The present investigation is an analysis of the influence of symbols, rituals, norms, rules on the success of modern marketing. The main objective of this study is to know and understand the symbols that make up the pattern of behavior of the buyers. These symbols understood as instruments of interaction between specialists in marketing and human society, are outlined as elements of attraction and motivation for consumers, as subjects aware of their vital context. From this angle, we have found that symbolic marketing resizes human value by linking the world of symbols with modern strategic marketing. To support this study,a cross-sectional non-experimental investigation was carried out with a sample of 45 individuals between 18 and 36 years of indistinct sex of middle and upper middle social class, where the main objective was to measure the influence of the light culture on the consumption habits of the young population as an important factor in the study of symbolic marketing. The results found are presented graphically and descriptively, focusing on vital symbols such as age, beauty, health, and consumer vanity.focusing on vital symbols such as age, beauty, health, consumer vanity.focusing on vital symbols such as age, beauty, health, consumer vanity.
The present investigation is an analysis of the influence of the symbols, rituals, norms, rules in the success of the marketing. The main objective of this study is to know and to understand the symbols that configure the conduct of the consumers. Said symbols understood as instruments of interaction between the specialists in marketing and the human society, are outlined like elements of attraction and motivation to the consumers, as conscious subjects of their vital context. Since this angle, we have found that the symbolic marketing reconsiders the human value linking the world of the symbols and the modern strategic marketing. To support this study, an investigation he was carried out not experimental cross street with a sample of 45 individuals from among 18 and 36 years of indistinct sex of average social class and upper-middle,where the main objective was to measure the influence of the culture light in the habits of consumption of the young population as a factor of importance inside the study of the symbolic marketing. The results found are presented in descriptive and graphic form, being centered in vital symbols as the age, the beauty, the health, the vanity of the consumers.
Introduction
To give a meaning to existence, man has developed knowledge, which has become more complex and specialized every day, that is, knowledge is transformed into a set of theoretical and applicable assumptions, which structured give rise to the science that tries to approach a general explanation of human life.
Some of the aspects most closely related to the explanation of the evolution of man in this world are that of the representation of his needs through symbolic aspects and that of the existence of commercial activity as a means of subsistence and progress. That is, the creation, demand and consumption of products, as well as the study of the relationships and techniques that man develops to meet his needs, concepts that are applied in disciplines such as marketing.
It is in this way that the conceptualization of marketing as a discipline linked to the study of the production of material and consumer goods called products (without forgetting services), as well as the representation and interpretation that consumers make of their needs through the Goods offered by companies are the main aspects in which the following work attempts to deepen and thus reflect on one of the diverse and innovative fields of knowledge, symbolic marketing.
The general objective focuses on knowing and understanding the factors that intervene in the behavior of buyers to conceptualize symbolic marketing.
Setting a specific objective for each of the stages of the study:
- Analyze the various factors that participate in the daily tasks of the markets to conceptualize symbolic marketing. Determine if symbolic marketing has enough elements to consider itself science.
The hypothesis that arises tries to establish that symbolic marketing is not a science, since it includes abstract and irrational elements such as images, symbols and desires.
For a meticulous development of the study we have proposed the following sections:
I. Conceptualize Symbolic Marketing.
II. Determine if Symbolic Marketing can be considered as a science.
III. Practical case such as carrying out a research exercise consisting of a practical application that exemplifies the importance of knowledge of symbolic marketing as part of consumer behavior in satisfying their needs and desires, as well as in the selection behavior of products. For this, the experimental realization of a common phenomenon that was detailed later was proposed.
I. Conceptualization of symbolic marketing
When the term marketing is used spontaneously, you think of the business world and for businesses to exist, there must be applicants for some good or service, that is, people who require them either for pleasure or necessity. To meet this demand, an endless number of companies have emerged over time and these, day by day, face stiff competition to capture as many subjects as possible (buyers). Organizations have designed and applied numerous marketing strategies, some consciously and others empirically to cater to applicants. When studying such strategies, advertising, promotional and product design practices involving packaging, label, name and presentation, among others, are observed.To carry out these practices, marketers and / or entrepreneurs consider various factors such as age, sex, social position, income, nationality, customs, education, lifestyle, character and personality of consumers to adapt the aforementioned practices. This is where the great role that semiotics has played in the field of marketing is perceived.
Before continuing, it is necessary to mention that semiotics is the science that studies signs and / or symbols.
If we go back in history, to the origins of Greek philosophy, we find a conflict in which the Greeks were involved, an impetuous need to find the relationships between the "things" existing in reality, the "signs" that represent those things and the reason that generated the ones and united them to the others. This need becomes clear with Plato and especially with Aristotle causing another need to control and dominate the space of signs, to dominate the space of discourse with those signs, to exercise power in that space, to handle signs with skill and enough wisdom to convince the receiver. This alternative that appears with the Greek sophists, reaches an excessive force in the Middle Ages and continues to this day under the guise of "Media".
Without signs there are no discourses or ideology; not only is the word capitalizable, the visual image is also capitalizable, all the signs are, from the discourses of the Greek and Latin forum, through the Renaissance with the splendor of the arts such as sculpture, painting and poetry, to the current seduction of the television "commercial" or the vibrant political cartel; All these signs have been conceived in the bowels of the different social formations.
Now, for marketing to exist, there must be demand and to understand it, it is necessary to understand the causes of their purchasing decisions, that is, to detect the forces that generate consumption. Today, consumption is an essential part of the daily life of every human being, there is a wide variety of products among which choices must be made, most of the time if it is not that the choices are always made irrationally and not rational as it is believed, this choice does not respond to logical and objective patterns, it is merely subjective since it varies from one person to another because it responds to symbols that the product contains (satisfying) and each individual relates such symbols according to their context, customs, culture, age, sex, personality and feelings.
Returning to the above, it is concluded that commercial activity is surrounded and immersed in a symbolic universe, where each buyer captures and interprets in a different and unique way the signs and symbols they receive from advertising and the products themselves.
1.1 Concept
Starting from the fact that marketing is “all human activity that has as its end the satisfaction of the needs and desires of consumers through a process of exchange” (Serrat, 2000, p. 346).
Then the Symbolic Marketing is defined as The set of activities whose purpose is to satisfy desires establishing links between the subject-object-desire relationship through images, signs, thoughts, beliefs and colors, to determine strategies of price, product, promotion, place and after-sales (López, 1993).
To better understand the previous concept, a brief analysis of each of the elements that make it up is presented: object, sign, subject, symbol, image, mirror, desire and satisfaction.
- Object: is that about which the sign presupposes knowledge so that it is possible to provide some additional information about it. It is everything that can be recognized, thought, perceived, evoked and indicated on condition that it is represented by a sign or designated by it. Under this criterion, objects are no longer only those existing in reality, they can also be objects of consciousness, thought, dreams, myth, etc. Sign: it is something that represents for someone or refers to something in some appearance or character; It is addressed to someone, that is, it is created in that person's mind. It is an abstraction that is the "significant vehicle", which is used to bring (abstract) the absent object to the mind of the recipient, the sign is in place of something. Subject (interpreter):the interpreter will only be given in the presence of the two previous elements (object, sign). It is he who applies the process of interpretation, that is, who gives the meaning. Interpretation drives more freedom than significance.
1.3 Classification of signs
- Icon: is a sign that refers to its object by virtue of one or more similarities with some of the intrinsic properties of said object. The icon must “resemble the object.” Index: is that sign that establishes or that has a real connection with the object it indicates, it follows that the index necessarily has to be precise and monosemic (of a single meaning), since for To establish that real connection with your object, you cannot be allowed ambiguous or confusing interpretations. For example, a Miguel Hidalgo silhouette is an icon that is used in some text, but if we change its context and make it work as the signal for a "metro" station, this image of Miguel Hidalgo is used as a pictogram that connects the entrances and terminals of the transport system, thus being an index, since it indicates something, station,terminal, address, etc. Symbol: if the icon "reproduces" the absent object and the index establishes a real connection with that object, the symbol is a sign that carries in its own being the meaning for whose expression and representation it is used. "The symbol is characterized by the fact that it is not totally arbitrary, it is not totally empty, there is a certain natural relationship between the designator and the designated".
Thus we come to the symbol (symbolum), which etymologically means something thrown together. For this reason, it is pointed out that the symbol is a sign that “carries” the meaning in its own being. The meaning of the symbol, like that of all signs, is not contained in its own intuitive content but in other content (object, process, relationship, etc.), which the symbol means symbolizes.
Symbols grow, because once born they spread, and it is in this spread that their meaning grows; the symbols are born from other signs, which are almost always iconic, but which may be abstractions that are apparently not representable, such as: homeland, femininity, tenderness, pain, etc. (for example, the black color "symbolizes" mourning).
The symbol is that kind of sign that, even more than the index or icon establishes its relationship with the object by law or by custom, according to the cultural spaces of the different social groups in which it is generated. For this reason, its meaning (which is totally conventional but, as Saussure pointed out, is not arbitrary), will depend on the cultural frameworks of the receiver on a much deeper level than the index or icon.
For example, the image of Hidalgo, which has already been analyzed, depending on the context in which it is used, can work both iconically and indicatively. And Hidalgo as a symbol, could be the representation of our independence. The title of "Father of the Fatherland" "of Liberator" and others that history has granted him, make him a symbol in which the concepts of "freedom" and "independence" are integrated. Applying this example to marketing the image of Hidalgo, it may well be used as a product (souvenir) in the month of September, which is when the independence of Mexico is celebrated, consequently said product will be highly requested by Mexican buyers, however the same product if it is put up for sale in another country will hardly be sold.
- Image: according to the symbolic marketing approach, consumerism is said to be symbolic in which images are bought and sold, to better understand this, the definition of an image that is the representation of something is analyzed below, then everything satisfactory (product) it's an image.
Now if the products are images then everything that individuals buy are merely images, resulting in symbolic based marketing. Apparently inanimate objects have a psychic content. They are empty containers in which human beings pour a large part of our expectations, cravings and fears. Images are abstract things, it is difficult to define them, but it is impossible to separate them from the concrete and tangible things they accompany.
- Desire: to speak of desire it is necessary to refer to necessity. Necessity is the lack of things that are necessary in life or according to Kotler is the need is a state of deprivation or lack of the human being (Kotler, 2002).
Companies throughout the history of humanity have been concerned with satisfying these needs with a wide variety of (satisfying) items, thereby obtaining great economic benefits, but not only have they been satisfied with that, but since there are so many items that satisfy the same need, individuals must make a choice, then the question arises, what is their choice based on ?, being desire as an answer.
What I Desire, according to Kotler, is the preference of a particular satisfier. Desire as the representative of the fault is who gives rise to the consumer, that is, the subject of the demand.
- Mirror: every human being needs to be accepted and belong to a social group, that is, we need the outside world, the other (other human beings) and the other (other objects of the world), therefore, then all human desire is necessarily the desire of an "Other".
According to Lacan, the identity of the subject is constructed from the way in which the subject is questioned by the other, giving rise to the mirror function.
- Satisfaction: the human being acquires goods and services to meet their needs, as mentioned above, there are currently thousands of products that meet the same need, these products having few or many variants among themselves.
If satisfaction denotes contentment, pleasure, taste, it is concluded that the individual does not acquire the products only for their functionality, that is, for what they were created to solve a certain problem or to cover a certain need, but that he chooses and acquires them for his desires and longings.
Considering the research carried out, in the case of “ligth” products people do not buy “ligth sabritas” to cover the need for food, they choose them with the hope and / or desire to be slim and healthy people (symbol); to be accepted by others and by themselves (mirror function), achieving a certain pleasure in it, that is, satisfying their desires and in most cases it is done unconsciously (irrationally).
So it is concluded that we live in a world full of objects created by our thoughts, desires, tastes and fears. Such objects have a unique and different symbology for each of the human beings, so to deal with it, Symbolic Marketing emerges.
II. Is it possible to consider symbolic marketing as science?
On the concept of science there is no uniformity of criteria, while some authors associate it with the result of scientific activity: scientific knowledge; other authors use the concept of «Scientific company» including in its definition all activities related to scientific knowledge (creation, research and dissemination) and organizations, private or public, whose main activity is the research or dissemination of scientific knowledge.
The current idea of science is different since each historical epoch has a conception of knowledge based on the criteria that it supposes of what is knowledge in the strict sense.
Science (in Latin scientia, de scire, "to know"), a term that in its broadest sense is used to refer to systematized knowledge in any field, but which is usually applied above all to the organization of objectively verifiable sensory experience. The search for knowledge in this context is known as 'pure science', to distinguish it from 'applied science' - the search for practical uses of scientific knowledge - and of technology, through which applications are carried out.
Esther Díaz, for her part, refers to the sectors of the scientific community, including them in her conception of science: "(…) science is a term of much greater scope than scientific knowledge" (López, 2001).
Scientific knowledge, then, is part of science; but science encompasses more since it also includes government and private institutions that invest in scientific-technological research, universities and research institutes and, of course, the scientific community, which is made up of researchers, editors, specialized journalists, scientific disseminators, teachers, students, technicians, methodologists and epistemologists.
Another vision is that of Mario Séller who says: «When speaking of science, reference is made to knowledge, that is, to a body of ideas. Sometimes the task necessary to produce that knowledge is confused with their own knowledge as a result of that task. Therefore, scientific research must be distinguished from scientific knowledge. The first constitutes the productive activity of the second. "
This definition seems to be the most concrete, perhaps from the partialization and differentiation that it makes of the different concepts that involve science, its activity and the elements that can be obtained from it.
On the other hand, and referring to the historical context, he uses the concept of «Scientific knowledge» with the same criteria that Pardo uses that of «Science», when he says: «every historical epoch has a conception of knowledge and supposes a series of criteria to differentiate between what is and what is not knowledge. Currently, our conception of knowledge takes scientific knowledge as a model. Authentic knowledge today has to respond to the requirements of science ».
And then we have new definitions according to the point of view from which the concept of science is analyzed: science as an activity, science as knowledge, science as a system of ideas and science as an activity producing new ideas.
On this subject, it could be synthesized that science or scientific knowledge is descriptive, explanatory, predictive, methodical, systematic, verifiable, clear, precise, objective, provisional and critical knowledge.
It is for all of the above that we consider that Symbolic Marketing is not science since it is subjective and depends a lot on the needs and desires generated by the subject (interpreter), through acquired images, signs, thoughts and beliefs.
Symbolic marketing consists of actions that are taken to provoke the desired responses from the target audience, towards some product.
It is worth noting the points for which we do not consider Symbolic Marketing to be science:
- It cannot accurately anticipate the behavior of phenomena in the future. It uses the scientific method to investigate but it is not supported by theories. He has subjective vision.
It could be concluded from all the above that even among the same scientific researchers and philosophers of science, there are differences when conceptualizing the terms that are part of their daily work. Terms like science, scientific knowledge, scientific research, technology, theory, etc. they have several definitions.
III. In Situ Research
It was agreed to carry out a field study to corroborate the existence and application of symbolic marketing in current business activity in addition to the daily work of humanity. The present study was applied to a sample of young people in a shopping center with “Light” products (Sabritas and Coca-cola.
1. Light Products
The demand for products of the culture denominated as Light or light, is today one of the most attended by companies through marketing and advertising, as well as being characterized by being a spokesperson for one of the positions that represents the concern of the human being.. Mainly focused on highlighting their interest in health and the importance of “healthy” products for the millions of consumers.
The concern of this way of thinking about a new approach to consumption arose after the Second World War as a consequence of the ideals of peace and coexistence among the survivors of the tragedy. A group of consumers oriented the demand for products so that they were more “kind” with the environment and with human health.
Faced with this situation, they undertook the task of demanding from the large companies of the time a new generation of products that did not threaten health, as well as the development of an ethical awareness on the part of companies regarding the proper use of resources, without falling into irrational and inconsiderate exploitation with the following generations.
Thus, companies began to realize that once again consumer demands were changing, for this it was necessary to serve these segments. Citizen pacifist awareness and concern for healthy consumption laid the foundation for the following generations to identify and develop what is now known as the Light culture.
This culture began to be considered as a great potential market at the beginning of the eighties, when after several investigations on markets and consumers, it was seen that this segment was growing more and more, which alerted large companies, who began to visualize that before their eyes there was a market that could be very profitable.
Several companies in the United States began to take up the results of the VALS (Values and Lifestyles) sociographic study to represent the characteristics, desires, needs, desires and even fears of the consumer population. Of the five approaches, they were mainly interested in the Socioconscious segment, who by inheritance from previous generations were inclined towards a change in the traditionalist tendencies of consumption habits.
This new type of consumer was opposed to mass consumerism, the purchase of products that affected both the environment and the health of the body, as well as the alienation and capitalist consumerism spread by the promotion and advertising campaigns of the time. Concerned by nature, they opposed the consumption of substances and products that represented a risk or threat to their life and health. Thus, this generation became the most difficult consumers to persuade. This is how a symbol of polysemic consumers and reluctant to consumerism emerged.
Businesses quickly addressed these socio-conscious needs with not only products that reduced health risks, but also sought to publicize consumer concerns about the importance of healthy food, as well as consumer identification. with the values they defended.
Today the Light culture represents the consumption habits of millions of people around the world, who have found a lifestyle in Light products. In this way, the companies' market strategies focus their attention on this segment that continues to grow and demands light products. However, also along with the growth in demand, the “hidden truths” of light products have begun to be discovered.
Recently and through various sources of information, the results of market studies carried out that have detected that prolonged consumption of light products can cause irreversible damage to health, including worse consequences than non-Light products, have been filtered. This is because most of them are made with substitutes for natural products, as well as unnatural chemical syntheses.
2.1 Exercise report
Case study on the application of symbolic marketing
2.1.1 Objective
Know the influence of the Light culture on the consumption habits of the young population as an important factor in the study of symbolic marketing.
2.1.2 Population / sample
Size: 45 individuals
Sex: Indistinct
Geographical Zone: Mexico DF
Geographical unit: South of Mexico City
School grade: Indistinct
Age: Between 18 and 36 years
Socioeconomic Level: Medium and high average.
Description of individuals: Men and women entering a shopping center during peak hours on Sunday
Sample selection: Random and for convenience
The present study is a non-experimental cross-sectional design, since the data will be collected in a single moment, in a single time. In order to describe the variables to analyze their incidence and interrelation at that time. For this reason, the results to be reported will be descriptive, since a group of people with more than one variable will be measured.
2.1.3 Procedure
In order to carry out the exercise, its application was carried out in two parts: a) in the first part, a questionnaire was applied with questions on the subject of culture and Light products; b) in the second part, another questionnaire was applied with questions about the experience lived during the tasting exercise with two ligth products: traditional Sabritas potatoes and Papas Sabritas Light as well as traditional Coca Cola and Coca Cola Light.
At the exit of a department store, people were asked if they wanted to participate in this research work, making them aware of the objective so that they would have more confidence.
The two versions of the two Light products (Sabritas and Coca cola) were physically presented below, so that they recognized their main characteristics; subsequently, the first questionnaire was applied to them; Later, the tasting of both products continued, starting with the Sabritas potatoes in their two versions and then the Coca Cola Light versions. The order of testing the products in each case was first the traditional version and later the Light version. In both cases, water was given between one product and the other (Sabritas and Coca Cola), so that it did not interfere with their flavor.
At the end of the tasting, the second questionnaire was applied, where they were asked to express some comments about their personal experience in relation to the consumption and image of Light products, as well as the Light culture.
2.1.4 Results
Below are the results of the applications of both questionnaires:
- Of the total of the respondents, 57.5% are women, and 42.5% are men. Of our respondents, 24.4% are between 18-22 years of age (11 people), 35.5% are between 23-27 years (16 persons); 22.2% their age is between 28-32 years (10 people) and 17.7% of the respondents their age ranges between 33 and 36 years (8 people). Of the total sample, 87.5% of them have consumed light products That is, 39.3 people have done so and 5.6% have not.
- 30% have consumed light soft drinks, 17.5% have consumed light yogurt, 15% have bought light milk, 10% have bought light potatoes and another 10% light sugar, other products that have consumed in a lesser proportion are: cookies, juices, mayonnaise, cheeses and cigars.
- Respondents have consumed the products for the following reasons: 65% have done so on their own conviction, 17.5% on the recommendation of other people, and 7.5% have done so by imitating someone, although 10% have done so by others. Reasons. When asked if they found any difference with non-light products, 82.5% of the respondents answered that there is a big difference and said that it was the flavor. They mentioned that the aspects most related to light culture are those related to beauty in 40%, with health in 35%, with flavor in 15% and with status in 10%.
- 97.5% of the respondents said that they did NOT notice any change in their body when consuming light products.The factors that influence the respondents to select a product are: the price by 28%, the taste by 24%, the size in 22%, the color of the product by 20%, and in lower percentages are set in the nutritional table and the quality of the product. They were asked if they believe that Marketing and advertising influence the consumption of light products and the 35% answered that slender figures influence, 27.5% answered that vanity influences, 15% answered that it influences their physical appearance, 10% answered that fashion issues, 5% think that it influences their health and The rest of the respondents answered that they influence advertising, its complexes and customs.
Conclusions
The study carried out this time around the Symbolic Marketing presented some problems for its development. On the one hand, the drawbacks in relation to the scarce information that exists in relation to the concept of Symbolic Marketing, which seems to be finding its first interpretation in the field of marketing, as well as the problems that arise in relation to the establishment of a discipline specific that guides the assumptions of the so-called symbolic marketing towards the field of science and structured and verifiable knowledge. This is mainly attributed to its rather subjective than objective nature. And because it is based essentially on a philosophical interpretation.
As a result of this research, it can be established that Symbolic Marketing, as such, is in a state of development, regarding the solid approach of its postulates and theoretical foundations. This prevents bringing this knowledge to a scientific level, but it does not mean that it cannot aspire to be so, that is, it is on the threshold of what scientific knowledge would be, which later and under a rigorous approach and from a methodical perspective can be transformed into science.
Even in these globalized times, the representation of individuality and the materialization of desires are present in the symbolism of products and in the polysemy of meanings that mirror images express. The same that have been observed and studied by companies and academics in order to incorporate these experiences into a practical field.
Faced with a hypercompetitive environment within the markets and under a corporate approach of its own decision, it is where Symbolic Marketing materializes as a useful strategy in the search for the increasingly “scientific” explanation of the wishes, desires and aspirations of each more and more capricious consumers.
It is in the absence of an effective and lasting strategy that manages to maintain customer loyalty for companies, as well as the growing perception of uncertainty in the markets, which has motivated the search for a strategy that represents a sustainable competitive advantage. Under this situation, the application of symbolic marketing may be the option that gives this advantage.
It is for this reason, and as a recommendation for companies that have decided to implement this strategy at a corporate level, that they must be aware of the situation and the effort that companies follow up on this philosophy represents. As well as the risk that the application of the same brings because it is a knowledge based on the subjective interpretation of consumer behavior and not on scientific assumptions or laws.
Likewise, and as a proposal for a corporate strategy, a clear focus should be taken on what is wanted, and not only the knowledge of a half vision. In such a way that it allows combining and synergizing the use and application of symbolic Marketing with other strategies, tools, resources and knowledge of marketing. Making it clear that the development of this discipline mainly represents a more philosophical than scientific approach.
Finally, this study can be concluded by saying that symbolic marketing represents a field of knowledge in development and with favorable possibilities of application in the search for results in the implementation of corporate strategies of companies, so that the results of future research related to this topic.
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