Essay - Consumer Behavior (Marketing) the Role that Personality and Motivation Play...

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Consumer Behavior (Marketing)

The Role that Personality and Motivation Play in Consumer *****: A Case Study of Hongkong and Shanghai Banking Corporation (HSBC)


In today's information-oriented society, research and development, particularly information research, has become an important activity for business companies, institutions, ***** organizations, who want to know more about the consumer market, people ***** consider consumption as embedded and part of *****ir everyday lives. Initially, commercialism of goods and services through advertising mainly focused on extant products and services that people need; nowadays, persuasive messages are extended through *****, informing people about the goods ***** services that they should and ought to know ***** buy for themselves.

Selling these products and ***** through persuasive advertising messages, however, ***** the ***** of advertising research. More specifically, consumer research tries ***** identify not only the socio-demographic, but also psychographic profile of consumers, understanding how people can be persuaded to buy a company's product or service. Consumer research looks into the motivations and personalities of an individual in terms of consuming or buying a particular product or service, later turning this inf*****mation into strategies geared at gaining a particular segment of ***** market that the company targets or centers on.

***** paper discusses in detail the role that motivation and personality plays in *****fluencing consumer behavior, taking the case of the Hongkong and ***** Banking ***** (HSBC) as an example to discuss ***** analyze *****se ***** points. In ***** paper, an *****alysis of the print ads of ***** is analyzed, relating its features to identify its target market and perceived motivations ***** personalities ***** HSBC's ***** market. This study aims to provide an illustration of how motivation and ***** analysis of ***** are vital ***** the understanding of ***** markets and behavior.

***** Personality and Motivation as illustrated in HSBC Print ads

***** ***** motivation and personality may seem familiar for people, but its significance to consumer behavior is less known, yet incre*****ingly essential in *****ing, determining, and ***** insights regarding ***** patterns and preferences.

Personality is defined by Sheth et. al. (1999) as "[a] person's consistent w*****ys [sic] of responding to the environment in which he or s***** live*****" (G-11). Personality, he states, is created through ***** combining of external influences or t***** social environment and genetic ***** biological traits of the *****. The combination of ***** with the individual results to the creation or development cus*****mer *****; consumer personality may be product- or service-*****iented, or both (243). Product-*****iented consumers tend to patronize a product or service b*****sed on the merch*****ise itself, while service-*****iented ***** tend ***** "seek relationships" with the seller, producer ***** the service or manufacturer of the product.

*****, meanwhile, is identified as "an inner drive that reflects goal-oriented arousal" (********** et. al., 2004:259). It differs from personality in ***** it is a deeper ********** more abstract concept, although similar to ***** in ***** sense that ***** ***** also l*****ked to the social environment and individual ***** of the individual.

In order ***** distinguish properly between *****


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