NSU MBA Program; Fall11

MKT-621 (1)

The role that Personality & Motivation play in consumer behavior

A CASE STUDY ON HSBC
Presented by: MOHAMMAD MOTAHER HOSSAIN ID: 1010349060

Objectives of the case

1.
To understand how social & cultural traits serve as the primary consideration of todays advertising messages

2.

To understand how personality and motivation influences individuals consumption decision

3.

To employ the learning in practical scenarios

Personality
A persons consistent way of responding to the environment in which he/she lives.
Biological traits

Environmental influences

Three facets of personality:

1. 2. 3. Merchandise oriented consumer: User Service oriented consumer: Buyer Consumers financial position: Payer

Personality

Motivation
Achievement An inner drive that reflects goal oriented arousal.

Selfesteem

Power

Affiliation

Uniqueness

Provides purpose, direction and triggers behavior.

Personality & Motivation

Personality: Macro level

Social environment

Motivation: Micro level

Business connections
Target consumer

Personality

Never underestimate the importance of local knowledge

Motivation

Multiculturalism

Glass toasting ad
Hungary: Bad luck; USA: Good Health
Understands individuals sentiment, feelings & opinion Experienced enough to merit credibility & warrant trust. Financial services are personalized to accommodate diversity

Buyer

User

Payer

Cross legged shoe ad

USA: relaxed; Thailand: rude
Achievement: Emotional connections by conforming local norms. Power: Every culture has power

Uniqueness: Sense of belongingness to the picture displayed

Affiliation: Depicted culture seems much related

Self-esteem: Valued by the bank

Localization
The more you look at the world, the more you recognize that people have different ideas about what is important. The more you look at the world, the more you recognize what really matters to people.

The more you look at the world, the more you recognize what one person values may be different to the next.

Conclusion
Psycho demographic profiles of consumers play very important roles in consumer buying or consumption pattern. More and more importance should be given in focusing individuals cultural traits to make business promotional activities successful.

Q&A