Question

What are the strengths and weaknesses of consumer-based approaches to social change?

Answer 1

A Consumer-based approach goal is to promote safe hygiene behaviours. Such targets include enhancing knowledge and creating supportive environments to promote household environmental health. Thus emphasizing that customers health are assets who provide long-term returns.

The disadvantages are that with any behavior change initiative, marketers understand that it's not easy to get individual to change the approach they feel or do about certain things. The focus on customer profitability may need a major change from product-based accounting to customer-based accounting to keep track of cost and revenues for each individual customer, thus will need a significant changes in organization structure which will be very costly.