CONSUMER BEHAVIOUR

Segmentation

Alok
Nath

Anubhav
Mishra

Motivation

Dipam
Das

Priya
Yadav

Personality

&
Lifestyle

PERSONALITY & LIFESTYLE

Personality

Those inner psychological characterstics that both determine and

reflect how a person responds to his or her environment.
Lifestyle
Describes a persons pattern of living as expressed in activities,
interests, and opinions.

Components

Qualities

Attributes

Factors

Mannerism

Traits

Fair and lovely dance ad

NATURE

Change

Consistent
& Enduring
Reflects
Individual
Differences

Theories Of
Personality
Freudian
Theory

Neo- Freudian
Theory

Traits Theory

F
R
E
U
D
I
A
N

Freudian

T
H
E
O
R
Y

theory

Unconscious

needs or drives
are at the heart of human
motivation

Three

interacting systems
Ego
Superego

Id

N
E
O

F
R
E
U
D
I
A
N

T
H
E
O
R
Y

Neo-Freudian personality
theory
Social

relationships are
fundamental to the
formation and
development of
personality.

For

Eg:- Horneys CAD

theory

Desires to
be loved

Moves
against
others

Complaint

Aggressive

Horneys

CAD
Theory

Moves
away from
others
Detached

T
R
A
I
T

T
H
E
O
R
Y

Personality & Consumer Diversity

Consumer innovativeness and related personality traits.

Cognitive personality factors

Form consumer materialism to compulsive

consumption

Consumer ethnocentrism