Motivation and Personality in Consumer BehaviorCASE STUDY ON HSBC

By Shadman Ameen

Q: 1: How does Consumer Research try to identify Psychographic profile of consumer?

Psychographic Profile of customer Motivation of Customer Personality of Customer

Understand Customers behavior Survey Interview Online Community Research Create Customer’s Profile

Q: 2: What is Personality? Why Personality is different from Motivation? Personality

An Inner Psychological Characteristic

Interaction with the external entities

Consistent, enduring & changing

MotivationAn Inner drive of goal-

oriented arousalA deeper and abstract

conceptLinked with social

environmental influenceKey Difference:

• General term VS Deeper term• Macro level VS Micro Level

Q: 3: How a consumer’s role in different situations shape up his or, her personality?

Service-Oriented

Merchandise Oriented

Consumer’s financial Position

User PayerBuyer

Q: 4: Which of the motives mentioned in the case best suit to HSBC’s business strategy?

Achievement Motivation

Power Motivation

Uniqueness Motivation

Affiliation Motivation

Self-esteem Motivation

Q: 5: What are the most dominant motives which has been mentioned in HSBC’s advertisement? Why?

Cultural difference

Focus on local needs

Unique-ness

Emotional intimacy

Being in society

Affiliation Uniquenes

s & Affiliation

Thrive for success

Self-esteem