The document discusses personality and consumer behavior. It notes that every person has unique characteristics that make up their personality. Personality reflects individual differences and is consistent, though it can change over time due to major life events. There are different theories of personality, such as Freudian theory which sees personality arising from the id, ego, and superego. Brand personality involves attributing human traits to a brand to differentiate it and develop relationships with customers. Common brand personality dimensions include sincerity, excitement, competence, sophistication, and ruggedness.

1. PERSONALITY &
CONSUMER
BEHAVIOUR

4. — Every person is unique having particular
characteristics.
— Human personality is an interesting blend of
behavior and characteristics.
— In fact everybody likes to admire people who
have great personality regardless of age, sex
and financial status.
— Possessing great personality might help you
to reach ultimate goal.

5. NATURE OF PERSONALITY
Personality reflects individual differences-
— Each individual has a special set of inner characteristics,
and is thus unique by himself.
— Some individual are highly sociable whereas some are
low on sociability.
— Personality is a useful concept because it enables us to
categorize consumers into different groups on the basis
of one or even several traits.

6. Personality is consistent and enduring-
— Marketers cannot change consumers personalities to
conform to their products. However, if they know which
personality characteristics influence specific con-sumer
responses, they can attempt to appeal to the relevant
traits inherent in their target group of consumers.
— An individual's personality tends to be both consistent
and enduring.
— Personality is only one of a combination of factors that
influence how a consumer behaves.

7. Personality can change-
— Under certain circumstances personalities change.
— An individual's personality may be altered by major life
events, such as the birth of a child, the death of a
loved one, a divorce, or a significant career promotion.
— There are changes in personality as a man matures
slowly.
— We find many aggressive persons mellow down as
they advance in years.

8. Freudian Theory Jungian Theory
Non Freudian
Theories

9. Freudian Theory
Freudian theory
• Modern psychology has been greatly shaped by
psychoanalytic theory of personality put forward by
Sigmund Freud
• Human motivation is a result of unconscious needs and
drives.

10. There are 3 elements of personality
ID
EGO
Superego

11. SUPER
ID EGO
EGO
Primal
Reason The Quest
desires
and
for
Self-
Basic
Control Perfection
Nature

12. Eat a small You’re
I want a bar of on a
chocolate Chocolate
diet

13. BRAND PERSONALITY
— Brand personality is as if 'making the brand come alive'.
— The attribution of human personality traits (seriousness,
warmth, imagination, etc.) to a brand as a way to achieve
differentiation.
— Usually done through long-term above-the-line advertising
and appropriate packaging and graphics.

14. — These traits inform brand behavior through both
prepared communication / packaging, etc. and through
the people who represent the brand - its employees.
— The way in which it speaks of its products or services
shows what kind of person it would be if it were human.
— A brand without a personality has trouble gaining
awareness and developing a relationship with customer.

15. Brand Personality Dimensions
• Sincerity (down-to-
earth, honest, wholesome, cheerful)
• Excitement (daring, spirited, imaginative,
up-to-date)
• Competence (reliable, intelligent, successful)
• Sophistication (upper class, charming)
• Ruggedness (outdoorsy, tough)

16. • Sincerity -Hallmark, Kodak, Coke
• Excitement -Pepsi
• Competence -Hewlett Packard, Wall Street Journal
• Sophistication -Mercedes, BMW,Channel
• Ruggedness – Nike, Marlboro

17. THANK YOU
Goldina Pereira 0011
Ashwin Fernandes 0049
Akshay Jadhav 0062
Vijaya Aranha 0067
Dhara Karia 0076