Introduction to Consumer Behaviour; Consumer Behaviour and Marketing Strategy; Consumer Involvement – Levels of involvement, and Decision Making. Consumer Decision Process – Stages in Decision Process, Information Search Process; Evaluative Criteria and Decision Rules, Consumer Motivation – Types of Consumer Needs, Ways of Motivating Consumers. Information Processing and Consumer Perception. Consumer Attitudes and Attitude Change; Influence of Personality and Self Concept on Buying Behaviour, Psychographics and Lifestyles, Impuse Buying. Diffusion of Innovation and Opinion Leadership, Family Decision Making, Influence of Reference Group Industrial Buying Behaviour– Process and factors, Models of Consumer Behaviour – Harward Seth, Nicosia, E& D, Economic Model; Introduction to Consumer Behaviour Audit; Consumer Behaviour Studies in India.

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 con­sumer 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
• 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.
Freudian Theory

10. There are 3 elements of personality
Superego
EGO
ID

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

12. I want a
chocolate
Eat a small
bar of
Chocolate
You’re
on a
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
Goldina Pereira 0011
Ashwin Fernandes 0049
Akshay Jadhav 0062
Vijaya Aranha 0067
Dhara Karia 0076
YOU