Answer to Question #206575 in Management for Prince

Question

SUBJECT : CONSUMER BEHAVIOUR 

Explain in detail in points with elaboration , As a marketing manager how would you establish relationship between consumer motivation and self-concept?

Answer 1

Actual self- how an individual feels about themselves. As a marketing manager, I would advertise a product that a person uses so as to feel themselves. For example, a beacon shop for someone who has excessive weight is a place they feel comfortable. It is their actual self it doesn't matter what other people think.

Expected self - how a person is actually and would like to be perceived. For example, a beautiful dress for a young smile woman. She is likely to buy it because it makes her feel great. And the image other people have for her.

Social self- is how a person thinks others perceive her. This the most widely taken advantage of by the marketing managers. A rich person will buy a luxurious car because he thinks other people will respect him for it.

Situation self - this is a person's image in a specific situation. In an auction, a person is likely to buy a product that is very expensive just to been seen as rich in this situation. Products act as symbols for consumers.

Every marketing manager wants an idea of the self-concept and the image of the brand.

By so doing they match the products to self-concept which is a social phenomenon. the way we dress, the products we use, the services we require, depending 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.