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 Behavior: A Case Study of Hongkong ***** 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 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 advertising, in*****ming people about the goods ***** services that they should and ought to know and buy for themselves.

***** these products and ***** ***** persuasive advertising messages, however, ***** the products of advertising *****. More specifically, consumer research tries to 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 *****icular product or service, later turning this inf*****mation into strategies geared at gaining a particular segment of the market that the company targets or centers on.

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

***** Personality and Motivation as illustrated in HSBC Pr*****t ads

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

Personality is defined by Sheth et. al. (1999) as "[a] person's consistent ways [sic] of responding to the environment in which he or she *****" (G-11). Personality, he states, is created through ***** comb*****ing of external influences or t***** social environment and genetic ***** biological traits of the individual. The combination of social with ***** individual results to the creation or 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 merchandise itself, while service-*****iented consumers tend to "seek relationships" with ***** seller, producer ***** the service or manufacturer of the product.

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

In order to distinguish properly between the


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