Download Personality

By: Ayesha Ahmed, Madeeha Aslam, Rabia Rasheed, Shehar Bano, Zile
Huma Akbar, Wajiha Haq
PERSONALITY AND CONSUMER
BEHAVIOUR
Person’s consistent ways of responding to the environment in which he or she lives is
called personality.
PERSONALITY
Factors Making Up Our
Personality
 External Influences or social environment
 Genetic or Biological Traits
TYPES OF CONSUMER PERSONALITY
 Product Oriented; who tends to patronize a
product or service based on merchandise
itself.
 Service Oriented; who tends to seek
relationships with the seller, producer of the
service or manufacturer of the product.
NATURE OF PERSONALITY
 Three distinct properties are of central importance
in personality. These are:
 Personality reflects individual differences
 Personality is consistent and enduring
 Personality can change
PERSONALITY REFLECTS INDIVIDUAL
DIFFERENCES
 The inner characteristics of every individual
differ from every other individual.
 Many individuals can be similar in one or two
characteristics but not in others.
 Personality is useful to categorize consumers
into different groups on the basis of several
traits.
 For example some people are risk averse while
some like to take risks. like they try every new
product in market.
PERSONALITY IS CONSISTENT AND ENDURING
 Indeed a sibling tries to differentiate himself from
his brother from the day he born. This shows that
personality has consistency and endurance.
 Marketers cannot change consumer’s personalities
but can influence them by making products
appealing.
 Personalities may be consistent but consumption
pattern is different. it depends on socio,
environmental and cultural factors.
 Needs, motives and reaction to new brand may
change person behavior.
PERSONALITY CAN CHANGE
 Under certain events and situations personality
changes like marriage, death of parents, birth of
child, change of job, occupation
 Other than events gradual development also
change the personality.
 men’s personality has remain constant for
50years while women’s personality has grown
more masculine due to moving into occupations
that are male dominant.
Two types of consumers :
Consumer innovators
Consumer noninnovators
PERSONALITY AND CONSUMER
DIVERSITY
Continued……
Personality traits used to understand
consumer behavior.
1. Dogmatism:
Personality trait that measures the degree of
rigidity that an individual shows towards new
product.
 Highly dogmatic people are called close
minded
 Low dogmatic people are called open
minded
Continued……
A person who is highly dogmatic approaches
the new or unfamiliar product with
discomfort and uncertainty.
Low dogmatic persons like to prefer
innovative products and always try to go for a
change.
Continued……
2. Social character:
Personality trait that ranges on the
continuum from inner directedness to
other directedness.
NEED OF UNIQUENESS
 One of the factor that people want to seek.
 Research has proved that when consumers
are asked to explain ther choices and they are
least bothered about peoples criticism are
more receptive to make a choice
OPTIMUM STIMULATION LEVEL
 It is the deire lifestyle that one want to
achieve in his/her life.
 High scorersof OSL are:
 More riskier.
 Try new poducts.
 To be innovative.
SENSATION MAKING
 Defined as:
“Trait characteristics by the need of varied
,novel nad complex sensations and
experience to take physical and social risks
for the sake of such experience”.
SENSATION MAKING
 Example:
Teenage males with high OSL score are more
likely top prefer heavy metalic music and
dangerous ehavior than other teenagers.
VARIETY NOVELTY SEEKING
 Exploratory Purchase Behavior:
Switching brands to experience new ,
different and better alternatives.
 Use Innovativeness:
Using an already adapted produt in a new and
novel way.
 Vicarious Exploration:
Securing information about new and different
products
BRAND PERSONALITY
 Brand personality is that consumers attribute
various descriptive personality traits to
different brands
 For example BMW as performance driven and
NIKE as the athlete in all of us.
BRAND PERSONIFICATION
 Brand
personification tries to recast
consumer perception of the attribute of a
product or service into a human like
character.
BRAND PERSONALITY AND GENDER
 A product personality endows the product or
a brand with a gender.
 For example ,Chinese consumers perceived
coffee and tooth paste as masculine
products, whereas bath soaps and shampoos
as feminine products.
PRODUCT PERSONALITY AND
GEOGRAPHY
 Certain products in minds of consumers
possess a strong geographical association.
 For example, although Texas best Barbecue
sauce may be made in new jersey many
Americans associate barbecue with Texas.
PERSONALITY AND COLOR
 Consumers not only ascribe personality trait
to products and services, but they also tend
to associate personality factors with specific
colors.
 For example Coca cola is associated with red
color which connotes excitement. Blue
bottles are used to sell wine because blue
color appeals to women.
Self
image
 Consumers carry different perceptions and
images about themselves and according to
these images and perceptions they tend to
buy such products which depict their self
image.
 Persons carry different self images according
to their roles.
Self image
 Self image is based on interactions and
backgrounds.
 Brands have symbolic value. People evaluate
this value and buy products accordingly.
 ACTUAL SELF IMAGE: how we see ourselg
 IDEAL SELF IMAGE: how we want to see
ourself
 SOCIAL SELF IMAGE: how people see ourself
 IDEAL SOCIAL SELF IMAGE: hoe we want
people to see ourself
 Marketers analyze the kind of self image by
which we are guided.
Altering self image
 Sometimes we don’t like our self image and
try to change it by using different products
like clothes, lenses etc.
EXTENDED SELF IMAGE
 People use products to enhance their self
image.