Consumer Behaviour Identity And Identity
Introduction To understand consumer behaviour is an important process as it allows
marketers to comprehend better the reason why an individual choose to select,
purchase and use a good or service to satisfy their needs and wants based on his or her
buying tendencies and spending patterns. The analysis of consumer behaviour
requires the consideration of various processes, internal and external factors for the
individual. Both internal and external factors of an individual are required necessary
for the analysis of consumer behaviour, as well as examining the complex interaction
of many influencing elements, such as personal and cultural influences, which
includes identity (Moutinho 1987). Identity plays a vital part in the unsustainable...
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These personal and collective identities more often could be contributed by different
categories, such as age, gender, race, nationality, religiosity, then further from
political views, career and of course wealth and social status. Identity also
manifested in conventional social roles, norms, mores, and status quo expectations
(Bristor and Fischer 1993). Identity is what the consumer believes, it is what gives
them the sense of positive self esteem affiliation and distinctiveness, self verification,
and self affirmation (Escalas 2013), and these would affect his or her choice in
consuming a good or a service when a case is required to make between different
products in the market. Each consumer has his or her own unique, distinctive identity,
yet on the other hand, they share so many similarities sometimes, and it would form a
collective identity. Collective identity is shared among group of people who often
enacted through fashion, music, art, trend, technology and such (Holt 2002) from the
society, Obesity among young female adults Obesity, as the selected unsustainable
consumption issue for the Consumer Behaviour Creative Production stage 1, has
been specifically defined with a designated target group for this project, which are
Australian young female adults aged between 18 to 25 years old, one of the biggest
age group among Australian female age distribution. They are majority