"THE BEST MARKETING IS EDUCATION"

- REGIS MCKENNA

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Subaru (Forester) 2012 Commercial is a good example of Actual Self Image

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Example of Actual Self Image

A good quality of dish washing liquid, as a women either housewife or a mother, they will definitely need to buy a good quality of dish washing liquid. For a working woman whose maid is doing the household at home, they will choose to buy the cheapest dish washing liquid. Why? It is because the characteristic of each-self affect the purchase behaviour. For example, Mama Lemon, housewife and mother will choose Mama Lemon dish washing liquid as the advertising showed the image of gentle on hands, soft and natural and safe which is similar to a mother’s characteristic who aims to protect their family and it is natural and safe for their family.

Next, a woman, at the same time she is a wife, working woman and mother, these roles will affect their behaviour in term of the products they purchase. For instance, buying a car, as a wife will choose a hybrid car which able to save the expense of fuel for the future of family; a working woman will choose a luxury car which able to build their self-image; for a mother, she will choose SUV car which provide convenient to fetch kids and it is more safety than others model car.

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The link between Actual Self and Consumer Behaviour

Actual self-image involved those image that one has of oneself about which one feels protective. It is part of what people refer to as the private self or how they see themselves. Basically, actual self-image refers to their personal identity. People are motivated to protect their personal identities. For instance when people feel uncomfortable with doing things that could not match with their own characteristics or the actions are not align with their true self, they will change the way of doing things by matching their own characteristic.

Actual self-image is also a realistic perception for consumers in purchasing a product or service that would be beneficial to them or satisfy their want. For instance, own a sports car, has a specific user image—people tend to identify the person who drives a sport car is an outgoing, attractive and single person. The relationship between consumer’s self-image and the consumer behaviour is how consumers see themselves in purchasing a particular product or services.

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What is Consumer Behaviour?

Consumer behaviour includes the mental procedures that consumers experience in perceiving needs, it is basically how individuals settle on choices about what they purchase, want or act in regards to a product or service, in satisfaction of their needs and wants.