Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

THE INDIVIDUAL CONSUMER AND BUYING BEHAVIOUR AND MARKETING IMPLICATIONS

on

  • 2,814 views

The presentation is based on consumer behaviour & its marketing implications. It covers two topics:- Personality & Psychographics

The presentation is based on consumer behaviour & its marketing implications. It covers two topics:- Personality & Psychographics

Statistics

Views

Total Views
2,814
Views on SlideShare
2,814
Embed Views
0

Actions

Likes
0
Downloads
68
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Source: Schiffman and Kanuck: CONSUMER BEHAVIOUR, Pearson Education Asia, 7th Edition.
  • The word �personality� derives from the Latin word �persona� which means �mask�. The study of personality can be understood as the study of �masks� that people wear. These are the personas that people project and display, but also includes the inner parts of psychological experience which we collectively call our �self�.
  • Eg. Long distance relationship
  • psychoanalytic theory, developed initially by Sigmund Freud
  • There are two major assumptions underlying a dispositional approach: 1. STABILITY of personality People display consistency in their actions, thoughts, and feelings BETWEEN situations and OVER time. In other words, unpredictability is the exception rather than the rule (i.e. unpredictability doesn’t define the essence of personality).� Note that some psychologists, such as social psychologists, would argue that too much emphasis is placed on the stability of personality. The idea behind this assumption is that YOU ARE THE SAME PERSON YOU USED TO BE AND WILL BE IN THE FUTURE. 2. DIFFERENCES between people. The composition of dispositions varies from person to person. Each person’s personality consists of a pattern of dispositional qualities which form a unique combination in each person. Major issues & related topics Major issues and topics related to the dispositional perspective include: How many personality types are there and what are they? How many personality traits are there and what are they? To what extent are the various personality types and traits are heritable? What is the relative influence of situational influences vs. personality dispositions in determining thinking, behavior and feeling in specific, real situations? To what extent do personality dispositions change over time? Are there personality differences between people of different ages? men and women? people who work in different types of jobs? across cultures, ethnic groups, nations?
  • The learning perspective views a person as entering the world as a tabula rasa (blank slate), although it acknowledges that there are instincts and pre-set responses to stimuli, as well as a preference for pleasure and a desire to avoid pain.  Primarily, however, the learning perspective differ from perspectives that propose that a person is born with an innate nature or personality structure -- some biological theories call it temperament, trait theories call it dispositions, psychoanalysts call it drives or instincts and the humanists also use the term drives.
  • The idea that we are responsible for our own lives, embodied in existentialism, is exemplified in the work of Carl Rogers.
  • Essentially, the cognitive perspective of personality is the idea that people are who they are because of the way they think, including how information is attended to, perceived, analyzed, interpreted, encoded and retrieved.  People tend to have habitual thinking patterns which are characterized as as personality.  Your personality, then, would be your characteristic cognitive patterns.
  • Perception = memory (i.e., stored guides) + incoming information
  • Freud�s topographical model represents his �configuration� of the mindAccording to Freud, there are three levels of consciousness:conscious (small): this is the part of the mind that holds what you�re aware of. You can verablize about your conscious experience and you can think about it in a logical fashion.preconscious (small-medium): this is ordinary memory. So although things stored here aren�t in the conscious, they can be readily brought into conscious.unconscious (enormous): Freud felt that this part of the mind was not directly accessible to awareness. In part, he saw it as a dump box for urges, feelings and ideas  that are tied to anxiety, conflict and pain. These feelings and thoughts have not disappeared and according to Freud, they are there, exerting influence on our actions and our conscious awareness.  This is where most of the work of the Id, Ego, and Superego take place.Material passes easily back and forth between the conscious and the preconscious. Material from these two areas can slip into the unconscious. We can use the metaphor of an iceberg to help us in understanding Freud's topographical theory. Only 10% of an iceberg is visible (conscious) whereas the other 90% is beneath the water (preconscious and unconscious). The Preconscious is allotted approximately 10% -15% whereas the Unconscious is allotted an overwhelming 75%-80%.  
  • Karen Horney proposed CAD. There are 3 types of personality :-Compliant: move towards others – loved, wanted & appreciatedAggressive: move against others – desire to excel & win admirationDetached: move away from others – less brand loyal – desire independence, self-reliance, self-sufficiency, & individualism or freedom of obligation
  • Measurement of personality in terms of specific psychological characteristics called trait. Trait is any distinguishing, relatively enduring way in which one individual differs from another.
  • CONSUMER INNOVATORS – THOSE WHO ARE OPEN TO NEW IDEAS & TO BE THE FIRST ONE TO TRY NEW PRODUCT, SERVICE OR PRACTICES
  • Low dogmatism – open-mindedness: prefer innovative products - stress factual differences, product benefits in adv.High dogmatism – choose established brands, select celebrities or experts for appeal of new products.Refer page no. 128 of Schiffman & Kanuk book for the process of dealing with dogmatism
  •        Consumer materialismMaterialism is a personality like trait which distinguishes between individuals who regard possessions as essential to their identities and their lives those for whom possessions are secondary. Researchers have found some characteristics of materialistic people, they are: -they value acquire and showoff possessions. -they are self centered and selfish people -they seek lifestyle full of possession-they are not satisfied with their possessions.
  • It’s normal that a person is likely to display different personality in different situations and social roles.
  • Reference: Henry Assael page no. 423
  • Please refer Henry Assael, page no. 441 for a detailed explanation if required. Or read page no. 359 of Peter Olson
  • Schiffman & Kanuck…. Page no. 68
  • APL: Above thePoverty line

THE INDIVIDUAL CONSUMER AND BUYING BEHAVIOUR AND MARKETING IMPLICATIONS THE INDIVIDUAL CONSUMER AND BUYING BEHAVIOUR AND MARKETING IMPLICATIONS Presentation Transcript