... middle of paper ...
... consumer behaviour and developed relative sales strategy.
It appears clear that identities include groups and individuals, and individuals occupies a higher position than groups. Because of Maslows hierarchy of needs, individuals are more basic to understand consumer behaviour. Then, identity is important for public luxuries, less so for private necessities. Because luxury brands are highly associated with their core consumer, and identity can help to understand consumer. In addition to this, age identity is most important of hybrid identity that the most basic identity are most likely to be met. Furthermore, company appeals to sense of identity through marketing mix, likes decide price by class identity. Nevertheless, sometime there has no identity congruence that products not associated with identity, it is difficult to understand consumer behavior in this case.
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