Question

Has there been a shift from passive consumption to active participation by consumers? Why or why not?

Answer 1

There has been a definite shift from passive consumption to active participation by consumers. Earlier, consumers had less choice because of fewer varieties of products and services. Therefore, consumers needed less involvement and less active participation in making a consumption decision. In addition, consumers had less information due to a limited source of information. Therefore, they had less active participation in comparing products and services or actively seeking a particular product or service. At present, there has been an increasing individualism. Consumers have more sources of information due to digital technologies such as the Internet and the world wide web. Therefore, they can actively seek for products and services which can meet their specific needs. In addition, there has been an increase in the varieties of products and services, which require a more active participation from consumers in making purchase decisions.