Analysis Of Consumer Lifestyles, Personality, And Self-Concept

Lifestyle

People coming from the same subculture, social class, and occupation may have quite different lifestyles. Lifestyle is a person’s pattern of living as expressed in his or her psychographics. Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environments, and what they think of themselves and the world around them. The lifestyle of an individual includes all of its activities, interests, values and opinions (Armstrong, 2015).

The lifestyle of a consumer will influence on his behavior and purchasing decisions. For example, a consumer will go to specific grocery stores which, can respond and march his needs and lifestyle. The analysis of consumer lifestyles,

Personality and self-concept

Personality is a specific inner psychological characteristics and set of traits that determine and reflect how a person responds to the related environment. It is the product of the interaction of psychological and physiological characteristics of the individual and results in constant behaviors.

Self-concept can be described simply as how one perceives himself, the way he believe others see him. and his behavior in the market place. It is the attitude one holds towards himself. Consequently the self-concept is reflected in the products and brands a person buys. Components of the self-concept include physical, psychological, and social attributes, which can be influenced by the individual’s attitudes, habits, beliefs and ideas.

Personality influences the individual’s product choices and brand choices, his or her own personal way he processes and evaluates the products he wants and the information he receives.

So marketer can formulate marketing strategies in an effective manner. Personality can be a useful variable in analyzing consumer brand choices. The idea is that brands also have personalities, and consumers are likely to choose brands whose personalities match their

A person has many needs at any given time. Some are biological, arising from states of tension such as hunger, thirst, or discomfort. Others are psychological, arising from the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction. Motivation is what will drive consumers to develop a purchasing behavior. It is the expression of a need which became pressing enough to lead the consumer to want to satisfy it. It is usually working at a subconscious level and is often difficult to measure.

Motivation is directly related to the need and is expressed in the same type of classification as defined in the stages of the consumer buying decision process. To increase sales and encourage consumers to purchase more, Marketers of the brands should try to create, and reinforce a need in the consumer’s mind so that he develops a purchase motivation. He will be much more interested in considering and buy their products. They must also know the type of product they sell and the consumers they target, recognize the motivation and the exact response of the marketed product towards the consumers’