Assessment Solutions | Self-image and Ideal Self: MAR022-1

Assessment Solutions | Self-image and Ideal Self: MAR022-1

Running head: CONSUMER BEHAVIOUR ANALYSIS
Part A
1. (b)
2. (a)
3. (c)
4. (b)
5. (d)
6. (a)
7. (c)
8. (d)
9. (c)
10. (a)
11. (a)
12. (d)

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Running head: CONSUMER BEHAVIOUR ANALYSIS
Part A
1. (b)
2. (a)
3. (c)
4. (b)
5. (d)
6. (a)
7. (c)
8. (d)
9. (c)
10. (a)
11. (a)
12. (d)
13. (b)
14. (c)
15. (c)
16. (a)
17. (d)
1 CONSUMER BEHAVIOUR ANALYSIS
18. (a)
19. (b)
20. (a)
Part B
Answer to Question 1
Consumer behaviour can be defined as the overall decisions that are made by consumers
based on the aspects like consumption, acquisition and the disposition of the goods. The process
mainly involves identification of needs by the consumers and developing ways that can be
helpful in fulfilling the needs while implementing purchase decisions. The concepts related to
self-image and ideal self are mainly used by the consumers for the purpose of ensuring that
effective advertising and branding strategies can be implemented by them. The organizations
mainly aim at attracting consumers by developing effective marketing strategies and fulfilling
the needs of the consumers. Self-image can be defined as mental picture or personal view that
the individuals can develop about themselves. The internal aspects that can describe the self-
characteristics of employees mainly include beautiful, intelligent, talented, kind and ugly. Self-
image is amajor “self ”concept that can be used for the purpose of understanding the positive
psychology in an effective way.
The concept is considered to be distinct in nature and is important for the organizations
so that they can understand the needs and demands of the customers. The ways by which
individuals can see themselves internally, externally or on aglobal level are an important part of
the concept of self-image. Ideal self on the other hand is considered to be the idealized version of
oneself that is developed by an individual. The ideal self that is developed by the individual is
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mainly based on the role models he or she follows, demands of the society and the aspects that
are admired by the individuals about the role models. The organizations or marketers can use this
aspect of self-image and ideal self for the purpose of developing the marketing or advertising
strategies that can be effective for attracting the customers. The transition of the customers that
can take place from the self-image towards the ideal self is thereby based on the marketing
strategies that are implemented by the organizations.
For example, the advertisements that are developed by the fairness cream or lightening
cream producing organizations can have an impact on the transition that consumers can go
through from self-image to ideal self. The self-image that is developed by the individuals in this
case is mainly based on the dark complexion that they own. The ideal self on the other hand is
mainly based on the level of fairness that they aim at attaining based on the role models that have
been formed by them. The ideal self of the consumers in this case is based on the promises that
are made by the advertisements of the fairness creams. The advertisements that are developed by
the organizations are mainly based on the role models who are a part of these ads and the
complexions that have been gained by them as well. Moreover, the advertisements can have a
huge impact on the perceptions that are formed by organizations related to the ideal selves that
customers have formed in their minds according to demands of the society.
Answer to Question 3
The two-factor based motivation theory is known as the Herzberg ’smotivation-hygiene
theory and it mainly states that the different sets of the mutually exclusive aspects within the
workplace can enhance the levels of job dissatisfaction or satisfaction. The factors that can
enhance the levels of job satisfaction are mainly related to self-actualization and self-growth. On
the other hand, the motivators mainly ensure the job satisfaction levels and hygiene factors can
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reduce the levels of job satisfaction. The satisfiers or the motivation factors include achievement
and performance, recognition, job status, responsibility, opportunities related to advancement,
the work and the personal growth. The dissatisfiers or hygiene factors include working
conditions, salary, physical workspace, relationship with the colleagues, relationship with the
supervisors, rules and policies and the quality of the supervisor. The theory of two-factor
motivation has thereby become amajor framework that is widely used for the research related to
job satisfaction.
Herzberg ’smotivation theory mainly aims at getting to roots of the motivation levels
within the workplace. The organizations in which motivators are present can lead to
enhancement of the work processes of the employees. On the contrary, absence of the hygiene
factors can cause the employees to reduce the levels of their hard work. The marketing
communications that are developed by the organizations can have an impact on the awareness
related to their products and the services in minds of the consumers. Advertising is considered to
be amajor process of marketing communications that can be implemented by the organizations
for the purpose of ensuring that an effective relationship can be formed with the customers. The
formation of effective customer relationships can have ahuge positive impact on the strategies
that are mainly implemented by the organizations and the image that is formed in consumer
minds. The behaviours of consumers towards the organizations can be influenced in a huge
manner by the motivators and the hygiene factors.
The enhancement of motivators can have a major positive impact on the purchase
decisions that are made by the consumers. The behaviours depicted by the consumers can be
influenced by increase in the motivators and this can also lead to formation of positive
relationships with the organizations. The increase in hygiene factors on the other hand can lead
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to negative relationships that are formed between the customers and the organizations. The
discounts, low price offers and various other benefits that the organization can provide to the
customers will be included within the advertisements as the motivators that can attract customers.
On the other hand, the lack of proper after-sales services, low levels of communications that are
formed between the customers and organizations can prove to be hygiene that can lead to
reduction in the levels of motivation. The customers can thereby provide negative reviews about
the organizations and this can have amajor impact on the overall image that can be formed in the
minds of consumers and the ways by which it can develop the loyalty of customers in the
industry or overall market.

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