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.

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

15. ACHIEVEMENT
SELF ESTEEM
UNIQUENESS/
NOVELTY
POWER
AFFILIATION

19. Thus whoever the customer is ,
wherever he is present , he is to be
captured.

20. VIDEO
• http://www.youtube.com/watch?v=ALWwK7
Vz4gY