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Unformatted text preview: family heirloom
to a toy. A note should be made at this point stating that marketers do not create sacred object and
places – they develop on their own accord in an inimitable manner to every individual as
a result of means, which include, collecting, quintessence, pilgrimage and rituals. A
collection usually starts out as a voluntary action but becomes addictive and compulsive.
Collections soon serve as part of one’s extended self-concept – which explains why
profane to sacred conversions occur the moment an item is entered into a collection. The
process often continues over a lengthy period due to the sense of power and progression
given to the consumer. The paradoxical outcome is both a simultaneous desire for and
fear of completing a collection. For example, young consumers collect Pokémon Tazos.
Quintessence refers to how a consumer believes that a product is perfect regardless. The
product appears to make the consumer’s world a better place. A child, for instance,
might believe that ‘Smarties’ are the perfect sweet. Pilgrimage depicts a case where a
site of consumption in the past is viewed as a special place [Burgess, 1998:64 and Fairall,
2001:72]. An adult that returns to his / her childhood local café is an example. A ritual is a set of repetitive, expressive, symbolic behaviours that occur in fixed
sequences whilst creating or re-enforcing feelings. Through rituals, possessions become
transformed and imbedded with one’s personal identity [Hawkins et al., 2001:492 and
Collins and Coltrane, 1995:480]. Burgess [1998:64] postulates that this process can
happen through grooming, possessions, time, divestment and exchanges. 97 Grooming refers to the fact that the natures of many items are perishable and are need of
constant replacement or replenishment. The way that a young bicycle fanatic takes care
of his bike is an example of grooming. Possession can be explained by people generally
take pride in talking about what they have acquired and showing them off to others. A
child and his friends, for instance, might discuss the latest computer game they have.
Time deals with the periodic occurrences that include holidays, social events and special
occasions. When an item has aged through time or has lost its spark, consumers generally go through some emotional experience. This is referred to as divestment. An
irreparable antique watch illustrates this point. The final category with regard to rituals is
that of exchanging. The purpose of this action is that of passing something of oneself on
to another person [Burgess, 1998:64]. A mother passing on some of her jewellery to her
daughter is a typical example. Once a consumer has managed to endure all the influences ranging from stock-out
situations to sales personnel, he / she is able to complete the purchasing action. This
would normally see the consumer exchange money (either cash or with the use of a credit
card) in return for a product. 2.7.5 Post purchase evaluation The post purchase evaluation is the last step in the consumer decision-making process
and deals with the way that a consumer evaluates, uses or consumes a product after
purchasing it. This usually takes place in four different ways, which include short-te...
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