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Can and Should The Marketplace Be Inclusive To All Consumers
Can and Should The Marketplace Be Inclusive To All Consumers
Introduction
In examine the inclusive of consumers in the marketplace we have to consider both the demand
side and the supply side. Marketplace is an area where interaction between the buyer (demand)
and the seller (supplier) take place base on their interest or willingness to make business with each
other. As the increasing of consumers’ preferences, the market segmentation appears again to
enterprises that whether the marketplace can or should be inclusive to all consumers. There is no
an absolute answer since the object is not identified. For the whole marketplace, it is sure to
consider the demand for all consumers. Nevertheless, for an independent actor in an industry, being
inclusive to all consumers would decentralize its energy which would be counterproductive.
In this essay, I choose fashion as the specific market to analysis the feasibility and necessity of
marketplace inclusivity and exclusivity. Firstly, this essay will discuss the existing academic
literature in fashion. Following this, it will explain the advantages and disadvantages of
marketplace inclusivity and why it should be concise. Finally, it will present an example of Coca
In fashion retailing, image is important because the product expresses something about the wearer.
The old adage ‘we are what we wear’ still holds true for fashion clothing. Many consumers buy
brands that project their self-image or the image to which they aspire (Hite and Bellizzi, 1985);
they do not buy clothes just for the functional qualities they possess (Shin and Dickerson, 1999).
The individual selection of attire has been described as ‘a personal signature that symbolically
communicates the social identity that a person seeks store project and is a reflection of the
personality of the wearer’ (Thompson and Chen, 1998: 162). Hence, purchasing behavior is a
direct result of the comparison of the individual’s perception of store image with their own self-
or aspirational image. To increase sales turnover and profitability, retailers need to develop an
image based on the aspirational image of the targeted customer and then provide the range of
merchandise they seek this will help include all customer in a particular market to patronize.
Literature Review
Research on low-income or poorer consumers and the disadvantages that they encounter in the
individuals whose financial resources or income results in them being unable to obtain the goods
and services needed for an "adequate" and "socially acceptable" standard of living. This definition
adopts a relative perspective on poverty in that low- income consumers lack the resources
necessary to participate in what are perceived as the normal customs of their society. Within the
consumer society, normality is equated with the ability to consume. Consumers are expected to
respond to the temptations of the marketplace by having the latest and the best consumer goods
(Szmigin 2003). The poor, who are limited in their ability to respond to these temptations have
been marginalized from mainstream society and described as "unwanted," "abnormal," "non-
consumers" and "flawed consumers" (Bauman 1998). Constructing normality in this way focuses
only on larger societal influences. However, there will also be influences coming from the
consumer’s own narrow society, that is their own neighborhoods and peer groups which are likely
to consist of other low- income consumers. The importance attached to each of these sets of
influences will have an impact on the way in which poverty is constructed. The marginalization of
Thomas 2003). A number of commonly held beliefs about low-income consumers need to be
challenged but since these consumers are not high priority as target markets (Curtis, 2000),
marketers invest little in the research that might go some way to challenge them.
According to Hill and Stephens’ (1997) model of impoverished consumer behavior identifies three
main areas of research interest on low- income consumers, namely exchange restrictions,
consequences of disadvantage and strategies for coping with disadvantage. Using this model, the
literature relating to each of these areas will be examined. Following this, some of the common
assumption’s marketers make about low-income consumers are discussed and challenged by
drawing together research from a wide range of disciplines. There are a lot of factors which account
for the inclusive and exclusive of customers in the marketplace. These factors are:
Exchange restrictions
The exchange relationship between marketers and low-income consumers is imbalanced in favor
of the marketers (Alwitt and Donley 1996). Exchange restrictions imposed by the supplier include
high prices, low quality goods and small assortments. The poor suffer price discrimination and
could face a consumer detriment factor of 11 per cent, meaning that poor families have to spend
11 per cent extra to get equivalent goods and services to average families (Aird 1977). Many
studies have investigated the price of food for low-income consumers and evidence has confirmed
that supermarket prices are often higher in poor neighborhoods, resulting in the poor paying more
for grocery products because the stores that charge the lowest prices are not located in areas
convenient to their homes (Chung and Myers 1999). Indirect price discrimination also occurs
because lack of capital equipment (Williams 1977) such as cars (for transport) or storage spaces,
limits low- income consumers from taking advantage of the range of offerings available to more
affluent consumers. An inability to take advantage of bulk buying denies the poor many
opportunities for getting good value for money and stocking up on items for future consumption.
Low-income consumers often have to suffice with lower quality goods and services. They may
have no choice but to purchase second hand goods, an option that is almost always viewed as
second-best (Williams and Windebank 2001). Gregson, Crewe and Brooks (2002) found that
charity shopping is a necessity for impoverished consumers, involving a lot of time and effort to
find adequate, good quality products. Limited product availability can be a problem for low-
Literatures have discussed the omittance in mainstream market. Daiane Scaraboto and Eileen
Fischer discussed the mobilization of plus-sized consumers to seek more choice from mainstream
market (Scaraboto & Fischer 2012). (Birtwistle & Tsim 2005) The demand aiming at consumers
with dissimilar preferences has been captured by merchants to develop on the Internet. (Choi &
Bell 2011) As the researches showed, there are many areas of consumers ignored by the merchants,
whatever they are poor or wealthy. However, the incompletion of the marketplace inclusivity is
just the potential opportunity of the companies towards consumer of different classes. (Robert et
al. 2003)
The age profile of consumers is changing with people living longer due to improved health care
addition, the youth population is diminishing due to the decreasing fertility rate (Mintel, 1999) and
those fit, wealthy, mature customers (Anon, 2002). The generation of Baby Boomers is maturing
and, with ages ranging from late-30s to mid-50s, it represents a considerable economic force.
Examining the total female population, it is estimated that 48percent will be aged over 45 by the
year 2026. The fastest growing group is aged 55–59, comprising three million people in 1995 and
estimated to grow to four million by 2005, an increase of nearly 30percent (Mintel, 1997). This
has serious implications for the retail fashion market. As adults mature and move through the
different life stages, many experiences an increase in personal disposable income as their family
commitments reduce (Mintel, 1999). Jeremy Bull more, a non-executive director of WPP, the
global communication service company, states that ‘you absolutely cannot turn your back on
several million people with no responsibilities, great white spaces of discretionary time and a lot
It is a common phenomenon that consumers either find no clothes catering to their taste or all their
favorite. This is the inevitable result of market segmentation for the target groups of different
brands are not overlapped which leads to the difference. Everyone brand has its brand culture like
iPhone lays emphasis on quality and comfort while Samsung pays attention Smartness. Besides
this, the prices of these two brands are also in different level. Considering that the preferences of
consumers are various and unpredictable, it is impossible for one company to be inclusive to all
consumers. (Kotler & Philip 2000) Thus there is little feasibility of complete inclusivity of
marketplace. On the other hand, there is no need for manufacturers to cover all consumers since
that everyone has his own definition of taste which determines its preferences. A good brand must
have its core competitiveness and recognition. For example, if a brand’s staple aims at consumers
with high net worth, then it is not wise for it to develop new clients in middle class. The reason is
that sometimes the most valuable of a brand is not its new meaning or high quality but the status
From the perspective of economics, the production is a constraint especially in the area of fashion.
Not only the trend varies a lot but also the balance between supply and demand is hard to reach.
In addition, there is no possibility of the equilibrium price for it is not a certain type of goods.
(Mankiw, 2009)
There is a failure case of Coca Cola which can be applied to the guidance for the area of fashion.
Owing to the grow up of PepsiCo claiming new alternatives of a new generation, Coca Cola carried
out a large-scale Marketing action with completely substitution of the traditional taste. Although
this transformation had done market research before extension and gain good response, the post-
effect is far from satisfaction. From the press conference, the protest calls are not discontinuous.
End with the angry feelings among customers and falling sales, this three-year costly event failed.
The failure of Coca Cola attributes to the neglect of the regular customers but blindly appealing to
new customers. Coca Cola does not realize that a successful marketplace cannot be inclusive to all
consumers. Fortunately, Coca Cola changed back to the traditional taste in the end which guarantee
From the failure case of Coca Cola, we can see the importance of targeted market. Certainly, more
inclusive marketplace is helpful for the long-term development of the company. However, this is
based on the well hold of the loyal customers. In other words, exploring new consumers on the
basis of existing customers. Using the example of Coca Cola, it uses different packages to attract
consumers with different preferences while reserves the traditional taste. This measure is
As for we listed in the literature review, there are still market areas need further development, like
the low-income people, mature women, plus-sized people or even consumers with dissimilar
preferences. These offer opportunities for emerging market or existing enterprises with enough
strength. Market cannot be perfect completely, it needs continuous improvement with the
Considering the consumption structure, fashion would still be the highlight. One developing
direction for the existing fashion brands is the emphasis on working women especially mature
women over 45 years. They have enough willingness to pay and have their preferences which
demand follows supply. Based on this, the supply is increasing while its quality is backward. The
sometimes consumers’ demands can de guided to a better direction (Sandicki et al. 2010). Thus
further researches on consumers preferences and demands are very necessary and would never be
out of date. This requires for the joint effort of the whole markets instead of one certain enterprise.
Conclusion
Too much inclusion will in fact create more exclusion as everyone will be different and so no one
will be included in some ways. In addition, from the angle of supply-demand and the production,
inclusive marketplace to all consumers is not realistic. Complete inclusion cannot be realized
whatever in view of feasibility or necessity. However, more inclusive market can be facilitated
with help of all markets and constantly exploration on consumers’ preferences and demands. This
the process of perfection of market for every classes. In the development of new area, existing
enterprises should pay attention to the feelings and tastes of loyal customers to avoid striving for
perfection.
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