Self Image and Multiple Selves

The social role of a normal individual changes with changing circumstances and situations. This is called multiple selves.

Geodemographic Clustering is a technique which makes a synthesis of geographic and socio economic factors to identify concentration of consumers with particular characteristics and consumer habits.

• Consumers prefer products that match their self-image.
• People have multiple selves, so buying behaviour changes according to situation and role.
• Perception, learning, motivation, and past experience influence purchasing decisions.
• Attitudes toward brands affect buying behaviour and response to advertisements.
• Family, friends, and celebrities (reference groups) strongly influence consumers.
• Good service quality and pleasant store environment attract more buyers.
• Social class, income, and lifestyle determine consumption patterns and market segmentation.