Consumer Behavior: Are We What We Buy? Are We What We Wear? Are We What We Drive?
Consumer Behavior
Looking at customer behavior, one would notice that most purchase decisions are guided by people's conceptions of themselves. As such, consumers are defined by what they wear, what they drive, and what they buy in general. Qazzafi (1207) notes that the consumer's self-concept reflects their perspectives and attitudes towards self. Consumers, therefore, end up choosing products that support and define their self-image. For instance, a car buyer who does not mind social class associated with car brands and who is reluctant to spend money is likely to buy a Toyota or a Nissan car while one who is more willing to spend money and values social class associated with brands would prefer a Mercedes Benz or Tesla to meet their self-expressive need. Both cars are reliable but the difference is in cost and the social image attached to the brands. Likewise, customers who prefer high-end brands such as Balenciaga may be more mindful of the brand’s social class and people’s perception of the brand.
Consumers have incorporated many products into their lives including homes, attire, and cars to define who they are while also striving to maintain their self-image. Since consumer behavior is an important way of self-expression, retailers ensure that the brands they consider for marketing and the brand marketers align with the tastes and preferences of the consumers. Whenever the product fails to complement the self-image portrayed by the consumer, customers tend to avoid consuming the product completely (Qazzafi 1208). As a result, most marketers try to clearly outline their brand identity to maintain existing clients and attract potential clients. Therefore, there is a very strong connection between consumers’ self-image and the products purchased.
