Self Impact On Consumer Behaviour

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INTRODUCTION:
With the developments in the world of ever-changing technology, the environment of business has become highly dynamic and so is the consumer behaviour and buying patterns. Understanding Consumer behaviours and decision making and the impact of promotional activities on them is an important area of research. Kotler explains consumer behaviour as, a process involves all aspects that are related to the selection of a product or service, buying and then consumption of the goods or services (Kotler, 2003).1 Consumer Behaviour is influenced by advertising and is believed to be impacted by Self-concept. Kotler and Armstrong (2007) defines advertising as any paid form of non-personal presentation and promotion of ideas, goods and services
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THE IDENTIFICATION: According to Levy, the consumer behaviour toward purchasing products is regarded as being affected by the different symbols, images, and messages encountered by them (Levy 1959). The consumer behaviour to a larger extent is affected by the brand or product image affecting his self-concept, and is influenced by displays, and advertisements and if aligned with the self-concept, they are more likely to purchase the product. By purchasing specific products, some consumers want to enhance their self-concepts related to those specific brands or products. It also includes the kind of special feelings when owning a particular brand or product, (for example, specific brands of cars, bikes, shoes, laptops and likewise) or the purchase and use of specific brands might be the way for some consumers to express their personal thoughts and feelings.…show more content…
For example, copy writing considered as one of the most important and difficult aspects of the advertising creative process, exploring the relationship between consumers’ selves and message types can provide a new easy go guide for advertisers to create more messages for the target audience.

REFERENCES:

1. Kotler, Philip. Marketing management: analysis, planning, implementation and control. Prentice-Hall, 2003.
2. Kotler, Philip, and Gary Armstrong. Marketing: versión para Latinoamérica. No. 658.8. Pearson Educación,, 2007.
3. Rosenberg, Morris. "Conceiving the self. 1979." Basic, New York (1979).
4. Zinkhan, George M., and Jae W. Hong. "Self concept and advertising effectiveness: A conceptual model of congruency conspicuousness, and response mode." ACR North American Advances (1991).
5. Rogers, T.B., N. A. Kuiper, and W. S. Kirker (1977), "Self-Reference and the Encoding of Personal Information," Journal of Personality and Social Psychology, 35 (9), 677-688.
6. Levy, S. J. (1959), "Symbols for Sale," Harvard Business Review, 37, 117-24.
7. Sirgy, M. Joseph. "Self-concept in consumer behavior: A critical review." Journal of consumer research 9.3 (1982): 287-300.
8.
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