First, we need to understand what is consumer acquisition. According to Prof Suhaimi, customer acquisition is the process of getting customers to choose the goods and services of one firm compared to other firms. To put it simply, customer acquisition is the process of getting and retaining customers. An important part of customer acquisition is the act of retaining customers as it will cost less than constantly getting new customers.     Acquisition levels can be divided into three parts which are, leads, prospects, and customers. In the lead stage, customers are simply aware of and interested in the product. In this stage, it is important for the firm to reach out to the customer The firm needs to reach 'hook' the customer into finding out more about the product. The next st...

 Assalamualaikum w.b.t,    Today's post is my reflection on the fourth week of classes for MKTG 4312 (Responsible Consumerism). The first part of the topic is on consumer ethics which is defined by Muncy and Vitell (1992) as 'the moral principles and standards that guide the behavior of individuals as they obtain, use, and dispose of goods and services.' Consumer ethics is important as consumers shape the demand for goods and services.  If unethical customers use and dispose of goods in a bad way and constantly increase the demand for new products, the environment will be negatively impacted. Consumers can directly help in decreasing unethical firms in the economy through boycotting. For example, consumers globally can help in reducing Zionist powers by boycotting products with ties to Israel.     The second part of the chapter is about the ethical issues in product, price, place, and promotion or better known as the 4P marketing mix. For products, the...

Assalamualaikum w.b.t,     Today's post is my reflection on the third week of classes of MKTG 4312 (Responsible Consumerism). From the title of this week's topic, it can be seen that the chapter talks about how to align the producer's priorities with customers' awareness. Some of the producer's priorities are export income, return on investment, and return of resources while examples of aspects of customer awareness are customer rights, protection, and great goods and services from the producers.      The first part of harmonizing producers' priorities and customer awareness is pursuing customer satisfaction. For a business to prosper, the customer will have to be satisfied with the goods and services provided by the business. If the customers are unsatisfied, they will not return to the business - it's as simple as that. There are several steps in pursuing customer satisfaction. The first step is through protecting and educating customers on their rights. F...