Pros and cons of targeting Uninformed Consumers Paper
In a world full of many opportunities, many industries have come up, which has only translated to increased competition. Companies operating within the same sector have indulged in increased marketing to help them better position themselves within the industry and attain more consumers. Organizations often develop different marketing strategies to acquire additional customers, which is the only way to obtain increased profit. In this same marketing arena, a debate has cropped up whether it is ethical to target uninformed customers Pros and cons of targeting Uninformed Consumers Paper .This debate has attracted scholars from all sides, suggesting it is ethical to target uninformed consumers, while others suggest it is unethical to target uninformed consumers. Despite targeting uninformed consumers being considered ethical because of its educative nature, it is highly unethical because consumers have the right to know the type of products sold to them, affecting their cultural beliefs.
Consumers are entitled to identify the kind of goods sold to them (Esteves & Resende, 2013). People live in a world where information flows freely. This means even companies have the chance and avenues to communicate with their clients—for instance, the use of social media. Organizations operating in different industries can use other social platforms like Facebook plus Twitter to influence their target audiences and communicate with them, informing them about the products. Due to the multiple avenues available, consumers have developed rights, and part of this right is to know what products they are being sold and what they entail. Learning more about the products places the consumer in a better position to determine whether they are willing to purchase them. Targeting consumers who have absolutely no idea about a product and what it is all about is unethical because consumers might end up getting products that might affect them, especially when it comes to food products. This makes targeting uninformed consumers unethical Pros and cons of targeting Uninformed Consumers Paper.
Targeting uninformed consumers could affect their culture. According to Esteves & Resende (2016), when targeting consumers, it is essential to ensure the products are in line with their cultural background. This means the products must never intrude on a particular group of people’s cultural beliefs or social norms. For example, providing pork products in Saudi Arabia is an intrusion into the cultural beliefs of the people who are mostly Muslims. In such a market, providing consumers with products that they are uninformed about simply because they are different from the existing pork products can harm their beliefs. Ensuring target clients are well-informed about the products being provided in the market will benefit the organization since they will acquire relevant feedback that can assist them in their future to provide better products. Where consumers are uninformed, they are affected socially and culturally, which will end up causing detrimental effects since the products might affect them adversely.
Targeting uninformed consumers is ethical because it is educative. Companies often research a specific market and identify the needs of the target consumers. They later introduce products to these consumers, who get to learn about the product. This is beneficial to the firm introducing the product because it increases its consumer base Pros and cons of targeting Uninformed Consumers Paper. The community benefits through education and is aware of the new product (Buehler & Schuett, 2014). They get to learn the benefits of the products as they use them, and the company benefits through an increase in customers who translate to an increase in profits. Targeting uninformed consumers is ethical because it helps them through increased competition that necessitates improved quality of products in the market.
Although targeting uninformed consumers is ethical because of its educative nature that is termed beneficial, it is overly unethical because consumers are entitled to know the kind of goods sold to them, and it could affect their cultural beliefs. This means companies should strive to be ethical in their marketing. They get to inform consumers of the products they are selling to avoid any detrimental effects such as intruding the cultural beliefs or social norms.
Buehler, B., & Schuett, F. (2014). Certification and minimum quality standards when some consumers are uninformed. European Economic Review, 70, 493-511.
Esteves, R. B., & Resende, J. (2013). Competitive targeted advertising with price discrimination.
Esteves, R. B., & Resende, J. (2016). Competitive targeted advertising with price discrimination. Marketing Science, 35(4), 576-587 Pros and cons of targeting Uninformed Consumers Paper.