Maslow's Theory Of Personality And Self Buying Behavior
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2.2.3.4 Life Style
Tamboli (2008: 15) states that “lifestyle is pattern of living as expressed in his or her activities, interests, and opinions”. Lifestyle differs from one person to the other. People coming from the same subculture, social class, doing the same job and earning relatively the same salary may lead quite different lifestyles. Some people are brand conscious whereas others are not. An individual’s lifestyle is something to do with his style, attitude and opinion, interest, perception, his social relations and immediate surroundings.
2.2.3.5 Personality and Self-concept
An individual’s personality is distinct and it changes from person to person. It also influences his or her buying behaviour. Buying behaviour of each individual…show more content… (2012: 98) indicate that Maslow’s hierarchy of needs theory states that the lowest level and most basic human needs are physiological which needs for food, water and shelter are. These needs are essential for survival of an individual and must be met or satisfied. Du Plessis et al. (2012: 98) also indicate that the highest level of the Maslow’s hierarchy of needs is reflected in the desire for self-actualisation. The individual is motivated to find self-fulfilment at any given moment. Economic motives and other emotional motives can also influence consumers to purchase as if it is the case with physiological motives. Figure 2.4 below illustrates the model of Maslow’s hierarchy of…show more content… Beliefs may be based on own experience, faith or rumour. Lamb et al. (2010: 157) assert that people acquire beliefs and attitude through doing and learning, thus influencing their buying behaviour. Du Plessis et al. (2010: 194) define attitude as “a learned disposition to respond in a consistently favourable or unfavourable manner with respect to a given object, subject, idea or behaviour”. Du Plessis et al (2010: 194) further state that consumer attitudes towards brands are learned tendencies to evaluate brands in a consistently favourable or unfavourable way. Du Plessis et al. (2012: 104) suggest that marketers need to cultivate a positive attitude towards a product or brand and must also strive to reinforce the positive attitude held by