Final Ppt Cbmr (1)

8/8/2019 Final Ppt Cbmr (1)

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INFLUENCE OF PERSONALITYON

CONSUMER BEHAVIOUR


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THE TEAM MEMBERS:

ABHISHEK THAKUR (091202)

AMITA NAYAK (091204)

AMRIT PAL SINGH (091206)

ANUMEHA (091208)

ASHUTOSH SAXENA (091211)

DEVIREDDY RAMANUJENEYULU (091217)

FAIZ (09

KHALID

PREETI


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Personalityy The characteristic patterns of behaviour and thought

that are a reflection of a consumers psychological

systems

NATURE OF PERSONALITY

y Personality reflects individual differences

y Personality is consistent and enduring.

y Personality can change


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Personality theoriesy The following are approaches to personality theory:

y Freudian theory

y Neo -Freudian theory

y Trait theory


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Freudian personality theory

y Sigmund Freud believed that unconscious thoughts

controlled the conscious mind and this playsa significant role in developing our personalities

y This is very much linked to the concepts of humanmotivation and drives.


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Freudian personality theoryy Freud proposed that personality consists of three

interactive systems:

y

Idy Our primitive instincts or drives

y Super ego

y Its role is to see that individual satisfies needs in a sociallyacceptable manner

y Ego

y The balance between the id and the superego


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Neo Freudians personality theory

y It states that social relationships are fundamental to

the formation and development of personality

Individuals are classified into three personality groups

i. Complaint individuals

ii. Aggressive individualsiii. Detached individuals


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Trait theory of personalityIt is primarily quantitative or empirical theory.

It focuses on measurement of personality in terms of specificpsychological characteristics called traits.

y A trait is a personality characteristic, e.g. outgoing or shy

y Trait theories attempt to identify and categorise personality characteristics

y Marketers can use this information to identify characteristics of a certainmarket segment


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Self-concepty Based on the set of attitudes a person holds about

themselves and is made up of self-images and the

evaluation of these images

y Self-concept is made up of two elements

y Self-image

y Self-esteem

y Our self-concept can vary across situations


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Self-image and buying behavioury The different aspects of self-image that influence

buying behaviour include:

y

Actual self imagey How consumers perceive themselves

y Ideal self image

y How consumers would like to see themselves

y

Social self imageHow consumers feel others see them.

y Ideal social self image

y How consumers would like others to see them


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Personality and understanding

consumer behaviorCONSUMER INNOVATORS AND RELATED PERSONALITY TRAITS

Consumer innovators and non innovators

y Consumer innovativeness

y Consumer dogmatism

y Social character

y

Need for uniquenessy Optimum stimulation level

y Variety seeking

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Brand personality

y Brands are often perceived ashaving a distinct personality

y Positioning is a technique to

market a product so that itoccupies a unique position

within a consumers mindset

y Appeals used within

advertisements and otherpromotional materials helpestablish this uniqueness


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Marketing application of

personality theoriesy Using personality tests to gather information about

consumers personality types, e.g.:

y Myers-Briggs-type personality type indicator test

y Thematic Apperception Test (TAT)

y Helps determine personality themes as well as unconsciousmotivations

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