How can the concept of self-gifting be used to explain the increased interest of
ID: 3490433 • Letter: H
Question
How can the concept of self-gifting be used to explain the increased interest of women in purchasing nonfamily type vehicles? What social influences have caused this change in purchasing behaviour?
CHAPTER 15 Consumer Decision Making and Beyond 495 omen Want More Horses A recent article in the New York Times presented a story about two Connecticut women, both in their early 50s, both mothers, both now single (one widowed and one divorced), and both wanting to celebrate their lives by pleasing themselves. So what did they do?'They both bought new Mercedes automobiles. Indeed, over the past few years, there has been a growth in the sales of fun or extravagant cars to middle-aged women, and a movement by these women away from minivans and SUVs Car dealers have reported that women are walking into their dealerships and are exhibiting much more interest in horsepower than in trunk space. While there is no particular brand of ve hicle that is preferred, middle-age women have been buying a lot of convertibles and other "non- family"-type cars. If the woman drove a convertible when she was young and single, and enjoyed the experience, then she wants a convertible now. If she considered pickup trucks to be "tough and sexy” when she was a young woman, then it's a pickup truck she now wants to be driving. While some might call this a midlife crisis-after all, quite a few men want a Corvette for their 50th birthday- others call it an "unrealistic desire," with the buyer wanting to go back to the person she remembers being before becoming a mom and needing a minivan. And these women are walking into car dealerships very knowledgeable, often thanks to the informat acquired over the Internet. QUESTION How can the concept of self-gifting be used to explain the increased interest of women in purchasing nonfamily-type vehicles? 1. Source: Based on: Alex Williams, "What Women Want: More Horses," New York Times June 12, 2005, Section 9,1,7 9Explanation / Answer
How can the concept of self-gifting be used to explain the increased interest of women in purchasing nonfamily type vehicles? What social influences have caused this change in purchasing behaviour?
The concept of self gifting can be explained by the change in the type of purchases that women are doing. They want to look out for themselves and not for the family. They want to pleasure themselves in getting expensive power packed cars rather than cars that are meant for safety. They want to enjoy the thrill like they used to in their earlier years, without for once thinking about what would be better for the family. Hence, such purchases could be explained by the idea of self gifting.
Social causes that may have caused changes in these behaviours is separation from family or husband or the fact that they have given their entire life to the family and not obtained enough acknowledgment. The idea that women do and should enjoy their lives, which is now being encouraged in the society. The realisation that they do have their own life and pleasing oneself is also a part of life.
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