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Essay On Consumer Self Concept

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Q 3.A marketer of health food is attempting to segment the market on the basis of consumer self concept. Describe the various types of self-concept and explain how this knowledge can be used to develop marketing strategy? Consumer Self-Concept: The self-concept comprises two components, viz., the “actual self”, and the “ideal self”. The first, i.e., “actual-self”, refers to an individual’s perception of what/who he or she is; the second, i.e., “ideal-self”, refers to an individual’s perception of what/who he or she wants to be. Both of these concepts are related to each other. An individual can express his personality in two ways; depending upon the priority that is assigned, the resultant behavior would differ. For example, the person …show more content…

We all may think we are kind, calm, patient, selfish, rude and what not. It doesn’t matter what perception you have about yourself, but the one perception that facilitates all these insights is organized self concept. When a person believes in something that matches his self concept he sticks to his view and does not agree to change the same and even if does, it takes a lot of time. SelfConcept is learned It is believed that self concept is learned and no person is born with a self concept. It develops as and when we grow old. Our self concept is built when we meet people socially and interact with them. We are the ones who shape or alter our self concept and it’s quite natural that we may have a self concept different for ourselves as compared to what people think about us. For example − If an individual thinks, he is very generous and helpful, it may not necessarily be the case with others. Others may see him as a selfish person. Self Concept is Dynamic Our self concept in life is not constant and it may change with instances that take place in our lives. When we face different situations and new challenges in life, our insight towards things may change. We see and behave according to the things and

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