Personality & consumer behaviour

PERSONALITY & CONSUMER BEHAVIOUR

— Every person is unique having particular characteristics.

— Human personality is an interesting blend of behavior and characteristics.

— In fact everybody likes to admire people

who have great personality regardless of age, sex and financial status.

— Possessing great personality might help you to reach ultimate goal.

NATURE OF PERSONALITYPersonality reflects individual differences-

— Each individual has a special set of inner characteristics, and is thus unique by himself.

— Some individual are highly sociable whereas some are low on sociability.

— Personality is a useful concept because it enables us to categorize consumers into different groups on the basis of one or even several traits.

Personality is consistent and enduring-

— Marketers cannot change consumers personalities to conform to their products. However, if they know which personality characteristics influence specific con sumer responses, they can attempt to appeal to the relevant traits inherent in their target group of consumers.

— An individual's personality tends to be both consistent and enduring.

— Personality is only one of a combination of factors that influence how a consumer behaves.

Personality can change-

— Under certain circumstances personalities change.

— An individual's personality may be altered by major life events, such as the birth of a child, the death of a loved one, a divorce, or a significant career promotion.

— There are changes in personality as a man matures slowly.

— We find many aggressive persons mellow down as they advance in years.

Freudian Theory

Jungian Theory

Non Freudian Theories

Freudian theory• Modern psychology has been greatly shaped by

psychoanalytic theory of personality put forward by Sigmund Freud

• Human motivation is a result of unconscious needs and drives.

Freudian Theory

There are 3 elements of personality

Superego

EGO

ID

ID

Primal desires

Basic Nature

EGO

Reason and Self-

Control

SUPEREGO

The Quest

for

Perfection

I want a chocolate

Eat a small bar

of Chocolate

You’re on a diet

BRAND PERSONALITY

—Brand personality is as if 'making the brand come alive'.

—The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation.

—Usually done through long-term above-the-line advertising and appropriate packaging and graphics.

—These traits inform brand behavior through both prepared communication / packaging, etc. and through the people who represent the brand - its employees.

—The way in which it speaks of its products or services shows what kind of person it would be if it were human.

—A brand without a personality has trouble gaining awareness and developing a relationship with customer.

Brand Personality Dimensions

• Sincerity (down-to-earth, honest, wholesome, cheerful)

• Excitement (daring, spirited, imaginative, up-to-date)

• Competence (reliable, intelligent, successful)

• Sophistication (upper class, charming)

• Ruggedness (outdoorsy, tough)

• Sincerity -Hallmark, Kodak, Coke

• Excitement -Pepsi

• Competence -Hewlett Packard, Wall Street Journal

• Sophistication -Mercedes, BMW,Channel

• Ruggedness – Nike, Marlboro

THANK

Goldina Pereira 0011

Ashwin Fernandes 0049

Akshay Jadhav 0062

Vijaya Aranha 0067

Dhara Karia 0076

YOU