SlideShare a Scribd company logo
PERSONALITY &
  CONSUMER
  BEHAVIOUR
Personality &  consumer behaviour
Personality &  consumer behaviour
—   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.
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.
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.
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.
Freudian Theory              Jungian Theory




                  Non Freudian
                    Theories
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.
There are 3 elements of personality


    ID


               EGO



                       Superego
SUPER
  ID       EGO
                      EGO



Primal
          Reason    The Quest
desires
            and
                       for
           Self-
 Basic
          Control   Perfection
Nature
Eat a small   You’re
 I want a     bar of       on a
chocolate   Chocolate
                           diet
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.
— 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.
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)
• Sincerity -Hallmark, Kodak, Coke

• Excitement -Pepsi

• Competence -Hewlett Packard, Wall Street Journal

• Sophistication -Mercedes, BMW,Channel

• Ruggedness – Nike, Marlboro
THANK YOU
Goldina Pereira    0011
Ashwin Fernandes   0049
Akshay Jadhav      0062
Vijaya Aranha      0067
Dhara Karia        0076

More Related Content

What's hot

Unit 2 motivation, personality, consumer's perception, learning & attitud...
Unit 2 motivation, personality, consumer's perception, learning & attitud...Unit 2 motivation, personality, consumer's perception, learning & attitud...
Unit 2 motivation, personality, consumer's perception, learning & attitud...
viveksangwan007
 
Chapter 7 Consumer Learning
Chapter 7 Consumer LearningChapter 7 Consumer Learning
Chapter 7 Consumer Learning
Avinash Kumar
 
Consumer imagery in consumer behavior
Consumer imagery in consumer  behaviorConsumer imagery in consumer  behavior
Consumer imagery in consumer behavior
FizzaTariq4
 
Consumer Involvement 1
Consumer Involvement 1Consumer Involvement 1
Consumer Involvement 1
Aditya008
 
Chapter 8 Consumer Attitude Formation And Change
Chapter 8 Consumer Attitude Formation And ChangeChapter 8 Consumer Attitude Formation And Change
Chapter 8 Consumer Attitude Formation And Change
Avinash Kumar
 
Dynamics of perception
Dynamics of perceptionDynamics of perception
Dynamics of perception
Sandesh Bhat
 
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOURUnit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
MAHUA MUKHERJEE
 
Self Concept - Consumer Behavior
Self Concept - Consumer BehaviorSelf Concept - Consumer Behavior
Self Concept - Consumer Behavior
Rohan Telang
 
Chapter 4 Consumer Motivation
Chapter 4 Consumer MotivationChapter 4 Consumer Motivation
Chapter 4 Consumer Motivation
Avinash Kumar
 
Personality and consumer behaviour
Personality and consumer behaviourPersonality and consumer behaviour
Personality and consumer behaviour
Vikash Kumar
 
Consumer Attitude Formation and Changes 1784
Consumer Attitude Formation and Changes 1784Consumer Attitude Formation and Changes 1784
Consumer Attitude Formation and Changes 1784
Zubair Bhatti
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
Dr. Pratiksha Patil
 
Consumer learning
Consumer learningConsumer learning
Consumer learning
Balachandar Kaliappan
 
consumer behaviour learning
 consumer behaviour learning  consumer behaviour learning
consumer behaviour learning
Sonakshi Anbu
 
Consumer Perception
Consumer PerceptionConsumer Perception
Consumer Perception
Abhipsha Mishra
 
Consumer Behavior chapter 03 Learning and Memory theories Moghimi
Consumer Behavior chapter 03 Learning and Memory theories MoghimiConsumer Behavior chapter 03 Learning and Memory theories Moghimi
Consumer Behavior chapter 03 Learning and Memory theories Moghimi
Bahman Moghimi
 
Consumer Attitude Formation and change
Consumer Attitude Formation and changeConsumer Attitude Formation and change
Consumer Attitude Formation and change
Nishant Agrawal
 
Levels of Consumer Decision making & A model of Consumer Decision making in C...
Levels of Consumer Decision making & A model of Consumer Decision making in C...Levels of Consumer Decision making & A model of Consumer Decision making in C...
Levels of Consumer Decision making & A model of Consumer Decision making in C...
AJIT GAUTAM
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior
MD SALMAN ANJUM
 
CONSUMER BEHAVIOUR
CONSUMER BEHAVIOURCONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Anujith KR
 

What's hot (20)

Unit 2 motivation, personality, consumer's perception, learning & attitud...
Unit 2 motivation, personality, consumer's perception, learning & attitud...Unit 2 motivation, personality, consumer's perception, learning & attitud...
Unit 2 motivation, personality, consumer's perception, learning & attitud...
 
Chapter 7 Consumer Learning
Chapter 7 Consumer LearningChapter 7 Consumer Learning
Chapter 7 Consumer Learning
 
Consumer imagery in consumer behavior
Consumer imagery in consumer  behaviorConsumer imagery in consumer  behavior
Consumer imagery in consumer behavior
 
Consumer Involvement 1
Consumer Involvement 1Consumer Involvement 1
Consumer Involvement 1
 
Chapter 8 Consumer Attitude Formation And Change
Chapter 8 Consumer Attitude Formation And ChangeChapter 8 Consumer Attitude Formation And Change
Chapter 8 Consumer Attitude Formation And Change
 
Dynamics of perception
Dynamics of perceptionDynamics of perception
Dynamics of perception
 
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOURUnit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
 
Self Concept - Consumer Behavior
Self Concept - Consumer BehaviorSelf Concept - Consumer Behavior
Self Concept - Consumer Behavior
 
Chapter 4 Consumer Motivation
Chapter 4 Consumer MotivationChapter 4 Consumer Motivation
Chapter 4 Consumer Motivation
 
Personality and consumer behaviour
Personality and consumer behaviourPersonality and consumer behaviour
Personality and consumer behaviour
 
Consumer Attitude Formation and Changes 1784
Consumer Attitude Formation and Changes 1784Consumer Attitude Formation and Changes 1784
Consumer Attitude Formation and Changes 1784
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
 
Consumer learning
Consumer learningConsumer learning
Consumer learning
 
consumer behaviour learning
 consumer behaviour learning  consumer behaviour learning
consumer behaviour learning
 
Consumer Perception
Consumer PerceptionConsumer Perception
Consumer Perception
 
Consumer Behavior chapter 03 Learning and Memory theories Moghimi
Consumer Behavior chapter 03 Learning and Memory theories MoghimiConsumer Behavior chapter 03 Learning and Memory theories Moghimi
Consumer Behavior chapter 03 Learning and Memory theories Moghimi
 
Consumer Attitude Formation and change
Consumer Attitude Formation and changeConsumer Attitude Formation and change
Consumer Attitude Formation and change
 
Levels of Consumer Decision making & A model of Consumer Decision making in C...
Levels of Consumer Decision making & A model of Consumer Decision making in C...Levels of Consumer Decision making & A model of Consumer Decision making in C...
Levels of Consumer Decision making & A model of Consumer Decision making in C...
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior
 
CONSUMER BEHAVIOUR
CONSUMER BEHAVIOURCONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
 

Viewers also liked

Consumer motivation
Consumer motivationConsumer motivation
Consumer motivation
Balachandar Kaliappan
 
Chapter 5 Personality And Consumer Behavior
Chapter 5 Personality And Consumer BehaviorChapter 5 Personality And Consumer Behavior
Chapter 5 Personality And Consumer Behavior
Avinash Kumar
 
Factors that affect reference group influence
Factors that affect reference group influenceFactors that affect reference group influence
Factors that affect reference group influence
Vikram Ram
 
Reference Groups
Reference GroupsReference Groups
Reference Groups
Dr Vikas Gautam
 
Diffusion of innovation
Diffusion of innovationDiffusion of innovation
Diffusion of innovation
Abhishek Raj
 
Consumer Behavior (Learning)
Consumer Behavior (Learning)Consumer Behavior (Learning)
Consumer Behavior (Learning)
Mohsin Akbar
 
personality & consumer behavior
personality & consumer behaviorpersonality & consumer behavior
personality & consumer behavior
Sanya Juneja
 
Consumerism
ConsumerismConsumerism
Consumerism
Alan Geifman B
 
Consumer Motivation
Consumer MotivationConsumer Motivation
Consumer Motivation
Pankaj Hambarde
 
Fast changing consumer behaviour in india
Fast changing consumer behaviour in indiaFast changing consumer behaviour in india
Fast changing consumer behaviour in india
silpa $H!lu
 
Consumerism.ppt
Consumerism.pptConsumerism.ppt
Consumerism.ppt
hitendra25th
 
Consumerism 1
Consumerism 1Consumerism 1
Consumerism 1
Santosh Kumar
 
Marketing applications of reference group, family and culture
Marketing applications of reference group, family and cultureMarketing applications of reference group, family and culture
Marketing applications of reference group, family and culture
Aditya Mehta
 
Marketing to Millennials with Snapchat & Instagram
Marketing to Millennials with Snapchat & InstagramMarketing to Millennials with Snapchat & Instagram
Marketing to Millennials with Snapchat & Instagram
TheeDigital
 
Marketing I Phone
Marketing I PhoneMarketing I Phone
Marketing I Phone
bathekha
 
A project report on brand preference of mobile phones
A project report on brand preference of mobile phonesA project report on brand preference of mobile phones
A project report on brand preference of mobile phones
Projects Kart
 
Mk315 Chapter Presentation Team #2
Mk315 Chapter Presentation Team #2Mk315 Chapter Presentation Team #2
Mk315 Chapter Presentation Team #2
saraeday
 
Apple's iPhone market segmentation
Apple's iPhone market segmentationApple's iPhone market segmentation
Apple's iPhone market segmentation
Bassel Awwad
 
Project report on brand preference of mobile phones with special reference to...
Project report on brand preference of mobile phones with special reference to...Project report on brand preference of mobile phones with special reference to...
Project report on brand preference of mobile phones with special reference to...
Projects Kart
 
Perceived Risk
Perceived  RiskPerceived  Risk
Perceived Risk
Kunwar Atul Singh
 

Viewers also liked (20)

Consumer motivation
Consumer motivationConsumer motivation
Consumer motivation
 
Chapter 5 Personality And Consumer Behavior
Chapter 5 Personality And Consumer BehaviorChapter 5 Personality And Consumer Behavior
Chapter 5 Personality And Consumer Behavior
 
Factors that affect reference group influence
Factors that affect reference group influenceFactors that affect reference group influence
Factors that affect reference group influence
 
Reference Groups
Reference GroupsReference Groups
Reference Groups
 
Diffusion of innovation
Diffusion of innovationDiffusion of innovation
Diffusion of innovation
 
Consumer Behavior (Learning)
Consumer Behavior (Learning)Consumer Behavior (Learning)
Consumer Behavior (Learning)
 
personality & consumer behavior
personality & consumer behaviorpersonality & consumer behavior
personality & consumer behavior
 
Consumerism
ConsumerismConsumerism
Consumerism
 
Consumer Motivation
Consumer MotivationConsumer Motivation
Consumer Motivation
 
Fast changing consumer behaviour in india
Fast changing consumer behaviour in indiaFast changing consumer behaviour in india
Fast changing consumer behaviour in india
 
Consumerism.ppt
Consumerism.pptConsumerism.ppt
Consumerism.ppt
 
Consumerism 1
Consumerism 1Consumerism 1
Consumerism 1
 
Marketing applications of reference group, family and culture
Marketing applications of reference group, family and cultureMarketing applications of reference group, family and culture
Marketing applications of reference group, family and culture
 
Marketing to Millennials with Snapchat & Instagram
Marketing to Millennials with Snapchat & InstagramMarketing to Millennials with Snapchat & Instagram
Marketing to Millennials with Snapchat & Instagram
 
Marketing I Phone
Marketing I PhoneMarketing I Phone
Marketing I Phone
 
A project report on brand preference of mobile phones
A project report on brand preference of mobile phonesA project report on brand preference of mobile phones
A project report on brand preference of mobile phones
 
Mk315 Chapter Presentation Team #2
Mk315 Chapter Presentation Team #2Mk315 Chapter Presentation Team #2
Mk315 Chapter Presentation Team #2
 
Apple's iPhone market segmentation
Apple's iPhone market segmentationApple's iPhone market segmentation
Apple's iPhone market segmentation
 
Project report on brand preference of mobile phones with special reference to...
Project report on brand preference of mobile phones with special reference to...Project report on brand preference of mobile phones with special reference to...
Project report on brand preference of mobile phones with special reference to...
 
Perceived Risk
Perceived  RiskPerceived  Risk
Perceived Risk
 

Similar to Personality & consumer behaviour

Personality & cb
Personality & cbPersonality & cb
Personality & cb
Ashish Hande
 
142. Personality Development Intro explained by S. Lakshmanan, Psychologist
142. Personality Development Intro explained by S. Lakshmanan, Psychologist142. Personality Development Intro explained by S. Lakshmanan, Psychologist
142. Personality Development Intro explained by S. Lakshmanan, Psychologist
LAKSHMANAN S
 
Ob ppt personality & henry ford case f & g section, 8 & 9 aug (1)
Ob ppt  personality & henry ford case   f & g section, 8 & 9 aug (1)Ob ppt  personality & henry ford case   f & g section, 8 & 9 aug (1)
Ob ppt personality & henry ford case f & g section, 8 & 9 aug (1)
Pooja Sakhla
 
Ob ppt-personality-henry-ford-case-f-g-section-8-9-aug
Ob ppt-personality-henry-ford-case-f-g-section-8-9-augOb ppt-personality-henry-ford-case-f-g-section-8-9-aug
Ob ppt-personality-henry-ford-case-f-g-section-8-9-aug
Pooja Sakhla
 
Training session.pptx1
Training session.pptx1Training session.pptx1
Training session.pptx1
domino_dancing
 
Group 1
Group 1Group 1
Group 1
Are Niey
 
Audience research
Audience researchAudience research
Audience research
nicoleoliver24
 
The personality & Consumer behavior
The personality & Consumer behaviorThe personality & Consumer behavior
The personality & Consumer behavior
Dr. Ahmad Faraz
 
Consumer personality
Consumer personalityConsumer personality
Consumer personality
DrRevathigrdcsSCIB
 
Chapter 3 business psychology
Chapter 3  business psychologyChapter 3  business psychology
Human nature and behaviour
Human nature and behaviourHuman nature and behaviour
Human nature and behaviour
VJTI Production
 
sub 4
sub 4sub 4
Personality and values
Personality and valuesPersonality and values
Personality and values
Nilormi Das
 
Personality and it's Theories
Personality and it's TheoriesPersonality and it's Theories
Personality and it's Theories
MD Rfy
 
Personality self-concept-121215095455-phpapp01
Personality self-concept-121215095455-phpapp01Personality self-concept-121215095455-phpapp01
Personality self-concept-121215095455-phpapp01
Cindy Carinea
 
Individual differences
Individual differencesIndividual differences
Individual differences
Noorain Mahesar
 
Consumer Behavior...Project 97 2003
Consumer Behavior...Project 97 2003Consumer Behavior...Project 97 2003
Consumer Behavior...Project 97 2003
lolita1688
 
OB Module 2.pptx
OB Module 2.pptxOB Module 2.pptx
OB Module 2.pptx
PadmasriMishra
 
SELF unit 1 beh (new one).pptx
SELF unit 1 beh (new one).pptxSELF unit 1 beh (new one).pptx
SELF unit 1 beh (new one).pptx
ParagShome
 
Personality Development
Personality DevelopmentPersonality Development
Personality Development
Amelita Martinez
 

Similar to Personality & consumer behaviour (20)

Personality & cb
Personality & cbPersonality & cb
Personality & cb
 
142. Personality Development Intro explained by S. Lakshmanan, Psychologist
142. Personality Development Intro explained by S. Lakshmanan, Psychologist142. Personality Development Intro explained by S. Lakshmanan, Psychologist
142. Personality Development Intro explained by S. Lakshmanan, Psychologist
 
Ob ppt personality & henry ford case f & g section, 8 & 9 aug (1)
Ob ppt  personality & henry ford case   f & g section, 8 & 9 aug (1)Ob ppt  personality & henry ford case   f & g section, 8 & 9 aug (1)
Ob ppt personality & henry ford case f & g section, 8 & 9 aug (1)
 
Ob ppt-personality-henry-ford-case-f-g-section-8-9-aug
Ob ppt-personality-henry-ford-case-f-g-section-8-9-augOb ppt-personality-henry-ford-case-f-g-section-8-9-aug
Ob ppt-personality-henry-ford-case-f-g-section-8-9-aug
 
Training session.pptx1
Training session.pptx1Training session.pptx1
Training session.pptx1
 
Group 1
Group 1Group 1
Group 1
 
Audience research
Audience researchAudience research
Audience research
 
The personality & Consumer behavior
The personality & Consumer behaviorThe personality & Consumer behavior
The personality & Consumer behavior
 
Consumer personality
Consumer personalityConsumer personality
Consumer personality
 
Chapter 3 business psychology
Chapter 3  business psychologyChapter 3  business psychology
Chapter 3 business psychology
 
Human nature and behaviour
Human nature and behaviourHuman nature and behaviour
Human nature and behaviour
 
sub 4
sub 4sub 4
sub 4
 
Personality and values
Personality and valuesPersonality and values
Personality and values
 
Personality and it's Theories
Personality and it's TheoriesPersonality and it's Theories
Personality and it's Theories
 
Personality self-concept-121215095455-phpapp01
Personality self-concept-121215095455-phpapp01Personality self-concept-121215095455-phpapp01
Personality self-concept-121215095455-phpapp01
 
Individual differences
Individual differencesIndividual differences
Individual differences
 
Consumer Behavior...Project 97 2003
Consumer Behavior...Project 97 2003Consumer Behavior...Project 97 2003
Consumer Behavior...Project 97 2003
 
OB Module 2.pptx
OB Module 2.pptxOB Module 2.pptx
OB Module 2.pptx
 
SELF unit 1 beh (new one).pptx
SELF unit 1 beh (new one).pptxSELF unit 1 beh (new one).pptx
SELF unit 1 beh (new one).pptx
 
Personality Development
Personality DevelopmentPersonality Development
Personality Development
 

Recently uploaded

MVC Interview Questions PDF By ScholarHat
MVC Interview Questions PDF By ScholarHatMVC Interview Questions PDF By ScholarHat
MVC Interview Questions PDF By ScholarHat
Scholarhat
 
Brigada Eskwela 2024 PowerPoint Update for SY 2024-2025
Brigada Eskwela 2024 PowerPoint Update for SY 2024-2025Brigada Eskwela 2024 PowerPoint Update for SY 2024-2025
Brigada Eskwela 2024 PowerPoint Update for SY 2024-2025
ALBERTHISOLER1
 
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
SSRCreations
 
Our Guide to the July 2024 USPS® Rate Change
Our Guide to the July 2024 USPS® Rate ChangeOur Guide to the July 2024 USPS® Rate Change
Our Guide to the July 2024 USPS® Rate Change
Postal Advocate Inc.
 
BÀI TẬP BỔ TRỢ 4 KỸ NĂNG TIẾNG ANH LỚP 12 - GLOBAL SUCCESS - FORM MỚI 2025 - ...
BÀI TẬP BỔ TRỢ 4 KỸ NĂNG TIẾNG ANH LỚP 12 - GLOBAL SUCCESS - FORM MỚI 2025 - ...BÀI TẬP BỔ TRỢ 4 KỸ NĂNG TIẾNG ANH LỚP 12 - GLOBAL SUCCESS - FORM MỚI 2025 - ...
BÀI TẬP BỔ TRỢ 4 KỸ NĂNG TIẾNG ANH LỚP 12 - GLOBAL SUCCESS - FORM MỚI 2025 - ...
Nguyen Thanh Tu Collection
 
JavaScript Interview Questions PDF By ScholarHat
JavaScript Interview  Questions PDF By ScholarHatJavaScript Interview  Questions PDF By ScholarHat
JavaScript Interview Questions PDF By ScholarHat
Scholarhat
 
1. Importance_of_reducing_postharvest_loss.pptx
1. Importance_of_reducing_postharvest_loss.pptx1. Importance_of_reducing_postharvest_loss.pptx
1. Importance_of_reducing_postharvest_loss.pptx
UmeshTimilsina1
 
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
Celine George
 
QCE – Unpacking the syllabus Implications for Senior School practices and ass...
QCE – Unpacking the syllabus Implications for Senior School practices and ass...QCE – Unpacking the syllabus Implications for Senior School practices and ass...
QCE – Unpacking the syllabus Implications for Senior School practices and ass...
mansk2
 
DepEd School Calendar 2024-2025 DO_s2024_008
DepEd School Calendar 2024-2025 DO_s2024_008DepEd School Calendar 2024-2025 DO_s2024_008
DepEd School Calendar 2024-2025 DO_s2024_008
Glenn Rivera
 
Node JS Interview Question PDF By ScholarHat
Node JS Interview Question PDF By ScholarHatNode JS Interview Question PDF By ScholarHat
Node JS Interview Question PDF By ScholarHat
Scholarhat
 
C Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdfC Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdf
Scholarhat
 
How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17
Celine George
 
Introduction to Banking System in India.ppt
Introduction to Banking System in India.pptIntroduction to Banking System in India.ppt
Introduction to Banking System in India.ppt
Dr. S. Bulomine Regi
 
New Features in Odoo 17 Sign - Odoo 17 Slides
New Features in Odoo 17 Sign - Odoo 17 SlidesNew Features in Odoo 17 Sign - Odoo 17 Slides
New Features in Odoo 17 Sign - Odoo 17 Slides
Celine George
 
How to Manage Early Receipt Printing in Odoo 17 POS
How to Manage Early Receipt Printing in Odoo 17 POSHow to Manage Early Receipt Printing in Odoo 17 POS
How to Manage Early Receipt Printing in Odoo 17 POS
Celine George
 
View Inheritance in Odoo 17 - Odoo 17 Slides
View Inheritance in Odoo 17 - Odoo 17  SlidesView Inheritance in Odoo 17 - Odoo 17  Slides
View Inheritance in Odoo 17 - Odoo 17 Slides
Celine George
 
How to Manage Line Discount in Odoo 17 POS
How to Manage Line Discount in Odoo 17 POSHow to Manage Line Discount in Odoo 17 POS
How to Manage Line Discount in Odoo 17 POS
Celine George
 
A beginner’s guide to project reviews - everything you wanted to know but wer...
A beginner’s guide to project reviews - everything you wanted to know but wer...A beginner’s guide to project reviews - everything you wanted to know but wer...
A beginner’s guide to project reviews - everything you wanted to know but wer...
Association for Project Management
 
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptxSD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
elwoodprias1
 

Recently uploaded (20)

MVC Interview Questions PDF By ScholarHat
MVC Interview Questions PDF By ScholarHatMVC Interview Questions PDF By ScholarHat
MVC Interview Questions PDF By ScholarHat
 
Brigada Eskwela 2024 PowerPoint Update for SY 2024-2025
Brigada Eskwela 2024 PowerPoint Update for SY 2024-2025Brigada Eskwela 2024 PowerPoint Update for SY 2024-2025
Brigada Eskwela 2024 PowerPoint Update for SY 2024-2025
 
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
10th Social Studies Enrichment Material (Abhyasa Deepika) EM.pdf
 
Our Guide to the July 2024 USPS® Rate Change
Our Guide to the July 2024 USPS® Rate ChangeOur Guide to the July 2024 USPS® Rate Change
Our Guide to the July 2024 USPS® Rate Change
 
BÀI TẬP BỔ TRỢ 4 KỸ NĂNG TIẾNG ANH LỚP 12 - GLOBAL SUCCESS - FORM MỚI 2025 - ...
BÀI TẬP BỔ TRỢ 4 KỸ NĂNG TIẾNG ANH LỚP 12 - GLOBAL SUCCESS - FORM MỚI 2025 - ...BÀI TẬP BỔ TRỢ 4 KỸ NĂNG TIẾNG ANH LỚP 12 - GLOBAL SUCCESS - FORM MỚI 2025 - ...
BÀI TẬP BỔ TRỢ 4 KỸ NĂNG TIẾNG ANH LỚP 12 - GLOBAL SUCCESS - FORM MỚI 2025 - ...
 
JavaScript Interview Questions PDF By ScholarHat
JavaScript Interview  Questions PDF By ScholarHatJavaScript Interview  Questions PDF By ScholarHat
JavaScript Interview Questions PDF By ScholarHat
 
1. Importance_of_reducing_postharvest_loss.pptx
1. Importance_of_reducing_postharvest_loss.pptx1. Importance_of_reducing_postharvest_loss.pptx
1. Importance_of_reducing_postharvest_loss.pptx
 
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
 
QCE – Unpacking the syllabus Implications for Senior School practices and ass...
QCE – Unpacking the syllabus Implications for Senior School practices and ass...QCE – Unpacking the syllabus Implications for Senior School practices and ass...
QCE – Unpacking the syllabus Implications for Senior School practices and ass...
 
DepEd School Calendar 2024-2025 DO_s2024_008
DepEd School Calendar 2024-2025 DO_s2024_008DepEd School Calendar 2024-2025 DO_s2024_008
DepEd School Calendar 2024-2025 DO_s2024_008
 
Node JS Interview Question PDF By ScholarHat
Node JS Interview Question PDF By ScholarHatNode JS Interview Question PDF By ScholarHat
Node JS Interview Question PDF By ScholarHat
 
C Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdfC Interview Questions PDF By Scholarhat.pdf
C Interview Questions PDF By Scholarhat.pdf
 
How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17How to Empty a One2Many Field in Odoo 17
How to Empty a One2Many Field in Odoo 17
 
Introduction to Banking System in India.ppt
Introduction to Banking System in India.pptIntroduction to Banking System in India.ppt
Introduction to Banking System in India.ppt
 
New Features in Odoo 17 Sign - Odoo 17 Slides
New Features in Odoo 17 Sign - Odoo 17 SlidesNew Features in Odoo 17 Sign - Odoo 17 Slides
New Features in Odoo 17 Sign - Odoo 17 Slides
 
How to Manage Early Receipt Printing in Odoo 17 POS
How to Manage Early Receipt Printing in Odoo 17 POSHow to Manage Early Receipt Printing in Odoo 17 POS
How to Manage Early Receipt Printing in Odoo 17 POS
 
View Inheritance in Odoo 17 - Odoo 17 Slides
View Inheritance in Odoo 17 - Odoo 17  SlidesView Inheritance in Odoo 17 - Odoo 17  Slides
View Inheritance in Odoo 17 - Odoo 17 Slides
 
How to Manage Line Discount in Odoo 17 POS
How to Manage Line Discount in Odoo 17 POSHow to Manage Line Discount in Odoo 17 POS
How to Manage Line Discount in Odoo 17 POS
 
A beginner’s guide to project reviews - everything you wanted to know but wer...
A beginner’s guide to project reviews - everything you wanted to know but wer...A beginner’s guide to project reviews - everything you wanted to know but wer...
A beginner’s guide to project reviews - everything you wanted to know but wer...
 
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptxSD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
 

Personality & consumer behaviour

  • 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