PERSONALITY & CONSUMER

BEHAVIOUR

SUBMITTED TO:
Dr. Mrs. Priyaka Khanna

SUBMITTED BY:
Ritika Narang
Mcom sem 4
5803
 WHAT IS PERSONALITY?

The inner psychological characteristics

that both determine and reflect
how a person responds to his or
her environment.
DETERMINANTS OF PERSONALITY
 PERSONALITY THEORIES

• FREUD THEORY
• SHELDON’S PHYSIOGNOMY THEORY
• CARL JUNG’S EXTROVERT INTROVERT THEORY
• TRAIT THEORY
• JOHN’S BIG 5 MODEL
Freudian theory
By Sigmund Freud

Psychoanalytical theory of personality

or intra-psychic theory
• Built on the premise that Unconscious
needs or drives are at the heart of human
motivation and personality.
• Human behaviour is influenced more by
the unseen forces than conscious & rational
thoughts
 SUPER
ID EGO
EGO

Primal desires Reason The Quest

Or and for
impulsive derives Self-Control Perfection
• Wants immediate •Decision making •Based on Mortality
gratification of urges. component
• Based on pleasure principle
principle •Based on Reality
principle
SHELDON’S PHYSIOGNOMY THEORY
CARL JUNG’S EXTROVERT-INTROVERT
THEORY
PERSONALITY TYPES & DIMENSIONS
 TRAIT THEORY
TRAIT is defined as “any distinguishing, relatively
enduring way in which one individual differs from
another”
The traits that consumers possess, influences their
decision making processes and subsequent consumption
patterns.
JOHN’S BIG 5 MODEL
BRAND PERSONALITY
 Examples:
Sincerity- Hallmark, ITC, Coca Cola
Excitement- Pepsi
Competence- Hewlett Packard
Sophistication- Mercedes Benz
Ruggedness- Nike, Puma
 IMPACT OF PERSONALITY ON CONSUMER
BEHAVIOUR
What we purchase and use is very much regulated by our nature and
personality. Few examples are given below:-
 INTROVERSION VS EXTROVERSION:-A person who is introvert will
go for something which is sober and not very jazzy & gaudy, be it
dress, shoes, accessories etc.
Whereas a person who is extrovert and outgoing will prefer to buy
flashy
things more in comparison to the sober things.

 UNUSUAL AND CONVENTIONAL:-An innovative person keeps on

trying out with new stuff and is very comfortable using any new
product launched in the market.
On the other hand, somebody who is very conventional will be
reluctant to
do trial and error with the products that he/she uses and will try to
stick with
the same stuff which he/she has been using past so many years.
 UNIQUENESS VS COMMONNESS:-Attention seeking personalities have a
tendency to look different and not a part of the crowd for which they
choose to purchase unconventional products.
People who want to be seen as common mass will try to follow what
everyone
else does.

 IMPULSIVENESS VS DELIBERATION:-People with more of impulsiveness in

their personality, believe in quantity. They will buy end number of
products without considering its quality and brand.
Those who are higher on their thoughtfulness and maturity scale will go
for
something which is of a brand and will be of good quality.

 SENSITIVITY VS INDIFFERENCE:-Emotionally driven people are more

easily convinced with attractive products and their decision can be easily
influenced by what the customer agent speaks about.
A practical oriented person will be indifferent to outside attraction and will
not be
carried away with what others say. He will enquire about the stuff, think
about its
 A person, who does a lot of SOCIALISATION will make an attempt to be
updated about any novel stuff that has just arrived or is going to be launched.
Somebody who is NOT VERY SOCIAL and is not very keen on going to
parties,
functions, will not be very curious about what’s new happening in the
market.