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Impact of Fairtrade on Buyer Behaviour

In: Business and Management

Submitted By lpodmore
Words 1846
Pages 8
Rationale for choosing ‘Fairtrade UK sales show 12% increase’

The decision to analyse this newspaper article ‘Fairtrade UK sales show 12% increase’ from the Financial Times is because it encourages further analysis of consumer behaviour and aids, understanding many of the concepts and models that are core to consumer behaviour. The article reports that consumers in the UK are increasingly purchasing Fair-trade products, citing a 12% rise in 2011 from 2010. Consumers are more prepared to spend their money to help ensure a better deal for foreign farmers and prevent their exploitation and their very motivation behind this demonstrates many of the core concepts of consumer behaviour. The article provides the background information that the overall market growth for grocery products stood at around 5% and suggests that this market growth isn’t sustainable and also suggests that consumers will continue to increase their purchases of Fair-trade products despite increasing financials hardship amongst UK consumers. The article invites analysis of how consumer’s desire for ethically sourced products is being tapped into by companies and what is motivating the purchase decisions of these consumers. It also offers an insight into the organic food products market, which has seen sales fall year on year for the last 3 years. This essay illustrates how by applying consumer behaviour theory to the facts reported in the article, understanding of the consumer is greatly improved. The essay will offer analysis of the consumer from three different perspectives; (1) the cognitive consumer, (2) the emotional consumer and (3) the social consumer.

A possession as part of the extended self

However, first it is important to understand the type of product that will be discussed and how the concept of possessions as the extended self, is crucial to understanding consumer behaviour.…...

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