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Personality & consumer behaviour

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Personality & consumer behaviour

  1. 1. PERSONALITY & CONSUMER BEHAVIOUR
  2. 2. — 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.
  3. 3. NATURE OF PERSONALITY Personality 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.
  4. 4. 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.
  5. 5. 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.
  6. 6. Freudian Theory Jungian Theory Non Freudian Theories
  7. 7. Freudian Theory 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.
  8. 8. There are 3 elements of personality ID EGO Superego
  9. 9. SUPER ID EGO EGO Primal Reason The Quest desires and for Self- Basic Control Perfection Nature
  10. 10. Eat a small You’re I want a bar of on a chocolate Chocolate diet
  11. 11. 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.
  12. 12. — 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.
  13. 13. 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)
  14. 14. • Sincerity -Hallmark, Kodak, Coke • Excitement -Pepsi • Competence -Hewlett Packard, Wall Street Journal • Sophistication -Mercedes, BMW,Channel • Ruggedness – Nike, Marlboro
  15. 15. THANK YOU Goldina Pereira 0011 Ashwin Fernandes 0049 Akshay Jadhav 0062 Vijaya Aranha 0067 Dhara Karia 0076

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