Consu- Persona -2.ppt

8/9/2019 Consu- Persona -2.ppt

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Personality andConsumerBehavior


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Personality

Person’s consistent ways ofresponding to the environmentdue to inner characteristics inwhich he or she lives is called

personality.


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Personality

• Personality: – Refects a

person’sconsistentresponse to hisor herenvironment.

• Personality traits

related to consumerbehavior: – Extroversion – self-esteem

– dogmatismclosed-

mindedness! – aggressiveness


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"hat #s the Personality $raitCharacteri%ing the Consumers to

"hom $his &d &ppeals'

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five


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Enthusiastic or Extremely#nvolved Collectors

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five !


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(actors )a*ing +p ,urPersonality

• External #n uences or socialenvironment

• enetic or Biological $raits


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Personality and$he /ature of Personality

• $he inner psychologicalcharacteristics that both determineand re ect how a person respondsto his or her environment

• The Nature o Personality: – Personality re ects individual

di0erences – Personality is consistent and enduring – Personality can change

"Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five


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PE12,/&3#$4 1E(3EC$2#/5#6#5+&3 5#((E1E/CE2

• $he inner characteristics of everyindividual di0er from every otherindividual.

• )any individuals can be similar in one ortwo characteristics but not in others.• Personality is useful to categori%e

consumers into di0erent groups on the

basis of several traits.• (or example some people are ris* aversewhile some li*e to ta*e ris*s7 li*e theytry every new product in mar*et.


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PE12,/&3#$4 #2 C,/2#2$E/$ &/5E/5+1#/

#ndeed a sibling tries to di0erentiatehimself from his brother from the dayhe is born. $his shows that personalityhas consistency and endurance.)ar*eters cannot change consumer’spersonalities but can in uence them byma*ing products appealing.Personalities may be consistent butconsumption pattern is di0erent. #tdepends on socio7 environmental andcultural factors./eeds7 motives and reaction to new

brand may change person behavior.


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PE12,/&3#$4 C&/ C8&/ E

• +nder certain events and situationspersonality changes li*e marriage7death of parents7 birth of child7change of 9ob7 occupation.

• ,ther than events gradual

development also change thepersonality.


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5iscussion uestions

• 8ow wouldyoudescribe

yourpersonality'

• 8ow does

it in uenceBrandsthat youpurchase'

11Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five


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$heories of Personality

• Freudian theory – +nconscious needs or drives are at the

heart of human motivation

• Neo-Freudian personality theory – 2ocial relationships are fundamental

to the formation and development ofpersonality

• Trait theory – uantitative approach to personality

as a set of psychological traits



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(reudian $heory

• Id – "arehouse of primitive

or instinctual needs forwhich individual see*simmediate satisfaction

• Supere o – #ndividual’s internal

expression of society’smoral and ethical

codes of conduct

• ! o – #ndividual’s consciouscontrol that balancesthe demands of the idand superego

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall1#Chapter Five


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Personality $raits

$able ;.< excerpt!

1Chapter Five

2nac*(oods

Personality $raits

Potatochips

$%bitious, success&ul, high achiever,i%patient 'ith less than the best.

(ortillachips Per&ectionist, high e)pectations, punctual,conservative, responsible.Pret*els +ively, easily bored 'ith sa%e old routine,

irtatious, intuitive, %ay over co%%it topro-ects.

Snaccrac ers

/ational, logical, conte%plative, shy, pre&ersti%e alone.

Cheesecurls Conscientious, principled, proper, &air, %ayappear rigid but has great integrity, plansCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall


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8ow 5oes $his )ar*eting)essage &pply the /otion

of the #d'

1!Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five


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#t Captures 2ome of the )ystery and$he Excitement &ssociated "ith the

=(orces> of Primitive 5rives.



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/eo-(reudian Personality$heory

• 2ocial relationships are fundamental to personality• "l red "dler:

– 2tyle of life – (eelings of inferiority

• #arry Stac$ Sullivan – "e establish relationships with others to reduce

tensions

• %aren #orney’s three personality roups – Compliant: move toward others ?see*s attention – &ggressive: move against others ? see*s admirations – 5etached: move away from others ? see*s

independence

1"Chapter Five


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"hy #s &ppealing to an &ggressiveConsumer a 3ogical Position for

$his Product'



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Because its Consumer 2ee*sto Excel and &chieve

1ecognition



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$rait $heory

• Focus on %easure%ent o& personalityin ter%s o& traits

• (rait 3 any distinguishing, relativelyenduring way in which one individualdifers rom another


2 d 2 3 ’


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2oup and 2oup 3over’s$raits

$able ;.@ excerpt!• Chic en 4oodle Soup+overs – 5atch a lot o& (6 – $re &a%ily oriented – Have a great sense o& hu%or – $re outgoing and loyal – +i e dayti%e tal sho's – 7ost li ely to go to church

• (o%ato Soup +overs – Passionate about reading – +ove pets – +i e %eeting people &or co8ee – $ren9t usually the li&e o& the

party

• 6egetable:7inestroneSoup +overs – En-oy the outdoors – ;sually ga%e &or trying

ne' things – Spend %ore %oney than

any other group dining in&ancy restaurants

– +i ely to be physically


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Personality and +nderstanding

Consumer Behavior

22Chapter Five


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Consumer #nnovativeness

• "illingness to innovate• (urther bro*en down for hi-tech

products:

– lobal innovativeness ? overall innovativelevel of consumers.

– 5omain-speciAc innovativeness ? to dowith particular product category. – #nnovative behavior ? actual purchase of

the product.

2#Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

& ' i i


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&onsumer 'otivationScales

& = E/E1&3> C,/2+)E1 #//,6&$#6E/E22 2C&3E


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Continued

Personality traits used to understandconsu%er behavior.


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Continued

& person who is highly dogmaticapproaches the new or

unfamiliar product withdiscomfort and uncertainty. 3ow dogmatic persons li*e to

prefer innovative products andalways try to go for a change.


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Continued

@. 2ocial character:

Personality trait that ranges onthe continuum from innerdirectedness to other

directedness.

P lit d


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Personality and+nderstanding Consumer

Behavior• Inner-directedness – rely on own values when evaluating

products – #nnovators ? prefer ads that emphasi%e

on product features personal beneAts.

• (ther-directedness

– loo* to others for conformity. – $hey prefer ads that show social

acceptance.

Copyright 2010 Pearson Education, Inc. publishing as PrenticeHall 2

Chapter Five

8 5 $hi &d $ g t


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8ow 5oes $his &d $argetthe #nner-5irected

,utdoors Person'


& 2 l P i E i i


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& 2ole Person is Experiencingthe Doys and &dventure of the

"ilderness

#0Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five


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/EE5 ,( +/# +E/E22

• ,ne of the factors that people want to see*.

• Consumers who avoid appearing to conformto expectations or standards of others.


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,ptimum 2timulation 3evel

• & personality trait that measuresthe level or amount of novelty orcomplexity that individuals see* intheir personal experiences

• 8igh ,23 consumers tend to acceptris*y and novel products more

readily than low ,23 consumers.

#2Chapter Five


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,P$#)+) 2$#)+3&$#,/3E6E3

• It is the desired li&estyle that one'ants to achieve in his:her li&e.

• High scorers o& >S+ are?)ore ris*ier.$ry new products.

$o be innovative.


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2ensation 2ee*ing

• $he need for varied7 novel7 andcomplex sensations andexperience. &nd the willingness tota*e social and physical ris*s forthe sensations.

#Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five


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6ariety-/ovelty 2ee*ing

• 'easures a consumer’s de reeo variety see$in

• !)amples include ? – Exploratory Purchase Behavior – +se #nnovativeness

– 6icarious Exploration

#!Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall


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6&1#E$4 /,6E3$4 2EE #/

Exploratory Purchase Behavior: 2witching brands to experience new

7 di0erent and better alternatives.+se #nnovativeness:

+sing an already adapted produt ina new and novel way.

6icarious Exploration: 2ecuring information about new anddi0erent products


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Cognitive Personality(actors

• Need or co nition *NF&+

– & person’s craving for en9oyment ofthin*ing – #ndividual with high /(C more li*ely

to respond to ads rich in product

information.

#"Chapter Five


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Cognitive Personality(actors

• 6isuali%ers

• 6erbali%ers

Copyright 2010 Pearson Education, Inc. publishing as PrenticeHall #

Chapter Five


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"hy #s $his &d Particularly&ppealing to 6isuali%ers'



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The "d Stresses Stron,isual imensions



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"hy #s $his &d Particularly&ppealing to 6erbali%ers'

1Chapter Five


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#t (eatures a 5etailed5escription

2Chapter Five


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5iscussion uestion

• 5hat advertising %edia @print,television, Internet, salesperson, P>Pdisplay, ne'spaper, radioA is good &ora person 'ith a high 4FcB



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Reserved ------------- Outgoing

Submissive ------------- Dominant

Serious ------------- Happy-go-lucky

Expedient ------------ Conscientious

Timid ------------ Venturesome

Toug minded ------------ Sensitive

!ractical ------------ "maginativeSel# assured ------------- $ppre ensive

Conservative ------------- Experimenting

Relaxed ------------- Tense

1.1.Cattell’sPersonality $raits


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(rom Consumer )aterialismto Compulsive Consumption

!Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five


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(rom Consumer )aterialismto Compulsive Consumption• Fi)ated consumption ehavior

– Consumers Axated on certain productsor categories of products

– Characteristics• Passionate interest in a product category• "illingness to go to great lengths to secure

ob9ects• 5edication of time and money to collecting

• &ompulsive consumption ehavior – =&ddicted> or =out-of-control>

consumers

Chapter Five


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Consumer Ethnocentrismand Cosmopolitanism

• Ethnocentric consumers feel it is wrongto purchase foreign-made productsbecause of the impact on the economy

• $hey can be targeted by stressingnationalistic themes• & cosmopolitan orientation would

consider the world to be their

mar*etplace and would be attracted toproducts from other cultures andcountries.

"Chapter Five


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Brand Personality

• Personality3li e traits associated 'ithbrands

• E)a%ples – +iril and &reshness – 4i e and athlete – 75 is per&or%ance driven

• rand personality 'hich is strong and&avorable 'ill strengthen a brand but notnecessarily de%and a price pre%iu%

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five

# "h t " 5 ) d th B d


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#n "hat "ays 5o )ax and ,ther BrandPersoniAcations 8elp Create 6"’s

Brand #mage'

Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

i i d


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=interviewed>about 6" products7 and is

a friend

!0Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall


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5iscussion uestions

• Pic three o& your &avorite &oodbrands.

• Describe their personality. Do theyhave a genderB 5hat personalitytraits do they haveB

!1Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Five

Product &nthropomorphism


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Product &nthropomorphismand

Brand PersoniAcation• Product $nthropo%orphis%

– $ttributing hu%an characteristics toob-ects

• rand Personi


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& Brand Personality(ramewor*

(igure ;.


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Excel Books5– 54 Consumer Behaviour (2 nd Edition) Satish K Batra / S Ka!mi

"art ##Consumer "ersonalit$C5

Co%$ri&ht ' 2 * Satish K Bhatra* S Ka!mi

Brand "ersonalit$

+he conce%t o, -rand

%ersonalit$ is -elieved to

-e an im%ortant element in

-uildin& -rand e.uit$

0actors 0acets +raits

1o n3to3earth 1o n3 to3earth* 0amil$3oriented*Small to n

onest onest* Sincere* eal Sincerit$

6holesome 6holesome* 7ri&inal

Cheer,ul Cheer,ul* Sentimental* 0riendl$

1arin& 1arin&* +rend$* Excitin&

S%irited S%irited* Cool* 8oun&2 Excitement

#ma&inative #ma&inative* 9ni.ue

9%3to3date 9%3to3date* #nde%endent* Contem%orar$

elia-le elia-le* ard orkin&* Secure

: Com%etence #ntelli&ent #ntelli&ent* +echnical* Cor%orate

Success,ul Success,ul* ;eader* Con,ident

9%%er class 9%%er class*


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!!

Pepsi $to%.%p

Salu(hu%bs ;p 12.%p

Co e31#31.%pg


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Product Personality #ssues

• /ender – 2ome products perceived as masculine

co0ee and toothpaste! while others asfeminine bath soap and shampoo!

• /eo raphy – &ctual locations7 li*e 5ar9eeling $ea and

&ssam tea7 )ysore 2andal soap.

– (ictitious names also used’• &olor

– Color combinations in pac*aging andproducts denotes personality



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PE12,/&3#$4 &/5 C,3,1

• Consu%ers not only ascribe personalitytrait to products and services, but theyalso tend to associate personality&actors 'ith speci


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2elf and 2elf-#mage

• Consumers have avariety of enduringimages of

themselves• $hese images areassociated withpersonality in thatindividuals’consumptionrelates to self-image



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,ne or )ultiple 2elves

• & single consumer will actdi0erently in di0erent situations orwith di0erent people

• "e have a variety of social roles• )ar*eters can target products to a

particular =self>

!!Chapter Five


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)a*eup of the 2elf-#mage

• Contains traits7 s*ills7 habits7possessions7 relationships7 andway of behavior

• 5eveloped through bac*ground7experience7 and interaction withothers

• Consumers select Brandscongruent with this image

00Chapter Five


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Extended 2elf

• Possessions can extend self in anumber of ways: – &ctually – 2ymbolically – Conferring status or ran* – Bestowing feelings of immortality – Endowing with magical powers



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&ltering the 2elf-#mage

• Consumers use self-alteringbrands to express individualismby: – Creating new self – )aintaining the existing self – Extending the self

– Conforming


5i0 2 lf #


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5i0erent 2elf-#mages

#Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

"art ##


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Excel Books5– >4 Consumer Behaviour (2 nd Edition) Satish K Batra / S Ka!mi

art ##Consumer "ersonalit$C5

Co%$ri&ht ' 2 * Satish K Bhatra* S Ka!mi=easurement Scale o, Sel,3conce%ts

Ext ?er Som @ei3nor Som ?er Ext

u&&ed 1elicate

Excita-le Calm

9ncom,orta-le Com,orta-le

1ominatin& Su-missive

+hri,t$ #ndul&ent

"leasant 9n%leasant

Contem%orar$ @on3contem%orar$

7r&anised 9nor&anised

ational Emotional

8outh,ul =ature

0ormal #n,ormal

7rthodox ;i-eralCom%lex Sim%le

Colourless Colour,ul

=odest ?ain

"hich Consumer


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hich Consumer2elf-#mage 5oes $his &d $arget7 and

"hy'

!Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall

&ctual self-image because it tells


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&ctual self image because it tellsmiddle-age women who li*e their hair

long to continue doing so .

Chapter FiveCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall


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Encourages %antasying &Dream 'ir(l )e*

Consu- Persona -2.ppt

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