Role of Self Concept in Consumer Behaviour - Literature review Example

Role of Self Concept in Consumer Behaviour: a critical Literature Review There is an inherent need to understand the factors influencing the behaviours and the actions of people; the same has been applied in market research by marketing experts. The relationship between the self concept of consumers and their buying behaviours has compelled market researchers to take a brand new course in the administration of market research. The relationship between the two is evident from identity-based effects like recognizing and shopping for products that are consumed by the members of the self-perceived customer segment or group. The review of 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. INTRODUCTION 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 behaviour. 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 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 behaviours, this report aims to establish the relationship between self concept and brand image and attachment, which are the main influencers of consumer purchasing behaviour. 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 brand image for products successfully and expose the relationship between brand image and the buying behaviour of consumers. BACKGROUND OF STUDY The drive behind consumer behaviour, according to Virani (2013, p. 155), is what triggers a variety of identity-based effects and outcomes, including a heightened attention to identity-related stimulus; the consumer is more likely to recognize and shop for products that are normally purchased by athletes. Brunel and Kumar (2007, p. 238) point out that the second effect is that the athletic consumer is more likely to associate themselves with identity-associated products and brands, including product segments that are targeted at athletes. Some of the products that a consumer who views themselves as an athlete is likely to associate with, include athletic sports shoes and not the shoes that are not used by athletes. The third effect is that the given athletic consumer is more likely to direct their attention towards the advertisements showing the personalities possessing the desired characteristics, for example award-winning sports people. The fourth effect of identity-based identification between a consumer’s self concept and a brand or product is that the selection of media is also likely to be influenced by their identification with an athletic identity (Virani, 2013). One example of this behaviour is that of viewing sports channels and not those dedicated to news, for example CNN. The fifth effect is that the given consumer is likely to depict the behaviours that are associated to the athletic line they are interested in, and showing a bias of attention towards memories that are consistent with their identity (Brunel and Kumar, 2007). THE ROLE PLAYED BY SELF-CONCEPT IN THE BUYING BEHAVIOR OF CONSUMERS The relationship between brand image and the self concept of consumers, in relation to buying behaviour Virani (2013, p. 155) pointed out that the brand image of a product entails a specific chain of associations developed inside the mind of a consumer, in relation to the value offered by the product and the promise it offers to them. The associations making up the brand image of a given product entails the intangible and the tangible and also external and internal characteristics of the product, which shape the way it is perceived by the consumer (Brunel and Kumar, 2007, p. 238). This position implies that a consumer can be attracted to a given product, and identify with its brand image, simply because its colour is appealing to them, or because using the product proved satisfying to them. The views Virani (2013) are supported by Brunel and Kumar (2007); who explained that the success of a brand is influenced by the extent, to which its symbols and images exploit the values, needs and the life-styles of consumers. Brunel and Kumar (2007) wrote that consumers are more likely to buy products that complement their personality types, and for that reason, it is important for marketers to carry out marketing in a manner that compels consumers to recognize the brand. The sources explored above point out that the image of a product is based on the way the consumer views it, and that a positive outlook about the product influences the buying behaviour acted out. More importantly, the sources pointed out that some products complement the unconscious choices of consumers, including those related to their personality. Kleppe, Iversen and Stensaker (2002) pointed out that since the discovery of the relationship between the communication and presentation of a brand and its success among a target segment; segment profiling became an important aspect of marketing activity. The establishment of a relationship between the two areas also made consumer behaviour research to explore the value that a given product promises to the target consumer, and that has remained a marketing routine. However, Brunel and Kumar (2007) pointed out that the brand image communication and development of a product should be built around the critical element of product differentiation. The implications of the importance of product differentiation include that the process should make the consumer know the product as a source of more value than substitute products. The strengths of the information communicated by Burmann and Evans (2008) and Brunel and Kumar (2007) are that the importance of communicating the value which is not offered by other products is highlighted. By emphasizing the value that is exclusive to the given product, it is possible to develop an association between the personality and the value of the product to that of the consumer group targeted. For example, the value proposal of luxury products differentiates the consumer from the users of other products. The effects of such a product differentiation strategy are that the customer associates the product with the exceptional service, and not only the utility of the product, which may be found in substitute products. For example, the thought or the mention of a Bugatti Veyron triggers the proposal of value, in the form of speed and power, in the mind of a performance vehicle consumer or enthusiast. Virani (2013) goes further, to emphasize that the process of changing the way a product or a brand is conveyed should take into account, the importance of strengthening the brand’s value and personality. The emphasis made is that strengthening the value and the personality of a brand is done to ensure that the feelings of inconsistency and chaos in the customer are minimized or eliminated (Burmann, Schaefer and Maloney, 2008). For example, during the repositioning of a brand dedicated for ladies wear as one also offering men’s wear, it is important to emphasize the strength of its brand personality and value, to the two groups, in order to appeal to both groups. The strengths of repositioning a brands value and personality proposal include that it can be streamlined to match the specific target customer segment, but there is also the risk that it may not appeal to the values and changes in customer preferences. The relationship between brand personality and the buying behaviour of customers Kleppe, Iversen and Stensaker (2002, p. 61) emphasize that the personality of a brand is one characteristic that allows a customer to express the innate characteristics of their self-perceived identity. Keller (2006) points out that the brand personality of a product or service enables the consumer to differentiate themselves or identity themselves as a member of a given class or group, using the product as a symbol. One real-life example is the identity of sports bike riders, who are identified by the size, power and the sound of their motorcycles; a rider with a small motorcycle is less likely to fit into the group. Product personality also emphasizes the value of the given product, and also projects the image of the typical consumer or user; the typical user is often the ideal consumer targeted by the producer of the product (Kleppe, Iversen and Stensaker, 2002). Using the example of a racing motorcycle, it is impossible for a business looking for motorcycles to supply their merchandise to choose it from the shop, because it is less likely to offer the business value required. However, for sports racist, the value sought is speed, luxury and power, therefore the issues of fuel consumption comes in as secondary or tertiary considerations. The brand personality and information of a given product is likely to compel some customers to use it, as a means through which they can express themselves, among the consumers that identify with a similar position or an ideal image. The research done by Tidd (2010, p. 158) showed that the favourability of a brand’s personality is a major driver of consumer usage and preferences, because of the identifications made with an ideal self-image or desired group. For example, the choice of clothes for a scholar pursuing a career in law is likely to be very different from that of another pursuing a career in civil engineering. The reason behind the possible differences in the choice of colours and also the fabric of choice includes that the clothes that offer the highest value to a lawyer are less likely to offer the same value at a construction site. The example given about the choice of clothes for a construction worker and a lawyer can be explored using the ideas of Wang (2008, p. 459); the author pointed out that consumers develop associations with the brands that help them to develop a given brand image. Chen and Chen (2014, p. 99) emphasized that the perceived quality of a product is a major determinant of consumer behaviour, because the person’s self concept identifies with the perceived product superiority, thus compelling them to buy. The importance of quality, and in the real-world case, perceived quality is evident from the association of Rolex watches with superiority and high quality, which makes middle class and rich consumers buy it as a status symbol. This association between perceived quality and product purchases is evident for products like Rolex watches, among other luxury brands. The conclusion made from the study was that marketers can rely on product image and personality development to position products successfully among target customer segments, by profiling the needs and the value demanded by the segment extensively. CONCLUSION It is a basic human need to explore the factors underlying beliefs, choices and actions, and the same has been applicable among product marketers, who have sought to explore the relationship between the self concept of target customers and their buying behaviours. The review of a wide variety of literatures on the topics of brand image and the personality of a brand and the relationship between the concepts and the buying behaviour of customers, a positive relationship was established. The conclusion of the study, in answering the research question was that there is a positive relationship between the self concept of customers and their buying behaviour; therefore marketers should use the two variables as tools for shaping their market research and product positioning. REFERENCE LIST Brunel, F. and Kumar, R., 2007. Design and the Big Five: Linking Visual Product Aesthetics to Product Personality. Advances in Consumer Research, 34, p. 238-239. http://www.acrwebsite.org/volumes/v34/500751_100241_v2.pdf Burmann, C. Schaefer, K. and Maloney, P., 2008, Industry image: Its impact on the brand image of potential employees. Journal of Brand Management, 15, p. 157–176. http://www.palgrave-journals.com/bm/journal/v15/n3/full/2550112a.html Burmann, B. and Evans, J.R., 2008. Retail management: A strategic approach. New York: Pearson Publishers. Chen, Y. and Chen, P., 2014. International Brand Management and Strategy: Apparel Market in China. The Journal of Global Business Management, 10(1), p. 99-105. http://www.jgbm.org/page/11%20Yi-Ju%20Chen.pdf Keller, K., 2006. Building, measuring and managing brand equity. Pearson Edition. New Jersey: Pearson. Kleppe, A. Iversen, N. and Stensaker, I., 2002. Country image in marketing strategies: Conceptual issues and an empirical Asian illustration. Journal of Brand Management, 10, p. 61-74. http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11575 Tidd, J. Ed., 2010. Gaining Momentum: Managing the diffusion of innovations. London: World Scientific Publishing Co. Pte. Ltd. Virani. A., 2013. Consumer personality trait, brand persona and brand loyalty: a pragmatic study of Colgate toothpaste buyer. International Journal of Humanities and Management Sciences, 1(2), p. 155-158. http://www.isaet.org/images/extraimages/D313148.pdf Wang, X., 2008. Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China’s auto industry. International Marketing Review, 25(4), p. 458-474.   Read More