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In the mid-1990s, almost half of the total number of consumers bought friendly products with the environment; However, relatively few consumers (29%, according to recent investigation) buy a product only for this reason. A common error of companies is neglecting the mention of the benefits for the consumer, not only for the environment.14 to satisfy “green consumers”, the product also has to be competitive with the alternatives in factors such as price, reliability and convenience. Many people who have favorable attitudes towards non-harmful products for the environment do not buy them. Moreover, and what may be even more disconcerting, some products that consumers believe that they do not harm the environment (and that companies promote as non-harmful environmentally) are more harmful than alternatives. For example, a glass or cup of paper Is it less harmful to the environment than a plastic one? Actually, “the plastic cup requires half energy for its elaboration and results in 35% less than a number of toxic chemicals … than a glass of paper” .15 so that concern for the natural environment seems Having diminished its impact on purchasing decisions in the United States. However, environmental awareness is greater in many other parts of the world (which go from the European Union to Japan) .16 The result is that a company has to be environmentally sensitive in its marketing activities, especially in the development of the Product, all over the world.

Change of gender roles For many reasons, mainly by the growing number of households with two income, the roles of men and women in families, jobs, recreation and purchase behavior are changing radically. Now, for example, the number of men “house masks” have increased that remain at home, assuming primary responsibility for children’s care and house arrangement while their wives work full time. Even more, it is increasingly common for men to buy home needs, especially edible, while the number of women buying products such as automobiles, mutual backgrounds and business trips has grown. Looking for a greater attractiveness for women, Volvo depended on an entirely feminine group of designers to develop a new concept of a car.17 One of the most radical transformations in our culture has been the changing function of women.

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