CONSUMER BEHAVIOUR
Assignment# 3
NAME: REG.NO:-
SANIA ZUBAIR
BBA 2020-27
Question 1
Brand personality
Basically by definition brand personality is the set of human characteristics you trait to that
brand, and this brand personality reflects through marketing campaigns, advertisement on
social media and their messages and images. Brand personality is the set of human traits and
these traits make differentiation between two brands which make it unique.
How brands make their customer rational to pay more for products,
and they links products with specific class of group and how products differentiate them from
others. As we code the Apple brand which shows the consumer cool, and creative. This is the
power of brand how they influence to spend money on their products. When a consumer
decided to choose brand he links with identity, like people buy NIKE products to show affiliation
toward sports and they relate with performance. The mission statement of NIKE shows its
brand personality, “To bring inspiration and innovation to every athlete in the world- embody
excitement, passion and energy” this statement clearly defines the brand personality.
Customer links their identity with specific brand and didn’t allow
others to say wrong about their brand. They always try to hide the negative side of their brand
and show loyalty toward it. Most of the people subconsciously buy products links with their
self-efficiency. Although the religious values give identity to the people but known brands make
pillars to give identity to the people. Brands are playing with the customer’s mind how they
have positive and negative feelings about specific brand. Like how the Apple users having
negative feeling toward Samsung.
Question 2
Self-image and consumer behavior
Self is the responses comes from your internal sense who you are and how to behave.
Psychology defined the self in term of self-concept which is an overarching idea about our self
who we are emotionally physically and spiritually. The concept of self is changes as we grow
elder and gain more knowledge about our self, and how our self-knowledge construct our self
like.
There are different types of self:
Self esteem

Self-image

Self-efficacy

Self-awareness
Self-image
Self-image is the mental picture of our self in short we called it internal dictionary which
describe our beauty, intelligence and emotions. Self-image is also comes from perception of
others and how a person perceive himself. Mostly individuals links them self from specific class
of groups and make it their self-recognition. Marketers use their culture to introduce brands for
different classes which initiate individuals to make their buying behavior according to their
class.
Basically self-image is how the person make perception about themselves. Self-image is
not all the time links with reality. Like a women perceive herself a strong but in reality she is
fragile. The concept of self-image links with brands how people choose products according to
their self-perception. And some people improve their self-look by products consumption. As
usually people are more possessive about clothing, house and transport. Marketers helps them
to improve their self-image by introducing branding concept. There are different components
of self-image:

Actual self

Ideal self

Social self

Ideal social self