Self-Image Congruence

Self-Image Congruence

Introduction

Understanding consumer behaviour is now a fundamental part of modern marketing management. The field of consumer behavior is the study of individuals, groups, or organisations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Sufficient knowledge of consumer behavior currently exists to provide a usable guide to marketing practice for commercial firms, nonprofit organizations, and regulators (Blackwell et al 2001). With ever changing marketing environments, the need to understand consumer behaviour has become very important. Consumers self perceptions can have a strong influence on their behavior in the marketplace. For example, the way an individual various perceives could hr affected by the image he has of him. In fact, preferences might actually develop for certain brands because the consumer perceives them as reflecting his own self-image (Evans et al 2009). Certain other brands may be desired because the consumers view them as projecting an image that he presently does not possess but aspires to have. Because of these and other possible influences, consumer researchers and marketers have developed a strong interest in self-concept theory.

Consumer Decision Making Process

1 - Recognition of the problem

This is when consumers are faced with an imbalance between the state and the desired real. Recognition of the problem is precipitated when the consumer is exposed to a stimulus, either internal or external (Whan et al 2009). Hunger and thirst are internal stimuli, the color of a car, the design of a package , the name of a brand that a friend mentioned, an advertisement on the television or lotion that an unknown person using external stimuli are considered.

Finding information

It is said that the search for information is defined as internal or external or both ways, let's start with the internal information search is the process of retrieving information stored in memory. The stored information is created largely from the experience with a product. In contrast to the external information search is the inquiry into her external environment (Brassington & Pettit 2002). There are two basic types of sources of external information: the controlled and not controlled by marketing. An uncontrolled source of information not associated with promoting product marketers. One source of information controlled by the marketing leans toward a specific product because this source is caused by the marketers promoting this product.

Evaluation of Alternatives and Purchase After getting information and build an evoked set of alternative products, the consumer is ready to make a decision. Use the information stored in memory and external sources to establish a set of criteria image (Acinnis et al 2010). These criteria support the consumer in the evaluation and comparison of alternatives. After evaluating alternatives, consumers decide which product to buy or not buy one.

Post purchase behavior

Consumers expect certain results of their purchases. The way to meet these expectations determines that the consumer is satisfied or dissatisfied with your ...