T.C. YEDİTEPE UNIVERSITY GRADUATE INSTITUTE OF SOCIAL SCIENCES MBA Thesis A PSYCHOGRAPHIC VIEW OF MARKET SEGMENTATION: INTRODUCING A NEW HOLISTIC PARADIGM: ENNEAGRAM by Mehmet Fatih KARAKAYA Supervisor Dr. Yusuf Can ERDEM Submitted to the Graduate Institute of Social Sciences In partial fulfillment of the requirements for the degree of Master of Business Administration ISTANBUL, 2008
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T.C. YEDİTEPE UNIVERSITY
GRADUATE INSTITUTE OF SOCIAL SCIENCES
MBA Thesis
A PSYCHOGRAPHIC VIEW OF MARKET SEGMENTATION:
INTRODUCING A NEW HOLISTIC PARADIGM: ENNEAGRAM
by
Mehmet Fatih KARAKAYA
Supervisor
Dr. Yusuf Can ERDEM
Submitted to the Graduate Institute of Social Sciences
In partial fulfillment of the requirements for the degree of
Master of
Business Administration
ISTANBUL, 2008
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TABLE OF CONTENTS LIST OF FIGURES......................................................................................................................... vi LIST OF TABLES .......................................................................................................................... vii ACKNOWLEGMENTS................................................................................................................ viii ABSTRACT..................................................................................................................................... ix ÖZET................................................................................................................................................. x CHAPTER.1. INTRODUCTION............................................................................................. 1
CHAPTER.2. LITERATURE REVIEW ................................................................................... 2
2.1. Market Segmentation.......................................................................................... 2 2.1.1. Definition............................................................................................ 3 2.1.2. Criteria for market segmentation ..................................................... 3 2.1.3.. Reasons for market segmentation ................................................... 4 2.1.4. Market segmentation is the basis for customer orientation and differentiation ..................................................................... 6
2.2. Personality and Psychographic Market Segmentation.................................... 6 2.3. Personality Theories Utilized in Psychographic Market Segmentation........ 10
2.4. Consumer Motivation and Psychographic Market Segmentation................. 20 2.4.1. McClelland’s model: trio of needs................................................... 24
2.5. Enneagram: nine perpectives of life .................................................................. 28 2.5.1. Origin of Enneagram......................................................................... 28 2.5.2. Descriptions of the nine points.......................................................... 29 2.5.3. Enneagram insight ............................................................................. 31 2.5.3.1. Basic Enneagram personality type........................................ 31 2.5.3.2. The triads.................................................................................. 32 2.5.3.3. The wings................................................................................. 35 2.5.3.4. The levels of development..................................................... 36 2.5.3.5. Directions of integration and disintegration ......................... 38 2.5.3.6. The three instincts ................................................................... 40
2.6. Enneagram and Other Lifestyle Instruments................................................... 43 2.7. Reliability Issues.................................................................................................. 45
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TABLE OF CONTENTS (Continued) 2.8. Purpose and Objective of the Study ............................................................... 45 2.9. Significance of the Study.................................................................................... 46
3.1. Scope of the Research......................................................................................... 47 3.2. Research Design.................................................................................................. 48 3.3. Statement of the Study: Enneagram Typologies Covering the Other Theories and Models Utilized In Psychographic Segmentation............................ 48 3.4. Data Collection Method...................................................................................... 50 3.5. Data Analysis....................................................................................................... 50
CHAPTER.4. RESEARCH FINDINGS ................................................................................. 52 4.1. Enneagram’s Compatibility with Other Frameworks ..................................... 52
4.1.1. Enneagram and McClelland’s trio of needs.................................... 53 4.1.2. Enneagram and snack food traits...................................................... 53 4.1.3. Enneagram and Karen Horney’s CAD Scale................................. 54 4.1.4. Enneagram and market mavenism................................................... 57 4.1.4.1. Related Sectors or Products of the Enneagram Types........ 58 4.1.5. Enneagram and Kahle’s List of Values........................................... 59 4.1.6. Propositions derived from the interview regarding utilizing Enneagram in psychographic market segmentation................................. 59 4.1.6.1. What do each enneagram type want from a product?......... 59
4.1.6.2. How wings in enneagram effect consumers' behavior and how can we make a segmentation regarding wings?................. 61
4.1.6.3. How triads of enneagram effect consumers' behavior and how can we make a segmentation regarding triads? ................. 62
4.2. Revised Model of Enneagram Psychographic Segmentation: what kind of customer each Enneagram type is?.............................................................. 64
5.1. Limitations and Directions for future Research ............................................... 68 5.2. Implications and Conclusion.............................................................................. 69
Appendix 1.1. A Model of Consumer Decision Making....................................... 72 Appendix 2.1. Enneagram Circle.............................................................................. 73 Appendix 2.2. Enneagram Typologies Summary................................................... 74 Appendix 2.3. The Triads of Enneagram................................................................. 75 Appendix 2.4. Dominant Emotions of The Triads Of Enneagram....................... 75 Appendix 2.5. The Continuum of The Levels Of Development........................... 76 Appendix 2.6. The Direction of Disintegration....................................................... 77 Appendix 2.7. The Direction of Integration............................................................. 77
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TABLE OF CONTENTS (Continued) Appendix 3.1. Research Design................................................................................ 78 Appendix 3.2. Interview Protocol ............................................................................. 79 Appendix 4.1. Enneagram and David Clarence Mcclelland's Theory of Needs Compatibility................................................................................. 93 Appendix 4.2. Enneagram and Dr. Alan Hirsch's Snack Foods and Personality Traits Compatibility................................................................................ 94 Appendix 4.3. Enneagram and Karen Horney's Personality Groups Compatibility................................................................................................. 95 Appendix 4.4. Enneagram and Market Maven Scale Compatibility.................... 96 Appendix 4.5. Enneagram and List of Values (Kahle 1983) Compatibility....................................................................................... 98 Appendix 4.6. What Do Each Enneagram Type Want From A Product?......................................................................................................... 99
REFERENCES................................................................................................................................ 100 CURRICULUM VITAE OF THE RESEARCHER.................................................................. 110
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LIST OF FIGURES
FIGURE 1.1.A MODEL OF CONSUMER DECISION MAKING....................................... 72 FIGURE 2.1. ENNEAGRAM CIRCLE ..................................................................................... 73 FIGURE 2.3. THE TRIADS OF ENNEAGRAM...................................................................... 75 FIGURE 2.4. DOMINANT EMOTIONS OF THE TRIADS OF ENNEAGRAM............. 75 FIGURE 2.6. THE DIRECTION OF DISINTEGRATION ..................................................... 77 FIGURE 2.7. THE DIRECTION OF INTEGRATION............................................................. 77 FIGURE 3.1. RESEARCH DESIGN.......................................................................................... 78
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LIST OF TABLES
TABLE 2.2. ENNEAGRAM TYPOLOGIES SUMMARY.................................................... 74 TABLE 2.5. THE CONTINUUM OF THE LEVELS OF DEVELOPMENT...................... 76 TABLE 3.2. INTERVIEW PROTOCOL.................................................................................... 79 TABLE 4.1. ENNEAGRAM AND DAVID CLARENCE MCCLELLAND'S THEORY OF NEEDS COMPATIBILITY................................................................................. 93 TABLE 4.2. ENNEAGRAM AND DR. ALAN HIRSCH'S SNACK FOODS AND PERSONALITY TRAITS COMPATIBILITY.......................................................................... 94 TABLE 4.3. ENNEAGRAM AND KAREN HORNEY'S PERSONALITY GROUPS COMPATIBILITY....................................................................................................... 95 TABLE 4.4. ENNEAGRAM AND MARKET MAVEN SCALE COMPATIBILITY...... 96 TABLE 4.5. ENNEAGRAM AND LIST OF VALUES (KAHLE 1983) COMPATIBILITY............................................................................................. 98 TABLE 4.6. WHAT DO EACH ENNEAGRAM TYPE WANT FROM A PRODUCT? ................................................................................................................... 99
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ACKNOWLEDGMENTS
I wish to express my sincere gratitude to everyone who helped to make this dissertation
possible. First, my grateful appreciation is extended to my supervisor, Dr. Yusus Can
Erdem, for his invaluable supervision and encouragement throughout my study. His
guidance and instruction made this study possible.
Second, I would like to acknowledge the members of thesis committee for their assistance
and guidance in this research. I would like to thank Dr. Mehmet YAHYAGİL and Dr.
Füsun AKDAĞ for offering many insights and recommendations that contributed to this
study. Their nurturing of my academic interests and professional development is gratefully
appreciated.
Third, I would like to convey my sincerest gratitude to Enneagram experts Dr. Selim
Uzunoğlu, Fahri Karakaş, Yusuf Karabulut who provided their valuable time and expertise
throughout my study.
Finally, I would like to express my deepest gratitude to my wife, Aynur, for her continued
loving support and patience, and for believing in me.
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A PSYCHOGRAPHIC VIEW OF MARKET SEGMENTATION:
INTRODUCING A NEW HOLISTIC PARADIGM: ENNEAGRAM
by
MEHMET FATİH KARAKAYA
ABSTRACT
Market segmentation is one of the major concepts in marketing. However, it experiences
changes in terms of both conceptual developments and concrete practical applications.
More specifically, the question whether well known segmentation models are still relevant
and can be used in particular circumstances arise again and again.
Psychographic segmentation is one of important ways to segment markets. Consumers
want to do business with firms that appreciate their respective personal style. Some
consumers are interested in speed, others quality of service, while others appreciate the
personal touch in service. In this context, psychographic market segmentation has been
called the "last-frontier" of relationship marketing. Perhaps it is more correct that
psychographic market segmentation is the "gateway" to a vast frontier of successful
relationship marketing.
In this research the aim is to illustrate how the ancient and mystical technique of the
Enneagram can be effectively used as a base for psychographic segmentation. With the
Enneagram finding ever-increasing applications in strategic management and human
resource development, it is only fitting that scholar in marketing harness the diagnostic and
predictive power of the Enneagram. However, adoption of the Enneagram for marketing
purposes will require further conceptual development and empirical analysis.
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PAZAR SEGMENTASYONUNA PSİKOGRAFİK BİR BAKIŞ:
YENİ HOLİSTİK BİR PARADİGMA: ENNEAGRAM
yazarı
MEHMET FATİH KARAKAYA
ÖZET
Pazar Segmentasyonu, pazarlamanın başlıca konularından bir tanesidir. Aynı zamanda da
kavramsal olarak ta, pratik uygulamaları açısından da gelişim kaydetmekte olan
konularından biridir. Daha açık ifade etmek gerekirse meşhur segmentasyon modellerinin
hala muteber olup olmadığı, ve bunların belirli özel çerçeveler için kullanılıp
kullanılamayacakları sorusu tekrar tekrar gündeme gelmeye devam etmektedir.
Psikografik segmentasyon, pazar segmentasyonunun önemli yöntemlerindendir. Müşteriler
kendi kişilik meyillerine özen gösteren firmalardan alışveriş yapmak istemektedirler. Kimi
müşteriler hızlılığa, kimi müşteriler hizmetin kalitesine, kimisi de kişiye özel yaklaşılan
hizmetlere ilgi göstermektedirler. Psikografik Pazar segmentasyonu bu bağlamda ilişki
odaklı pazarlamanın “son sınırıdır”. Belki daha da doğrusu psikografik pazar
segmentasyonu başarılı bir ilişki odaklı pazarlamanın uçsuz bucaksız sınırlarına bir “geçiş
kapısıdır”.
Bu araştırmada amaç kadim ve mistik bir teknik olan Ennagramın psikografik
segmentayonda etkin bir biçimde nasıl kullanılabileceğinin gösterilmesidir. Enneagram,
stratejik yönetim ve insan kaynaklarının geliştirilmesi alanlarında günbegün artan
uygulamalarla kullanım imkanı bulmasına karşın, pazarlama alanında yalnızca
araştırmacıların Enneagramın teşhis ve tahmin gücünü zorlayan uygulamalarıyla kısıtlı
kalmıştır. Bununla beraber Enneagramın pazarlama maksatlı kullanımının benimsenmesini
sağlamak için daha ileri düzeyde kavramsal geliştirme ve ampirik analizlere ihtiyaç vardır.
1
CHAPTER.1.
INTRODUCTION
The most challenging concept in marketing deals with understanding why buyers do what
they do (or don’t do). But such knowledge is critical for marketers since having a strong
understanding of buyer behavior will help explaining what is important to the customer
and also exposing the important effects on customer decision-making to view. Using this
information, marketers can create marketing programs that they believe will be of interest
to customers.
As known, factors affecting customers in the process of decision making are extremely
complex (Appendix 1.1). Buyer behavior is deeply rooted in psychology with some pieces
of sociology put in just to make things more interesting. Since every person in the world is
different, it is impossible to have simple rules to explain how buying decisions are made.
In the past twenty years, it has been very interesting to watch the efforts of companies and
practitioners to gain more customers. New data, new concepts, theories, relationships, and
models have been received with such enthusiasm that new fields in scientific studies have
developed. Studies such as consumer economics, rural sociology, social and mathematical
psychology, social anthropology, and political science have contributed to make the study
of consumer behavior a relatively well defined scientific discipline.
One of the more attractive topics in the study of consumer behavior is that of personality.
Purchasing behavior, media choice, innovation, segmentation, fear, social influence,
product choice, opinion leadership, risk taking, attitude change, and almost anything else
one can think of have been linked to personality.
Personality research has long been a supporting item in the study of consumer behavior.
However little research is directly devoted to personality issues, and when consumer
personality is investigated, it tends to be through the narrow perspective of developing
another individual difference measure in an already crowded field of personality scales.
Research has been done for investigating the moderating effects of some traits on some
relationship of interest. Understanding the individual person in his or her role as a
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consumer should be a key issue in the study of consumer behavior, but in order to realize
this vision, the scope of personality research has to be broadened.
The manner in which a customer makes purchases has long been of interest to marketing
researchers and practitioners. For determining and scaling the consumer behaviors, many
methods had been developed. To attract consumers to their products firms often use these
methods. While conducting a research regarding the issue planned to clarify in the field of
consumer behavior, first exploring the personality of customers in order to understand the
main behavioral patterns of them is essential and besides it would be really helpful to
predict the steps of the customers in advance.
CHAPTER.2.
LITERATURE REVIEW
2.1. Market Segmentation (www.NetMBA.com)
Consumer diversity is increasing rapidly and firms have desires to differentiate their
products relative to competitors. When it comes to marketing strategies, most people
spontaneously think of 4Ps (Product, Price, Place, Promotion) – maybe extended by three
more Ps for marketing services (People, Processes, Physical Evidence).
Market segmentation and the identification of target markets, however, are important
elements of each marketing strategy. They are the basis for determining any particular
marketing mix. Literature suggests the following steps:
The importance of market segmentation results from the fact that the buyers of a product or
a service are no homogenous group. Actually, every buyer has individual needs,
preferences, resources and behaviors. Since it is virtually impossible to cater for every
customer’s individual characteristics, marketers group customers into various market
segments by variables they have in common. These common characteristics allow
developing a standardized marketing mix for all customers in each segment.
3
2.1.1. Definition
Market segmentation is the segmentation of markets into homogenous groups of
customers, each of them reacting differently to promotion, communication, pricing and
other variables of the marketing mix. Market segments should be formed in a way that
differences between buyers within each segment are as small as possible. Thus, every
segment can be addressed with an individually targeted marketing mix.
2.1.2. Criteria for market segmentation
There are a huge number of variables that could be used for market segmentation in theory.
They include demographic factors as well as variables on user behavior or customer
preferences. In addition, there are differences between private customers and businesses.
Below is the classification of the most important traditional variables for market
segmentation for consumer markets
Geographic factors:
� Land or region
� Rural or metropolitan area
Demographic factors:
� Age, sex, marital status
� Income, occupation, education
� Religion, nationality, ethnical group
Psychographic factors:
� Social status
� Lifestyle-type
� Personal type
4
Behavioral factors:
� Intensity of product use
� Brand loyalty
� User behaviors
2.1.3. Reasons for market segmentation
As already stated, segmentation is the basis for developing targeted and effective
marketing plans. Furthermore, analysis of market segments enables decisions about
intensity of marketing activities in particular segments.
A segment-orientated marketing approach generally offers a range of advantages for both,
businesses and customers:
Better serving customers needs and wants
It is possible to satisfy a variety of customer needs with a limited product range by using
different forms, bundles, incentives and promotional activities. The computer manufacturer
Dell, for instance, does not organize its website by product groups (desktops, notebooks,
servers, printers etc), but by customer groups (privates, small businesses, large businesses,
public/state organizations). They offer the same products to all customer groups.
Nevertheless, they suggest product bundles and supporting services that are individually
tailored for the needs of each particular group. As an example, Dell offers to take on all IT-
administration for companies. This service provides a huge potential for savings for
corporate customers. However, it would be absolutely useless for private customers. Thus,
segment-specific product bundles increase chances for cross selling.
Higher profits
It is often difficult to increase prices for the whole market. Nevertheless, it is possible to
develop premium segments in which customers accept a higher price level. Such segments
could be distinguished from the mass market by features like additional services, exclusive
points of sale, product variations and the like. A typical segment-based price variation is by
region. The generally higher price level in big cities is evidence for this.
5
When differentiating prices by segments, organizations have to take care that there is no
chance for cannibalization between high-priced products with high margins and budget
offers in different segments. This risk is the higher, the less distinguished the segments are.
Opportunities for growth
Targeted marketing plans for particular segments allow to approach customer groups that
otherwise would look out for specialized niche players. By segmenting markets,
organizations can create their own ‘niche products’ and thus attract additional customer
groups.
Moreover, a segmentation strategy that is based on customer loyalty offers the chance to
attract new customers with starter products and to move these customers on to premium
products.
Sustainable customer relationships in all phases of customer life cycle
Customers change their preferences and patterns of behavior over time. Organizations that
serve different segments along a customer’s life cycle can guide their customers from stage
to stage by offering them a special solution for their particular needs.
For example, many car manufacturers offer a product range that caters for the needs of all
phases of a customer life cycle: first car for early teens, fun-car for young professionals,
family car for young families, etc. Skin care cosmetics brands often offer special series for
babies, teens, normal skin, and elder skin.
Targeted communication
It is necessary to communicate in a segment-specific way even if product features and
brand identity are identical in all market segments. Such a targeted communications allows
stressing those criteria that are most relevant for each particular segment (e.g. price vs.
reliability vs. prestige).
Stimulating Innovation
An undifferentiated marketing strategy that targets at all customers in the total market
necessarily reduces customers’ preferences to the smallest common basis.
6
Segmentations provide information about smaller units in the total market that share
specific needs. Only the identification of these needs enables a planned development of
new or improved products that better meet the wishes of these customer groups. If a
product meets and exceeds a customer’s expectations by adding superior value, the
customers normally is willing to pay a higher price for that product. Thus, profit margins
and profitability of the innovating organizations increase.
Higher market shares
In contrast to an undifferentiated marketing strategy, segmentation supports the
development of niche strategies. Thus marketing activities can be targeted at highly
attractive market segments in the beginning. Market leadership in selected segments
improves the competitive position of the whole organization in its relationship with
suppliers, channel partners and customers. It strengthens the brand and ensures
profitability. On that basis, organizations have better chances to increase their market
shares in the overall market.
Therefore, all these advantages make market segmentation one of the essential tasks in
strategic marketing.
2.1.4. Market segmentation is the basis for customer orientation and differentiation
It is well known that suppliers in mass markets mostly compete on price. Demand for
those products that are clearly differentiated from competition and that offer a particular
value to customers do has lower price elasticity; hence, only those products can sustain a
higher price level and higher margins. The precondition for providing such value added is
detailed knowledge about customers’ preferences. These preferences will probably diverse
in the total market, but somehow homogenous within distinguishable segments.
2.2. Personality and Psychographic Market Segmentation
Consuming is a process directed by marketing strategies which is based on individuals.
Conditioned by the broader social environment at various levels (such as family, school,
and organization), people nevertheless exert their personality traits or individual
preferences. The concept of personality has been called one of the "great" topics of
behavioral sciences (Wilkie, 1986). Thinking on commonality among hundreds of different
7
definitions, personality can best be defined as an individual's consistency in behaviors and
reactions to events.
(Kassarjian and Sheffet, 1991) counted over 200 articles on personality in the marketing
literature. Most of these focus almost exclusively on consumer behavior and employ
popular tests such as the Edwards Personal Preference Schedule (EPPS), Horney's CAD
Scale, the Minnesota Multiphasic Personality Inventory (MMPI), etc. In general, there has
been a mild response to the use of personality tests in consumer behavior studies. This is
probably due to the inability of personality tests to consistently predict brand and product
preferences. (Wilkie, 1986) concludes that although personality does not dominate all other
factors that bear on consumer behavior, it does exert an influence in decision making (See
Appendix 1.1). Given the face-to-face nature of most buyer-seller encounters, we believe
that personality tests will have a greater applicability in understanding such interactions
than they do in predicting brand preferences.
Most research on personality variables in personal selling looks at the relationship between
salesperson’s personality and job performance (Aaker and Bagozzi, 1979; Bagozzi 1978;
Churchill et al., 1979). Buyer-seller similarity along dimensions involving personality and
demographics has also been a topic of considerable interest to researchers in marketing
(Churchill et al., 1975). The findings so far have been inconclusive. More effort is needed
toward a better understanding of the impact of buyer-seller similarity on the outcome of a
sales transaction.
Research in social psychology suggests that personality dimensions significantly affect the
effectiveness and outcome of consumer behavior (Padgett and Wolosin, 1980). Individual
personality exerts a significant influence on both consuming behavior and the style of
dyadic interactions between buyer and seller (Kroeger and Thuesen, 1988).
Philip Kotler (1989) dramatically predicted the fragmentation of market segments by
stressing that even the term "market segments" will become obsolete. He stated that
segmentation will progress to the era of mass customization where the product can be
tailored down to the individual customer (Kotler, 1989). Caterpillar, Inc. currently
customizes 70% of its machines to suit the needs of individual customers. Caterpillar's
competitor, Natsushita, acknowledges that in the future, the mass market is the individual.
8
In a true "pull" economy or "pull" market, the product is “made to the order" of the
consumer (Robert, 1992).
Barich and Kotler (1991) admonish that in order to reach the individual consumer, it now
becomes imperative for organizations to understand their target customers' needs, attitudes,
values and buying behavior (Barich and Kotler, 1991).
Kotler (1992) clarifies that if a marketer really understands the needs, attitudes, values and
buying behavior of the customer then the communication message can be structured in
such a way that it is favorably received by the intended target customer. This favorable
reception of the marketing message is the first step toward building a "relationship" with
the consumer (Kotler, 1992).
The direct marketing industry, like many industries in the developed Western world, is
undergoing great change. It is predicted that the direct marketing industry will experience
more change in the next 6 years than it has in the last 60 years (Alonzo, 1994).
Brandstatter (1993), states that the development and change of socio-economic systems is
very much dependent on the frequency distribution of personality structures in the social
system and on the proper matching of role structures and personality structures
(Brandstatter, 1993).
He further emphasizes that personality measures are based upon the assumptions that
people who share a certain personality structure (i.e. a pattern of personality
characteristics) communicate and respond in a somewhat similar manner to stimuli in their
environment. This communication and response is noticeably different from the
communication and response of people with differing personality structures. Thus the
same message, event or communication can be perceived by two persons in a quite
different manner (Brandstatter, 1993).
Data collected from a relatively large representative sample (N=1050) of West German
households indicated clear relationships between personality types and their way of
dealing with money. Demographic and psychographic factors such as age, sex, education
and income level made less of a difference in the reported saving behavior than personality
(Brandstatter, 1993).
9
Sampson (1992) emphatically states that a major problem with lifestyle and value-based
segmentation systems is that they are too general to be of great use. Furthermore, they do
not point clearly to what actions should be taken (Sampson, 1992).
The current popularity of intermediaries, specializing in the field of values and lifestyle
(VALS) segmentation suggests a renewed interest by marketers in the area of segmentation
by personality differences ( Del Valle and Berry, 1994; McBride and Cline, 1988). Some
of the criticism regarding the generality or lack of specificity of the VALS typology may
be attributable to the application of demographics, such as zip codes, as measures of
internal values rather than keeping the principal focus upon the behavioral concept
(McBride and Cline, 1988).
Although personality can provide insights into lifestyle elements (Harrell, 1986),
personality itself "is more deep-seated than lifestyle since personality variables reflect
consistent, enduring patterns of behavior" (Assael, and Poltrack, 1994). Kotler (1986)
suggests that personality can be a useful variable for analyzing consumer behavior,
provided that personality types can be classified and that strong compatibility exists
between personality types and product or brand choices (Kotler, 1986, p. 171).
McBride, Cline and Miller (1987) agree with Rotter's perspective but insist that the concept
of personality must be expanded from relationships between individuals and products to
interrelationships among individuals, products and the communication messages which
form the linkage (McBride, Cline and Miller, 1987). McBride, et al. (1988) admonished
practitioners to conduct research toward development of a psychological type congruence
for advertisers with emphasis upon the message. Their address focused upon a six step
approach to the message analysis process: (1) a conflict between a receiver's perception of
an object's intrinsic or positioned type and a persuader's portrayal of that object as a
different type creates an imbalance in the receiver. (2) a receiver prefers a presentation
where an object's type is congruent with one's own perception of that object's type. (3) each
major part of a message delivers a cue as to the type of the product as it is portrayed. (4)
the cue enters one's cognitive system and reacts with a previous categorization. (5) if a
categorization does not exist, the receiver creates one based upon the cue. (6) when conflict
occurs, the receiver must reduce dissonance by examining other elements for cues
consistent with one's own categorization, considering any congruent cue as dominant,
10
changing one's own categorization of the product, rejecting the product, or ignoring the
message outright (McBride and Cline, 1988; McBride, Cline and Miller, 1987).
Taylor, Krajewski and Darling (1993) postulate that employing behavioral segmentation
techniques, both in the identification of the targeted market segments as well as in the
formulation of the correct communication message, can offer new and potentially effective
means of enhancing direct mail response. They advocate the need for further research and
refinement of behavioral style segmentation as a new and unique opportunity for the
development of innovative marketing and communication strategies (Taylor, Krajewski
and Darling, 1993, p. 52).
Sampson (1992) proposes that an eighth category should be added to Rotter's
comprehensive listing of market segmentation variables:
1. Geographic, 2.Demographics, including lifestyle/lifestage, 3. Psychographics, including
Management by Juggling, Walking Around and Networking
Gratitude, Enthusiasm, Productiveness
Dissipation, Compulsiveness, Gluttony
Eight: Leader, Advocate, Boss
Magnanimous Hero, Self-confident, Constructive
Autocratic, Blunt, Confrontational
Self-Restraint, Self-Confidence, Influential
Ruthlessness, Recklessness, Destructiveness
Nine: Peacemaker, Mediator, Diplomat
Self-Possessed, Receptive Supportive Peacemaker
Participatory, Inclusive, Sharing-orientation
Autonomy, Non-aggressiveness, Supportive
Neglect, Dissociation, Self-abandonment
75
APPENDIX 2.3. THE TRIADS OF ENNEAGRAM
APPENDIX 2.4. DOMINANT EMOTIONS OF THE TRIADS OF ENNEAGRAM
76
Level 1 The Level of Liberation
Healthy Level 2 The Level of Psychological Capacity
Level 3 The Level of Social Value
Level 4 The Level of Imbalance/ Social Role
Average Level 5 The Level of Interpersonal Control
Level 6 The Level of Overcompensation
Level 7 The Level of Violation
Unhealthy Level 8 The Level of Obsession and Compulsion
Level 9 The Level of Pathological Destructiveness
APPENDIX 2.5. THE CONTINUUM OF THE LEVELS OF DEVELOPMENT
77
APPENDIX 2.6. THE DIRECTION OF DISINTEGRATION
1-4-2-8-5-7-1
9-6-3-9
APPENDIX 2.7. THE DIRECTION OF INTEGRATION
1-7-5-8-2-4-1
9-3-6-9
78
APPENDIX 3.1. RESEARCH DESIGN
ENNEAGRAM
PSYCHOGRAPHIC
ENNEAGRAM
PERSONALITY TRAITS
MARKET
SEGMENTATION BASES
POSSESSION TRAITS
CONSUMPTION TRAITS
79
APPENDIX 3.2. INTERVIEW PROTOCOL
INTERVIEW PROTOCOL
* The questions will be read within order.
** Related information for each question will be read. (i1,….,i14)
*** The answer sheet related to each question will be filled in. (a1,….,a14)
Questions Information (i1,….,i10) Answer Sheet
(a1,….,a10)
1 How do you reclassify the enneagram personalities relating them with David Clarence McClelland's theory of needs?
i1:McClelland's theory of needs
a1:Enneagram and David Clarence Mcclelland's Theory Of Needs Compatibility
2 How do you reclassify the enneagram personalities relating them with Dr. Alan Hirsch's Snack Foods and Personality Traits?
i2:Dr. Alan Hirsch's Snack Foods and Personality Traits
a2:Enneagram and Dr. Alan Hirsch's Snack Foods and Personality Traits Compatibility
3 How do you reclassify the enneagram personalities relating them with Karen Horney's personality groups?
i3:Karen Horney's Personality Groups
a3:Enneagram and Karen Horney's Personality Groups Compatibility
4 Taking into consideration the market mavenim scale in which sectors or for what type of products which enneagram personality motives can most agree with the questions?
i4:Market Mavenism a4:Enneagram and Market Maven Scale Compatibility
5 Taking into consideration the list of values (Kahle 1983) context which value is the most important for which enneagram personality?
i5:List of Values (Kahle 1983)
a5:Enneagram and List of Values (Kahle 1983) Compatibility
6 What do each enneagram type want from a product? a6:
7 How wings in enneagram effect consumers' behavior and how can we make a segmentation regarding wings?
a7:
8 How triads in enneagram effect consumers' behavior and how can we make a segmentation regarding triads?
a8:
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i1: Information 1
McClelland's Theory of Needs
McClelland proposes that each of us have three fundamental needs that exist in different balances. These affect both how we are motivated and how we attempt to motivate others.
In his acquired-needs theory, which draws on Murray's model, David McClelland proposed that an individual's specific needs are acquired over time and are shaped by one's early life experiences. Most of these needs can be classed as either achievement, affiliation, or power. A person's motivation and effectiveness in certain job functions are influenced by these three needs. McClelland's theory sometimes is referred to as the three need theory or as the learned needs theory. Later work indicated that motives are actually quite stable over long periods of time.
1 Achievement
Seeks achievement, attainment of goals and advancement. Strong need for feedback, sense of accomplishment and progres.
People with a high need for achievement (nAch) seek to excel and thus tend to avoid both low-risk and high-risk situations. Predominantly Achievement-motivated individuals avoid low-risk situations because the easily attained success is not a genuine achievement. In high-risk projects, the Achievement-motivated see the outcome as one of chance rather than one's own effort. High nAch individuals prefer work that has a moderate probability of success, ideally a 50% chance. Achievement-motivated individuals need regular feedback in order to monitor the progress of their achievements. They prefer either to work alone or with others like themselves.
2 Affiliation
Need for friendships, interaction and to be liked.
Those with a high need for affiliation (nAffil) need harmonious relationships with other people and need to feel accepted by other people. They tend to conform to the norms of their work group. High nAff individuals prefer work that provides significant personal interaction. They enjoy being part of groups and when not anxious make excellent team members, though sometimes are distractible into social interaction. They can perform well in customer service and client interaction situations.
3 Power
Authority motivated needs to influence and make an impact. Strong need to lead and to increase personal status and prestige.
A person's need for power (nPow) can be one of two types - personal and institutional. Those who need personal power want to direct others, and this need often is perceived as undesirable. Persons who need institutional power (also known as social power) want to organize the efforts of others to further the goals of the organization. Managers with a high need for institutional power tend to be more effective than those with a high need for personal power. Work by Abigail Stewart indicated that this motive can interact with emotional maturity; at Stage I, one feels powerful by being associated with the powerful, whereas at Stage IV one sees oneself as a channel to empower others.
Enneagram and David Clarence Mcclelland's Theory Of Needs Compatibility
Instructions:
*
Please give rates "1", "2" and "3" inside the boxes which means "1: has the most resemblance", "2:comparatively less resemblance than 1" and "3:comparatively the least resemblance" respectively where do you think that compatible item has a resemblance with related Enneagram Personality
McClelland's Motives
Need for Achievement Need for Affiliation Need for Power
Enneagram Types
Seeks achievement, attainment of goals and advancement. Strong need for feedback, sense of accomplishment and progress
Need for friendships, interaction and to be liked.
Authority motivated needs to influence and make an impact. Strong need to lead and to increase personal status and prestige.
1
2
3
4
5
6
7
8
9
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i2: Information 2
Snack Food and Personality Traits
Sigmund Freud’s psychoanalytic theory of personality is a cornerstone of modern psychology. This theory was built on the premise that unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and personality. Researchers who apply Freud’s psychoanalytic theory to the study of consumer personality believe that human drives are largely unconscious and that consumers are primarily unaware of their true reasons for buying what they buy (Schiffman and Kanuk, 2007). “Snack Foods and Personality Traits” depicted below is an example of Freudian-like approach to consumer behavior.
Snack Food and Personality Traits
SNACK FOODS PERSONALITY TRAITS
1 Potato Chips Ambitious, successful, high achiever, impatient with less than the best.
2 Tortilla Chips Perfectionist, high expectations, punctual, conservative, responsible.
3 Pretzels Lively, easily bored with same old routine, flirtatious, intuitive, may overcommit to projects.
4 Snack Crackers Rational, logical, contemplative, shy, prefers time alone.
5 Cheese Curls Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order.
7 Popcorn Takes charge, pitches in often, modest, self-confident but not a show off.
8 Meat Snacks Gregarious, generous, trustworthy, tends to be overly trusting.
Source: From What Flavor is Your Personality?Discover Who You Are by Looking at What You Eat, by Dr. Alan Hirsch, (Naperville, IL: Sourcebooks, 2001).
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a2: Answer Sheet 2
Enneagram and Dr. Alan Hirsch's Snack Foods and Personality Traits Compatibility
Instructions:
* Please relate each snack food with 4 Enneagram personlity rating them from 1 to 4 where 1means the most resemblance and 4 means comparatively the least resemblance".
Snack Foods and Personality Traits
Enneagram Types
SNACK FOODS
PERSONALITY TRAITS
1 2 3 4 5 6 7 8 9
1 Potato Chips Ambitious, successful, high achiever, impatient with less than the best.
2 Tortilla Chips Perfectionist, high expectations, punctual, conservative, responsible.
3 Pretzels Lively, easily bored with same old routine, flirtatious, intuitive, may overcommit to projects.
4 Snack Crackers
Rational, logical, contemplative, shy, prefers time alone.
5 Cheese Curls Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order.
7 Popcorn Takes charge, pitches in often, modest, self-confident but not a show off.
8 Meat Snacks Gregarious, generous, trustworthy, tends to be overly trusting.
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i3: Information 3
Karen Horney's Personality Groups
Several of Freud’s colleagues disagreed with his contention that personality is primarily instinctual and sexual in nature. Instead, these neo-Freudians believed that social relationships are fundamental to the formation and development of personality. For instance a neo-Freudian researcher Karen Horney stressed that people continuously attempt to establish significant and rewarding relationships with others. She focused on the impact of child-parent relationships and the individual’s desire to conquer feelings of anxiety. Horney proposed that individuals be classified into three personality groups: Compliant, aggressive, and detached.
Moving Toward People
Compliant Personality Type
Needs that move you towards others. These neurotic needs cause individuals to seek affirmation and acceptance.
Moving Against People
Aggressive Personality Type
Needs that move you against others. These neurotic needs result in hostility and a need to control other people. These individuals are often described as difficult, domineering, and unkind.
Moving Away From Others
Detached (Withdrawn) Personality Type
Needs that move you away from others. These neurotic needs create hostility and antisocial behavior. These individuals are often described as cold, indifferent, and aloof.
Source 1: From Schiffman L.G. and Kanuk L.L. 2008, Consumer Behaviour, (9th ed), Prentice-Hall, NY.
Enneagram and Karen Horney's Personality Groups Compatibility
Instructions:
*
Please relate each Enneagram type with all of the Karen Horney's personality rating them from 1 to 3 where 1 means the most relation and 3 means comparatively the least.
Karen Horney's Personality Groups
Compliant Aggressive Detached (Withdrawn)
Enneagram Types
Compliant individuals are those who move toward others (they desire to be loved, wanted and
appreciated.)
Aggressive individuals are those who move against others (they desire to excel and win admiration)
Detached individuals are those who move away from others (they desire independence, self-reliance,
self-sufficiency, and individualism or freedom from obligations.)
1
2
3
4
5
6
7
8
9
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i4: Information 4
Market Mavenism
Market mavens are consumers who are highly involved in the marketplace and represent an important source of marketplace information to other consumers. Because of their influence on other consumers across a wide range of product domains, market mavens are particularly interesting to retailers
1 I like introducing new brands and products to my friends.
2 I like helping people by providing them with information about many kinds of products.
3 People ask me for information about products, places to shop, or sales.
4 If someone asked where to get the best buy on several products, I could tell him or her where to shop.
5 My friends think of me as a good source of information when it comes to new products or sales.
6 Think about a person who has information about a variety of products and likes to share this information with others. This person knows about new products,sales, stores, and so on, but does not necessarily feel he or she is an expert on one particular product. How well would you say that this description fit you?
Source: Ronald E. Goldsmith, Leisa R. Flynn, and Elizabeth B. Goldsmith, "Innovation Consumers and Market Mavens." Journal of Marketing Theory and Practice 11 (Fall 2003):58.
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a4: Answer Sheet 4
Enneagram and Market Maven Scale Compatibility
Instructions:
*
Please put an "SA", "A", "N", "D", "SD" meaning "SA:Strongly agree", "A:Agree", "N:Neutral", "D:Disagree", "SD:Strongly disagree" in the boxes below where do you think that one question of the scale is of interest to one Enneagram Personality or not.
Define Products or Sectors that you think will be of interest to the related Enneagram Personality.
I like introducing new brands and products to my friends.
I like helping people by providing them with information about many kinds of products.
People ask me for information about products, places to shop, or sales.
If someone asked where to get the best buy on several products, I could tell him or her where to shop.
My friends think of me as a good source of information when it comes to new products or sales.
Think about a person who has information about a variety of products and likes to share this information with others. This person knows about new products,sales, stores, and so on, but does not necessarily feel he or she is an expert on one particular product. How well would you say that this description fit you?
1
2
3
4
5
6
7
8
9
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i5: Information 5
List of Values
The list of values is a list of things that some people look for or want out of life.
List of Values (Kahle 1983)
1 Sense of Belonging
2 Excitement
3 Warm Relationships with others
4 Sef-fullfillment
5 Being well respected
6 Fun and enjoyment of life
7 Security
8 Self-respect
9 A sense of accompolishment
Source: Kahle, Lynn R. (1983). Social Values and Social Change: Adaptation of Life in America. New York: Praeger.
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a5: Answer Sheet 5
Enneagram and List of Values (Kahle 1983) Compatibility
Instructions:
**
Please relate each value with 4 of the Enneagram personlity rating them from 1 to 4 where 1means the most relation and 4 means comparatively the least.
Enneagram Types
List of Values (Kahle 1983) 1 2 3 4 5 6 7 8 9
1 Sense of Belonging
2 Excitement
3 Warm Relationships with others
4 Sef-fullfillment
5 Being well respected
6 Fun and enjoyment of life
7 Security
8 Self-respect
9 A sense of accompolishment
90
a6: Answer Sheet 6
What do each enneagram type want from a product?
Instructions:
* Please summarize your opinion to the boxes below
Enneagram Types
1
2
3
4
5
6
7
8
9
91
a7: Answer Sheet 7
How wings in enneagram effect consumers' behavior and how can we make a segmentation regarding wings?
Instructions:
* Please summarize your opinion to the boxes below
92
a8: Answer Sheet 8
How triads of enneagram effect consumers' behavior and how can we make a segmentation regarding triads?
Instructions:
* Please summarize your opinion to the boxes below
93
APPENDIX 4.1. ENNEAGRAM AND DAVID CLARENCE MCCLELLAND'S
THEORY OF NEEDS COMPATIBILITY
a1: Answer Sheet 1
Enneagram and David Clarence Mcclelland's Theory Of Needs Compatibility
Instructions:
*
Please give rates "1", "2" and "3" inside the boxes which means "1: has the most resemblance", "2:comparatively less resemblance than 1" and "3:comparatively the least resemblance" respectively where do you think that compatible item has a resemblance with related Enneagram Personality
McClelland's Motives
Need for Achievement Need for Affiliation Need for Power
Enneagram Types
Seeks achievement, attainment of goals and advancement. Strong need for feedback, sense of accomplishment and
progress
Need for friendships, interaction and to be liked.
Authority motivated needs to influence and make an impact. Strong need to lead and to increase personal status
and prestige.
1 1 2 3
2 3 1 2
3 2 1 3
4 Not agreed 1 Not agreed
5 2 3 1
6 3 1 2
7 1 2 3
8 2 3 1
9 3 1 2
1 1 2 3
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APPENDIX 4.2. ENNEAGRAM AND DR. ALAN HIRSCH'S SNACK FOODS AND
PERSONALITY TRAITS COMPATIBILITY
a2: Answer Sheet 2
Enneagram and Dr. Alan Hirsch's Snack Foods and Personality Traits Compatibility Instructions:
*
Please relate each snack food with 4 Enneagram personlity rating them from 1 to 4 where 1means the most resemblance and 4 means comparatively the least resemblance".
Snack Foods and Personality Traits Enneagram Types
SNACK FOODS PERSONALITY TRAITS 1 2 3 4 5 6 7 8 9
1 Potato Chips
Ambitious, successful, high achiever, impatient with less than the best. 1 2
2 Tortilla Chips
Perfectionist, high expectations, punctual, conservative, responsible. 1 2
3 Pretzels Lively, easily bored with same old routine, flirtatious, intuitive, may overcommit to projects. 1
4 Snack Crackers
Rational, logical, contemplative, shy, prefers time alone.
1
5 Cheese Curls
Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order.
7 Popcorn Takes charge, pitches in often, modest, self-confident but not a show off. 1 2
8 Meat Snacks
Gregarious, generous, trustworthy, tends to be overly trusting. 1
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APPENDIX 4.3. ENNEAGRAM AND KAREN HORNEY'S PERSONALITY GROUPS
COMPATIBILITY
a3: Answer Sheet 3
Enneagram and Karen Horney's Personality Groups Compatibility
Instructions:
*
Please relate each Enneagram type with all of the Karen Horney's personality rating them from 1 to 3 where 1 means the most relation and 3 means comparatively the least.
Karen Horney's Personality Groups
Compliant Aggressive Detached (Withdrawn)
Enneagram Types
Compliant individuals are those who move toward
others (they desire to be loved, wanted and appreciated.)
Aggressive individuals are those who move against
others (they desire to excel and win admiration)
Detached individuals are those who move away from
others (they desire independence, self-reliance, self-sufficiency, and individualism or freedom from obligations.)
1 1
2 1
3 1
4 1
5 1
6 1
7 1
8 1
9 1
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APPENDIX 4.4. A. ENNEAGRAM AND MARKET MAVEN SCALE COMPATIBILITY
a4: Answer Sheet 4
Enneagram and Market Maven Scale Compatibility
Instructions:
*
Please put an "SA", "A", "N", "D", "SD" meaning "SA:Strongly agree", "A:Agree", "N:Neutral", "D:Disagree", "SD:Strongly disagree" in the boxes below where do you think that one question of the scale is of interest to one Enneagram Personality or not.
Textile, footwear, automobile, products giving status, wrist watch, pen, professional products, products with logo, brandmarks, favorite products, elite, excellent products.
4
Original products, artistic products, design products, exotic products, decorative articles, interesting and niche articles, boutique, excessively expensive, rare or unique articles.
5
Technological products, books, informative items, deep professional items, functional products, products related to internet, computers and information technologies.
6
Informative, life expediting products, telecommunication products, security products, comfortable products, practical, original products, refreshing, progressive items, sophisticated.
Excessively expensive, luxury, products giving power or status, powerful brands, automobile, machinery.
9
Technological, functional products, products related to internet, informative products.
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APPENDIX 4.4.B. ENNEAGRAM AND MARKET MAVEN SCALE COMPATIBILITY
a4: Answer Sheet 4
Enneagram and Market Maven Scale Compatibility
Instructions:
*
Please put an "SA", "A", "N", "D", "SD" meaning "SA:Strongly agree", "A:Agree", "N:Neutral", "D:Disagree", "SD:Strongly disagree" in the boxes below where do you think that one question of the scale is of interest to one Enneagram Personality or not.
Define Products or Sectors that you think will be of interest to the related Enneagram Personality.
I like introducing new brands and products to my friends.
I like helping people by providing them with information about many kinds of products.
People ask me for information about products, places to shop, or sales.
If someone asked where to get the best buy on several products, I could tell him or her where to shop.
My friends think of me as a good source of information when it comes to new products or sales.
Think about a person who has information about a variety of products and likes to share this information with others. This person knows about new products,sales, stores, and so on, but does not necessarily feel he or she is an expert on one particular product. How well would you say that this description fit you?
1 A
2 SA SA SA SA SA SA
3 A A A SA A A
4 SD SD SD N N SD
5 SD SD SD N N D
6 N A
7 A N A A A A
8 SD SD SD A SD SD
9 A A N
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APPENDIX 4.5. ENNEAGRAM AND LIST OF VALUES (KAHLE 1983)
COMPATIBILITY
a5: Answer Sheet 5
Enneagram and List of Values (Kahle 1983) Compatibility
Instructions:
**
Please relate each value with 4 of the Enneagram personlity rating them from 1 to 4 where 1means the most relation and 4 means comparatively the least.
Enneagram Types
List of Values (Kahle 1983) 1 2 3 4 5 6 7 8 9
1 Sense of Belonging 1 2
2 Excitement 1
3 Warm Relationships
with others 1
4 Sef-fullfillment 1
5 Being well respected 2 1
6 Fun and enjoyment
of life 2 3 1 4
7 Security 1 1
8 Self-respect 1 2
9 A sense of
accompolishment 1 2
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APPENDIX 4.6. WHAT DO EACH ENNEAGRAM TYPE WANT FROM A
PRODUCT?
a6: Answer Sheet 6
What do each enneagram type want from a product?
Instructions:
* Please summarize your opinion to the boxes below
Enneagram Types
1
Quality, total quality, trust, brands that they are used to, valid brandmarks, low risky products, name-stream, main player in the market, perfect product, perfection, care, high service quality, attentive service, hygiene, order, they care about the content, expiration dates, economical, comparable, they compares a lot, accuracy, no mistakes, serious, elegance, courtesy, experience, well-mannered, content, certificated quality, courtesy, delicacy, hygiene.
2
Easy, image building, cute, pretty, bright, colorful, related to family, related to friendship, love message, ornamental, decorative, apportionable services or products, advised, advisable, commonly approvable, brandmarks, well-assorted, humanistic, emotional, gift, customized, personalized, appliances, accessory, cosmetic
3
Brandmarks, logo, status, professional, occupational, piece of jewellery, apparatus, detailed, decorative, technological, cool, best, best quality, special brandmark, snob, prestigious, elite, high class, elegance, success symbolizing, rating, commonly appreciated, advised products, popularity, favorite, desirable, cosmetic.
Power, comfort, luxury, contradictory, sexual, related to body, habitual, expensive brandmark, satisfactory, respected, status, economical, high class, best brand, vip, A class, independent, guarantee, best service, best product, exotic, energetic, physical, gift, relationship quality, serious, after sales service.
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CV
Mehmet Fatih Karakaya Personal Information
Date of Birth September 02, 1978 Place of Birth Erzincan Marital Status Married
Education 1989-1996 High School Meram Anatolian High School. 1996-2000 Undergraduate Middle East Technical University, Electronics and Electrical Engineering. Professional Life 1998-2000 Founder of a Consulting Company, franchise of CM Expert Italy. 2000-2004 Consultant and Trainer in INKA Consulting Company 2004-2005 Sales Manager in Airfel Company, SANKO Holding. 2005-Still Executive Assistant to the Chairman, BIM Birleşik Mağazalar A.Ş. Seminars and Courses Taken Prof. Dr. Tanıl Kılınç, “Yönetsel Liderlik” Prof. Dr. Tanıl Kılınç, “Karar verme ve Problem Çözme” Prof. Dr. İsmet Barutçugil, “Performans Yönetimi” Prof. Dr. İsmet Barutçugil, “Yönetim ve Liderlik” Prof. Dr. Canan Çetin. “İnsan Kaynakları Yönetimi” Philip Kotler, “Marketing” Wall Street Instıtute, “Milestone Level English Course” Ilmenau Teknik Üniversitesi, Almanya, “Know Thyself” Pecs Üniversitesi, Macaristan, “Human Dynamics” Doç. Dr. Selim Uzunoğlu, “Enneagram Personalities” Sertification Baltaş-Eksen, “Hogan Kişilik Ölçümü” MediaCat Workshopları; “Kurum Kimliği” Güngören Gebze Sanayici ve İşadamları Derneği; “Dış Ticaret” Hazine Müsteşarlığı Bilgilendirme Programı. Jülide Gülizar, “Diksiyon-Fonetik” Özkan Kaymak, “Satış Tenikleri” Özkan Kaymak, “Her Şikayet Bir Armağandır” Ahmet Şerif İzgören, “Beden Dili” Acar Baltaş, “Beden Dili” Birten Gökyay, “Halkla İlişkiler” Prof. Dr. Nuri Tortop, “Yönetici Asistanlığı” Nihat Aytürk, “Protokol ve Nezaket Kuralları” Taner Özdeş, “Pazarlamanın Yeni Psikolojisi”
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2005 “İştevizyon Eğitim Seti, 3 VCDs”, visual instruction media.