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    Unit - 3 Individual Determinants of Buyer Behavior

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    hiralpatel3085
    The document discusses self-concept and how it relates to consumer behavior and product choice. It provides an example of a woman named Lisa who feels insecure about her appearance when comparing herself to magazine models. The document then lists some key dimensions of self-concept, including content, positivity, intensity and accuracy. It notes that consumer perceptions of self can be distorted, especially regarding physical appearance due to social comparisons. Several jeans brands are then described and the target personas and images they aim to portray to appeal to different types of consumers.

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    Unit - 3 Individual Determinants of Buyer Behavior

    Uploaded by

    hiralpatel3085
    33 views18 pages
    The document discusses self-concept and how it relates to consumer behavior and product choice. It provides an example of a woman named Lisa who feels insecure about her appearance when comparing herself to magazine models. The document then lists some key dimensions of self-concept, including content, positivity, intensity and accuracy. It notes that consumer perceptions of self can be distorted, especially regarding physical appearance due to social comparisons. Several jeans brands are then described and the target personas and images they aim to portray to appeal to different types of consumers.

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    Individual Determinants of Buyer Behavior

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    Unit – 3 Individual Determinants of Buyer Behavior

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    The document discusses self-concept and how it relates to consumer behavior and product choice. It provides an example of a woman named Lisa who feels insecure about her appearance when comparing herself to magazine models. The document then lists some key dimensions of self-concept, including content, positivity, intensity and accuracy. It notes that consumer perceptions of self can be distorted, especially regarding physical appearance due to social comparisons. Several jeans brands are then described and the target personas and images they aim to portray to appeal to different types of consumers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    33 views18 pages

    Unit - 3 Individual Determinants of Buyer Behavior

    Uploaded by

    hiralpatel3085
    The document discusses self-concept and how it relates to consumer behavior and product choice. It provides an example of a woman named Lisa who feels insecure about her appearance when comparing herself to magazine models. The document then lists some key dimensions of self-concept, including content, positivity, intensity and accuracy. It notes that consumer perceptions of self can be distorted, especially regarding physical appearance due to social comparisons. Several jeans brands are then described and the target personas and images they aim to portray to appeal to different types of consumers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    Unit – 3 Individual Determinants

    of Buyer Behavior and Internal


    Processes
    Self-Concept

    • Self-concept is a social phenomenon. It is an attitude to the self.


    Consequently, the way we dress, the products we use, the services we
    require, depend 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
    A Case of Lisa

    • What depresses Lisa about the magazine models?

    • Lisa feels that women don’t look like models in “real life.” Do you
    agree?

    • If Lisa doesn’t consider herself unattractive, why does she consider


    cosmetic surgery?

    • Does Lisa want to improve herself for Eric or herself?


    Dimensions of the Attributes of Self Concept:

    • Content

    • Positivity

    • Intensity

    • Accuracy

    • Consumer perceptions of self can be quite distorted, particularly with


    regard to their physical appearance.
    • A process by which consumers evaluate themselves by comparing
    themselves with others (particularly comparisons with idealized
    images of people in advertising)
    • Levi Strauss, the fully owned subsidiary of the $5.6 billion Levi Strauss & Co. is linking it's target
    customer to legendary rebels like Marlon Brando and James Dean simultaneously stressing the
    image of individuality that the brand confers on it's wearer. The message is that Levi's is for
    mavericks and loners who identify with challengers to orthodoxy.

    • Lee Jeans which are being marketed by Arvind Fashions-a joint venture between the Rs. 450 crore
    Arvind Mills and the $4.5 billion VF corp. of the US-is remindedly conjuring up the image of the
    young American whom everybody admires. The intention is to establish it's heritage and the
    American character of the brand.

    • Pepe, the subsidiary of the UK based 250 million pounds Pepe Jeans is communicating the persona
    of the urban, sophisticated European as opposed to the all American hunk, to appeal to a
    different breed of buyers. They are trying to create a classy, chic and trendy personality in the
    European way.
    • Lee Cooper, niarxeted in the country by it's licensee, the Rs. 3 crore Indus Clothing, is
    using it's campaign to paint a portrait of a young, foreign male, at home
    somewhere in a European city. The idea is to convey a feeling of being a person who
    is in sync with the aspirations of the go getters.

    • Dupont Sportswear, which markets Wrangler jeans, is targeting the young college
    goer who dreams of heroic exploits by combining visuals of the Wild West and
    cowboys, with slogans relating to campus life and in turn contemporarising the
    cowboy image.

    • For it's Flying Machine jeans, Arvind Mills uses the image as a happy go lucky
    student, intent on getting the most out of life. The image is being projected to
    weave an aura of confidence and assurance without aggression.

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