Defined as those inner psychological Characteristics(qualities, attributes, traits, factors, mannerism) /Dynamic organization within an individual that both determine and reflect how a person responds to his/her environment. Identification of different personality characteristics with consumer behavior is highly useful in market segmentation strategies. Ex. Tata tea-jagte raho; HSBCs Worlds local bank; Heredity vs. development; Holistic approach
NATURE/PROPERTIES OF PERSONALITY
1. Personality reflects individual difference: This helps to group people on
basis of single or few common traits
Though no change in consumer personality is possible, marketers attempt to appeal to relevant traits in a target group 3. Personality can change: By major life events e.g. marriage, birth, death, change of job/profession; convergence in personality characteristics of man & women
THEORIES OF PERSONALITY
1. FREUDIAN THEORY: Psychoanalytic Theory based on unconscious needs/drives, specially sexual & biological drives. Early childhood exp., analysis of their dreams & specific nature of their mental & physical adjustments. 3 div. a. ID(Libido): is source of individuals strong basic drive & biolological urges: immediate pleasure & avoid pain. Ex. New born baby b. EGO: Conscious control, realistic principle c. SUPER EGO: Moral part; Ideal rather than real, perfection
SOCIAL/CULTURAL(NEO-FREUDIAN) THEORY
Freuds theory is based on instinctual & sexual in nature mainly on emotionally disturbed people. Carl Jung identified 1.Sensing-Thinking Personality: Rational, Objective, price sensitive, avoid risk 2.Sensing Feeling: Moved by personal values, status conscious 3.Intuituing-Thinking: Imagination, logical, risk 4.Intuiting-Feeling: Consider others view, risk taking, long time in decision
TRAIT THEORY
Trait: Any distinguishing, relatively enduring way in which one individual differs from another. Departure from two earlier theories. It focus on measurement of personality in terms of specific psychological characteristic called traits. Quantitative-personality tests e.g. Consumer innovativeness, Consumer Materialism, Consumer Ethnocentrism(foreign) Reserved, Submissive, Serious, Timid, Practical, Conservative, relaxed, sensitive, suspicious