A Specific Area Of Consumer Behaviour, Personality And The...

A common method marketers use to attract consumers to their products is based around theories in psychology and consumer behaviour. This essay will be focusing on a specific area of consumer behaviour; personality and the self, and how marketers have used an understanding of this to develop brands that purposely appeal to certain consumer groups. Real company examples will be used to explore the different ways in which this understanding has been applied and to consequently establish what this means for organisations and consumers alike. The self-concept is an important consideration for marketers due to the necessity of gaining the attention and loyalty of consumers. There are a number of ways in which the self concept can be applied, one of which is to position the brand as aspirational, appealing to peoples ‘ideal-self’. In this instance consumers are likely to buy a product or invest in the brand as they feel they inherit aspects of the product that match how they want to be (their ideal.) A good example of how this is used can be found in the cosmetic industry, where companies advertise their products to make you look and feel beautiful, therefore by using them you will achieve this feeling (Malà ¤r, 2011, p35.) However there is a risk to companies that the ideal-self being portrayed is far beyond the consumers self-image, consequently creating incongruence between the consumer and the brand. This is not the desired effect of marketers, as there is extensive researchShow MoreRelated Buyer Behviour Essays2777 Words   |  12 Pagesmarketing is to identify consumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. 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