Muhmmad Zaid Khan

9171026

BBA-7A

Q1: A marketer of health foods would like to segment its market on the basis of self-image. Describe
how the marketer can use actual self-image and ideal self-image to do so.

Ans: Self-image refers to how consumers see themselves and ideal self-image refers to how consumers
would like to see themselves. In both cases a marketer would segment its market that will be consisting
of people who are health conscious. Because everyone would love to see him/her-self healthy and slim
but still there are some people who are food lovers and they compromise on their health. A marketer
can simply give out a questionnaire or conduct an online test to check what percentage of the
population is health or diet conscious. By conducting the test, marketer can target that market which
has the highest percentage. Marketing to actual self involves showing that you understand the
consumer and where he/she’s a.

Q. no 2.Contrast the major characteristics of the following personality theories: (a) Freudian theory,
(b) neo-Freudian theory, and (c) trait theory. In your answer, illustrate how each theory is applied to
the understanding of consumer behavior.

Ans: Freudian Theory:

The Freudian theory explains that unconscious needs and drives are at the heart of human motivation
and personality, particularly sexual and other biological drives. Freudian suggested that the character
consisted of three systems like:

ID, Super ego, Ego.

In ID the basic physiological requirements, such as sex, thirst and hunger, etc.

The super-ego:

Super ego describes the inner expression of the individual about the moral and ethical codes of societies
properly. Socialego needs to play a part in the individual's personality to fulfil his appropriate social
fashion in full.

Ego:

Ego needs to act as an internal control that combines I d's impulsive buying limitations and
superegogo's.
Neo-Freudian Theory of Personality:

Neo-Freudian theory holds that social interactions play a key role in the growth of personality, in
addition to Freud 's principles. Neo-Freudian theory maintains that, in addition to Freud’s concepts,
social relationships play a cru-cial role in the development of personality. Several of Freud’s colleagues
disagreed with his conten-tion that personality is primarily instinctual and sexual in nature. These neo-
Freudians believed that social relationships are fundamental to the formation and development of
personality. For instance, Alfred Adler viewed human beings as seeking to attain various rational goals,
which he called style of life. He also placed much emphasis on the individual’s efforts to overcome
feelings of inferiority(i.e., by striving for superiority).

Trait Theory:

Trait theory focuses on personality's scientific tests in terms of traits are personal features or features of
particular psychological characteristics, called "traits. Trait theory represents a departure from the
qualitative, nonempirical approaches of the Freudian and neo-Freudian movements. Trait theory
focuses on empirical measures of personality in terms of specific psychological characteristics, called
“traits.” Traits are personal characteristics or features that set one person apart from another person.
Trait theorists use personality tests (or inventories) that pinpoint individual differences in terms of
“high” versus “low” scores on specific traits. Researchers developed tailor-made, single-trait personality
tests for consumer behavior studies