Without Consumption Buick. What do think of when you hear Buick? Did you know it was a car brand? If so did you imagine an “old man car” just now? If so, I’d say that’s quite a normal reaction and Buick is aware of that. The predominate amount of Buick owners are typically people older with the average of an owner sitting at 57 years-old. But they are on their way to soon shake that image off. My essay is about Buick’s recent changes that have been made and how i see that, that connects to the theory of conspicuous consumption. Conspicuous consumption is the theory that people are no longer buying necessities, but are buying to show off status or strictly because they like the image that brand portrays and wants other people to view them
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So younger car buyers don’t look at Buick car and say they want and buy the old man image they are selling. And are really starting to see the negative effect it is having their sales leaving them in the position of the least productive car brand out of all GM owned brands.“You can 't sell a young man an old man car, but you can sell an old man a young man car.” Young people want to buy something that shares the same youthful values as they poses within themselves. Which this is a big problem for them and really narrows down their customers pool. Just last year they lowered the average age of a Buick car buyer from 66 years-old to 57 years-old which is much lower but still higher than the norm. So this shows they really lose out on a big chunk of the buying population. The less possible buyers out there, the less sales, the less profit, the less competitive they are, and the less likely they are to succeed. So you can see why they so badly want the image they give off to appear …show more content…
Anything from changing the way the cars look, to adding more desired technology, and even using commercials as a way to desperately try and change your perception of them. I’d have to say the commercials have been the biggest factor for me they get my attention and admit to once being an old man car, but are showing that they are now striving to be as young and hip as possible. I believe their effort is paying off slowly but surely and that the key to their success in this process is to become a car that people envy when they see someone else drive by in it causing them desire to own one as
So younger car buyers don’t look at Buick car and say they want and buy the old man image they are selling. And are really starting to see the negative effect it is having their sales leaving them in the position of the least productive car brand out of all GM owned brands.“You can 't sell a young man an old man car, but you can sell an old man a young man car.” Young people want to buy something that shares the same youthful values as they poses within themselves. Which this is a big problem for them and really narrows down their customers pool. Just last year they lowered the average age of a Buick car buyer from 66 years-old to 57 years-old which is much lower but still higher than the norm. So this shows they really lose out on a big chunk of the buying population. The less possible buyers out there, the less sales, the less profit, the less competitive they are, and the less likely they are to succeed. So you can see why they so badly want the image they give off to appear …show more content…
Anything from changing the way the cars look, to adding more desired technology, and even using commercials as a way to desperately try and change your perception of them. I’d have to say the commercials have been the biggest factor for me they get my attention and admit to once being an old man car, but are showing that they are now striving to be as young and hip as possible. I believe their effort is paying off slowly but surely and that the key to their success in this process is to become a car that people envy when they see someone else drive by in it causing them desire to own one as