{"id":1230,"date":"2022-07-21T12:56:33","date_gmt":"2022-07-21T12:56:33","guid":{"rendered":"https:\/\/iilm.edu\/jaipur\/?p=1230"},"modified":"2026-02-21T13:08:44","modified_gmt":"2026-02-21T13:08:44","slug":"consumer-behaviour-in-modern-economy","status":"publish","type":"post","link":"https:\/\/iilm.edu\/jaipur\/2022\/07\/21\/consumer-behaviour-in-modern-economy\/","title":{"rendered":"Consumer Behaviour in Modern Economy"},"content":{"rendered":"
\n

This blog is all about fundamental change that is going on in the of modern economy. And to talk
\nabout that I am going to go back to the beginning, because in the beginning were commodities.
\nCommodities are things that you grow in the ground and pull out of the ground: basically animal,
\nmineral, vegetable. And then value extract them out of the ground, and sell them on the open
\nmarketplace. Commodities were the basis of the agrarian economy that lasted for millennia. In the
\ntime of economic revolution, goods became the predominant economic offering, where we used
\ncommodities as a raw material to be able to make or manufacture goods. So, we moves from an
\nagrarian economy to an industrial economy. Over the last years, goods became commoditized.
\nCommoditized means where they\u2019re treated like a commodity, where people don\u2019t care who makes
\nthem.
\nThey just care about one thing only and that is \u201cprice\u201d. Now there is an antidote to commoditization,
\nand that is customization. In the modern economy this has been realized that goods automatically turn
\ninto services. This transformation converts industrial economy to a service- based economy. But over
\nthe past 20 years, the services are being commoditized as well. The basis of selling telephone services
\nare price, restaurants are value based pricing. It\u2019s time to move to a new level of economic value now.
\nThis is the time to go beyond the goods and the services and focus on experiences. What happens
\nwhen you customize a service and design a service that is so appropriate for a particular person- that\u2019s
\nexactly what they need at this moment in time? Then you can\u2019t help but make them go \u201cwow\u201d; you
\ncan\u2019t help but turn it into a memorable event; you can\u2019t help but turn it into an experience. Marketing
\nworld is shifting to an experience economy, where experiences are becoming the predominant
\neconomic offering.
\nExperiences you can more understand by Disney- the world\u2019s premier experience. There are
\nnumerous examples of experiences like theme restaurants, and experiential retail, and boutique hotels,
\nLas Vegas- the experience capital of the world. But when we think about experiences, think about
\nmeaningful places, think about a journey to the clock of the long now. Those are all experiences.
\nThere is no such thing as an inauthentic experiences. Why? Because experience happens inside of us.
\nThe reaction to the events customer experience should be focus of marketing efforts that is called
\nauthenticity. Now, there is more or less natural or artificial stimuli for the experience, but even that is
\na matter of degree. There is no such thing as a 100 percent natural experiences.<\/p>\n

Authenticity becoming the new consumer sensibility\u2014the consumer buying criteria of choosing any
\nservice or product depends upon authenticity. If we look at the developed economies consumer
\nsensibility and authenticity becomes the important
\nto influence consumer behavior. Service economy means quality improvement in respect of goods and
\nservices. Over the last 20 years whole quality movement has risen with the service economy. In the
\nera of experience economy, it\u2019s about rendering authenticity.<\/p>\n

Assistant Professor, IILM-AHL, Jaipur<\/p>\n

\"\"<\/figure>\n

Figure 1: Consumer Behaviour in Modern Economy<\/p>\n

Rendering authenticity\u2014and the keyword is \u201crendering\u201d. Rendering because you have to get your
\nconsumers as business people to perceive your offering as authentic. Businesses are manmade objects;
\nand involved with money; also involve using machinery and all those things make something
\ninauthentic. So, this is a big question that How do you render authenticity. Are you rendering
\nauthenticity? \u201cSincerity and Authenticity came out in 1960, points to as the seminal point at which
\nauthenticity entered the lexicon. In Sakespeare play, \u2018Hamlet\u2019 there is the one part, Hamlet, where the
\nmost fake of all the characters in Hamlet, Plonius, says something profoundly real. At the end of
\nlaundry list of advice he\u2019s giving to his son, Laetes, he says this: And this above all: to thine own self
\nto be true and it doth follow, as night the day, that cannot then be false to any man. Those three verses
\nare the core of authenticity. There are two dimensions to authenticity: 1. Being true to yourself, which
\nis very self-directed. 2. Being true to yourself, which is other-directed. That means being what you
\nsay you are to others and don\u2019t know about you, but whenever you encounter two dimensions, you
\nimmediately go two by two dimensions. Where, one dimension it\u2018s matter of being true to yourself.
\nUltimately the customers are buying experiences. Therefore, authenticity is becoming the new
\nconsumer sensibility. There are three basic rules-<\/p>\n

    \n
  1. Don\u2019t say your service is authentic unless it is really authentic.<\/li>\n
  2. It\u2019s easier to be authentic, if you don\u2019t say that your service is authentic.<\/li>\n
  3. If you say your service is authentic, your company service is better to be authentic.
    \nI conclude this all what consumers will make happy is spending their time and money for satisfying
    \nthe desire of authenticity.<\/li>\n<\/ol>\n<\/div>\n
    <\/div>\n
    \n
    \n
    \n
    <\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    This blog is all about fundamental change that is going on in the of modern economy. And to talk about that I am going to go back to the beginning, because in the beginning were commodities. Commodities are things that you grow in the ground and pull out of the ground: basically animal, mineral, vegetable. […]<\/p>\n","protected":false},"author":1,"featured_media":1231,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nConsumer Behaviour in Modern Economy - IILM Jaipur<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/iilm.edu\/jaipur\/2022\/07\/21\/consumer-behaviour-in-modern-economy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumer Behaviour in Modern Economy - IILM Jaipur\" \/>\n<meta property=\"og:description\" content=\"This blog is all about fundamental change that is going on in the of modern economy. And to talk about that I am going to go back to the beginning, because in the beginning were commodities. Commodities are things that you grow in the ground and pull out of the ground: basically animal, mineral, vegetable. 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