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By: Madhuri Gupta

Self-concept • Self-concept can be described simply as how one perceives himself and his behavior in the market place. . What one thinks of himself. • It is the attitude one holds towards himself. The self concept is not very realistic because an unconscious component is always present.

• Self-concept emerges out of our impressions about ourselves as well as from others’ impressions of us. • Consumers often wish to change themselves to become a different or improved self by grooming. jewellery etc .• Self-concept is the overall image that a person holds of him or herself. cosmetics. clothing.

as given below: • (i) Actual self: How a person actually perceives himself. • (iv) Ideal social self: How a person would like others to perceive him. • (ii) Ideal self: How a person would like to perceive himself. • (vi) Situational self: A person’s self image in a specific situation. • (v) Expected self: An image of self somewhere in between the actual and ideal self. • (iii) Social self: How a person thinks others perceive him.Types of Self Concept It can be divided into six types. .

the services we require. Products act as symbols for consumers. the products we use. .• Self-concept is a social phenomenon. depend on how we want to perceive ourselves. the way we dress. It is an attitude to the self. • Consequently. • There is a relationship between the selfimage of a person and the product one wants to buy.

Relationship between self-concept and brand image influence Product brand image rating Matching of self concept and brand image Consumer sell concept rating Food products and brands that enhance their self concept Satisfaction purchase contributes to desired concept Satisfaction reinforces self concept .

.Relationship between self-concept and brand image influence • First the consumers are asked to rate their self-concept. • Then they are asked to rate product brands on the same scales. • The responses that match with the brands are expected to be preferred by consumers.

• After matching the self-concept with the brand image. • If he is satisfied. . • The interaction between the product and self-concept can be situation specific. the individual tries to find products for his satisfaction. his self-concept gets reinforced as shown in the above figure.

alter.• Consumers tend to protect and defend their self-images and buy products and services to enhance them Marketing applications of the SelfConcept • Consumers frequently attempt to preserve. enhance. or extend their self-images by purchasing products or services and shopping at stores believed to be consistent with their relevant self-image and by avoiding products and stores that are not • In some cases markets can be segmented in terms of groups within the population that exhibit similar selfimages and seek products and services to express that image .