IMR JAN 2013 - Indira Institutes

Changing Consumer Attitudes Among WomenC4C5D.D1D2D3D4D5quality of life with aestheticappeal/intangible attributes of theproduct, cleanliness and attractiveness/Impulsive satisfaction/reduce dissonanceI procure Personal body care items toseek appreciation, enhance my self valuesmatching beauty‐aesthetics‐grace‐noveltyuniquenessof self identity value tomanifest superiority/status symbol andexhibit affluence, stamp of excellence inpersonI buy Personal body care items based onreflection of independence‐selfidentity,confidence,exhibition of modernity,Luxury‐aspiration for Prestige /SocialstatusEGO DEFENSIVE FUNCTIONI buy Personal body care items toreinforce‐protect my ego, obtain selfrespect to remove anxiety/threat & avoidblame, match religious beliefs, meetmaterialistic goals and to achieve power,control & dominance over others.I shop for Personal body care items so asto assert my personality, derive the feelingof pride & importance, be successful &attractive to others, personal achievementand express confidence/feel good andattractive/habitualI buy Personal body care items for homeas an accomplishment for success,accumulate material assets to gratify egoI buy Personal body care goods to matchwith modern trends‐sophisticated lifestylefor upward mobility, entertainment, haveexcitement/happiness/ enjoy andprogress /adapt with passage of timetrendy/innovatePsychogenicAccomplishment‐Social affiliationrecognitionSocial Group Influence48 Indira Management Review - Jan 2013