Consumer tastes toward something turned out to be genetic. "Do you like science fiction, hybrid cars, jazz music, mustard, opera, and dark chocolate, it all has a genetic component," Aner Sela presents the results of his research. Assistant professor of marketing at the University of Florida is to publish research results in the "Journal of Consumer Research" edition of April 2011.
"On the other hand, we found no similar effects on abstract art, art body piercing, and cilantro, which can be hated or liked."
Meanwhile, previous studies show that found the influence of derivatives in terms of intelligence, personality, and even divorce, drug addiction and the patterns of the general election, this is the first study to show that the genetic influence in consumer choice, advanced Sela.
"It is interesting to note that much of what we do and we want real roots of our ancestors," says Sela. Sela and Itamar Simonson, a professor of marketing at Stanford University, conducted a survey of 110 pairs of identical twins and same-sex twins paternal about the tendency of the preferred products and their shopping patterns, such as whether they prefer to spend money for goods of daily needs or for luxurious spa treatments. The same options are more commonly found in pairs of identical twins are identical genetic code rather than the paternal twins who have a similar neighborhood but only has half the same DNA.
The finding that consumer tastes are often determined by innate factors imply that the company can know better about how to serve customers in the states expressive tendencies and then react with certain products rather than relying on market tactics in order to change consumer behavior.
"Consumer research shows that consumers often behave in irrational and vote with a random pattern," he said.
"Although sometimes this conclusion is correct, we show that people do not just like a sheep that can only be the subject of manipulative influence others but actually has a personality that determines the quality of decision-making process, innate tendencies and preferences from birth."
These findings imply that the trend in choosing the less plausible could be rooted in genetic tendency. Outside the likes and dislikes of certain products, there is a genetic basis to select a compromise or middle option, choose between a certainty and a risky gamble.
For example, ceramic painting that artistic merit is not disposable items that are always needed people. Because it is not a disposable object that is, painting ceramics cottage industry beginners find it difficult to market their products.
At least that's according to Hendralian, a cottage industry of ceramic painting, Oddgreen when found in the exhibition furniture Indonesia 2010, Jakarta Convention Center. "The obstacles, just a marketing course that is less because of ceramic rather than primary goods," he said when asked about the obstacles Hendralian business.
Besides it is not the primary goods, such as hand painted ceramics to market the product Oddgreen Hendralian bit difficult to say if we can not determine the target products.
Initially, products such Oddgreen ceramic plate painting, mug painting, hand painted flower vases want to market products marketed art. However, Hendralian said, "Get in the art market, art for beginners it is difficult, if not here until I think. Ceramics in Indonesia more toward the ethnicity, the price is expensive, if a beginner, do not come," he said.
Hence, the two initiators Oddgreen, Hendralian and Isdihar newly started business three years, the only market their products via the Internet such as blogs, or at exhibitions of handicraft products.
By participating in various exhibitions of products, continued Lian, they learn to see consumer taste. "We do not know where that behavior. So, we are learning from the exhibition," he said.
From following the exhibition, both the ceramic business, Hendralian and Isdihar decided to target teenagers by selling popular products are brightly colored design and cheap.
For instance, products rope necklace and bracelet sold berliontin ceramic painting them with cheap price, which is USD 10 thousand. Design on a pendant necklace and bracelet too funny. There is a picture of animals, flowers, scooter, puppets, and other image that impressed young with bright color.
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