HSBC is one of the largest banking and financial services organizations in the world. Consumer research aims to identify consumers' psychographic profiles by analyzing personality, values, opinions, attitudes, interests and lifestyles to determine what products they like. Personality reflects inner psychological characteristics and connects with external entities, while motivation is the desire or willingness to do something. A consumer's roles as a buyer, payer, or user in different situations can shape their personality, with buyers seeking relationships, users being product-oriented, and payers focused on financial benefits. HSBC's advertisements emphasize the motives of affiliation, uniqueness, and self-esteem by focusing on local needs, cultural differences, emotional intimacy, and being part of a society

1. Case Study on HSBC
The Role That Personality
and Motivation Play in Consumer
Behavior

2. 2

3. HSBC is one of the Largest Banking & Financial Services Organization in the world
3

4. 4

5. Q1. How does consumer research try to identify psychographic profile
of the consumers?
5
Analyze personality, the values, opinions, attitudes,
interest and lifestyles of consumers
Helps to determine the product they like
Primary research is the easy way to identify the
psychographic profile of the consumers

6. Q1. How does consumer research try to identify psychographic profile
of the consumers? (cont.)
Two Types of Research
6
• Interview
• Focus Group
• Metaphor Analysis
• Surveys
• Observation
• Experimentation
Qualitative
Research
Quantitative
Research

7. Q2. What is personality? Why personality is different from motivation?
Personality
Inner Psychological Characteristics
Connects with external entities
Motivation
Desire or willingness of someone to do something
7

8. Q2. What is personality? Why personality is different from motivation?
(cont.)
Differences
8
• Reflects individual
• Personality can change
• Unique combination of inner
characteristics
Personality
• Can be financial or non–financial
• Can be positive or Negative
• Continuous and complex process
• Need based
Motivation

9. Q3. How consumer’s roles in different situation shape up his/her
personality?
9
Roles
Consumer-Buyer
Consumer-PayerConsumer-User

10. Q3. How consumer’s roles in different situation shape up his/her
personality? (cont.)
10
Consumer-
Buyer
• Service oriented
• Seeks relationship
with the seller
Consumer-
User
• Product oriented
• Patronized to a
product or service
Consumer-
Payer
• Financial capability
oriented
• Seeks financial
benefits

11. Q4. Which of the motives mentioned in the case study best suits to
HSBC’s business Strategy?
11
Affiliation
Motive
Power
Motive
Achievement
Motive
Uniqueness
Motive

12. Q5. What are the most dominant motives which have been mentioned in
HSBC’s advertisement? Why?
The most dominant motives which has been mentioned in
HSBC’s advertisement are:
12
Self-esteem
Motive
Affiliation
Motive
Uniqueness
Motive

13. Q5. What are the most dominant motives which have been mentioned in
HSBC’s advertisement? Why? (cont.)
13
Cultural
Difference
Focus on
Local
Needs
Uniqueness
Motive

14. Q5. What are the most dominant motives which have been mentioned in
HSBC’s advertisement? Why? (cont.)
14
Emotional
Intimacy
Being in
Society
Affiliation
Motive

15. Q5. What are the most dominant motives which have been mentioned in
HSBC’s advertisement? Why? (cont.)
15
Uniqueness
Affiliation
Self-esteem
Motive

16. Thank You