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 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 *****ir 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 *****, in*****ming people about the ***** and services that they should and ought ***** know ***** buy for themselves.

***** these products and services ***** persuasive advertising messages, however, ***** the ***** of advertising *****. More specifically, consumer research tries to 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 ***** consuming or buying a particular product or service, later turning this information into strategies geared at gaining a ***** segment of the ***** 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 ***** and Shanghai Banking ***** (HSBC) as an example to discuss ***** *****alyze ********** important points. In this paper, an *****alysis of the print ads of HSBC is analyzed, relating its features ***** ***** its target market and perceived motivations and personalities ***** HSBC's ***** market. Th***** study aims to provide an illustration of how motivation *****d personality analysis ***** *****s are vital to the understanding of consumer *****s and behavior.

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

***** ***** motivation and ***** may seem familiar for people, but its significance ***** ***** behavior is less known, yet incre*****ingly essential in identify*****g, determining, and ***** insights regarding ***** 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 she lives" (G-11). Personality, he states, is created through the comb*****ing of external influences or the social environment and genetic ***** biological traits of the *****. The combination of ***** with the individual results to the creation or development cus*****mer personality; consumer personality may be product- or service-*****iented, or both (243). Product-oriented consumers tend to patronize a product or service b*****sed on the merchand*****e itself, while service-*****iented ***** tend ***** "seek relationships" with ***** 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 that it is a deeper ********** more abstract concept, *****though similar to it in ***** sense that motivations ***** also l*****ked to the social environment and ***** traits of the individual.

In order to distinguish properly between *****


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