Role of self concept in consumer behaviour pdf

Learn vocabulary, terms, and more with flashcards, games, and other study tools. A conceptual definition of the construct is proposed and is related to social. It examines the role selfconcept plays in consumer behavior, as well as other influences that have been found to affect product evaluations. Presents observations on self concept in consumer behavior research.

As stated in chapter one, the self concept is how an individual thinks about or perceives. Consumer attitudes can be influenced by many factors outside the product attributes. Therefore, marketing view of selfconcept study is very significant. 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. Self concept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. 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. The role of selfconcept in consumer behavior digital. Joseph sirgy the self concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. 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.

This entry was posted in consumer psychology, marketing, shopping and tagged culture, experiment, food, research, selfconcept. Lifestyle and selfconcept consumer behaviour notes. Landon 1974 highlighted the role of selfconcept in consumer behaviour. 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. Her specific research interests include tourist behaviour, self. The reason to study consumer behavior is because of the role it plays in the lives of humans. For understanding consumer behaviour, implementation of consumer. Self concept can be described simply as how one perceives himself and his behavior in the market place. In consumer behavior researches, consumer personality describes the product heshe consumes toker, 1957. It examines the role self concept plays in consumer behavior, as well as other influences that have been found to affect product evaluations.

Within the consumer behaviour literature there is general acceptance for a high degree of autonomy in individuals selfrelated consumption decisions. 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. Reasons for the failure of self concept to become a major consumer behavior construct. Selfconcept is explored via onsite focus groups at the woodford folk festival in queensland, australia. Culture is defined as a shared set of practices or beliefs among a group of people in a particular place and time. Durmaz yakup vicedean of faculty of economics and administrative sciences ad. Monirba allahabad university supported by manish kanojia mba iii sem. Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self levy 1959. Consumer behaviour is a central topic in marketing and consumer behaviour is totally depends on consumers personality and life style. Joseph sirgy the selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. Finally, it examines potential weaknesses and limitations of the research.

Perception is the most important psychological factor that affects human behavior. Understanding the influences underlying consumption has become an increasingly important goal for marketers. Investigating the role of self confidence and selfimage proportion. Self concept in consumer behaviour tutorial 07 april 2020. The role of selfconcept in consumer behavior flashcards. Buying behaviour is the decision processes and acts of people involved in buying and using products. This slides explains the concepts of consumer behavior and relations. The symbolic role that products play in shaping the consumers self concept. Pdf the role of consumer selfconcept in marketing festivals. Consumer behavior is about the approach of how people buy and the use merchandise and services. The selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. Return to contents list types of consumer buying behavior types of consumer buying behavior are determined by.

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 in consumer behaviour self concept in consumer behaviour courses with reference manuals and examples pdf. The study of consumer behaviour deals with basic questions related to buying such as. Read this article to learn about the nature, theories, personal values and life style concept of personality of a consumer. Distinguished in the psychology literature from the concept of selfesteem, our study examines the role of scc in selected consumer behaviors. The behaviour that the consumers display in searching for. It is really important for marketers to understand what prompts a consumer to purchase a particular product and what stops then from buying it. Of recent interest in consumer behavior research is the consumers use of owned possessions to develop and maintain self. Consumer behaviour is not simple at all, but it is very vital to understand it. What is the relationship between the psychological characteristics of a consumer and his purchase behavior. Discrepancy and selfesteem under various conditions of. Factors affecting consumers buying decision in the. The term self concept is defined as the totality of thoughts and feelings that an individual has about him or herself. 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.

This study examined the role of selfconcept in consumer behavior, specifically product evaluation. Person always try to blame on any of two traits for his behaviour. We can understand it better by understanding the whole concept of personality and life style. The role of self concept in understanding brand experience, brand. The impact of cultural factors on the consumer buying. Celik mucahit faculty of economics and administrative sciences, ad. The role of consumer selfconcept in marketing festivals. Role of selfconcept in organizations article pdf available in european journal of economics, finance and administrative sciences 4444 january 2012. The marketing concept was formulated during the 1950s and although it seems. And not individual factors can be expressed as, culture, profession, family, reference groups.

As stated in chapter one, the selfconcept is how an individual thinks about or perceives. The idea that a consumers behaviour is like actions in a play. The role of culture in consumer behavior bizfluent. Findings indicated gender differences in overall selfevaluation that favored males, and gender. Research has also shown that selfimage congruence affects customers brand preferences and their. 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. Selfconcept can be described simply as how one perceives himself and his behavior in the market place. 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.

The role and measurement of attachment in consumer behavior. Marketers have understood the role of product constellations in projecting an image. The impact of cultural factors on the consumer buying behaviors examined through an impirical study dr. Consumers identity the role of the self concept in. Gender differences in overall selfevaluation and in specific dimensions of selfconcept were examined in primarily white caucasian college and high school students. Selfconcept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. The purchase, display, and use of goods communicates symbolic meaning to the individual and to others. The goal for the companies is to make an individual feel like there is room for improvement for oneself. This study presents a measure of a central concept in this areaattachment. 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.

Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Scribd is the worlds largest social reading and publishing site. Start studying the role of self concept in consumer behavior. 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. Consumer behaviour consumer behaviour is the study of when, why, how and where people do or do not buy a product. The role and measurement of attachment in consumer. Social and cultural environment as well as demographic, psychographic, and geographic conditions can sometimes shape consumer behavior. Even two decades later since selfconcept clarity scc first emerged in the psychology literature, this important concept has escaped the attention of consumer psychologists. Cultural differences about consumer behaviour between countries are quitely big 5. Self concept in consumer behaviour free download as powerpoint presentation. Research investigating how the selfconcept impacts a consumers. Our primary goal in the present research was to hypothesize and verify selected consumer behavior correlates of scc. This research, studies the role real self in consumer purchase behavior.

The culture a person is born into goes a long way toward determining that individuals behavior patterns, beliefs and values. Selfconcept, needs, and values are the three personal factors that influence the. 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. Consumer attitude, if positive, is an advantage to a marketer. Findings indicated gender differences in overall self evaluation that favored males, and gender differences in specific self. Need to understand the concept is why consumers make the purchases that they make. Distinguished in the psychology literature from the concept of self esteem, our study examines the role of scc in selected consumer behaviors. The self concept is not very realistic because an unconscious component is always present.

The influences of various dimensions of the self concept are examined in regard to four product dimensions. 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. Companies use selfconcept to motivate and get consumers to spend money. 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. Self identity and consumer behavior winter 2012 curator.

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. The influences of various dimensions of the selfconcept are. In other words, its what happens before a purchase, during a purchase and after the purchase role theory. 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. These are stimulus, registration, interpretation,feedback and reaction. 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. It is not a realistic concept as an unconscious component is always present. Social and cultural environment as well as demographic, psychographic, and geographic conditions can. Concepts of consumer behavior marketing consumer behaviour.

The self concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. It is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use. Individual and cultural differences in food preferences illuminate the role of subjectivity in taste evaluation. Self concept in consumer behaviour human sexual activity. The first step is the presence of stimulus, or the situation which an individual faces. The role of advertising in consumer decision making. Lets understand the role of consumer behaviour in marketing.

Gender differences in overall self evaluation and in specific dimensions of self concept were examined in primarily white caucasian college and high school students. The impact of cultural factors on the consumer buying behaviors examined through an impirical study. 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. The role of selfcongruity and other associative variables on. Selfidentity and consumer behavior winter 2012 curator. Every consumer is an individual, but still belong to a group. Consumers identity the role of the self concept in the. Current research projects also include a study of children as consumers. 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. This helps reduce cognitive dissonance when a marketer can answer any concerns of a new consumer. 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. This study examined the role of self concept in consumer behavior, specifically product evaluation.

Selfconcept is how an individual views who they are based on their habits, skills and temperament. Lets understand the concept in detail with the help of few examples. Self concept is explored via onsite focus groups at the woodford folk festival in. Consumers identity the role of the self concept in the consumer behavior, constanta maritime university annals, constanta maritime university, vol. This paper explores the role of consumer behavior in present marketing management scenario. Perception in consumer behaviour tutorial april 2020. Department of marketing, university of otago, po box 56, dunedin, new zealand. Consumer selfconcept, symbolism and market behavior. Here are two examples of how selfconcepts influence taste evaluation. Consumer behaviour deals with various stages that a consumer goes through before purchasing any product or service. The reason to study consumer behaviour is because of the role it. Self concept in consumer behaviour tutorial 29 february 2020.

In other words, its what happens before a purchase, during a purchase and after the purchase. 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. The role of gender attitudes in the relationship between gender and self concept was also examined. Pdf selfconcept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer.