Consumer Behaviour Identity And Identity

Identity can be defined as ‘the fact of being who or what a person or thing is’. There as many forms of identity, and the subject is closely linked to culture, sexuality, gender and outward expression. Generally these identities are expressed through symbols, we take great care in choosing the symbols used to present our image so others can correctly interpret and understand our choice in identity. Therefore, our identities are constructed by choice; we have complete control over our presentation towards

Consumers are the centre of many marketers work. While the consumer is part of the marketing environment, it is also very important to recognise and understand the more personal and specific influences effecting consumers and the nature of the decision making process they use.

Consumer behavior is a mix of economic, technological, political, cultural, demographic and natural factors as well as own characteristics which is reflected by attitude, motivation, perception, personality, knowledge and lifestyle. Only when marketers realize these factors and characteristics, they are able to understand consumer behavior. This has resulted in the classification of these behaviors under these categories – Economic, Social, Demographic, Geographic, Psychological, Product & Technology. (Vikram Shende, 2014)

In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the

Identity theory traces its root in the writing of G.H Mead, the American philosopher, sociologist and psychologist who says that the image or the feeling that a person creates for him or herself in a particular society is the result of other’s vision, which is created daily and is subjected to change. Richard Jinkens, the sociologist describes that social identity means who we are and who the others are and on the other hand what the other thinks about themselves and others. Further, Mead elaborates that a person in a particular society has two identities and which are self-identity and social identity. The self-identity is the cognition that a person has about him or herself and the social identity is the reflection of the accepted values that a person has in the society. Social Identity theory is enabling a person to answer his question of what I am and who I am based on his group membership. This is basically a line between oneself and the alien. In this assignment I will discuss the brief biography of the developers of the social identity theory, the definition of the theory, aspects of the theory, a case study, the critics and future application.

Consumer behavior is defined in a variety of ways such as “the dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspects of their lives.” by the American Marketing Association. (2008). In a simpler form, consumer behavior can be explained as the actions of consumers and the different approaches a person may take to decide what to buy and the decision making process. The decision making process can be effected by many factors all related to a person or persons lifestyle. Determining that behavior can be confusing and

Social identity theory is a theory which is intended to explain how people develop a sense of belonging and membership in particular groups, and how the workings of intergroup discrimination work. Social identity theory plays an important role in the study of social psychology. To some degree, everyone is influenced by social identity theory. Social Identity Theory tries to explain such intergroup discrimination in the 'real world' as well as in the circumstance of the minimal groups. The theory claims a process of social identification and positive self-esteem, “People can boost their self-esteem through their own personal achievements or through affiliation with successful groups” (Kassin, Fein, & Markus, 2008, 150). When a person is

Consumer behaviour is defined as the behaviour that consumers undertake in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs (Nayeem 2012). Different consumer may have different choices in purchase that is dependent on various influences. High involvement purchase sets the best example of engaging in consumer behaviour in various aspects as complex buying behaviour occurs when the consumer is highly involved with the purchase and when there are significant differences between brands. This behaviour can be associated with the purchase of a something significant in value and meaning to consumer which could be risky (Tanner 2012). High

This paper will discuss the psychological and social factors, such as motives, perception, attitudes, personality, family, social class, and reference group that influence consumer behavior toward a product or service. It is important for marketers to develop an effective marketing message, understand and know how to apply this knowledge of consumer psychology to create and develop an effective marketing of its products and services.

The purpose of this exercise is to broaden your understanding of consumer behaviour by bringing

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

Consequntly, further research can use these considerations as a foundation to understand consumers’ purchasing behaviour and symbolic consumption. Specifically, the study suggests that most respondents feel the need to develop their self-identities to be more mature. While, the netnographic findings also shows that social values have a strong impact on the individual’s consumption.

Over the years, it has come to the attention that consumers are changing their behavior in product selection due to countless influential factors that vary from individuals backgrounds to cultural foundations, and in return lead to a change in consumption. With change being so spontaneous, unsteady and frequent, it is extremely important that marketers and all businesses focus on the factors leading to consumer behavior in order to best understand consumer insights. Failure to do so can only hinder a business because marketers will fail to know how to properly engage and connect with their potential consumers, which can trigger negative long-term effects. By understanding why and how customers react to a certain way and how their

Consumer behavior is defined as the behavior that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behavior focuses on how individual make decisions to spend their available resources on consumption related items. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they use it, how they use evaluate it after the purchase and the impact of such evaluations on future purchases and how they dispose of it. As individuals all differ in many ways in likes, dislikes, attitudes, cultural background, income level, etc. Despite such differences, there is a common factor among all of

Obesity is a health crisis which is defined as “the abnormal accrual of body fat, usually 20% or more over an individual’s ideal body weight.”1 Obesity is a commonly expressed disease that heavily impacts a great deal of Australians. Approximately 63% of Australian adults are overweight or obese.2 The number of obese adults has increased by a dramatic 10% from 1995. This has a direct correlation to dietary and exercise behaviours, and can be related to the Ottawa