The self-image concept is on important factor that affects a person's behaviour in many areas and not only in relation to marketing activities. It normally influences his interpersonal relationships in many directions. It affects the way he reacts to his family, friends and colleagues. The Process can be designed to achieve the same objective in a subtle, indirect and creative way. The fact remains that a marketing opportunity exists in relation to such a segment, especially where the product conveys Image-boosting characteristics. Similarly, attitudes have a very important role to play in the field of marketing and especially in relation to the communication mix. In general, people are more likely to respond to any kind of communication (advertising, sales promotion, publicity or personal selling) if their own attitudes are in line with the message transmitted. The difference between consumer marketing and industrial marketing is that the data is collected to make generalisation about the behaviour of the so called 'decision marketing unit' in case of the industrial marketing whereas one has to be specific about each customer and his much more complex unit in consumer marketing.