How Marketing Can Change Customer’s Perception of a Person’s Image

Abstract

This paper seeks to highlight the prospects of a new area of marketing namely “person marketing”. It aims to develop a framework that could be applied on individuals working in different areas to promote their personal image.

The study employed a mixed-methods approach to investigate the impact of marketing mix elements—Product, Price, Place, and Promotion—on customers' perceptions of individuals' images. The methodology was designed to measure quantitatively perceptions and qualitatively understand the nuances behind these perceptions.

The result of the correlation study indicates that there are significant positive links between customers' impression of person images and marketing factors, specifically Product, Place, Promotion, and Price. Product and Place indicate a positive correlation on image perception, although to a smaller extent compared to Promotion and Price. The results also show that effective promotional techniques greatly improve the customer's view of the company's image.