A case study of the Hong Kong and Shanghai Banking Corporation.
Written in 2005; 2,854 words; 6 sources; MLA; $ 84.95
Paper Summary:
This paper discusses in detail the role that motivation and personality play in influencing consumer behavior, taking the case of the Hong Kong and Shanghai Banking Corporation (HSBC) as an example to discuss and analyze these important points. In this paper, an analysis of the print ads of HSBC is analyzed, relating its features to identify its target market and perceived motivations and personalities of HSBC's target market. This study aims to provide an illustration of how motivation and personality analysis of consumers are vital to the understanding of consumer markets and behavior.
From the Paper:
"The terms motivation and personality may seem familiar for people, but its significance to consumer behavior is less known, yet increasingly essential in identifying, determining, and understanding insights regarding consumption patterns and preferences. Personality is defined by Sheth et. al. (1999) as ?[a] person's consistent ways [sic] of responding to the environment in which he or she lives? (G-11). Personality, he states, is created through the combining of external influences or the social environment and genetic or biological traits of the individual. The combination of social with the individual results to the creation or development customer personality; consumer personality may be product- or service-oriented, or both (243). Product-oriented consumers tend to patronize a product or service based on the merchandise itself, while service-oriented consumers tend to "seek relationships" with the seller, producer of the service or manufacturer of the product."
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