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Consumer behaviour

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Consumers around the world have many similar needs. All people must eat, drink and have a roof over their heads. Once these basic needs are met, people will try and improve their standard of living: a more comfortable home, more recreation and higher social status. Although basic needs and the desire to improve the standard of living are universal, people’s ability to achieve these objectives is not the same at all. The economic, political and social structures of the country people live in affect the ability of people to achieve these goals. To understand consumers, whether here in Ethiopia or in a country where you intend to export your products to, you must examine four aspects of consumer behaviour:

  • What they can afford.
  • What they need.
  • Why they buy.
  • And how they buy.

What people can afford varies significantly from country to country and the total wealth in a country is an important indicator of market potential. Governments have a major influence on the distribution of wealth in their country, by means of policies, taxes or ownership of industries for example. Low wages and unemployment are factors that increase the lower income class. Concentration of business ownership in a few families or individuals decreases the size of the upper class.

People spend money to satisfy their needs. They will first fulfil their basic needs like food, clothes and housing before spending money on more luxury items. Consumption patterns therefore differ tremendously between classes of a society and also between different countries. In less developed countries people tend to spend a bigger part of their income on food and in richer countries they will spend relatively more on health, recreation and education for example.

Next we need to find out why people buy what they buy, in other words what are the motives of consumers. Culture and norms come into the picture here. With the rich coffee culture in Ethiopia and the ceremony around it for instance, few Ethiopians will be treating their visitors on a cup of instant coffee. And pork products for example are not eaten by most Ethiopians for religious reasons.

Social class is another factor. People who belong to the same social class, based on their income, education and occupations, tend to have similar buying patterns. They may wear the same kinds of clothes, sunglasses, jewelry, watches, handbags, etc.  At home they may have appliances like a tv, satellite dish, computer, or they will drive a certain type of car. And their children are likely to want certain things as well, e.g. toys and kinds of shoes.

It also matters who makes the decisions at home when it comes to spending the money and buying for the family. Ask yourself who for example buys any of the following items. Is it the husband, the wife or do they decide together on buying the groceries, furniture, the electrical appliances in the house, insurances or the car? And what influence do the children have? Mind you, many marketing strategies target children and they are informed more and more. They hear or have an opinion about what is cool, what is healthy, what is trendy and they tell their parents. Or they know what is hidden as a surprise in the box of cornflakes for instance. Mothers have a hard time explaining that the other brand is just as good.

Levels of education and literacy play a role as well. They go hand in hand with the economic development of a country. A low level of literacy affects the market in two ways. First, it reduces the market for products that require reading such as books and magazines. Second, it reduces the effectiveness of advertising. There may be a relation here with the way companies advertise their products on ETV, in the form of drama. Not a bad strategy I would say, considering the majority of people watching ETV around that time.

We have to be careful though not to generalize consumer behaviour too much. Consumption patterns of individual buyers still vary considerably. Not everybody in the same social class will buy the same goods. Many consumers are careful with spending their money and balance quality with the price they are willing to pay. A wise consumer will ask two questions before actually buying a product:

Do I need it? Can I afford it? The challenge for the seller and producer therefore is to find out what people need most and what they afford.  

Ton Haverkort

ton.haverkort@gmail.com

The operations of economies

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The economy is about how wealth is created, distributed and consumed. It concerns the ways in which a country produces, distributes and consumes the tangible, material commodities of life. It is also about how the proceeds or income from these activities are distributed between those that contribute toward them: capitalist businesses, workers, the state and the whole of society. Every person affects the economy in some way and we are all affected by it.

Economics may appear to be the study of complicated tables and charts, statistics and numbers, but, more specifically, it is the study of what constitutes rational human behaviour in the endeavor to fulfil needs and wants. As an individual, for example,  one can face the problem of having only limited resources with which to fulfil his/her wants and needs, as a result, he/she must make certain choices with his/her money.

One can probably spend part of his/her money on rent, electricity and food. Then he/she might use the rest to go to the movies and/or buy a new pair of jeans. Economists are interested in the choices he/she make, and inquire into why, for instance, he/she might choose to spend their money on a new DVD player instead of replacing his/her old TV. They would want to know whether he/she would still buy a carton of cigarettes if prices increased by 2 Birr per pack. The underlying essence of economics is trying to understand how both individuals and nations behave in response to certain material constraints.

While many excellent economists have shed light on a wide variety of subjects, many people still have only a sketchy grasp of how economies work. And what passes for economic “science” is often bunk. Fortunately, technological progress doesn’t depend on people’s economic understanding of why it occurs, although it can be stunted by bad policies.

The world economic history well recorded that fact that political economy, as it was then called, emerged in the eighteenth century, when the Scottish philosopher Adam Smith pursued “an inquiry into the nature and causes of the wealth of nations”. His key insight, that competition between selfish profit-seeking producers tends to advance the common good, is profound and often true.

At the time, political economy was descriptive, analytical and firmly anchored in a political and social context. In the nineteenth century, it was rebadged as the science of economics, akin to a branch of mechanical engineering. In keeping with the science of the time, economies were thought of as gigantic, self-equilibrating machines.

Philippe Legrain, in his April 24, 2014 published book entitled “European Spring: Why Our Economies and Politics are in a Mess – and How to Put Them Right” argued that, increasingly, economics ran away with itself. Instead of trying to describe the world as it is, with the economy as a form of human interaction, it imagined a mathematical ideal detached from its social, political and historical context.

Assumptions that were not approximately right but completely wrong became doctrine: that people have known, stable, independent and well-ordered preferences; that based on those preferences, they “maximize” rather than operate by rules of thumb and make do.

According to Philippe Legrain, that they know how the economy works and have “rational expectations” about what the future holds, which conforms to a known probability distribution; and that as a result, markets, not least financial ones, are “efficient” and tend towards equilibrium.

On the basis of these false assumptions, economists created a fantasy world – that’s fine, lots of people love Harry Potter – and then proceeded to give advice as if the real world was like their fantasy. And people believed them. Which is bonkers, as economist themselves called them.

Philippe Legrain noted that simplifying false assumptions allowed macroeconomists to model economies as if they consisted of an all-seeing, all-knowing single representative agent rather than as the complex interaction between many types of agent; to abstract from the financial system altogether, and to ignore the role of particular institutions. As a result, mainstream economics has very little to say about how new ideas come about and how they are deployed across the economy – which is a pity considering they are the two main drivers of growth in advanced economies.

Because it has no coherent account of innovation, mainstream economics often misses the point. Immigrants are seen as generic drones who fit into vacancies in the labor market, rather than diverse sparks of new ideas. Free trade purportedly delivers a tiny one-off gain instead of being a stimulus for competitive improvement. Entrepreneurs don’t exist.

Likewise, mainstream macroeconomics has no coherent account of how the financial sector interacts with the economy. Standard models ignore it altogether; newer ones tack it on in an ad hoc way. Milton Friedman, a famous American economist, once countered that theories should be judged by their ability to predict events rather than by the realism of their assumptions.

On that basis, according to Philippe Legrain, orthodox economics is a flop. Physics is a wonderful science that told us how to send a man to the moon. Economics pretending to be physics is a disaster that led to the crash. The notion that economies are stable and predictable and tend towards a steady state, in effect, a linear forward projection of equilibrium over time, is nonsense.

Philippe Legrain, lashed that ironically, this neo-classical theory is often advanced by free-marketeers who don’t understand its implications. If this really was an accurate description of how an economy works, a central planner could do the job just as well as the market system.

Philippe Legrain acknowledged that economies are in fact complex systems that are forever changing in often unpredictable and non-linear ways as a result of the interaction between different economic agents with a limited grasp of how the economy works and little idea of what the future holds.