Consumption

The proverbial saying “you are what you eat” used to denote the act of consumption: where the purchase and consumption of healthy food have a positive effect on one’s body. With the rise of modern consumerism, the meaning has gone beyond eating and drinking; for it has been redefined to form the basis of our identities, both in the way we view ourselves and the way we view others (Slater, 1997). In this essay, I will analyse my day-to-day activities through the lens of consumerism, and apply the relevant theories to better understand its role in my life.

Digital Marketplace

Shopping has seen a transformation from being a laborious and utilitarian activity to becoming a leisure activity, with online shopping becoming part and parcel of everyday life. The ease with which one can browse an online store anywhere with an internet connection, fill their shopping carts, and have its content delivered without needing to leave the comforts of their home has allowed local e-commerce platforms like Shopee, Lazada and Amazon to thrive. Additionally, the COVID-19 pandemic forced many to remain at home during lockdown, resulting in a surge in online purchases which these online retailers struggled to fulfil. Personally, I adore the flexibility, options and monetary savings that online shopping offers. This includes having access to products offered only in certain countries such as Graniph shirts from Japan, the great discounts and promotional offers for popular sports brands like New Balance, and the abundant quantity and variety of video games offered on Valve’s Steam digital videogame storefront. The ability to utilise discount codes and cashback credit cards incentivise my use of online shopping platforms as well. However, the online storefronts are designed in a manner to encourage impulse purchases with which I have fallen victim to. One method is through the use of upselling, whereby I am encouraged to upgrade a product after making a conscious decision to purchase e.g. increasing the storage capacity of a mobile phone. Another method is through the use of cross-selling, by which I am motivated to make another purchase associated with the original product due to the bundle savings offered e.g. buy five video games for the price of four. This consumption behaviour is less than desired due to the unnecessary expenditure incurred on oneself to one’s chagrin. With the merchant’s desire to drive sales, impulse purchases make up a large part of the leisure shopping environment (Timothy, 2005, p 26).
 
The popularity of online shopping does not entirely replace the physical shopping experience. My work and experience in the retail industry has shown that consumers still have a continued desire to visit physical venues to participate in leisure shopping. The flagship store that I work in is situated in a prominent location facing the waterfront and its interior and exterior designs are beautifully crafted by a renowned architectural firm, creating an enjoyable and desirable environment for shopping (Timothy, 2005, p 37). Being a part of a larger mall complex and with many varieties of luxury stores concentrated in the same location, shoppers are spoiled with choice when visiting the flagship store. With shoppers favouring shopping variety, the clustering of stores has the effect of attracting more shoppers into the mall (Timothy, 2005, p. 38). With effective visual merchandising techniques, the unique products are displayed for maximum visibility and interactivity, and staff members are readily available to assist and answer any queries. By meeting the shoppers’ needs and desires, shopping satisfaction is assured (Timothy, 2005, p. 39). The store attracts many overseas and local visitors who bring along their family and friends to browse and enjoy the atmosphere, creating a platform for socialising through the store’s architectural features and its extensive product offerings (Timothy, 2005, p 31). These combination of factors set the stage for the flagship store’s success as a retail haven, where retail shopping has become an experience rather than a utilitarian need. By analysing the relationship between the shoppers and their shopping environments, I am able to understand how retail influences leisure consumption.

Wanderlust

The feeling of wanderlust has brought me to many parts of the world and with visits to countries like New Zealand and Japan, I seek to create new memories and build upon old ones through visiting various locations in the country and learning of their local culture and history. My time in New Zealand included a visit to the Te Paki where only a daredevil will sled off the tallest sand dunes; bungee-jumping off the Kawarau Bridge gave a thrill like none other; and skydiving at Taupo where the parachute descent brings with a silence never felt before. In Japan, the alleyways, nooks and crannies of Tokyo contain gems yet to be discovered; the quaint Tsumago-juku reminds one of the historic Edo period; and the bustling city of Osaka brings with it great food and friendly people. The continued pursuit of these foreign lands encouraged my consumption of media texts such as animated videos of Japan and New Zealand, and experiencing these countries through an outsider perspective. With Japan’s anime movie Tekkonkinreet referencing Osaka’s Shinesekai and New Zealand’s Lord of the Rings Trilogy featuring Hobbiton, visiting these places in-person gave me a certain je ne sais quoi, a magical feeling that is akin to actualising one’s fictional narrative into an authentic experience (Lee, 2012). The act of having an ale in the Green Dragon Inn at Hobbiton is something one could only previously dream of, and the visit to Hobbiton provided me the wonderful opportunity of reliving this movie-like experience. As with every visit to a foreign land, the need to immortalise the magical moments can be seen in the act of collecting souvenirs. In Japan, I seek out Starbucks cards which have unique designs that are exclusive to their geographic location. Through retail consumption, these Starbucks cards are historically linked to experiences faced in Japan (Gazin-Schwartz, 2004).
 
With the readings and lessons on consumption, I have broadened my knowledge and have gained greater insights in the consumption practices of my day-to-day activities.
 
 
References:
Slater, D. (1999). Consumer Culture and Modernity (1st ed.). Polity.
 
Timothy, D. J. (2005). Shopping Tourism, Retailing and Leisure (Aspects of Tourism, 23). Channel View Publications.
 
Lee, C. (2012). “Have Magic, Will Travel”: Tourism and Harry Potter’s United (Magical) Kingdom. Tourist Studies, 12(1), 52–69. https://doi.org/10.1177/1468797612438438