Consumer Tribalism in Buying Decision Role

DOI

10.2991/aebmr.k.210507.078How to use a DOI?

Keywords

Buying decision role, phenomenological paradigm, consumer tribalism, marketing management

Abstract

Not all brands are able to cater to the entire market. While companies have the resources to market their brands across market segments, many marketers choose not to do so. This will not only weaken the marketer’s message of the brand, but will also prevent the marketer from building a strong relationship with the consumer. Consumers generally have a specific buying role, and the role of each specific consumer requires a more specific message and attention from marketers. However, as market continues to adopt consumer tribalism, traditional buying role is becoming obscure. This research approach uses an interpretation based on an inductive mindset by utilizing the phenomenological paradigm. This approach is taken in context to better understand social phenomena about target market and target audience. The company can only direct opinions, messages, and impressions to them as phenomenon of tribalism is prevalent in the market today. Marketers need to pay attention to the unique things that are created in the concept of tribalism. Although there is a key opinion leader who holds the position of “tribal leader”, the attitude of the consumer tribe towards the product is organic.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Michael Adhi Nugroho
AU  - Rudy Harjanto
PY  - 2021
DA  - 2021/05/09
TI  - Consumer Tribalism in Buying Decision Role
BT  - Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020)
PB  - Atlantis Press
SP  - 525
EP  - 530
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210507.078
DO  - 10.2991/aebmr.k.210507.078
ID  - Nugroho2021
ER  -