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1 We surround ourselves with valued material possessions as a matter of our lives taking course A sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence Advances in ConsumerResearch Volume 16 1989 Pages 359-366 Susan E Schultz Arizona State UniversityRobert E Kleine III Arizona State UniversityJerome B Kernan George Mason University It is true that we connect and link our lives through our possessions We buy what we like to reflect our personal needs and wants People often are measured and measure themselves through what they own the kind of car they drive they neighborhood they live in etc it is not uncommon to set certain material goals through the course of life An example that comes to mind is that of BMW We studied in class how a customer may stay loyal to BMW throughout their life A young professional will opt for a less expensive 3 series whereas a forty year old professional will move up to a 5 series and so on Therefore we chart out self-worth through the products we accumulate to reflect the person we are inside and ultimately what we strive to be conceived as 2Though niche marketing had already dawned in the 70s in the 80s and 90s it not only changed the landscape of American business but it also changed the way consumers viewed themselves Consumer report if you think you know your target market think again - includes related article on Foghorn Press Inc Entrepreneur May 1997 by Gayle Sato Stodder Niche marketing has changed the way consumers view themselves because it is human nature to want to belong to society The average consumer today is most definetly aware of marketing tactics and techniques Therfefore people strive to identify themselves with a certain type of market segment An image is sought after especially for those who
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