Consumer Behavior Ppt...

5/20/2018 Consumer Behavior Ppt...

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SUBMITTED BY:

ANINDITA ROY

PARISHMITA

BORAH

Personality and ConsumerBehavior


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WHAT IS PERSONALITY ?

The inner psychological characteristicsthat both determine and reflect how a

person responds to his or her

environment.

The emphasis in this definition is on

inner characteristics- those specificqualities, attributes, traits, factors, and

mannerisms that distinguish one

individual from other individuals.


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THE NATURE OF

PERSONAILTY

Personality reflects individual

differences.

Personality can change.


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THEORIES OF PERSONALITY Freudian theory:

Unconscious needs or drives, are at the heart of humanmotivation and personality.

Neo-Freudian personality theory: Social relationships are fundamental to the formation

and development of personality. Trait theory:

The orientation of trait theory is primarily quantitative orempirical; it focuses on the measurement of personalityin terms of specific psychological characteristics, called

traits. A trait is defined as any distinguishing, relativelyenduring way in which one individual differs fromanother. Trait theorists are concerned with theconstruction of personality tests (or inventories) thatenable them to pinpoint individual differences in terms ofspecific traits.


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EXAMPLES

Harley Davidson : Were all created

equal. But after that, its up to you

Audi : Never Follow


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FREUDIAN THEORY

Id:Warehouse of primitive and impulsive drives- basic

physiological needs such as thirst, hunger, and sex- forwhich the individual seeks immediate satisfaction withoutconcern for the specific means of satisfaction.

Superego:Individuals internal expression of societys moral and

ethical codes of conduct. The superegos role is to seethat the individual satisfies needs in a socially acceptablefashion.

Ego:Individuals conscious control. It functions as an

internal monitor that attempts to balance the impulsivedemands of the id and the sociocultural constraints of the

superego.


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FREUDIAN THEORY AND

PRODUCT PERSONALITY

Researchers who apply Freuds 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 buyingwhat they buy.

Consumer researchers using Freuds personality

theory see consumer purchases and /or

consumption situations as a reflection and extensionof the consumers own personality.

In other words, they consider the consumers

appearance and possessions- grooming, clothing,

jewelry, and so forth- as reflections of the individualspersonality.


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SNACK FOODS AND PERSONALITY

TRAITS

Potato Chips:

Ambitious, successful, high achiever, impatient

Nuts:

Easygoing, empathetic, understanding, calm, even tempered

Popcorn:Takes charge, modest, self-confident but not a show-off


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Neo-Freudian Personality Theory Neo-Freudians believed that social relationships arefundamental to the formation and development of

Personality. We seek goals to overcome feelings of inferiority We continually attempt to establish relationships with

others to reduce tensions Karen Horney was interested in child-parent

relationships and the individuals desires to conquerfeelings of anxiety. Proposed three personalitygroupsCompliantmove toward others, they desire to be

loved, wanted, and appreciated.Aggressiverefers to individuals being an extrovertand getting noticed in all what he does.

Detachedmove away from others. They desireindependence, self-reliance, self-sufficiency, andindividualism or freedom from obligations.


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Trait Theory Personality theory with a focus on psychological

characteristics

Trait - any distinguishing, relatively enduring wayin which one individual differs from another

Personality is linked to how consumers maketheir choices or to consumption of a broadproduct category - not a specific brand. Forexample, there is more likely to be a relationship

between a personality trait and whether or not anindividual owns an SUV than between apersonality trait and the brand of SUV purchased.


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Selected single-trait personality tests (whichmeasure just one trait, such as self-confidence)are often developed specifically for use inconsumer behaviour studies. These tailor-made

personality tests measure such traits asconsumer innovativeness (how receptive aperson is to new experiences), consumermaterialism ( the degree of the consumersattachment to worldly possessions), and

consumer ethnocentrism (the consumerslikelihood to accept or reject foreign-madeproducts)


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TYPES OF TRAITS: THE BIG

FIVE

EXTRAVERSION

AGREEBLENESS

CONSCIENTIOUSNESS

NEUROTICISM

OPENNESS TO EXPERIENCE


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PERSONALITY DIMENSION

PERSONALITY

DIMENSION

HIGH LEVEL LOW LEVEL

NEUROTICISM SENSITIVE,

NERVOUS

SECURE,CONFIDENT

EXTRAVERSION OUTGOING,ENERGE

TIC

SHY,WITHDRAWN

OPENNESS TO

EXPERIENCE

INVENTIVE,CURIOUS CAUTIOUS,CONSERV

ATIVE

AGREEBLENESS FRIENDLY,COMPASSI

ONATE

COMPETITIVE,OUTSP

OKEN

CONSCIENTIOUSNES

S

EFFICIENT,ORGANIS

ED

EASY

GOING,CARELESS


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TYPES OF TRAITS

INNOVATIVENES

The degree to

which a person likes to

try new things.

For example: Apple

company targets

consumers who have this

traits.


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Cont..

MATERIALISM

Amount of

emphasis placed

on acquiring and

owning products.

For example:

Buyers of Ferrari

cars.


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Cont..

SELF-CONSCIOUSNESS

The degree

to which a person

deliberately monitors and

controls the image of the

self that is projected to

others.

For example: Fair &

Lovely ad


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Cont..

NEED FORCOGNITION

The

degree to which

a person likes to

thinks about ( i.e.

expend the

necessary effort

to process brandinformation).

For example:Volkswagen ad


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Cont..

FRUGALITY

Deny

short term

purchasing

whims andresourcefully use

what one already

owns.

For example:

IKEA discounts

for the holidayseason.


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Conclusion

Trait theory can help explain consumer behaviorin a variety of circumstances.

Trait theory can help marketers design an

appealing campaign that attracts customers to

buy their products.

Customized solutions are necessary based onthe unique traits and behavior of the targeted

consumer segment.


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