INFLUENCE OF PERSONALITY

ON
CONSUMER BEHAVIOUR
THE TEAM MEMBERS:

ABHISHEK THAKUR (091202)

AMITA NAYAK (091204)
AMRIT PAL SINGH (091206)
ANUMEHA (091208)
ASHUTOSH SAXENA (091211)
DEVIREDDY RAMANUJENEYULU (091217)
FAIZ (09
KHALID
PREETI
Personality
The characteristic patterns of behaviour and thought
that are a reflection of a consumer’s psychological
systems

NATURE OF PERSONALITY
Personality reflects individual differences
Personality is consistent and enduring.
Personality can change
Personality theories
The following are approaches to personality theory:

Freudian theory

Neo -Freudian theory

Trait theory
Freudian personality theory
Sigmund Freud believed that unconscious thoughts
controlled the conscious mind and this plays
a significant role in developing our personalities

This is very much linked to the concepts of human

motivation and drives.
Freudian personality theory
Freud proposed that personality consists of three
interactive systems:
Id
 Our primitive instincts or drives
Super ego
 Its role is to see that individual satisfies needs in a socially
acceptable manner
Ego
 The ‘balance’ between the id and the superego
Neo –Freudians personality theory
It states that social relationships are fundamental to
the formation and development of personality

Individuals are classified into three personality groups

i. Complaint individuals
ii. Aggressive individuals
iii.Detached individuals
Trait theory of personality
It is primarily quantitative or empirical theory.

It focuses on measurement of personality in terms of specific

psychological characteristics called traits.

 A trait is a personality characteristic, e.g. outgoing or shy

 Trait theories attempt to identify and categorise personality characteristics

 Marketers can use this information to identify characteristics of a certain

market segment
Self-concept
Based on the set of attitudes a person holds about
themselves and is made up of self-images and the
evaluation of these images

Self-concept is made up of two elements

Self-image
Self-esteem

Our self-concept can vary across situations

Self-image and buying behaviour
The different aspects of self-image that influence
buying behaviour include:
Actual self image
 How consumers perceive themselves
Ideal self image
 How consumers would like to see themselves
Social self image
How consumers feel others see them.
Ideal social self image
 How consumers would like others to see them
Personality and understanding
consumer behavior
CONSUMER INNOVATORS AND RELATED PERSONALITY TRAITS

Consumer innovators and non innovators

 Consumer innovativeness
 Consumer dogmatism
 Social character
 Need for uniqueness
 Optimum stimulation level
 Variety seeking

7-11
Brand personality
 Brands are often perceived as
having a distinct personality

 Positioning is a technique to
market a product so that it
occupies a unique position
within a consumer’s mindset

 Appeals used within

advertisements and other
promotional materials help
establish this uniqueness
Marketing application of
personality theories
Using personality tests to gather information about
consumers personality types, e.g.:

Myers-Briggs-type personality type indicator test

Thematic Apperception Test (TAT)

 Helps determine personality themes as well as unconscious
motivations