CONSUMER BEHAVIOR

UNDERSTANDING CUSTOMER DIVERSITY, BRAND PERSONALITY, ROLE & BRAND PERSONIFICATION

Consumer diversity
Diversity is a source of opportunity whether in employment or customer market Consumers differ based on factors such as demographic, geographic, psychographic etc. External factors such as political, social, culture etc. impact consumer decision Consumer choices are based on:1. Age 2. Gender 3. Income 4. Lifestyle etc. The particular brand must be able to provide quality products while looking into the satisfaction of the groups

Brand personality

The way a brand speaks and behaves. Assigning human personality/traits/characteristics to a brand to achieve differentiation Must be differentiated from brand image Brand personality is personification of brand It develops brand equity & sets brand attitude It is used to implement brand strategy It also includes demographic features like age, gender or class and psychographic features.

Brand personification

It is the common technique of eliciting the composition of the brand It uses projection technique-describing a brand using images and words Very effective at describing what the brand is but difficult in knowing what the brand should be or if a particular brand personality would succeed better than its alternative Alternative to personification-describe the brand as a story or scene A brand represents certain values connected with the ideas of brand personality & personification

Role of brand
Source of information(helps a customer to gather info about various brands easily) Consumer protection(helps consumers know that the product will meet their expectations) Defining brand expectation(brands are effective only when they deliver a consistent level of quality and satisfaction)

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