Asha cb
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This document presents a case study on HSBC bank conducted by students for a consumer behavior class. It includes an introduction to HSBC as a global banking company and an analysis of some of its print advertisements. The ads are examined in terms of depicting consumer personality and motivations, with a focus on how cultural differences and local knowledge are highlighted. Motivation and personality are distinguished, with motivation representing consumer behavior at a micro level and personality at a macro level. The target market of the ads is identified as buyers who are service-oriented consumers.
![HSBC Print ads :
Consumer Personality and
Motivation
Personality :[a] persons consistent ways of responding
to the environment in individual in terms of consuming
or which he or she lives
Motivation:an inner drive that reflects goal-oriented
arousal
Motivation differs from personality.
- Motivation : represents consumer behavior at micro
level.
- Personality : represents consumer behavior at macro
level](https://image.slidesharecdn.com/ashacb-131207220311-phpapp01/85/Asha-cb-7-320.jpg)
Asha cb
- 1. CONSUMER BEHAVIOUR CASE PRESENTATION on HSBC PRESENTED TO DR. SHAHAZADI SHAIK PRESENTED BY ASHA PAKKI (1226112138) P.SREE REKHA (1226112140) BIDISHA BANERJEE (1226112110)
- 4. CONTENTS PROFILE OF HSBC INTRODUCTION TO THE CASE ILLUSTRATION OF ADDS (CONSUMER PERSONALITY & MOTIVATION ) CULTURE & CONSUMER MOTIVATIONS CONCLUSION
- 5. HSBC Hong Kong Shanghai Banking Corporation British multinational banking and financial services company. Headquartered in London , UK. Started in 1991. Originated from Hong Kong in 1865. Global product lines HSBC net , HSBCdirect , HSBC advance , HSBC premier.
- 6. INTRODUCTION Information oriented society: Importance of Research and development. Commercialism of goods and services. Persuasive messages. Consumer research - It tries to identify socio- demographic and psychographic profile of consumers. - It looks into the motivations and personalities of an individual.
- 7. HSBC Print ads : Consumer Personality and Motivation Personality :[a] persons consistent ways of responding to the environment in individual in terms of consuming or which he or she lives Motivation:an inner drive that reflects goal-oriented arousal Motivation differs from personality. - Motivation : represents consumer behavior at micro level. - Personality : represents consumer behavior at macro level
- 8. HSBC launched its campaign on multiculturalism, entitled Business Connections, carrying with it the slogan Never underestimate the importance of local knowledge. Salient points from the analysis: - to generate themes that depict the buyer or service-oriented consumer, -influence of motivation and personality.
- 9. Never underestimate the importance of local knowledge
- 10. PRINT ADVERTISEMENT- 1 HUNGARY : BAD LUCK USA : GOOD HEALTH Effective display of cultural differences.
- 11. CONSUMER PERSONALITY USER BUYER PAYER payer buyer MERCHANDISE ORIENTED CONSUMER PAYER user USER CONSUMERS FINANCIAL POSITION BUYER SERVICE ORIENTED CONSUMER
- 12. TARGET MARKET BUYER Primary target Service oriented
- 13. Model of the Motivation Process Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four 際際滷
- 19. Thus whoever the customer is , wherever he is present , he is to be captured.