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