Marshall Talbot
Set:E
Marketing Mini Project 1
After completing the Environics survey I was placed into a “tribe” called the New
Aquarians. This tribe consists of a small percentage of Canadians, around 5%, of that
small percentage of Canadians, 14% are from the generation X that is to say the
generation following the baby boomers, the rest is made up of general population. As
consumers the New Aquarians make up a small percentage and don’t part with their
money unless it has been planned and thought out.
I agree with being put into this group, and as a consumer it says a lot about who
I am. In the money orientation category, where spending money is concerned, it says
that as a New Aquarian I am not likely to spend without thinking about a purchase
beforehand. This I feel is right on with how I spend my money, when I am about to buy
something I like to see where a product is coming from and hopefully find something
local. Whether that is buying an article of clothing or choosing where to eat lunch this
thought often goes through my head before making a purchase. As far as saving money
goes I am not a big saver. That is not to say that I am an impulsive spender or that I
am incapable of saving it is that at this time I have many things in my life that require
new equipment regularly, and I do like to be on the front end of high quality. One thing
I don’t see in this group that I feel strongly about myself as a consumer is looking for a
deal, I am always looking for a way to spend less and get the same product, whether
that is to buy slightly used or to find a sale, if I can save and get what I want, I’m
happy. Spending money for me is related to my values, should I buy from this person?
and do I need this product? are the questions I feel are necessary to answer before
making a purchase.
Where the key values are discussed for New Aquarians concern for the less
fortunate is among the top. Concern for the less fortunate effects my consumerism in
that I seek out smaller shops or eateries, not to say that all small businesses are
struggling but it is nice to see that your money is going to a hard working person with a
vision. For me supporting smaller local businesses is a must and it helps me feel that
my money is going to good use.
This study has shown me that as a consumer in the New Aquarian tribe I am a
conscious buyer. As a consumer purchasing new things is rarely about things I want
and more about things I need. Also I am more likely to spend if I can see where my
money is going to end up.