Asha cb

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Motivation - HSBC consumer behavior case study

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Asha cb

  1. 1. CONSUMER BEHAVIOUR CASE PRESENTATION on HSBC PRESENTED TO DR. SHAHAZADI SHAIK PRESENTED BY ASHA PAKKI (1226112138) P.SREE REKHA (1226112140) BIDISHA BANERJEE (1226112110)
  2. 2. HESITANT TO BUY
  3. 3. In Consumer Behaviour
  4. 4. CONTENTS • PROFILE OF HSBC • INTRODUCTION TO THE CASE • ILLUSTRATION OF ADDS (CONSUMER PERSONALITY & MOTIVATION ) • CULTURE & CONSUMER • MOTIVATIONS • CONCLUSION
  5. 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. 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. 7. HSBC Print ads : Consumer Personality and Motivation • Personality :“[a] person’s 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. 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. 9. “ Never underestimate the importance of local knowledge “
  10. 10. PRINT ADVERTISEMENT- 1 HUNGARY : BAD LUCK • USA : GOOD HEALTH • Effective display of cultural differences. •
  11. 11. CONSUMER PERSONALITY USER BUYER PAYER payer buyer MERCHANDISE ORIENTED CONSUMER PAYER user USER CONSUMER’S FINANCIAL POSITION BUYER SERVICE ORIENTED CONSUMER
  12. 12. TARGET MARKET BUYER •Primary target •Service oriented
  13. 13. Model of the Motivation Process Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide
  14. 14. ACHIEVEMENT SELF ESTEEM UNIQUENESS/ NOVELTY POWER AFFILIATION
  15. 15. Thus whoever the customer is , wherever he is present , he is to be captured.
  16. 16. VIDEO • http://www.youtube.com/watch?v=ALWwK7 Vz4gY

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