What is Self-Concept?
Our overall perception of who we are, including our physical, emotional, social, spiritual, and other characteristics, is known as our self-concept (Neill, 2005). As we develop, we build and control our self-concept based on the knowledge we have about ourselves. It has many dimensions and can be divided into these particular components.
The person's self-perception, encompassing what they believe about their qualities and what they are as a person.
the entirety of a person's thoughts and emotions with regard to himself as a subject.
Two interrelated marketing concepts are buyer perception and buyer self-concept. People purchase goods and brands because doing so enables them to boast about their use of such goods and brands.
Buyer Perception in the Market - The buyer's perception of himself or herself in specific market elements is influenced by:
- External factors
- The whole market in question
- How the customer sees themselves in relation to a specific market category.
Buyer Self Concept: It's crucial to consider the variables that influence consumer behavior. What determines the buyer's "self idea" is:
- The buyer's emotional state
- The buyer's ideal self or situation
- The customer 'exposed' as he or she woould prefer to be perceived by the world
- The buyer's purposefully concealed personality.
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