What is a self-concept? What are the four types ofself-concept?
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What is a self-concept? What are the four types of
self-concept?
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Marketing is an important task in the business and the actor consumer behavior governs the marketing approaches to some extent. The consumer perceptions, expectations etc. are explained through the theory self concept. Self-concept is how a consumer sees and feels about him / herself, both the actual self and the ideal self he or she would like to become. In other words, self concept is the factor which explains the perceptions, feeling, and thoughts of the individual about themselves. This self concept governs their perception and beliefs about a particular product in the market and hence is important for the marketing activities.
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