MARKET STRATEGY AS PER PERSONALITY

1. Brain Storming
Market Strategy
(Human Personality and percepton matters)
Sweta Leena panda
FMS/MBA/2015-17/000308

2. Idea
Built up
Process
Concepts on
different
personality
theories
Analyse it
based on
consumer
behaviour
Market
strategy on
different
industry

3. 1
Classificasion
Compliant Detached
Aggressive

4. Neo
Freudian
Theory
Attributes –Good , sympathtic ,
loving , unselfish, humble ,
overconsiderate , apologestic ,
weakness , dependence
Desire –To be loved , wanted ,
appricated ,needed , helped ,
guided , protected ,
Dislike – Egotism , aggression ,
conflict , assertiveness , power
seeking
Conclusion – systamatic ,
precise , Hyper efficient and
Technical
Product - Iphone 5s
This product fulfill the
individual’s desire to be wanted
and appreciated
Attributes – Strength , power
, unemotional realism ,
manipulates others for
gaining power , cynical ,
exhibitionistic
Desire –To excel , achieve
success , prestige ,
admiration , to be superior
straight , to control emotion
and fears
Conclusion – bing boss ,
competing with confidence ,
adventurous , competative in
sports
Product – TVS Apache RTR
Tagline (Not for weak heart –
scarily fast)
Attributes –Non
conforming , emotionally
distant from others ,
untrustful
Desire – Freedom from
obligation , being unique ,
independent , reasoining ,
self sufficency ,
intellegence
Dislike – Being influenced
by others , sharing
experience , conformity ,
showing feelings
Conclusion – promote their
self independence.
Product – Cadbury Diary
milk
(Khene walo ko jhane ka
bhana chahiya)
Complaint Aggressive Detached

5. UNDERSTA
ND
YOUR
CUSTOMER
⊙People should share
opinion before any purchase
⊙Getting benefit by
consulting with friends
⊙Talking prior to purchase
⊙Moving towards others
prior to any purchase
⊙People appreciate my
own purchasing
⊙Perfect at purchasing
⊙Purchase based on own
evaluation
⊙Hardly belief other’s
opinion before purchase
⊙Talking with others as
time killing
⊙Products and prestige
⊙Purchase appreciated by
others
⊙Purchasing luxurious
products
⊙Purchase based on
emotion
⊙Counterparts as
competitors
Complaint Aggressive Detached
Product deisgn strategy –
Innovative , luxurious ,
classic , experienced , honest,
Product examples – Nokia ,
Toyota , Nike
Product deisgn strategy –
Innovative , High quality ,
fast , strong , high quality ,
high tech , progressive ,
smart , elegent , bold
Product examples – Rolex ,
Ford, IBM , Bulgari, Adidas,
Volkswagen
Product deisgn strategy –
Luxurious , emotional ,
comfortable , self-centred ,
Product examples –
Prada , sony , motorola ,
Mercedes benz

6. Big 5
Personality
Trait

7. Extraverts are social, enthusiastic, talkative and assertive. In general, they tend to take on
more risk in order to fulfill their need for excitement.
Advantage: They tend to have a higher
risk tolerance, which can mean
potentially higher returns.
Disadvantage: They may take on too
much risk and lose money.
Agreeableness- Those high in agreeableness are trusting, altruistic and optimistic. They
need to get along with other individuals.
Advantage: They are cooperative when
working with advisers on their portfolio.
Disadvantage: They do not like to
offend others and may be hesitant to
raise any red flags that they see.
Conscientiousness persons are thorough, careful and diligent. They have the ability to
delay immediate gratification in favour of long-term goals..
Advantage: Long-term investors can be
patient and restrain themselves from
impulsive risk-taking.
Disadvantage: They are too risk-averse.

8. Neurotic individuals are emotionally unstable. They are prone to psychological distress
including depression, anxiety and anger.
Advantage: They are drawn to risk
because of its emotional appeal, and
similar to the extravert advantage,
higher risk tolerance can potentially
equal higher returns.
Disadvantage:They are impulsive;
therefore, they are prone to making
emotional financial decisions.
Openness -Individuals high in openness to experience/intellect are imaginative, curious
and open to new ideas. They actively seek new experiences. This trait is highly correlated
to intelligence.
There is no advantage or disadvantage
listed because openness to
experience/intellect is the least studied
of all the traits.
There is no advantage or disadvantage
listed because openness to
experience/intellect is the least studied
of all the traits.

9. Extraversion
Need for
Evaluate
Conscientiousn
ess
Openness
Agreeableness Need for
Material
Resources
Need for
Arousal
Intention to
shop
Cognitive
involvement
Affective
involvement
Neurotic
Need for
Cognition

10. UNDERSTA
ND
YOUR
CUSTOMER
Extraverts
Conscientiousness
Agreeableness
Openness to experience
Extraverts
Conscientiousness
Agreeableness
Openness to experience
Extraverts
Conscientiousness
Openness to experience
Agreeableness
Impulsive buyers Compulsive buying
Financially
unconscious people
while buying
Extraverts
Agreeableness
Openness to experience
Conscientiousness
Extraverts
Agreeableness
Conscientiousness
Openness to experience
Extraverts
Agreeableness
Openness to experience
Conscientiousness
Free product /sales
promotion/discount
Buying over looks of
cover or packaging
Brand conscious

11. 30
PERSONA
LITY
TYPES
CD CA DA
NE CDNE CANE DANE
NO CDNO CANO DANO
NA CDNA CANA DANA
NC CDNC CANC DANC
EO CDEO CAEO DAEO
EA CDEA CAEA DAEA
EC CDEC CAEC DAEC
OA CDOA CAOA DAOA
OC CDOC CAOC DAOC
AC CDAC CAAC DAAC
Neo Freudian Theory
5
B
I
G
P
E
R
S
O
N
A
L
I
T
Y
Combination of Neo Freudian and Big 5 Personality Traits

12. Understa
nd your
customer
Analyse
the
market
Marketin
g Mix
Analyse
the
competiti
on
Research
Distributio
n
Review
and
Revise

13. Consumer
Behaviour
Personal
Characteristic
Product
Characteristic
Consumption
situation
Marketing
Strategy
Consumer behaviour is
product – person -
situation specific

14. FACTORS
AFFECTING
BUYING
BEHAVIOUR
EQAge OccupationGender Income
Product
Design
Brand
conscious
Person’s
desire
Motivation
Internal factors
Promotio
ns
Social
norms
External factors
Cultural
values
30 different
personality
traits

15. Diversified
Product Mix
company
Our Total
Product
Competitors
Total
Product
Superi
or
Value
expect
ed
Consum
er
Decisio
n
process
sales Customer
satisfaction
Percei
ved
value
deliver
ed

16. 1. Fast Food
Lovers
2. Textile
Lovers
4. Fancy item
Lovers
3. High
technology
Lovers
SSU Family
Consumer Behaviour

17. Target
Promotion
Value
over price
All, specially target to kids and young people .
Music videos and movies as well as social networking sites
like Facebook (Mainly)
Two-for-one coupons, combination meals with free drinks or
side orders and senior discounts affordable prices
Health
conscious
Fresh, low-calorie menu options geared toward health-
conscious consumers. Fast food companies use social
responsibility marketing to convince consumers they can buy
their convenient and affordable products without
compromising their values.
Location
local outlets, chains with easy service options and a fast
ordering system.
Extroversion
Conscientiousness
Detached
1

18. Coffee lovers and
examined common
personality styles and
psychological traits,
looking specifically at
introversion and
extroversion, patience,
perfectionism, warmth,
vigilance, sensitivity and
social boldness.
Chocolate Ice Cream -You
lead a life of joy and self-love
Strawberry Ice Cream-Your
friends would describe you
as fiercely loyal and
energetic
Coffee Ice Cream-You're an
introvert who is often found
reading in coffee shops
alone.

19. 2
Personality
Good quality
Reasonable price
Suiting the personality
Convenient to wear
Cultural
and
personal
factors
Life style
Occupation
Motivation
perception
learning

20. Brand
name
Textile
name
Textile
Attribute
Objective
Price
Consumer
Involvement
Shopping
Oriented
Fashion
Innovation
Benefits
Sought
Consumer
Demographic
Perception of
Brand name
Perception of
Store name
Perception of
Textile attribute
Perception of
price
Perceived
quality
Perceived
Sacrifice
Perceived
Value
Willi
ngne
ss to
buy
Aggressive
Extraverts
Agreeableness