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)


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 ***** consider consumption as embedded and part of their everyday lives. Initially, commercialism of goods and services through advertising mainly focused on extant products and ***** that people need; nowadays, persuasive messages are extended through *****, informing people about the ***** ***** services ***** they should and ought ***** know and buy for themselves.

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

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

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

The terms motivation and ***** may seem familiar for people, but its signifi*****ce to ***** behavior is less known, yet increasingly essential in identifying, determining, and understanding 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 she *****" (G-11). Personality, he states, is created through t***** combining of external influences or the social environment and gen*****ic ***** biological traits of the *****. The combination of social with ***** individual results to the creation or development customer personality; consumer personality may be product- or service-oriented, or both (243). Product-*****iented consumers tend to patronize a product or service based on the merchand*****e itself, while service-*****iented ***** tend to "seek relationships" with ***** seller, producer of the service or manufacturer ***** the product.

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

***** order to distinguish properly *****tween the


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