The Role of Need Motivations and Personaliy on Consumer Behaviour: a Case Study of Hsbc and Got Milk Advertising

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Table of content contents:

Introduction…………………………………………………………………………………3 (1.1) the needs, motives and personality of consumers……………………………………4 (1.2):Snack Food Personality Traits……………………………………………………......5 (1.3) explaining how personality and motivation in the ads effect consumer behavior.

Table (1.4): the Personality-like Associations of Colors……………………………… 6 (2.1) Consumer Personality as illustrated in HSBC Print ads…………………………..7 (2.2) Motivations as the consumer “drive” illustrated in HSBC Print ads……………..8 Conclusion………………………………………………………………………………….10 table of references…………………………………………………………………………11

Introduction:
Motivation refer to the process that lead people to behave as they do. It occurs when a need is aroused, that the consumer wishes to satisfy. Once a need has been activated a state of tension exists that drives the consumer to attempt to reduce or eliminate the need, the degree of arousal is called a drive. A basic need can be satisfied in any number of ways, in the specific path a person chooses influenced both by his unique set of experience and by the values instilled by the culture in which the person has been raised. This personal and cultural factors combines to create a need by (Solomon, 2006). Personality a consistent respond to the word of stimuli surrounding the individual by Kassarjian and Sheffet (1991). Consumer behavior: has two disciplines, one can be categorized by the degree to which their focus is micro (the individual consumer); and the second macro the consumer as a member of groups or of the large society by (Solomon, 2006).

In today’s information-oriented society, organization and people -whose consumption process constitute a big part of their life- want to know more about the consumer market. Here the advertising play an important role because it's the linkage between organization and people. This paper, first of all will explain about the needs, motives and personality of any consumer and the relationships between them; how particular need become a motive and then make the person act in different way and that's what we call it consumer behavior in section (1.1). In section (1.3) and (1.4), an analysis of the Got milk ad and how the advertiser has used an encoding message relate to customer personality where he linked the product attribute to the different personal benefits. The HSBC ad detailed in section (2.1) and (2.2), where explained how personality an motivations influence consumer behavior.

(1.1)The needs, motives and personality of consumers.
Abraham Maslow in 1943 explained why people are driven by a particular needs at a particular time, the cause is that human needs are arranged in a hierarchy from the most important at the bottom to the peak, it includes physiological needs, safety needs, social needs, esteem needs, and self actualization needs.

Abraham Maslow in his paper -A Theory of Human Motivation- in 1943

A person tries to satisfy the most important need first. When that need is satisfied, it will stop being a motivator and the person will turn to satisfy the next most important one.

The terms motivation, needs and personality may seem familiar for people, but they are significance to consumer behavior. Many marketers make use of personality traits into the advertisement of products because in advertising they link the product to the customer need and personality, like the following table illustrate the relationship between the product and consumer benefit, as shown in advertising.

Table (1.2):Snack Food Personality Traits
Potato Chips:|
Ambitious, successful, high achiever, impatient|
Tortilla Chips:|
Perfectionist, High expectations, punctual, conservational| Pretzels:|
Lively, easily bored, flirtatious, intuitive|
Snack Crackers:|
Rational, logical, contemplative, shy, prefers time alone| Recourse: www.cab.latech.edu

(1.3) Explaining how personality and motivation in the ads...
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