Introduction
In an era of rapidly growing globalization, marketing managers are faced wide range of challenges and opportunities in developing a suitable marketing plan and strategy for customers of different geography and characteristics. Marketing strategies may contain site for production unit, mode of entry and communication strategies to acquire the customer intention. On the other hand consumers have more knowledge of products and are well aware of variety of domestic as well as foreign products and brands (Huang; Phuan and Lin, 2010). Successful marketing strategies depends upon the harmonization between the product attributes and customer identities like attitude, characteristics, value, life style and social role (Papadopoulos and Cleveland, 2010). Another important challenge for marketing management is to understand the bases on which consumer take decision between different available alternatives (Huang; Phuan and Lin, 2010). So it is important to understand how consumer identities affect consumers purchase intention regarding different choices available.
Purposes of study
The purposes of this study will be to investigate the different dimensions of social and personal identities, find out the effect on purchase intention and how marketing practices influence the relationship of consumer identities and purchase intention
Research Objectives
o To identify consumer social and personal identities.
o To identify the effect of consumer identities on buying intention.
o To identify how marketing practices moderates the effect of consumer identities on purchase intention.
Research Question
“What are the influencing ‘consumer identities’ that significantly effect consumer purchase intentions moderated by marketing p...
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Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
Brands create inspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. Marketing is very
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer such as myself. Cultural factors include a consumer 's culture, subculture and social class. These factors are often inherent in my values and decision making processes. Social factors include friend groups, family, roles and status. Personal factors include such variables as age and life cycle stage, occupation, and economic standing. While studying my personal buying behavior and what factors influence me to buy a certain product, this made me realize my reasoning for buying specific brands and
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This paper argues why both brand identity and packaging are vital to a successful marketing strategy, and that they are more powerful intertwined, than as two separate elements.
Accordingly, this paper will provide a conceptual discussion using relevant theory that critically analyses tensions between self-identity and social identity.
Within the study Marketing, a crucial concept to understand is Consumer behaviour. Consumer behaviour according to (Ha & Perks, 2005) can in some ways be described as an Umbrella term / Concept which contains many other sub-topics and concepts that stem from the original concept of Consumer Behaviour. (Soloman, Russell-Bennet, & Previte, 2016) States that Consumer Behaviour is the study pre-Consumption, Post Consumption and Consumption phases of a consumer 's decision-making processes.(Soloman, Russell-Bennet, & Previte, 2016) however, states that the study of Consumer behaviour takes into consideration more than just what is being offered to the consumer in terms of goods and services and the processes involved pre, post and during consumption.
Consumption involves individuals purchasing goods to achieve a meaning or value to the consumer, not simply for the material benefit it offers. Instead, ‘commodities are not just objects of economic exchange, they are goods to think with, goods to speak with’ (Fiske, 1989) (Cited in Bocock, 1993). This suggests that individuals use goods as symbolic props, as a way of creating and moulding their own identities. It is suggested that the individual has the ability to create their own narrative and can rely upon the novelties of consumer goods. However, the individual is still bound by the market and the mass commodities of Capitalism. For example: sports individuals purchase equipment, clothing etc, to encourage the identity they wish to possess. As they see these goods as a connection to their lifestyle.
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The negative messages are not only affecting the consumers’ behaviour but also the brands and the products, for example, an online complaint comment can damage the company’s reputation (Chang & Wu, 2014). Kim, Seo & Schrier (2014) stated that dissatisfied consumers are more motivated to share their experience so the negative messages are more than the positive one. Online shoppers are affected heavily by the negative messages as they are more informative and diagnostic (Chang & Wu, 2014), however, the consumers might consider the negative messages as the intentional attack to the company because the bias, hence affect the credibility of the message (Kim, Seo & Schrier,
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The decision making process of purchase will be explain as well. An attempt to highlight on how Apple brand consumption can be connected to consumer identity construction. This assumption is based on the idea that consumers use symbolic meanings from wealth to construct and converse their identities. Objects of connection have especially been found to be closely associated with the development of consumer identity. Furthermore, it is often assumed that consumers struggle to keep a true sense of self or personal identity while retaining a feeling of belonging and social identity. This may be rendered through layers of identity, which are composed of individual identity, social identity and the perception of
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.
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