Personality and Self Concept in Consumer Behavior

Question: Discuss about the Personality and Self Concept in Consumer Behavior. Answer: Introduction Individuals could express themselves in a number of ways. One such method is through the selection and the consumption of the goods, which could symbolize their personalities. This has led to what is regarded as the symbolic consumption, which is becoming nowadays the focus to the consumer behavior research (Huang, Hu and Zhang, 2013). The organization especially in the beauty care industry are aiming in understanding as well as catering to the consumer personalities. This case study focus on such a company called Lush, which has been successful in targeting their products as well as communication through use of personality. Why do you think Lush has been able to be successful in catering to consumers' personalities? Lush company has been committed in employing individual instead of the machines, they have been using the best ingredients, which are available and keep the products that are environmentally as well as socially friendly to the consumers. To cater for the personalities of the consumer the company first has been able to maintain the same personal, small business feel with the emphasis of listening and understanding the needs of the consumers (Kumar, Manrai and Manrai, 2017). The lush products have been perceived to smell good as well as look colourful. The consumers have associated their ideal self-image of looking more beautiful through the usage of the lush products. Nonetheless, their successful campaigns as well as the policies have been focussed more to the actual self therefore they should always aim at introducing something, which caters for more ideal self-image. Further, Lush Company has been able to cater on the personalities of the consumer through getting them involved in t heir campaigns. The consumers are always environmentally and socially conscious and they believe they have the ability to become involved in the campaign especially the animal testing or environmental harm. Lush has helped the consumers to get involved to such campaign, which leads to charge and to the news of orchestrating the controversies of the anti-animal testing campaign (Morhart, Malr, Guevremont, Girardin and Grohmann, 2015). Lastly, through catering on to the personality traits of the consumers, the brand have been able to develop on the personality of the consumers. This has often been linked to the traits, which are exhibited by the consumers in order to ensure that the consumers could relate to the brand. Lush brand personality illustration in the statement Yes, the lush brand has been illustrated to the statement. The statement reflects that Lush believes that their products are of high value, and they believe that the customer is always right. This clearly reflect some form of trustworthy and kind of a personality of the brand. Moreover, the statement also tells the consumer that the company is a business minded brand, although it is not like the other traditional companies since their beliefs are different. As a marketing professional, I would recommend the company to do the following if it want to grow in the cosmetic and toiletries industry. The beauty industry evolution is still going on and will continue to introduce innovations into our life, over the coming years. Lush company with their products they have changed the modern industry and individuals on the way they look, through influencing on their attitudes towards the use of the cosmetic and personal products. Lush company should use the brand slogan, which comes naturally t o the play. Brand is the emotion, which is behind one products (Schiffman, O'Cass, Paladino and Carlson, 2013). They have tried on their part but I think they could do more, to encourage the consumers to be part of the company. Having a memorable personality is essentially the key to making the brand to stick to the mind of the consumers (Janiszewski, Labroo and Rucker, 2016). The brand entails the look as well as the feel of the business, the moral standing as well as the physical appearance. Additionally, in a competitive cosmetic industry any company should aim at product positioning. Lush company has tried to position their product to every segment such as there are products for kids, mums, or even the old. Taking a marketing directive further through zeroing the core demographic as well as marketing would be an additional element to the company (Schiffman, O'Cass, Paladino and Carlson, 2013). The company should go further and identify who is buying each product of their cosmeti c line, which will be helpful to open the door to the highly effective segmented advertising. It is significant to think about the big picture projects that are going to have the large effects for the company, such as supply of the ingredients as well as materials. The company should focus on their impact what the customer want most (Janiszewski, Labroo and Rucker, 2016). Moreover, they should also introduce more of the simple environmental practices in the business each day in order to encourage environmental as well as social conscious to the consumers. Conclusion The brand personality traits, which are presented in the statement of the company, have personality, which matches to the self-image of the customer. The brand personality has been found to infuse on the products, as well as the communication of the company. The customer relates to the personality of the brand to an extent it brings differentiation of the company from the others. The company over the years aimed in offering of the personal services in order to create on their own brand, which the customer could associate with through the products they offer. References Huang, L., Hu, C. and Zhang, X., 2013. Consumer experience analysis: A case study of Apple Inc. from consumers' perspective in experience marketing. Janiszewski, C., Labroo, A.A. and Rucker, D.D., 2016. A tutorial in consumer research: Knowledge creation and knowledge appreciation in deductive-conceptual consumer research. Journal of Consumer Research, 43(2), pp.200-209. Kumar, B., Manrai, A.K. and Manrai, L.A., 2017. Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, pp.1-9. Morhart, F., Malr, L., Guevremont, A., Girardin, F. and Grohmann, B., 2015. 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