Week 6: Understanding the Tangible Goods Sector
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 order for us to limit ourselves according to our needs.
The next part of the chapter is understanding the tangible goods sector which is any physical goods that can be seen and touched. For example, let's take Coway Water Filter as an example. When a consumer purchases or leases the water filter, they are leasing the tangible good of the water filter. At the same time, they are also purchasing a cleaning service that will be provided every few months. Because the service is not touchable, it is not a tangible good.
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