Question

4. In the study of consumer behavior, it was historically assumed that the shopper was a “sovereign consumer” and that decisions, needs, and desires were generated within the individual. Using any of the relevant course materials (readings, films, examples), discuss whether or not consumer’s choices are their own?

Answer 1

Ans: I will definitely agree with that the shopper was a “sovereign consumer”. And choices , desires , needs and decision of each person vary with the other one. And finally the consumer choices are their own and it will not depends on any other things.

For example , I will explain the choices of two persons how they will vary from person to persons. I like to watch the horror movies mostly. In that also I want to see very scary movie. So I prefer mostly the English movies. When ever the movie released I will go immediately to the first day first show. Where as my sister likes mostly the family drama. It is upto her to see which type of movies. We can’t force each other to come to the movie that I didn’t like. And I didn’t go to the movie for the sake of the distributors or movie makers. If I desire to go I will go the movie at any cost.

Consumer needs , desires and decisions are so personally they cannot be influenced by others or any thing. If I go to buy a book I will buy the book which is of my choice and which is in the reasonable price and which is the most famous book and which will be useful to me the most. I cannot simply buy the book for the sake of shop owner.