CONSUMER AS AN INDIVIDUAL

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CONSUMER AS AN INDIVIDUAL PERSONALITY
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YOUNG, TRENDY, UPPER MIDDLE CLASS, FREAKY
SO CLOSE YET SO DIFFERENT
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PERSONALITY

• PERSONS DISTINGUISHING PSYCHOLOGICAL
  CHARACTERISTICS THAT LEAD TO RELATIVELY
  CONSISTENT AND ENDURING RESPONSES TO HIS OR HER
  ENVT.
• THOSE INNER PSYCHOLOGICAL CHARACTERISTICS THAT
  BOTH DETERMINE AND REFLECT HOW A PERSON RESPONDS
  TO HIS OR HER ENVT.

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Definition of Personality

• Personality is the dynamic organization within
  the individual of those psychophysical systems
  that determines her/his unique adjustments to
  her/his environment.
• Personality Heredity Environment (Culture,
  Family, Societal Framework, Situations)

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PERSONALITY DEVELOPMENT
Origin of Behaviour that are
Personality traits Personality traits
influenced by
by personality traits
Genetic determinants
Prenatal determinants
Development of stable personality characteristics
involving emotional reactions, attitudes,
motives, interests, beliefs, fears, desires
Individual differences in behavior
associated with trait differences
Experiential determinants
Determinants based on culture, social
class, race, religion, etc.
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THREE DISTINCT CHC.
REFLECTS INDIVIDUAL DIFFERENCES SELF -
CONFIDENCE AUTONOMY DOMINANCE
ADAPTABILITY SOCIABILITY
DEFENCIVENESS CONSISTENT AND ENDURING PERSONALI
TY IN RESPONSE TO ABRUPT EVENTS CAN
CHANGE AS PART OF GRADUAL MATURING PROCESS
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SIGMUND FREUD Biographical Sketch

• Born May 6th,1856, Frieberg, Moravia.
• Excellent Student.
• Graduated in Medicine from Univ. of Vienna in
  1873.
• During 1885, Freud received a research grant to
  travel to Paris and work with Jean Charcot.
• Charcot, (one of the most prominent neurologists
  of that time) was investigating the causes of
  Hysteria, a psychological disorder.

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FREUDS PSYCHOANALYTICAL THEORY OF PERSONALITY
UNCONSCIOUS NEEDS OR DRIVES ESPECIALLY SEXUAL
AND BIOGENIC DRIVES ARE AT THE HEART OF HUMAN
MOTIVATION AND PERSONALITY.
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STRUCTURE OF PERSONALITY
BALANCER MODERATOR POSTPONES OR PUSH AHEAD
IMPULSES FOR A SUIATBLE MOMENT
PERSONALITY
INSTINCTIVE DRIVE/ INSTANT GRATIFICATION THE
PLEASURE PRINCIPLE
EGO
ID
SUPEREGO
STRIVING FOR PERFECTION
RESTRAIN AGGRESSIVE IMPULSES/ MORAL CODES
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Topographical Model of The Mind
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FREUDS VIEW OF THE PERSONALITY
Rational overt actions Some thought processes
CONSCIOUS
Knowledge cognitive processes
Superego
P E R S O N A L I T Y
Ego
PRECONSCIOUS
Basic Drives Conscience Creative thought processes
An interaction of the three parts of the
personality lead to behavior (B)
UNCONSCIOUS
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THEORIES OF PERSONALITY

• FREUDIAN THEORY
• Id, Superego, and Ego
• STAGES OF PERSONALITY DEVELOPMENT
• ORAL STAGE
• ANAL STAGE
• PHALLIC STAGE
• LATENCY STAGE
• GENITAL STAGE

NEO FREUDIAN COMPLIANT, AGGRESSIVE,
DETATCHED (HORNEY) SULLIVIAN TALKED ABOUT CHILD
PARENT RELATIONSHIPS
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AGGRESSIVE COMPLIANT DETATCHED
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The Functions Based Jungian types

• Thinking Naming and interpreting experience.
• Feeling Evaluating an experience for its
  emotional worth to us.
• Sensing Experiencing the world through the
  senses without interpreting or evaluating it.
• Intuiting Relating directly to the world without
  physical sensation, reasoning or interpretation.

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Perception Personality Type

• Machiavellianism Niccola Machiavelli, 16th
  century author.
• Locus of Control Internal External
• Self Esteem Self Concept
• Problem Solving Style
• Sensation-Feeling Style
• Sensation-Thinking Style
• Intuition-Feeling Style
• Intuition- Thinking Style

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Sixteen Personality Traits Identified by Cattell

• Reserved vs Outgoing
• Dull vs Bright
• Unstable vs Stable
• Docile vs Aggressive
• Serious vs Happy-go-lucky
• Expedient vs Conservative
• Shy vs Uninhibited
• Tough minded vs Tender minded

• Trusting vs Suspicious
• Practical vs Imaginative
• Unpretentious vs Polished
• Self-assured vs Self-reproaching
• Conservative vs Experimenting
• Group Dependent vs Self-Sufficient
• Undisciplined vs Controlled
• Relaxed vs Tense

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The Concept Of Self

• The self is the midpoint of personality, around
  which all the other systems are constellated. It
  is attained by balancing and integrating all
  parts of personality.
• Attitudes
• Introversion Focused inward the person is
  cautious, shy, timid, reflective.
• Extroversion Focused outward the person is
  outgoing, sociable, assertive, energetic.

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RELATED CONCEPT TO PERSONALITY SELF - CONCEPT

• SELF - IMAGES
• PERCEPTIONS OF SELF
• BRAND IMAGE MUST MATCH
• SELF - IMAGE

EACH INDIVIDUAL HAS AN IMAGE OF
HIMSELF/HERSELF AS A CERTAIN KIND OF PERSON,
WITH CERTAIN TRAITS, HABITS, POSSESSIONS,
RELATIONSHIPS, AND WAYS OF BEHAVING.
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FOUR SPECIFIC KINDS
ACTUAL SELF - IMAGE IDEAL SELF -
IMAGE SOCIAL SELF - IMAGE IDEAL SOCIAL SELF
- IMAGE EXPECTED SELF IMAGE
PRODUCTS EXTENSIONS OF SELF
EXTENDED SELF
ALTERING THE SELF

• CREATING A NEW SELF
• MAINTAINING THE
• EXISTING SELF
• EXTENDING THE SELF

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LOOKING GLASS SELF MULTIPLE SELVES ALTERED
SELF VIRTUAL SELF SELF ESTEEM BRAND
PERSONALITY /BRAND PERSONIFICATION EXTENDED SELF
LEADS YOU TO BUY SOMETHING FOR ACTUALLY USING
IT SYMBOLICALLY STATUS IMMORTALITY MAGICAL POWERS
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THE MAKEUP OF THE SELF-IMAGE

• A variety of different self-image constructs have
  been identified in
• the consumer behavior literature. One popular
  model depicts four
• specific kinds of self-image
• (1) Actual self-image (e.g., how consumers in
  fact see themselves)
• (2) Ideal self-image (e.g., how consumers would
  like to see
• themselves
• (3) Social self-image (e.g., how consumers feel
  others to see them)
• (4) Ideal Social self-image (e.g., how consumers
  would like other to
• see them)
• Other research has identified a fifth type of
  self-image, expected
• self-image (e.g., how consumers expect to see
  themselves at some
• specified future time.

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• UNDERSTANDING CONSUMER DIVERSITY
• CONSUMER INNOVATIVENESS AND RELATED PERSONALITY
• TRAITS
• CONSUMER INNOVATIVENESS
• DOGMATISM RIGIDITY IN RESPONSE TO UNFAMILIAR
• HIGHTECH PRODUCTS
• SOCIAL CHARACTER INNER DIRECETED, OTHER
  DIRECTED
• OPTIMUM STIMULATION LEVEL HIGH/LOW OSL
• VARIETY NOVELTY SEEKING EXPLORATORY PURCHASE
• BEHAVIOR(SWITCHING BRANDS)
• VICARIOUS EXPLOARTION ( DAY DREAMING) BEER
• USE INNOVATIVENESS MOBILE

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• 2. CONSUMER MATERIALISM
• SUCCESS CENTRALITY HAPPINESS
• FIXATED CONSUMPTION BEHAVIOR
• COMPULSIVE CONSUMPTION BEHAVIOR
• 3. CONSUMER ETHNOCENTRISM SCALE OR CETSCALE

BAJAJ
HMT
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Brand Personalities of Select Brands
LEVIS
BRAND SEX AGE OTHER CHARACTERISTICS ------------
--------------------------------------------------
--------------------------------------------------
----- LEVIS M/F 15-40
Individualistic,lavish,smart,trendy, upper
crust LEE COOPER M/F 20-35
Individualistic,sporty,tough,risk taker,
assertive LEE M 20-30 Anti
establishment, macho, wild, outdoors,
aggressive WRANGLER M 20-25 Single,
well off, handsome, tough tough,
successful FLYING M 15-25 Ambitious,
innocent, confident, flirtatious, good MACHINE
natured KILLER M 25-35
Reasonably well off, rough rough, bad
guy semi-urban, unattractive to
girls
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MARKETING STRATEGY
--------------------------------------------------
------------------------------------
BRAND MARKETING STRATEGY ---------------------
--------------------------------------------------
--------------- LEVIS Target product at a
wide age band between 15 and 45 emphasize the
cult status of the brand around the world,
price the product at a premium to every
brand. LEE Position the jeans as an extension
of the American Dream sell through showrooms
to maintain aura price the product at the same
level as top end competitors. LEE COOPER Offer
different fits to occupy comfort pattern price
product at the same level as top end
competitors draw associations from European
lifestyle.
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WRANGLER Target young urban buyers through
customised communication position the product
to appeal to outdoor instincts use the type
generated by mega brands to push
sales. JORDACHE Position the product as high
fashion weekend casual wear use lifestyle
advertising to create an aura of affluence
sell through exclusive counters at premium
stores. PEPE Position the product as the
choice of the fashion conscious offer
different ranges for men and women separately
expand reach by selling through multi-brand
outlets.