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Motivation - HSBC consumer behavior case study

Motivation - HSBC consumer behavior case study

Published in: Economy & Finance, Business
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  • 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. HESITANT TO BUY
  • 3. In Consumer Behaviour
  • 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] 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. • 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 CONSUMER’S 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 Slide
  • 14. ACHIEVEMENT SELF ESTEEM UNIQUENESS/ NOVELTY POWER AFFILIATION
  • 15. Thus whoever the customer is , wherever he is present , he is to be captured.
  • 16. VIDEO • http://www.youtube.com/watch?v=ALWwK7 Vz4gY

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