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, and organizations, who want to know more about the consumer market, people who 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 ***** people need; nowadays, persuasive messages are extended through advertising, informing people about the ***** and services that they should and ought to know ***** buy for themselves.

***** these products and services through ***** advertising messages, however, are 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 ***** consuming or *****ing a particular product or service, later turning this in*****mation into strategies geared at gaining a particular segment of ***** market that the company targets or centers on.

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

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

***** terms ***** and personality may seem familiar for people, but its signifi*****ce to ***** behavior is less known, yet incre*****ingly essential in **********g, determining, and ***** insights regarding consumption patterns and preferences.

Personality is defined by Sheth et. al. (1999) as "[a] person's cons*****tent ways [sic] of responding to the environment in which he or s***** live*****" (G-11). Personality, he states, is created through t***** combining of external influences or the social environment and genetic ***** biological traits of the individual. The combination of ***** with ***** individual results to the creation or development customer ********** consumer personality may be product- or service-*****iented, or both (243). Product-*****iented consumers tend to patronize a product or service based on the merchand*****e itself, while service-oriented ***** tend ***** "seek relationships" ***** ***** 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 ***** in ***** it is a deeper *****nd more abstract concept, *****though similar to ***** in ***** sense that ***** are also l*****ked to the social environment and individual traits of the individual.

***** order ***** distinguish properly *****tween *****


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