"THE BEST MARKETING IS EDUCATION"

Subaru (Forester) 2012 Commercial is a good example of Actual Self Image

Next, a woman, at the same time she is a wife, working woman and mother, these roles will affect their behaviour in term of the products they purchase. For instance, buying a car, as a wife will choose a hybrid car which able to save the expense of fuel for the future of family; a working woman will choose a luxury car which able to build their self-image; for a mother, she will choose SUV car which provide convenient to fetch kids and it is more safety than others model car.

Actual self-image is also a realistic perception for consumers in purchasing a product or service that would be beneficial to them or satisfy their want. For instance, own a sports car, has a specific user image—people tend to identify the person who drives a sport car is an outgoing, attractive and single person. The relationship between consumer’s self-image and the consumer behaviour is how consumers see themselves in purchasing a particular product or services.

Consumer behaviour includes the mental procedures that consumers experience in perceiving needs, it is basically how individuals settle on choices about what they purchase, want or act in regards to a product or service, in satisfaction of their needs and wants.