Measuring consumer empowerment and its usage as a strategic tool in retail

Abstract

Consumer Empowerment can be defined as a mental state usually accompanied by a physical act which enables a consumer or a group of consumers to put into effect their own choices through demonstrating their needs, wants and demands in their decision-making with other individuals or organizational bodies in the marketplace" (Len Tiu Wright 2006). According to Luc Wathieu et al, (2002), consumer empowerment is a subjective experience of an individual aroused as a result of three specific elements viz., control of choice set composition, progress cues and information about other consumers. Empowered consumers are further studied as more satisfied and value creators to the retailers. It is vital to the marketers to understand that ‘Consumer Empowerment’ has a beneficial effect in the short and long- term of leading to improved business results (Wright et al 2006). Hence the concept of empowerment finds an important place in the marketing arena.