Lit review Literature Example | Topics and Well Written Essays - 2000 words

Lit - Literature review Example eview of literature showed that previous studies have documented the reliability of relying on consumer profiling for marketers, in order to segment products for different customer segments successfully. The study also found that the brand image and the brand personality of a product are among the driving forces behind its demand. It’s a basic human desire to comprehend all about the nature of the self as a person, what one does and what they believe – apart from also enquiring the factors behind visible behaviour. In relation to the preferences of consumers, for some brands and products and not others, it has remained a matter of importance, to explore the self-associations that are made and their relationship to the consumer’s self-concept. For example, for a consumer who is physically fit (one who regards themselves an athlete) it is likely that they will purchase products that enforce their identity as an athlete. In light of the associations explained between self-concept and consumer behaviours, this report aims to establish the relationship between self concept and brand image and attachment, which are the main influencers of consumer purchasing behaviour. Towards delivering on the aim, the report will present a critical literature review with the aim of providing answers to the re search question: what can marketers and producers do to position products successfully among a majority of their target consumers? Through finding answers to the research question, the report is supposed to meet the objectives of exposing the process of developing brand image for products successfully and expose the relationship between brand image and the buying behaviour of consumers. The drive behind consumer behaviour, according to Virani (2013, p. 155), is what triggers a variety of identity-based effects and outcomes, including a heightened attention to identity-related stimulus; the consumer is more likely to recognize and shop for products that are normally