SCHOOL OF APPLIED MANAGEMENT, RGPV BHOPAL

Session 2020-21
DEPARTMENT OF MASTER OF BUSINESS ADMINISTRATION

CONSUMER BEHAVIOUR
MBA-307

Submitted To: Presented By:

Proff. Monika Sharma Satyendra Kumar Rajak
(Asst. Proff. of MBA) Roll No:-0008MB211011
 PERSONALITY
 The word personality is derived from a Greek word “persona”
which means “to speak through.” Personality is the combination
of characteristics or qualities that forms a person’s unique
identity. It signifies the role which a person plays in public. Every
individual has a unique, personal and major determinant of his
behaviour that defines his/her personality.
CHARACERISTICS OF PERSONALITY

1. Personality is something which is unique in each individual:

2. Personality refers particularly to persistent qualities of an
individual
3. Personality is greatly influenced by social interactions:
4. Personality represents a dynamic orientation of organism to
environment.
 DETERMINANTES OF PERSONALITY
 The determinants of personality can be grouped in five broad
Categories
 Biological Factors
 Cultural Factors
 Family Factors
 Social Factors
1. Situational Factors
 DETERMINANTES OF PERSONALITY
1. Biological factors :- Heredity refers to those factors that were
determined at conception. Physical
stature, facial attractiveness, sex, temperament, muscle
composition and reflexes, energy level, and biological rhythms are
characteristics that are considered to be inherent from one’s
parents.
2. Cultural Factors :- Among the factors that influence personality
formation is the culture in which we are
raised, early conditioning, norms prevailing within the family,
friends and social groups and other miscellaneous experiences that
impact us.
 DETERMINANTES OF PERSONALITY
3.Family factor :- Home environment created by the parents, in
addition to their direct influence, is critical to
personality development. The parents play an especially important
part in the identification process, which is important to the person’s
early development.

4. Social factor :- Socialization starts with the initial contact

between a mother and her new infant. After infancy,
other members of the immediate family – father, brothers, sisters and
close relatives or friends, then the social group: peers, school friends
and members of the work group – play influential roles.
DETERMINANTES OF PERSONALITY
5. Situational factor :- Human personality is also influenced by
situational factors. The effect of the
environment is quite strong. Every person face may situations in his
life which enables him/her to change his/her behaviour. For
example, a teacher may be rigid and strict with students but may not
with his/her family. An officer may behave with the subordinates
differently as compare to his/her friends.
 THEORIES OF PERSONALITY
1. Trait Theory.
2. Social Learning Theory.
3. Humanistic Theory
4. Psychoanalytic Theory.
 THEORIES OF PERSONALITY
1.TraitTheory :- Trait theorists are primarily interested in the measurement
of traits, which can be defined as habitual patterns of behaviour, thought, and
emotion.[1] According to this perspective, traits are aspects of personality that
are relatively stable over time, differ across individuals (e.g. Some people are
outgoing whereas others are not), are relatively consistent over situations, and
influence behaviour.
2.Sociallearning Theory :- Social learning theory suggests that social
behaviour is learned by observing and imitating the behaviour of others.
Socialization means interact with other members of the family – father,
brothers, sisters and close relatives or friends, then the social group: peers,
school friends and members of the work group – play influential roles.
 THEORIES OF PERSONALITY
3. Humanistic Theory :- The Humanistic theory is built on the
premise of a person’s self-concept, consisting of
their real self and their ideal self. People are motivated by a drive
towards self-actualization, which describes transforming your real self
into your ideal self. This self-actualizing tendency develops best in an
unconditionally positive environment.
4. Psychoanalytic Theory :- Freud had ceased his analysis of the
brain and his physiological studies and shifted
his focus to the study of the mind and the related psychological
attributes making up the Mind. His study emphasized the recognition
of childhood events that could influence the mental functioning of
adults.