1. WHEN WHERE AND WHY DID OUR
MONEY GO?
DO BOYS AND GIRLS HAVE A DIFFERENCE?

2. AGENDA
Consumption pattern -- Boys v.s. Girls
• Their views on necessities
• Where else do they spend?
• What are their spending habits?
Consumerism fuel 1- Social Network and Social Media
Consumerism fuel 2 – Online Shopping Platform
Consumerism fuel 3 – Promotion and Advertising
• Excessive Advertising
• Method of Advertising
• Questionable Marketing Practice
• The Consumer Black Box

3. FELIX’S & PATRICIA EXPENSE SUMMARY
26%
19%32%
22%
Patricia’s
Necessities
Socailizing
activities
Grooming
Miscalleano
us
49%
48%
3%
Felix’s
Neccesities
Clothing
Miscellaneo
us

4. VIEWS ON NECESSITIES
49% spend
on
necessities
Goods and
services which are
indispensable to
various roles in his
daily life
Boys 32% spent
on
necessities
Expenses
that are
unavoidable
Girls

5. My Role Activity
University Student • Transportation fee
• Breakfast, lunch, Tea
Boy Friend • Watching Movie, Shopping,
Going to country side,
cooking
Elder Brother • Birthday gifts
• Treat family a meal
FELIX’S VIEW ON NECESSITIES
Goods and services which are indispensable to various roles
in his daily life

6. PATRICIA’S VIEW ON NECESSITIES
Yes
Dinner with friends
Clothing
Entertainment (High -
tea/ dessert/ movie)
No
Lunch
Transportation
Basic skincare
expense
Is it avoidable?

7. WHERE ELSE DO THEY SPEND?
Boys
Sports
Appearance
Friendship
Girls
Grooming
Socializing
(dinner,
dessert, movie)
Miscellaneous

8. Sport Appearance Friendship
• Gym Room Monthly
Pass
• Top Wearing • Hang out in bar
• Sport Wear • Pants • Hang out in
restaurant
• Sport Equipment • Shoes • Playing sport in sport
center
WHERE ELSE DID FELIX SPEND?

9. WHERE ELSE DID PATRICIA SPEND?
Grooming Socializing
Miscellaneous

10. WHAT ARE THEIR SPENDING HABITS?
 Target and mission
 Don’t go “Shopping”
 Do research
 Spend more when he
is happy
 Shopping as a leisure
activities
 Lots of impulse
purchase
 Spend more when she
has emotional
fluctuation
Felix Patricia

11. CONSUMERISM FUEL

12. SOCIAL NETWORK AND SOCIAL MEDIA
 create, share and exchange information and ideas
in virtual communities and networks

13. SOCIAL MEDIA
Gather groups of people
with the same interest
Spread information /
feelings of products or
services
Make decision on
consumption/ Action
Gain
Power!

14. SOCIAL NETWORK
 Change people’s communication
 Free advertising
 Photo sharing
 Facebook fans page
 Games
Daily
habit/
Joy
share
commentlike

15. SOCIAL NETWORK

16. ONLINE SHOPPING PLATFORM
 Brands’ official website
 Taobao , Jshoppers
 Groupon
 eBay, Yahoo
 Convenient
 Cheaper
 No geographical influence
 No time restriction
Credit
card
Spend
more

17. ONLINE SHOPPING PLATFORM
 Group-buying
 “uBuyiBuy”
 Social activities

18. ONLINE SHOPPING PLATFORM
• Happiness
Prioritizing
• Additional
purchases
Buying
• Unwanted
things
Reselling

19. INFLUENCE OF PROMOTION AND
ADVERTISING

20. OVEREXPOSURE ON ADVERTISING
 Ads are everywhere
 MTR
stations, TV, billboards, buses, etc
…

21. METHOD OF ADVERTISING
 Creative Marketing Strategy
 Build strong brand that people sought after
 Attack consumers’ emotion

22. DECEPTIVE/ QUESTIONABLE PRICING STRATEGY
Volume discount
Deceptive pricing

23. THE TRICKY MARKETER OR OUR TRICKY BRAIN?
–THE CONSUMER BLACK BOX
Make use of the limited time to trigger your utmost
desire on the spur of the moment
 Small purchases
 Attractive offers
 Anchoring effects

24. HOW OUR BRAINS TRICK US
Things that lead to your fragility to marketers’ tricks
 Projection bias
 Effect of hunger

25. CONCLUSION
 Don’t browse social media too often
 Stick to your shopping list
 Think critically before buying
 More research
 Don’t always compare with others
 STICK TO YOUR VALUE OF LIFE