Orth Ulrich in his article consumer
personality and other factors in situational brand choice variation in the
journal of brand management emphasize on what benefits a consumer is looking
for in order to make a choice about a product or a brand. Consumer-perceived or
desired brand benefits have been classified into six dimensions: quality/performance,
price/value for money, social, emotional, environmental and health benefits. These
benefits are le main cause of a brand selection. A brand selection is usually
influence by two factors: informational influence; given by the marketing
agent, and interpersonal influence; our personality.
The benefits that a consumer is looking
for in the product fall into the definition of “personality”. The psychologists
define personality as the sum total of the physical, mental, emotional, and
social characteristics of an individual.in other words, a consumer selects a
brand or product based on the relationship the attributes of the brand or product
have with his/her personality. A person
is generally looking for a product that reflects oneself. This phenomenon is also observed at the stage
of adolescence. The teenagers try to step out from the crowd and being unique by
dressing up a certain way and using certain types of products.
Jennifer Baumgartner in her book You Are What You Wear: What Your Clothes
Reveal about You, tells how a product, a brand or you way of dressing
reflects your personality. In the book Consumer Behavior, the author said that
the marketers use the concept of personality in brand communication by
presenting some symbolic personality meaning to hit their desired target
market. They also select carefully the person promoting the brand. This person
has to reflect the personality related to that specific brand. Let’s take few examples.
Victoria’s Secret by its colors, its fashion models and the stores design
reflects sexuality. When women want to enhance their self-esteem, feel, and
look sexy, Victoria’s Secret stores are one of the places they want to go
shopping.
Also when you walk into a mall,
there are different types of stores; GAP for kids, bakers for fancy shoes,
Louboutin for Luxurious shoes. These different types of stores represent
different personalities. For example, forever 21 customers are mostly young
girls. Agaci’s clothing style is mostly designed for night clubs. Gucci,
Hermes, Coco Channel, Cartier, and other luxurious brand are designed for people
of high social class level.
the ladies at the front can be seen as marketing agents or sales representatives. This type of service is generally available in elegant and prestigious stores. It tells a lot about the target market and the customers of this type of store and brand.
Work cited
Avery , Jill, Sharon Beatty, Morris Holbrook, and Robert Kozinets. Consumer Behavior Human Pursuit of Happiness in the Worl of Goods. 2. Open Mentis, 2010. 136. Print.
googleimage
Orth, Ulrich. "Consumer personality and other factors in situational brand choice variation." Journal of Brand Management. 13.2 (Nov2005): 115-133. Print.
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