The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Personality
1.
2. Personality
word derived from a
LATIN expression ‘PERSONA’.
The
mask worn by Theatrical
Players in Ancient Greek Dramas
A
superficial social image that an
individual adopts in playing life’s
role.
3.
Personality may be understood as the
characteristics pattern of
behavior and
modes of thinking that determine a person’s
adjustment to the environment.
Personality can be describe as how a person
affects others, how to understands and views
himself and his pattern of inner and outer
measurable traits.
4.
It includes internal and external traits.
Relatively stable.
Both inherited as well as shaped.
Each individual is unique in behaviour.
5.
6. Self concept theory
Psycho Analytical theory
Socio/cultural theory
Trait theory
7. Self-concept
is defined as ‘the
totality of Individual thoughts and
feeling having reference to
himself/herself to an object.
Consumers have a variety of enduring
images of themselves
These images are associated with
personality in that individuals
consumption relates to self-image
10.
Father of theory: FREUD
Three components of Personality:
Id
Ego
Superego
11.
Id
Warehouse
of primitive or instinctual needs for
which individual seeks immediate satisfaction
Superego
Individual’s
internal expression of society’s
moral and ethical codes of conduct
Ego
Individual’s
conscious control that balances the
demands of the id and superego
12.
13.
A trait is any characteristic in which one
person differs from another in a relatively
permanent and consistent way.
A person’s personality is described in
terms of a particular combination of
traits.
To be useful trait measures must be
shown to be valid (I.e., they measure
what they are said to measure) and
reliable (I.e., the measures show
consistency over time)
