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Role of Self Concept in Consumer Behaviour - Literature review Example

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The author of the present literature review "Role of Self Concept in Consumer Behaviour" underlines that there is an inherent need to understand the factors influencing the behaviors and the actions of people; the same has been applied in market research by marketing experts…
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Role of Self Concept in Consumer Behaviour
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Download file to see previous pages The review of the literature showed that previous studies have documented the reliability of relying on consumer profiling for marketers, in order to segment products for different customer segments successfully. The study also found that the brand image and the brand personality of a product are among the driving forces behind its demand.
It’s a basic human desire to comprehend all about the nature of the self as a person, what one does and what they believe – apart from also enquiring the factors behind visible behavior. In relation to the preferences of consumers, for some brands and products and not others, it has remained a matter of importance, to explore the self-associations that are made and their relationship to the consumer’s self-concept. For example, for a consumer who is physically fit (one who regards themselves as an athlete), it is likely that they will purchase products that enforce their identity as an athlete. In light of the associations explained between self-concept and consumer behaviors, this report aims to establish the relationship between self-concept and brand image and attachment, which are the main influencers of consumer purchasing behavior. Towards delivering on the aim, the report will present a critical literature review with the aim of providing answers to the research question: what can marketers and producers do to position products successfully among a majority of their target consumers? Through finding answers to the research question, the report is supposed to meet the objectives of exposing the process of developing a brand image for products successfully and expose the relationship between brand image and the buying behavior of consumers.
The drive behind consumer behavior, according to Virani (2013, p. 155), is what triggers a variety of identity-based effects and outcomes, including heightened attention to an identity-related stimulus; the consumer is more likely to recognize and shop for products that are normally purchased by athletes. ...Download file to see next pagesRead More
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