Marketing 1, Consumer 0 !

You might recall that I mentioned, my dislike of shopping for food and groceries in general. Thinking about the strength and value of women, I came across a book by Joyce E Salisbury: Women in the Ancient World. She mentions in this book that when humans first appeared, they lived  by gathering and hunting, with women doing the gathering and men the hunting. As 75% of calory intake was food, not meat, I ask who provided for the family? Yes the women were responsible for most of the nutrition that sustained the family.

Not much has changed has it? Women are still the ones doing the gathering. Only now we stand in the checkout queue, being bombarded by cleverly exhibited goods all along the side of the counter. A few days ago I was standing in such a queue behind a young woman. The queue was long. It was lunch time, breakfast seemed long ago and the muffins, doughnuts, chips, sweets, dried fruit and much more, very tempting. In the about ten minutes we waited, I observed the young woman who had a shopping basket with about three items, progress or is it regress?, to having a shopping basket overflowing with unnecessary treats.

Intrigued by my observation, I turned to Google, where I found this is called an impulse buy. Research findings suggest that emotions and feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure to a well crafted promotional message.

How do we counter this bombardment of consumer messages? Maybe it is time for us as women to return to gathering our own food. A small vegetable garden can provide enough veggies for the average family and has the advantage that it contributes to environmental sustainability, if managed in the right way.

Watch this space for more on this subject.

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