Consumer Behaviour Identity And Identity

1818 WordsOct 1, 20178 Pages
Introduction To understand consumer behaviour is an important process as it allows marketers to comprehend better the reason why an individual choose to select, purchase and use a good or service to satisfy their needs and wants based on his or her buying tendencies and spending patterns. The analysis of consumer behaviour requires the consideration of various processes, internal and external factors for the individual. Both internal and external factors of an individual are required necessary for the analysis of consumer behaviour, as well as examining the complex interaction of many influencing elements, such as personal and cultural influences, which includes identity (Moutinho 1987). Identity plays a vital part in the unsustainable…show more content…
These personal and collective identities more often could be contributed by different categories, such as age, gender, race, nationality, religiosity, then further from political views, career and of course wealth and social status. Identity also manifested in conventional social roles, norms, mores, and status quo expectations (Bristor and Fischer 1993). Identity is what the consumer believes, it is what gives them the sense of positive self-esteem affiliation and distinctiveness, self-verification, and self-affirmation (Escalas 2013), and these would affect his or her choice in consuming a good or a service when a case is required to make between different products in the market. Each consumer has his or her own unique, distinctive identity, yet on the other hand, they share so many similarities sometimes, and it would form a collective identity. Collective identity is shared among group of people who often enacted through fashion, music, art, trend, technology and such (Holt 2002) from the society, Obesity among young female adults Obesity, as the selected unsustainable consumption issue for the Consumer Behaviour Creative Production stage 1, has been specifically defined with a designated target group for this project, which are Australian young female adults aged between 18 to 25 years old, one of the biggest age group among Australian female age distribution. They are majority
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