Self-concept can be described simply as how one perceives himself and his behavior in the market place. It is the attitude one holds towards himself. What one thinks of himself. The self concept is not very realistic because an unconscious component is always present. It can be divided into six types, as given below:
Self-concept is a social phenomenon. It is an attitude to the self. Consequently, the way we dress, the products we use, the services we require, depend on how we want to perceive ourselves. There is a relationship between the self-image of a person and the product one wants to buy. Products act as symbols for consumers.
People like to use the products which match their personality. These include clothing,leisure products, personal care products. Marketers want an idea of the self-concept and the image of the brand. This can be done on a differential scale of 1 to 7 of several items as shown on next page.
First the consumers are asked to rate their self-concept on the differential scale. Then they are asked to rate product brands on the same scales. The responses that watch with the brands are expected to be preferred by consumers.
After matching the self-concept with the brand image, the individual tries to find products for his satisfaction. If he is satisfied, his self-concept gets reinforced as shown in the figure.
The interaction between the product and self-concept can be situation specific. In some situations, the self-concept can be enhanced or reinforced to a lesser or higher degree. Marketers use these tools as a guide to product and brand choices.
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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