Unit 2 Determinants of Consumer Behaviour Part 2 Personality.pdf
0 likes11 views
Factors which are determinant of Consumer Behaviour
Unit 2 Determinants of Consumer Behaviour Part 2 Personality.pdf
- 1. PERSONALITY & CONSUMER CHOICES
- 2. PERSONALITY Personality is an individual's distinctive physiological and psychological element that affects behavior in the individual and social environment. Shiffman and Kanuk, 2006
- 3. ACTIVITY
- 4. ACTIVITY
- 5. ELEMENTS OF PERSONALITY Divergent Intrinsic Characterstics Rigidity Stability for short time Pre- determined Family Cycle Unusal Situation Flexible
- 6. THEORIES OF PERSONALITY What is one dominant personality trait that defines you?
- 7. SINGLE TRAIT THEORY This theory states that one personality trait of an individual determines the behavior of individuals. This trait of the consumer facilitates our understanding of behavior in a specific and distinct situation. This is especially so in the case of consumption patterns Furnham, 1990
- 8. EXAMPLE Consumers high in uniqueness avoid mainstream brands and seek customization. NIKE ID Flagship Killer
- 10. ACTIVITY Harley-Davidson custom bikes Splendor Mass Marketing Customised Marketing
- 11. ACTIVITY
- 12. ACTIVITY
- 13. ACTIVITY
- 14. ACTIVITY Customized product buyers → Need for uniqueness, status-conscious, self- expressive. Mass-market product buyers → Practical, budget-conscious, brand- loyal, convenience-driven.
- 20. ACTIVITY Identify which persona you relate to the most and why. Discuss in pairs if they believe brands use multiple traits to segment consumers.
- 21. ACTIVITY Do you relate to only one of these personas, or do you see yourself as a mix of two or more Do brands market their products to just one personality type or a mix of them?
- 23. MULTIPLE TRAIT THEORY Multiple-Trait Theory suggests that a combination of personality traits (rather than a single dominant trait) influences consumer behavior. A person who buys Tesla isn’t just tech-savvy; they might also be eco-conscious and status-driven.
- 24. MULTIPLE TRAIT THEORY The theory states that the personality of individuals is developed by the comprehensive integration of all traits in an individual Kardes, Cline & Cronley, 2014
- 25. MULTIPLE TRAIT THEORY This theory, also known as the Five-Factor theory, focuses on five fundamental traits. Extroversion Instability Agreeableness Openess Conscientiousness Multiple traits of individuals influence their orientation towards brands and products.
- 26. DISCUSSION How do brands use multiple traits to target consumers?
- 27. DISCUSSION
- 28. DISCUSSION Innovative + Status-Seeking + Trendsetter → Targets consumers who want exclusivity and high-tech products.
- 29. DISCUSSION
- 30. DISCUSSION Adventurous + Competitive + Motivated → Targets athletes, fitness enthusiasts, and active individuals.
- 31. DISCUSSION
- 32. DISCUSSION Social + Lifestyle-Oriented + Ethical → Appeals to people who value community, sustainability, and quality.
- 33. WRAPPING IT UP Think of a brand you love. What combination of personality traits do you think it targets?
- 34. WHAT DRIVES YOUR PURCHASE Luxury Sports Car A Practical, Budget-Friendly Car Healthy Organic Food
- 35. WHAT DRIVES YOUR PURCHASE Which product would you choose and why? Is your choice driven by impulse, logic, or ethics
- 36. FREUDIAN THEORY OF PERSONALITY According to Freud and Strachey (1962), personality is structured into three parts: Freud & Strachey,1962 Id 🧠(Pleasure-Seeker) Unconscious desires, instincts, and pleasure- driven decisions. Impulse buying, luxury purchases, hedonic consumption.
- 37. FREUDIAN THEORY OF PERSONALITY According to Freud and Strachey (1962), personality is structured into three parts: Freud & Strachey,1962 Ego ⚖️(Reality Balancer) Rational decision-maker that balances desires and practicality. Logical purchases, value- for-money products.
- 38. FREUDIAN THEORY OF PERSONALITY According to Freud and Strachey (1962), personality is structured into three parts: Freud & Strachey,1962 Superego 🌍(Moral Compass) Driven by ethics, social responsibility, and morality. Ethical consumption, sustainability-focused buying.
- 39. ACTIVITY Categorize the brands into Id, Ego, or Superego based on their marketing strategies.
- 41. CHALLENGES RELATED TO PERSONALITY B r a n d P e r s o n a : A s e t o f p e r s o n a l i t y traits that a brand expresses consistently tpo connect with customers Origin of product: referes to the region whichco n s u m e r s a s s o c i a t e w i t h b r a n d s
- 42. ACTIVITY Categorize the brands into Id, Ego, or Superego based on their marketing strategies.
- 43. ACTIVITY EGO Balancing sustainability with affordability