Personality Traits &

Attributes required for

Marketing, HR & Finance
executives
Introduction
Marketing Executives
Marketing of products and services is an extremely challenging task in the days of global
competition. In olden days the customers had to buy whatever the company offered to them.
They hardly had any choice. But today, the customer get what they want, tailor made solutions
are available. Hence creating a need among customers, delivering through the best channels
and providing minimum customer satisfaction is a great task in marketing. Further, customers
also have social, environmental considerations. Thus, the role of marketing executives has
become more complex than ever and in this context marketing executives need to have certain
kinds of attributes and personality traits.

Finance Executives
Financial executives generally those who use financial strategies, techniques, and other services
to provide solutions to individuals and businesses to help them accumulate, protect and
distribute wealth. For this report, executives offer recommendations to their clients about
financial products, including life, health, disability and long-term care insurance, as well as
investment products and mutual funds that may be used to implement the solutions decided
upon by clients to reach their financial goals. Further, there is a lot of competition among the
qualified people in this area. This competition calls for further refinement in attributes of
finance personnel.
Introduction

HR Executives
It derives largely from the 20th century but incorporates older notions about the
management of people at work. A detailed version of how the Human Resource
Department plans the annual programs in terms of recruiting, selecting and
performance appraisal. Choosing one among a lot and choosing one among two both are
same and difficult in terms of selection because the organization has to be very careful in
the selection process. Thus the task of HR manager has become more challenging than
ever before. And this has made it necessary for HR managers to possess some special
attributes and qualities that make almost suitable to the industry.
 Special Characteristics of Marketing Executives
 Passion  Fearless

 Leadership  Self reliance

 Can-do attitude  Persuading and convincing customers

 Work ethics  Rational thinking

 Flexibility  Initiative

 Humility  Rapport building

 Physical condition  Gathering the information.

 Joyfulness  Good Stance

 Clear and pleasant voice  Manifestation

Some of the key virtues of successful financial Executives:
 The ability to provide a vision
 The strong personal value or belief
 The ability to make desired outcomes tangible
 The ability to listen to superiors & subordinates
 The willingness to provide appropriate information to stakeholders
 The ability to build strong personal relationships
 The ability to find and acquire new prospects
 Convincing prospects to trust the advice and to take action
 Keeping up with regulatory compliance and industry law
 Maintaining product knowledge in a competitive and dynamic industry
 Industry deregulation has created greater competition and is pressuring income
 The ability to maintain precise desired outcomes
Basic Attributes and Personality Traits for HR Executives

Ability to speak and write well, Advising,

Ability to understand people, Keeping records,

Power to persuade, Gathering information,

Ability to make decisions and solve problems, Training in various personnel functions

Negotiating Self Control,

Coordinating with others, Building Bonds,

Assessing situations, Meticulousness,

Explaining issues, Personal Credibility,

Answering questions, Quick reflex and speed,

Interviewing, Good Knowledge about the existing policies,

Leadership Qualities, Behavioral Skill,

Presentation skills, Interpersonal skills,

People Handling Skills, Interview Skills,

Team Work Skills, Business Ethics,

Business / culture awareness, Personal effectiveness,

Human relations handling skills, Stress Management,

Research Methodology
 Statement of the problem
Marketing, Finance and HR is one of the ruggedest jobs as deals with the products,
systems and also with the human mind. Executive’s job is considered to be a skilful job
with rational ability. Many of the executives are quitting their jobs as their personal
virtues are not matching with the qualities required for the relevant field. And hence
“Studying what exactly the virtues required for the executives to survive in
Marketing, HR and Finance field is the problem of study”.

The statement of the problem is to study and analyze the Basic Attributes and Personality
Traits required for Marketing, Human Resources and Finance Executives in Shimoga
district.

 “IF THE BASIC ATTRIBUTES & PERSONALITY TRAITS OF MARKETING,

HUMAN RESOURCE AND FINANCE EXECUTIVES ARE NOT GOOD, THEN
THE COMPANY WILL SURELY FETCH LOSS”
 Objectives of study:
 To know and study the executive’s opinions on fitness and manifestation.

 To know and study the executive’s opinions on mental aptitude required for them.

 To know and study the indispensable qualities required for the executives in
customer relationship management.

 To determine the effectiveness of executives.

 

 To understand the executives role in contribution towards victory.

 To know the expectations from executives.

 To know how executives play diverse roles in different circumstances.

 To understand what precisely the executives are.

Research Design
 Exploratory research and descriptive research design have been used at length for the
present study. Since the working professionals’ size was more, sample survey method has
been adopted for gathering primary data. This research is all about studying the virtues
amongst the executives in the Shimoga district. Thus the respondents are executives in
Marketing, Hr and Finance areas in Automobile companies, ITes, Banks, Insurance and
Manufacturing industries.
 Sampling Plan
 Sample unit: Shimoga District in Karnataka State
 Sample size: 64
 Sampling Method and Selection: Judgment sampling under non probability sampling

 In the present research the judgment sampling under non-probability sampling is being
used for the collection of primary data. The sample is divided in areas in Shimoga district
that is Automobile companies, ITes, Banks, Insurance and Manufacturing industries. The
sample size of 64 respondents divided amongst these different companies considered for
the study. The respondents were chosen randomly from each of these companies.
Statistical Tools: Likert’s scale is used for ascertaining the weightage of
respondent’s data, the mean score has been used to interpret the data. The result
of the research is presented through tables followed by pie charts and bar graphs.
Sources of Data

Primary Data
 Primary data were collected using structured questionnaires. The researcher
interviewed 64 respondents in Shimoga district. A personal interview method
was adopted with the help of a Questionnaire. The questionnaire contained 30
questions with closed ended questions. (Format of the questionnaire has been
enclosed for the reference). The respondents were requested to give their frank
opinion on all the questions in the questionnaire.

Secondary Data
 Secondary data were collected using many sources such as news papers,
journals, magazines, reference to the books and the internet.
Need for the study.
There is a need for study about the executives in the field of Marketing,
Finance and HR since they are facing lot of problems. It could be getting a
new job or retaining the existing job. At present the attrition rate has been
increased enormously in all three areas. This study enlightens in terms of
what precisely the executives are, why they look for change, and what the
reasons behind in attrition. This research would help corporates to retain
their executives, and for the executives in terms of building indispensable
skills required for their professional growth in the cut-throat competitive
scenario.
Scope of the study
 The scope of the study is confined to Shimoga district only.

 Researcher met Marketing, HR and Finance executives in Banks, Insurance, and ITes
companies, Automobile companies and Manufacturing industries.

 Marketing, HR and Finance plays a vital role in the development process of modern
business. There are great differences in development process of modern business. There
are great differences in development between countries which seem to have roughly
equal resources; consequently it is necessary to enquire into the difference in all the
three areas.

 The scope includes theoretical and practical aspects of Marketing, HR and Finance
executives in organization with reference to their good Attributes and Personality Traits.

 This study is conducted in Shimoga city as the research not only as the study was
limited only to this city. As the convenience of researcher for the study this city
surrounding would be easy for the research purpose with limited cost, limited time and
limited effort.
 Limitations of the study:
 The time factor is one of the major boundaries because, the project should be
completed within a stipulated period of time.

 Due to some company policies, rules and regulations, all information is not
revealed to outsiders as it may harm to company’s progress.

 The study is limited to Shimoga district only.

 Lack of proper understanding of questionnaire.

 Limited sample size.

Summary of the findings:
The survey shows that the majority of executives were aware about the basic attributes
and personality traits required to survive in this competitive scenario. This gives us an
insight on the marketing executive’s basic awareness of necessary qualities. However
most of the executives give much priority to the top criteria that a good health,
physical appearance and mental ability plays a vital role while handling with clients.

This study shows clearly that executives should have personal potential while dealing
with customers, other department colleagues so that integration would happens
towards the client’s interest. Knowledge and experience is very important as far as
leading organization is concern. So leadership quality plays a vital role for the
executives in terms of their career growth. Thus it can be said that a greater personality
is required for HR executives to get the things done from others.

It has been observed from this study that finance executives literally have lot of
qualities while dealing with company’s financial instruments. Hence it can be said that
executives should be able to handle good situations at the same time predict
uncertainties and need to be taken care of necessary steps to protect the company at all
levels.
 
 Conclusion:
 The research on “Basic attributes and personality traits required for Marketing, HR
and Finance executives” was conducted by group of 16 MBA students/researchers.
During the research the respondent’s positive response helped researchers to do the study
effectively. This research work helped the researchers to give an insight on the basic
personality traits and attributes for the executives.
 Many professionals pointed to industry regulation, compliance and competition as an
increasing concern, the vast majority of them see a bright future for themselves and their
profession. Most rated their future of a profession as “very good” to “excellent,” while
only a few said that industry hurdles have made them consider another career.
 Another positive trend noted is that consumers are becoming more aware and more
educated about personal and all current issues. Such awareness is making it easier to talk
to customers about solutions. Planning is becoming more main stream, thus executives
need to have a proper plan while dealing with customers, employees as well as financial
instruments
 An additional development that points to a bright future is to many professionals say they
are simply becoming better at their profession, with better products, more training and
greater technology. That is, most feel they are on top of the learning curve and can now
reap the benefits of such an authoritative position. As summed up: “Skills and knowledge
is getting better, enabling executives to better help clients.”
 Continued…

By this study it can be suggested to the executives of Marketing, HR and Finance

areas that while choosing the first job of their career they have to be very clear
about how will this job help them to build their career.

Professional career need to be chosen by choice not by chance.

In this perceptive strong personality traits and attributes are required for \
respective executives in their chosen field to excel in it.