Rituals & Consumer Behaviour

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Define a ritual. What are ritual artifacts? Choose the following rituals and describe how marketers can use this ritual in preparing products and communication messages for consumers. Grooming rituals, gift-giving rituals, and holiday rituals. Use appropriate examples to illustrate your answer. Rituals are an integral part of human society for generations and has been an influencing factor in consumer behavior. What actually are rituals? Rituals are expressive, symbolic activity constructed of multiple behaviors which occur in fixed, episodic sequence and tend to repeat over time. The rituals are performed for religious reasons, during social ceremonies, group events, cultural traditions, out of habits and other such occasions. The rituals are performed more or less the same way year after year without change and where ever they change it is a very gradual process spanning decades. The agents to change are generally social, cultural, adaptations to changing times and improvements in the society. In India it is a ritual followed for centuries to wear new clothes and distribute sweets, among your friends, families, business acquaintances and others before Diwali, a major festival of India symbolizing the victory of good over evil, which actually makes people feel good and upbeat and rise above their routine chores and make merry. Diwali is just one among many such festival in multi ethnic and multi-cultural Indian society. Globally during Christmas, New Year people in different countries follow different rituals to celebrate the occasions in their own way. Now a days colleges and universities also have ritual to celebrate the anniversaries or college youth festivals every year. From the markets point of view, these are very good times. When ritual are being performed the consumer spendings would enormously rise all of sudden for certain period of time and come to

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