Identity can be defined as a direct image of what a persons appearance, thinks, feels and behaviour (Americus Reed, Mark R. Forehand, 2012). It means how people see themselves and how others see them. According to Maslows hierarchy of needs, self-actualization needs at the top of the pyramid model which is the need of human hope to realize their potential and get self-satisfaction. Consequently, identity is the best embodiment of such indicators of this need. In addition to this, consumer behavior is the basic study of marketing decision and the developing marketing strategies. It is the consumer to obtain, use and disposal of the various actions taken by goods or services, including the decision in the first step and the decision making process.
It is about a personal experience of their own gender (Deana F. Morrow and Lori Messinger 2006). It not likes sexual identity that about persons biological gender, gender identity is not only connected to one’s physical anatomy. This is a complicated relationship between a person 's gender (biological sex) and the internal feeling of self-male, female, both or neither (gender identity), as well as a person 's perception of external presentation and related behaviour, including their gender roles, likes masculinity and femininity that means which sex is dominate. For instance, Land Rover drives are overwhelmingly male with 72% in 2010. Because most of the men are born with the spiritual explorer, like to adventure and challenge and Land Rover as a famous British brand of sport utility vehicle is very suitable for this need of male identity. Land Rover has grown to have all models and highly respected global leader in the luxury SUV, its powerful easy to manage a variety of road conditions, overall performance and breath of capability, with sales repeatedly refresh the historical record. It attracts male consumer to buy one with an aggressive physical design in masculine marketing. What is more, it also meet the need of male consumer to shows the image of male strength and
Gayle Kaufman believed that there has the age of four dimensions of identity in marketing: children, young people, middle-aged and elderly. Different ages have different Consumption tendency, consumer behaviour is closely related to age.Children have clear objectives about consumer purchase, purchase quickly. Because most children to buy goods is determined by the parents in advance, have the limited autonomy in decision-making, so purchase decision is generally more clear. In addition, children lack product knowledge and buying experience, the ability of recognition and selection is weak, so salesperson recommended products less objection and children buy goods quickly. With the rising age and consumption status of children, the ability to influence parents ' shopping behavior is getting stronger, so childrens consumer psychology was deserved marketer to research. For young people, their pursuit of fashion and novelty, like to apparent themselves and trend to reflect the personality, but purchase impulsive and emotional. These characteristics are reflected in consumer behavior, is like to buy some new products, try a new life. During this period, young peoples self-awareness is increasingly strengthened, strongly pursue independence, tried to show from their personality. For those commodities which can not shows the expression of individuality, they are generally dismissive. Because of life experience is not rich,
It contains dissatisfaction that leads to over-consumption. Children are particularly vulnerable to this sort of manipulation, and the American Psychological Association article, “Youth Oriented Advertising” reveals the facts upon the statistics on consumers in the food industry. The relationship that encourages young children to adapt towards food marketing schemes, makes them more vulnerable to other schemes, such as, advertising towards clothing, toys and cars. Article writer of “The relationship between cartoon trade character recognition and attitude toward product category in young children”, Richard Mizerski, discusses a sample that was given to children ages three to six years old, about how advertising affects young children that are attracted to certain objects or products on the market. During this past decade, advertising companies have gone out of their way just to get the new scoop or trend children are into, gathering information and distributing it to other companies.
Furthermore, identity comes from how people choose to comprehend and perceive their own self. The elements of identity are limitless because you can choose to be whoever you want to be, despite the opinions of others. Thus, one’s identity tends to be unique, in a sense, compared to other
In addition to the individual level, religious identity (achieved identity) for understanding consumer behavior becoming more and more attention has been paid. It in relation to religious communities which is personal belongs. Currently, the vast majority of the world 's religions are held for consumption a critical attitude, born of greed in their opposition to consumption, waste, and self-indulgent hedonism (Ross, S A. 1991)Since the 21st century, in-depth development of economic globalization and multinational companies, not only provides to the worlds economy a huge boost, but also brought to the worlds economy many uncertainties. In response to these changing marketing environment, many scholars began to try from a cultural perspective
In this article, gender is identified as a social identity that is constructed and reformed throughout life in order to achieve a true sense of identity. It is not a term or label given from biological sex such as male or female that defines ones’ gender role. The writer claims gender is more than a social settlement, that it is not a binary construction of male or female and involves a matrix of genes, hormones, and social influence.
People tend to be less conscious of how they daily use their bodies to express gender and how their bodies generate their identities. Dieting, makeup, nail polishing, wearing high-heels and body movements are one of the examples of the body self-disciplines, which the female unconsciously performs as a part of their gender identity every day. Foucault wrote that identity is a form of subjugation and exercising the power upon individual or society. As a part of identity, gender identity can be considered as a limitation of personal freedom, which prevents individual from moving outside fixed gender boundaries. The society establishes gender boundaries on different social levels according to existing norms and values prescribed to masculinity and femininity. Disciplining as “a political anatomy of detail” is one of the hidden mechanisms of power, which society uses to form ‘docile
Throughout today’s society, almost every aspect of someone’s day is based whether or not he or she fits into the “norm” that has been created. Specifically, masculine and feminine norms have a great impact that force people to question “am I a true man or woman?” After doing substantial research on the basis of masculine or feminine norms, it is clear that society focuses on the males being the dominant figures. If males are not fulfilling the masculine role, and females aren’t playing their role, then their gender identity becomes foggy, according to their personal judgment, as well as society’s.
identity or roles. Gender expression may or may not conform to a person’s gender identity.
There has always been the cliché of gender roles in toddlers that girls play with dolls and boys play with tools and cars. Is that what is expected of children of each sex, or do adults not know any better? When my male cousin was born when I was sixteen, the baby was showered with gifts of plastic screwdrivers, wrenches, saws, Bob the Builder accessories, and of course--toy cars. Why do we have this preoccupation that little boys--who in turn become men—have the desire for model cars? Since Karl Benz designed a practical car with an internal combustion engine in 1885, cars have been deemed the toy for boys. In Benz’s time, automobiles were considered a gentleman’s luxury; they were to be driven only by men who could afford them. Women, considered to be incapable of driving in the early 1900s, were supposed to be passengers along for a ride. When advertising came around once cheap automobiles could be produced in the 1920s, it was no surprise that nearly every single advertisement was geared towards men. In Michele Ramsey’s article on automobile advertising and gender, the advertising that was geared towards women was used to support that buying an automobile would make one’s social status climb due to attractiveness. Also, no women ads featured them in the economic world, only in caring for others and that buying a car helped one “be a good mother”. The early ads focused on men were the subtle things such as the boasting of the sheer power a car had available, or the image of a man catching the eye of a woman in his new car. Into the 1950s, the standard advertising for the newly evolved sports car usually featured a young man in a Corvette for example, with women looki...
Identity. What is identity? One will say that it is the distinct personality of an individual. Others will say that identity is the behavior of a person in response to their surrounding environment. At certain points of time, some people search for their identity in order to understand their existence in life. In regards, identity is shaped into an individual through the social trials of life that involve family and peers, the religious beliefs by the practice of certain faiths, and cultural awareness through family history and traditions. These are what shape the identity of an individual.
Identities are an important part of the human experience. One of the many identities that creates a person is gender. Society, being the entity establishing social norms and social roles, plays a part in effecting the individual’s gender, and how they choose to express themself. The underlying or overlying identities also have the same effect. Gender is not only an identity, it is a lifestyle inside and out. Gender, like race, class, and sexuality; is not limited to the binary scale, and that is normal, natural, and human. The concept of gender is man-made, but it forces one’s hand to analyze the thought processes behind an individual's perception on gender through self, through society, or through the dichotomy and/or correspondence of the
Gender Marketing Gender Marketing is not about male versus female. It is about understanding your customer and their profile thoroughly. Marketers generally adopt the approach of neutral marketing to play safe; by and large both men and women feel that they have not been targeted by the marketers properly. Marketers should continuously strive for competitiveness and take benefits from the ever changing environment which can be facilitated by the realization of the concept of gender marketing. In this article I will discuss the changing role of women today and how it has an impact in marketing of products like online selling, car purchase, garment purchase and food & drinks.
1.4 showcases the various stages of consumer socialization of children by Deborah Roedder John (1999). This table reveals that the consumer socialization of the children happens in three distinctive stages like perceptual stage (3-7 years), analytical stage (7-11 years) and reflective stage (11 to 16 years) and children use different types of decision making and make use of different influence strategies in this period. For example in the Perceptual Stage (3-7 years) children will be expedient in their decision making and will possess limited repertoire of strategies and their adaptability is still in the infancy and evolving stage. Moreover, the perspective of children during the perceptual stage (3-7 years) will be egocentric. During the Analytical stage (7-11 years) the decision making of the children is relatively evolved and they will be thoughtful in decision making. During this stage children will possess two or more attributes and possess much expanded repertoire of strategies in their arsenal. Their level of adaptability is also relatively improved to moderate level and they possess dual perspective when compared to the egocentric perspective in their perceptual stage. In the third and final stage of consumer socialization of children i.e., Reflective Stage (11 to 16 years) children will strategic decision making and will have multiple attributes and possess complete repertoire of strategies within them. Their level of
Identity is defined as the mixture of conception as well as the expression of a person. It entails the affiliations with other people or groups. It is the specific characteristic that is associated with a particular individual. This character is mostly generated from how one is brought up and the environment surrounding an individual’s upbringing process. The identity is closely related to reputation as well as self image. However, most people have a challenge in proving their identity. This raises the question of how to prove one’s identity in the society. This paper will focus on the question and make an argument of how to prove identity.
Welcome to the automotive world, the last holdout in the battle against political correctness. This is one of the few places left where one can make a statement about women and men and not be assaulted with court cases or be accused of being a bigot. In the automotive media, it is still acceptable to represent men in business suits driving luxury vehicles, and to show mothers driving their kids in a minivan. There is one simple reason that the automotive media has remained unadulterated by political correctness—money. As a private industry, both car manufacturers and aftermarket companies have one goal, to sell cars and car related products, and to make money while doing so. As such, these companies use marketing techniques that will most effective reach their target market, which is the true populace, not the world envisioned by political correctness(hereafter to be referred to as PC). For this reason, the marketing techniques used by the automotive industry give us a more realistic view of society and how men and women view themselves.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all