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CONTEMPORARY CONSUMER IN THE GLOBAL ENVIRONMENT

CBU International Conference on Innovation in Science and Education

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Field Value
 
Title CONTEMPORARY CONSUMER IN THE GLOBAL ENVIRONMENT
 
Creator Grubor, Aleksandar; University of Novi Sad, Faculty of Economics in Subotica, Serbia
Marić, Dražen; University of Novi Sad, Faculty of Economics in Subotica, Serbia
 
Subject consumer, behavior, marketing, word of mouth, consumerism, globalization
 
Description One of the characteristics of human society in the 21st century is that the individual is increasingly viewed predominantly as a consumer. The turbulent development of science and technology has also resulted in new, changed consumer behavior patterns, which are achieving a new role in the modern society. Research into consumer behavior imposes itself as an imperative of successful functioning of the economic and social system.Many companies are faced with serious problems of effectiveness and efficiency of their conducted marketing activities. The consumer is predominantly becoming the central factor determining a company's corporate performance, but the key problem lies in the fact that the prevalent philosophy of the marketing practices still regards the consumers as “passive end users” of the value created, neglecting their changed role, behavior, and impact on market processes.Presenting and analyzing the results of research from marketing literature dealing with the problem of changed market behavior, this article aims to point to the necessity to change the thinking patterns of marketing theory and practice on the significance and impact of the consumer on companies’ corporate performance by accepting new roles that the consumers have in the contemporary society.By changing the attitude toward consumers as key stakeholders on the market and accepting their new roles, companies get guidelines for shaping and amending their marketing strategies toward raising the quality of corporate performance, and the same stands for institutions responsible for the functioning of a society and the state as a whole.The current marketing reality inexorably promotes the notion that consumer behavior as a whole is an essential social process shaped by intensive word-of-mouth communication. As a science and practice, marketing must become a complex and fluid system of network relationships, constantly redefining itself toward integration with the changes of contemporary consumers and their modus vivendi.
 
Publisher Central Bohemia University, o.p.s.
 
Contributor —
 
Date 2015-09-19
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://ojs.journals.cz/index.php/CBUConference2013/article/view/580
10.12955/cbup.v3.580
 
Source CBU International Conference Proceedings; Vol 3 (2015): CBU International Conference Proceedings 2015; 028-036
1805-9961
1805-997X
 
Language eng
 
Relation http://ojs.journals.cz/index.php/CBUConference2013/article/view/580/534
 
Rights Copyright (c) 2015 Aleksandar Grubor, Dražen Marić
https://creativecommons.org/licenses/by/3.0/