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Barriers
The following factors can act as barriers...
disability
age
ethnicity
knowledge
resources (time, money, location)
Disability
Physical barriers
Perceived barriers
Hidden disabilities
Socially isolated
BBC Learning Zone Clip:
disabled
people have a
fear of
complaining
which is
related to their
low levels of
confidence
http://www.bbc.co.uk/learningzone/clips/6034.bb.wmv
Those buy
one get one
free are no
good for me
because by
the time I use
one, the other
is out of date.
Cooking information
is usually small and
virtually unreadable,
very difficult to
compare like with
like.
Quotes from: Silver Service? Are supermarkets meeting the needs of older
consumers? Consumer Council in partnership with Age Concern, November 2007
>>>Play Silver Service DVD (copies available on request from the Consumer Council)
Ethnicity
Language barriers
Polish
Cultur
al
Week
Friends
a
7,500 warded The
Prejudice
festival
of Polis
compe
h
nsation
arts an
d cultur
e is
Cultural differences over racist
a
i
m
e d at h
bounce
elping l
r at
ocal
p
e
B
o
p
e
l
e
lfast
underst
Social isolation
and
nightcl
more a
bout th
ubth
e
e
doorm
b
a
ckgroun
an
ds of th
racist r made
ose
e m ar k s
families
whove
t
Mr Lop
ez, wh o sett
o is
led her
Portug
e in sea
uese a
rch
nd
of work
black
and a b
.
etter
http://n
ews.bb
c
.co.uk
way of
life.
Belfast
Te
Knowledge
In general, consumer skills remain less well
developed among:
young people (15-24)
older people (55+)
those living on a low income
Source: Canny Consumers? Are consumers standing up for their rights.
Consumer Council, August 2012
Other barriers
1 in 4 people of working age in Northern Ireland have
low literacy levels.
Resources
Time
Working
hours
Money
Low
income
Location
Rural
Dependents Access to
credit
Food deserts
Transport
Shopping
around is a
luxury that
some cant
afford
7 Consumer Tests*
Access: can people get the goods or services they need or want?
Choice: is there any?
Safety: are the goods or services dangerous to health or welfare?
Information: is it available, accurate, accessible and useful?
Fairness: are some consumers unfairly discriminated against?
Redress: if things go wrong, is there a system for putting them right?
Representation: do consumers have a say in how goods or services
are provided?
* The 7 consumer tests were developed in the 1970s and are still used today to
measure the delivery of goods and services in private and public sectors
Impact of Marketing
Advertising is the art of convincing people to spend money they
dont have for something they dont need. Will Rogers
their attention.
vulnerabilities
Nancy Shalek, Shalek Agency, cited in Juliet. B. Schors Born to Buy: the
commercialised child and the new consumer culture, Scribner, 2004
Middleton, S., Ashworth, K. and Walker, R., Family Fortunes: pressures on parents and children in the
1990s, Child Poverty Action Group, 1994
Influencing Factors
Cultural
Economic
Environmental and ethical
Personal
Physiological
Psychological and
Social
Influencing Factors
Cultural
Influencing Factors
Economic
Influencing Factors
Environmental and ethical
Influencing Factors
Personal
A teenager might feel more comfortable
downloading music online, whereas an
older consumer might prefer to purchase a
CD.
Influencing Factors
Physiological
Someone who is trying to lose weight may
wish to avoid fast food and high sugar
snacks.
Influencing Factors
Psychological
Some shops play music designed to make
consumers feel good, stay longer and buy
more.
Influencing Factors
Social
Some consumers are influenced by trends
and want the latest must-have toys,
fashion items or technology.
3. Spotteddisposing of
used plastic carrier bags at
the supermarket collection
bin.
5. Spottedloading a trolley
with half price bedding plants
and compost.
7. Spottedqueuing at a
late night Spar to buy
milk.
9. Spottedtaking
delivery of shopping
which was ordered
online.
Recap on resources
Lesson Plans
Being a consumer
What influences consumer behaviour
What type of yoghurt are you?
Multimedia
BBC Learning Zone Clip re: disability
Silver Service DVD re: older consumers
Buy Rights Have Your Say re: young consumers