What Makes Consumers Tick?

October 20, 2008

There is a widely held misconception that liberal arts has little relevance to the world of business. Shirley Zaragoza, a professor in BMCC’s Business Management department, knows otherwise.

In her course on consumer behavior [MAR320]—typically taken by marketing majors but open to others—Zaragoza emphasizes the dynamic nature of the business arena in general, and of consumer patterns in particular. Change is constant—and no more so than today. “We’re in a period of great economic change, and that’s reflected in the purchasing patterns of consumers as they deal with shrinking levels of disposable income,” Zaragoza says. “Marketers in turn must anticipate and understand these changes and tailor their strategies accordingly. What we do in class is analyze some of the factors that drive these changes.”

Looking beyond the obvious
Doing that requires insights gleaned from fields not normally associated with business and marketing, including psychology, sociology, and anthropology. “All of these disciplines have to be factored into marketing plans if they’re to succeed,” Zaragoza says, adding that the current economic downturn “has made consumers less free to be creative in terms of their purchasing patterns because of the rising cost of basic necessities, such as transportation and housing. This means that marketers must consider the actual buying power of consumers and adjust their strategies accordingly.”

In today’s environment, Zaragoza adds, consumption needn’t be defined exclusively in material terms. “During tough times, people often find it more worthwhile to acquire knowledge than assets. Rather than simply try to earn more dollars so they can purchase more things, some decide it’s a better long-term investment to spend their time furthering their education and develop their skills. That way, when the economy improves, they’ll be in a better earning situation for themselves and their families.”

Working hard at recreation
Returning from her sabbatical, Zaragoza is researching the field of recreational facilities management, and has worked with a number of organizations that promote recreation and park services, mainly on a volunteer basis.

“What I’ve learned is that it’s essential for people in this field to couple their technical skills with a background in the liberal arts and management—just as it is in business,” she says. “If you’re coaching a school sports team or overseeing a recreation program, it’s not enough to be versed in the sport. You also need to understand the psychological and sociological aspects of teamwork—and also that winning isn’t always the ultimate goal. Often what’s more important is enjoying the group process.”

Zaragoza is an advocate for more extensive leadership training in recreational facilities management—perhaps at the college level. “At BMCC, for example, offering a concentration within the Business Management department would enable individuals already involved in sports and recreation to pursue a degree—and a career—in the field,” she says. “Offering a degree in recreational facilities management would open new opportunities for students who love sports and working with children but haven’t yet found their niche.”

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