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 personalityregardless of
age, sex
and financial status.

Possessing great personality might help

you
to reach ultimate goal.

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.

Personality is consistent and enduring Marketers cannot change consumers personalities

to conform to their products. However, if they
know which personality characteristics influence
specific consumer 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

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.

There are 3 elements of

personality
ID
EGO

Superego

ID

Primal
desires
Basic
Nature

EGO

Reason
and
SelfControl

SUPER
EGO

The
Quest
for
Perfecti
on

I want a
chocolate

Eat a small
bar of
Chocolate

Youre
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 YOU
Goldina Pereira
Ashwin Fernandes
Akshay Jadhav
Vijaya Aranha
Dhara Karia

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0049
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