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


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Consumer Behavior (Marketing)

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

Introduction

In today's information-oriented society, research and development, particularly information research, has become an important activity for business companies, institutions, and organizations, who want to know more about the consumer market, people who consider consumption as embedded ***** part of their 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 ***** ***** services ***** they should and ought to know and buy for themselves.

Selling these products ***** ***** ***** persuasive advertising messages, however, ***** the products of advertising research. More specifically, consumer research tries ***** identify not only the socio-demographic, but also psychographic profile of *****s, 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 ***** buying a particular product or service, later turning this information into strategies geared at gaining a ***** segment of ***** market that the company targets or centers on.

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

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

***** terms motivation ***** personality may seem familiar for people, but its significance ***** ***** behavior is less known, yet increasingly essential in identify*****g, determining, and understanding insights regarding consumption patterns and preferences.

Personality ***** defined by Sheth et. al. (1999) as "[a] person's consistent ways [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 the social environment and gen*****ic or biological traits of the *****. The combination of ***** with ***** individual results to the creation ***** development customer ********** consumer personality may be product- or service-oriented, or both (243). Product-oriented consumers tend to patronize a product or service b*****sed on the merch*****ise itself, while service-oriented consumers tend ***** "seek relationships" ***** the seller, producer of the service or manufacturer ***** the product.

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

In order to distinguish properly between *****

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