Case study Discussion-

HSBC & BURBERRY

Group Members:
• Aayushi Verma
• Kanak Mishra
• Meghna Jha
• Pooja Kumari
• Priya
• Rakshit Jain
 Contents
Sr. No. Particulars Slide No.
1 Case Study – HSBC 4
2 Personality Traits & Influences 6
3 Application to Model of HSBC 10
4 Case Study – Burberry 15
5 Motivation 17
6 Application To Model of Burberry 22

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“IF from tomorrow all the babies
born are going to be
IDENTICAL,
will it be worth living in this
world”

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 CASE STUDY- HSBC
HSBC launched its campaign on multiculturalism, entitled “Business
Connections,” carrying with it the slogan, “Never underestimate the
importance of local knowledge.”
The buyer or service-oriented consumer, is the primary target market
of HSBC, since its business orientation is to provide banking services
for potential clients. However, it is evident that HSBC decided to
transgress its role as bank service provider to becoming the
consumer’s “expert” on cultural knowledge of every nation
engaged in the business industry. Its ad campaign is developed to
fulfill this objective, allowing the consumers to get to know other
societies and cultures around the world, stressing how HSBC knows
each culture featured, and understands these cultures well,
enabling them to effectively handle business and financial transactions
with them.
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 CASE STUDY- HSBC (Cont.)
The March 18, 2002 ad of HSBC shows two images of hands toasting
glasses together, with the first image displaying the text, “HUNGARY: Bad
luck,” while the second image shows the text “USA: Good health.”
Whether the consumer-payer has financial troubles or not, HSBC considers
everyone a potential customer, and the consumer-payer, through the ad,
shall assume that HSBC will aid him/her for whatever banking service or
financial support she/he wants to avail, simply because the institution
understands “local knowledge,” the reality of life in that particular society
in the world. HSBC, then ‘personalizes’ its service, accommodating for any
diversity that it may encounter in the conduct of its business. In effect,
business institutions like HSBC have learned to ascertain the kinds of
people who can be their potential clients or customer by categorizing them
according to their cultural and individual traits

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SOURCE: https://pdfs.semanticscholar.org
 1.
Personality Traits and
Influences
 Personality

■ Personality= Outer physiological + Inner psychological

■ Exhibited through a unique psychological makeup that

■ Activated in response to forces in external environment

■ Every person is unique in oneself, and thus personality reflects

individual differences

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 Types of Consumer

Service
Product oriented
Oriented

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 Consumer Personality

USER BUYER PAYER

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APPLICATION OF MODEL
• Traits – specific psychological characteristics.

They have an influence on consumer decision making and consumption patterns.

The effect of following traits is evident on the target consumers in the present
study-

1.Susceptibility to 2.Consumer
interpersonal Ethnocentrism
influence

3. Gordon Allport’s 4. Big Five

trait Theory Factor Theory
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 Consumer Susceptibility to interpersonal
influence

• It is related to a person’s receptiveness to social influence.

• Interpersonal influence can occur in three forms-

1.Information 2.Value 3.Utilitarian

Influence Expressive Influence
. Influence

Consumers as a User, experience information influence: as a business oriented

individual, they acquire knowledge about business culture of another country through
the advertisement of HSBC.
Consumer as a Buyer-under value expressive influence: understanding of the cultural
environment of different countries.
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 Consumer Ethnocentrism

 Ethnocentrism - feeling of patriotism on the part of consumers

,their subsequent desire to accept or reject foreign made
products or services.
 The advertisements captured attention of such consumers who
possess this trait by emphasizing upon the cultural values of
nations.
 This may form a significant part of personality of the consumers
in the form of a cardinal trait and thus have a substantial impact
on their purchase behavior.
 Such emphasis can have a direct implication on the preferences
of such consumers.

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 BIG FIVE FACTOR THEORY OF PERSONALITY
 The advertisements of HSBC have been formulated after taking
into consideration the following attributes of personality-
1.OPENNESS TO NEW EXPERIENCES
2.CONSCIENTIOUSNESS
3.EXTRAVERSION
4.AGREEABLENESS
5.NEUROTICISM
 A deeper understanding about these traits is evident in the theme
of the advertisements .

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Application of Freudian theory

■ HSBC targets on super ego of the consumers

■ Social morality is incorporated into the brand personality by means of

its branding advertisement

■ People having similar personality connotes with the brand

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17
Source: Google images
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Source: Google images
“When people feel insecure about
something, they look around for
validation. Show them that other
people trust you.”
–Francisco Rosales

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 CASE STUDY - BURBERRY
Burberry Group Inc. a British luxury fashion house which originally focused
on the development of outdoor attire, the fashion house has moved on to the
high fashion market developing pattern-based scarves, trench coats and
other fashion accessories.

The customer is the point of sale, not their store, online website, or even
their app. Everything a retailer or brand does should make sense to and
service the customer. Burberry as the brand creates an environment that
customers want to be a part of. Burberry introduced the gabardine, a water-
resistant but breathable fabric and started with the production of the trench
coats that would make them famous in England and around the world

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CASE STUDY – BURBERRY (Contd.)
Burberry used various public relations techniques and advertising as
well as social media campaigns in order to prove its exclusivity.
It was the first among its luxury competitors who wanted to develop
a campaign that was innovative, could hit the social media hard in
order to engage younger consumers and at the same time could
maintain its originality and exclusivity

Thus, it started with various campaigns such as The Art of Trench,

celebrity endorsements, personalized tailor, Burberry Foundation
and entering into partnerships with other companies.

Burberry also recognized that music is so interwoven into customers’

lives that it created Burberry Acoustic, a platform for new British
bands looking to get a break. Burberry’s authentic dedication gives
young British bands an opportunity to break through, using all of its
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multi-media platforms.
 2.
Motivation
 Want big impact?
Use big image.

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 Motivation
• It is the driving force within individuals that impels them to action.
• Once basic physiological needs are met, people seek to satisfy
learned needs.

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Model of the motivation process
Model of the motivation process

Learning

Unfulfilled
Goal or need
Needs, wants Tension Drive Behavior
fulfilment
and desire

Tension
Reduction
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 Application To Model
HOW BURBERRY ANSWERS TO MASLOW’S
HIERARCHY NEEDS

• Physiological needs: Clothing

• Safety Needs: Introduced Gabardine - water-resistant breathable fabric

• Love/Belonging Needs: Forum to show off trench coats & individual styling ;
Burberry Acoustic

• Esteem Needs: Customized merchandise, serving the quality aspect

• Self Actualization Needs: Luxury statement - Satisfied Customer - Likelihood

of products - Customers no more concerned about price

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 CONCLUSION
■ Consumer behavior
□ people respond to products and services

■ Understand the buyer habits and priorities- to know the

personality of the buyer
□ HSBC segmented consumers on personality traits and types

■ Consumers adjust purchasing behavior depending upon

individual needs
□ Burberry satisfies all the needs of Maslow’s pyramid

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 References

•http://www.psychologydiscussion.net/personality/notes-on-types-and-traits-theories-of-personality/71

•https://greenbookblog.org/2018/07/24/using-the-big-5-personality-traits-to-understand-consumers/

•https://pdfs.semanticscholar.org

•www.google images

•Consumer behavior, Schiffman and Kanuk, Prentice

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 Thanks!
Any questions?

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