Selfconcept is explored via onsite focus groups at the woodford folk festival in queensland, australia. The culture a person is born into goes a long way toward determining that individuals behavior patterns, beliefs and values. Finally, it examines potential weaknesses and limitations of the research. The role of culture in consumer behavior bizfluent. Consumer behavior is about the approach of how people buy and the use merchandise and services. Self identity and consumer behavior winter 2012 curator. Landon 1974 highlighted the role of selfconcept in consumer behaviour. Consumer selfconcept, symbolism and market behavior. The selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. Findings indicated gender differences in overall self evaluation that favored males, and gender differences in specific self. In exploring its role in consumer behavior with no prior theory and research to guide, the present research hypothesized scc to influence consumers feeling of overall life satisfaction and such consumer. Dissonance though is a psychological concept but has a great bearing on the way consumers plan their purchase and effect of the purchase made on their future.
Self concept in consumer behaviour tutorial 07 april 2020. The influences of various dimensions of the self concept are examined in regard to four product dimensions. Self concept in consumer behaviour free download as powerpoint presentation. Start studying the role of self concept in consumer behavior. It examines the role self concept plays in consumer behavior, as well as other influences that have been found to affect product evaluations. Selfconcept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. Reasons for the failure of self concept to become a major consumer behavior construct. The role of gender attitudes in the relationship between gender and self concept was also examined. Research investigating how the selfconcept impacts a consumers. Cultural differences about consumer behaviour between countries are quitely big 5. The role of selfcongruity and other associative variables on.
Read this article to learn about the nature, theories, personal values and life style concept of personality of a consumer. Return to contents list types of consumer buying behavior types of consumer buying behavior are determined by. Discrepancy and selfesteem under various conditions of. Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Presents observations on self concept in consumer behavior research.
What is the relationship between the psychological characteristics of a consumer and his purchase behavior. Factors affecting consumers buying decision in the. Self concept can be described simply as how one perceives himself and his behaviour in the market place. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Your self concept influences your product choices posted on may 28, 20 leave a comment taste evaluation is not solely based on the objectivity of food, such as the biological and innate preferences for special flavors etc. Selfconcept can be described simply as how one perceives himself and his behavior in the market place. Therefore, marketing view of selfconcept study is very significant. Current research projects also include a study of children as consumers. The role of gender attitudes in the relationship between gender and selfconcept was also examined.
Findings indicated gender differences in overall selfevaluation that favored males, and gender. Selfconcept is an overarching idea we have about who we arephysically, emotionally, socially, spiritually, and in terms of any other aspects that make up who we are neill, 2005. Role of selfconcept in organizations article pdf available in european journal of economics, finance and administrative sciences 4444 january 2012 with 10,624 reads how we measure reads. Companies use selfconcept to motivate and get consumers to spend money. Joseph sirgy the selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse.
As kotler 2008 suggested, the marketplace is the location where goods and services are exchanged, so traders set up the product and buyers browse the merchandise. Our primary goal in the present research was to hypothesize and verify selected consumer behavior correlates of scc. Pdf selfconcept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. As stated in chapter one, the self concept is how an individual thinks about or perceives. The role of self concept in understanding brand experience, brand. Selfconcept clarity scc was proposed as a new dimension of selfconcept in psychology more than two decades ago campbell 1990, with limited utilization, however, in consumer research so far.
The study of consumer behaviour makes us aware of the subtle influences that persuade us to use the product or services of our choices we do. Self concept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. Department of marketing, university of otago, po box 56, dunedin, new zealand. In other words, its what happens before a purchase, during a purchase and after the purchase role theory. And not individual factors can be expressed as, culture, profession, family, reference groups. The role of consumer selfconcept in marketing festivals. The study of consumer behaviour deals with basic questions related to buying such as. Social and cultural environment as well as demographic, psychographic, and geographic conditions can. Perception in consumer behaviour tutorial april 2020. Selfconcept is how an individual views who they are based on their habits, skills and temperament. This research, studies the role real self in consumer purchase behavior.
Self concept in consumer behaviour tutorial 29 february 2020. May 22, 2017 consumer behaviour 8 self concept theories self concept is of value to the individual, and behaviour will be directed towards the protection and enhancement of selfconcept. The role and measurement of attachment in consumer behavior. Self concept clarity scc was proposed as a new dimension of self concept in psychology more than two decades ago campbell 1990, with limited utilization, however, in consumer research so far. Celik mucahit faculty of economics and administrative sciences, ad. Selfidentity and consumer behavior winter 2012 curator. It is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use. The first step is the presence of stimulus, or the situation which an individual faces. These are stimulus, registration, interpretation,feedback and reaction. Role of selfconcept in organizations article pdf available in european journal of economics, finance and administrative sciences 4444 january 2012.
Distinguished in the psychology literature from the concept of self esteem, our study examines the role of scc in selected consumer behaviors. Lets understand the role of consumer behaviour in marketing. Individual and cultural differences in food preferences illuminate the role of subjectivity in taste evaluation. The impact of cultural factors on the consumer buying. The behaviour that the consumers display in searching for. The role of selfconcept in consumer behavior is approved in partial fulfillment of the requirements for the degree of master of arts journalism and media studies. Selfconcept, needs, and values are the three personal factors that influence the. Understanding consumer behavior will assist business entities to be more practical at selling, designing, development of products or services, and every other different initiative that impacts their customers. Social and cultural environment as well as demographic, psychographic, and geographic conditions can sometimes shape consumer behavior. The goal for the companies is to make an individual feel like there is room for improvement for oneself. Understanding the influences underlying consumption has become an increasingly important goal for marketers.
Need to understand the concept is why consumers make the purchases that they make. Every consumer is an individual, but still belong to a group. This study examined the role of selfconcept in consumer behavior, specifically product evaluation. Distinguished in the psychology literature from the concept of selfesteem, our study examines the role of scc in selected consumer behaviors. This slides explains the concepts of consumer behavior and relations. Consumers identity the role of the self concept in the. Scribd is the worlds largest social reading and publishing site. Concepts of consumer behavior marketing consumer behaviour. The purchase, display, and use of goods communicates symbolic meaning to the individual and to others. The reaction of buying or refusing a certain product might be influenced by various factors, but marketers have acknowledged the role of personality and how this might influence consumers behaviors toward a product. Even two decades later since self concept clarity scc first emerged in the psychology literature, this important concept has escaped the attention of consumer psychologists. For understanding consumer behaviour, implementation of consumer.
This study examined the role of self concept in consumer behavior, specifically product evaluation. Here are two examples of how selfconcepts influence taste evaluation. The concept of selfconcept clarity scc was proposed in the psychology literature more than two decades ago, as a structural property as opposed to the content of selfconcept, with some theorizing about its relationship with other personality traits e. Self concept is explored via onsite focus groups at the woodford folk festival in. Buying behaviour is the decision processes and acts of people involved in buying and using products. This paper explores the role of consumer behavior in present marketing management scenario. Marketers have understood the role of product constellations in projecting an image. It is not a realistic concept as an unconscious component is always present. This study presents a measure of a central concept in this areaattachment. Of recent interest in consumer behavior research is the consumers use of owned possessions to develop and maintain self. Consumer attitudes can be influenced by many factors outside the product attributes. Research has also shown that selfimage congruence affects customers brand preferences and their. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. The role of advertising in consumer decision making.
The role and measurement of attachment in consumer. Consumer attitude, if positive, is an advantage to a marketer. Within the consumer behaviour literature there is general acceptance for a high degree of autonomy in individuals selfrelated consumption decisions. The role of selfconcept in consumer behavior flashcards. Gender differences in overall self evaluation and in specific dimensions of self concept were examined in primarily white caucasian college and high school students. Related to these theories is gender salience, the idea that a genderrelated selfconcept has to be activated in order for gender identity to be meaningful in a particular context. Person always try to blame on any of two traits for his behaviour. Consumers identity the role of the self concept in. Consumer behaviour consumer behaviour is the study of when, why, how and where people do or do not buy a product.
It is really important for marketers to understand what prompts a consumer to purchase a particular product and what stops then from buying it. This helps reduce cognitive dissonance when a marketer can answer any concerns of a new consumer. This entry was posted in consumer psychology, marketing, shopping and tagged culture, experiment, food, research, selfconcept. In consumer studies, personality is defined as consistent responses to environmental stimuli or we can also say patterns of behaviour that are consistent and enduring. The marketing concept was formulated during the 1950s and although it seems. Consumers identity the role of the self concept in the consumer behavior, constanta maritime university annals, constanta maritime university, vol. Self concept in consumer behaviour self concept in consumer behaviour courses with reference manuals and examples pdf. Consumer behaviour is the study of individuals or groups and organizations on how they select, purchase, use or dispose of products services, ideas or experiences to satisfy needs and desires. Monirba allahabad university supported by manish kanojia mba iii sem. The impact of cultural factors on the consumer buying behaviors examined through an impirical study. The idea that a consumers behaviour is like actions in a play.
Gender differences in overall selfevaluation and in specific dimensions of selfconcept were examined in primarily white caucasian college and high school students. Consumer behaviour deals with various stages that a consumer goes through before purchasing any product or service. The impact of cultural factors on the consumer buying behaviors examined through an impirical study dr. Her specific research interests include tourist behaviour, self. The role of selfconcept in consumer behavior digital. The reason to study consumer behaviour is because of the role it. Lifestyle and selfconcept consumer behaviour notes. Self concept in consumer behaviour human sexual activity. The reason to study consumer behavior is because of the role it plays in the lives of humans.
Durmaz yakup vicedean of faculty of economics and administrative sciences ad. The term self concept is defined as the totality of thoughts and feelings that an individual has about him or herself. We can understand it better by understanding the whole concept of personality and life style. The self concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. Pdf the role of consumer selfconcept in marketing festivals.
Lets understand the concept in detail with the help of few examples. Apr 26, 2016 according to the article, this connection between self concept and consumer behavior can especially be viewed in terms of body self concept and purchases related to body such as tattoo. Perception is the most important psychological factor that affects human behavior. Culture is defined as a shared set of practices or beliefs among a group of people in a particular place and time. Consumer behaviour is not simple at all, but it is very vital to understand it. The influences of various dimensions of the selfconcept are. Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self levy 1959. In other words, its what happens before a purchase, during a purchase and after the purchase. Consumer behaviour is a central topic in marketing and consumer behaviour is totally depends on consumers personality and life style.
A conceptual definition of the construct is proposed and is related to social. Self concept can be described simply as how one perceives himself and his behavior in the market place. It examines the role selfconcept plays in consumer behavior, as well as other influences that have been found to affect product evaluations. Dissonance and its impact on consumer buying behaviour the human mind and make the buyer rethink about the decision made, notes kassarjian and cohen 1965.1328 1429 900 232 1056 778 568 734 728 354 1224 211 731 1145 1115 165 730 57 409 1406 1251 963 800 403 1043 419 1247 234 185 204 205