Sunday, July 14, 2019

Cool Trend In Shopping

A few years back we began hearing the phrase 'Dangjin Jam' (use up, spend) meaning the fun that comes from shopping and wasting money on small things. This seems to be a consumer trend. According to a survey of workers, 70 percent of respondents said they enjoyed doing just that. A professor in the field of consumer science in the Peace Weekly gives the readers some ideas on the topic.

Areas where the money is spent are clothing, shoes, cosmetics, restaurants, entertainment, and liquor. Consumption of  'Dangjin' is mainly focused on items that are not expensive, and since it helps to relieve stress, becomes a compensating gift to oneself, many people fall into the habit without guilt.

This trend relieves the stress of the unemployed and the young workers attempting to solve their many stresses. This trend spread rapidly because people who do not have the finances to buy what they want can shop at Daiso, (Japanese discount store) and similar stores forgetting the drudgery of daily life.

However, this small rebellion by small people against society began to change the values of consumption. If consumers are more or less focused on getting fun through shopping, chances are they will become addicted to shopping. Consumers gain two important psychological rewards: respect from others and perceived control over spending. Consumers who do not have a way to satisfy it elsewhere are likely to be attracted to 'Dangjin Jam'.

Consumers regardless of the size of their wallets, have an absolute position in the market today, and suppliers and salespeople reward consumers for their purchases and show appreciation and respect. Also, by choosing what to buy in a market with many alternatives, consumers have a sense of perceived control over their actions difficult to get elsewhere.

Besides the danger of addiction, we have other problems that may arise from shopping. The first is the possibility of excessive shopping. 'Many a little makes a mickle' this is not limited to saving. The monthly consumption of those who indulge in 'Dangjin Jam' spend a little over 200 dollars a month.

Secondly, it's another stress. Fortunately, 42.3% of the workers say it improves their feelings, but 40.3% answered the stress recurred immediately. The effect of stress relief through shopping is very temporary. On the other hand, the credit card statement for 'Dangjin Jam' is another long-lasting source of stress.

The third problem is the distortion of consumption values. It is undeniable that shopping expresses self and brings emotional satisfaction. However, there are other ways to grow, enjoy emotional abundance, develop oneself—through good human relationships, and find happiness doing meaningful work for society.

We should be concerned with this trend towards 'Dangjin Jam' which is spreading in the market. According to the statistics, 40% of respondents in their 50s  enjoy 'Dangjin', it's no longer the problem of young people.