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Ramanuj Manjumdar-Consumer Behaviour Chap.6. Consumer Peronality & Image
Ramanuj Manjumdar-Consumer Behaviour Chap.6. Consumer Peronality & Image
Image
Chap. 6. Ramanuj Majumdar,
Consumer Behaviour
What is Personality?
Personality can be described as the inner
psychological characteristics that reflect
how a person responds to his
environment.
Theories of Personality
Trait Theory
Trait : any distinguishing , relatively enduring
way in which one individual differs from another.
Personality linked to how consumers make
their choices or to consumption of a broad
product category
Approach of trait theory basically empirical;
focus on measurement of personality through
various qualitative techniques ( self-reported
techniques; personal observation; projective
techniques)to point out certain individual
differences in terms of specific traits.
Marketing Implications
1. Innovativeness: degree
to which a person likes
to try new things I
novelty seeking)
2. Dogmatism: Degree of
rigidity a consumer
displays towards
unfamiliar products as
also towards information
contrary to his/her own
established beliefs
1. Innovativeness: Degree to
which consumers are
receptive to new products,
services and practices
2. Dogmatism: If low in
dogmatism( open-minded),
they are likely to switch
brands and to experience
new alternatives; if high in
dogmatism, they are
receptive to advertisement
for new products- the ads
must contain an appeal from
an expert on the subject.
Marketing Implications
3. Social Character: Ranges
on a continuum.
Inner Directedness
- Such personalities rely on
own values when evaluating
products.
- They prefer ads that
emphasize on product
features/ personal benefits.
Other-directedness:
- They look to others for
conformity
- They prefer ads that show
social acceptance.
Marketing Implications
4. Need for uniqueness:
Consumers who avoid
appearing to conform to
expectations or standards
of others
5. Optimum Stimulation
Level:
Reflects a persons level of
life style. High OSL
customers tend to accept
risky and novel/new
products more readily than
low OSL customers
Marketing Implications
6. Variety or Noveltyseeking: measures consumers
degree of variety seeking
- Exploratory purchase
behaviour ( brand switching)
- User innovativeness ( buys
new product or an already
adopted product in a new or
novel way)
- Vicarious exploration ( a
tendency to obtain
information on new and
different alternatives, then
contemplating on the option
Self-image
Individual has enduring self-image or perception of selfassociated with individuals consumption pattern
Consumers prefer to buy products/ services and
patronize retailers closely corresponding to their self
image
Marketing Implications:
1. One or multiple selves: can target products to
match a variety of consumer personalities or selfimages
2. Make-up of the self-image: unique traits, skills,
habits, possessions, relationships, and ways of
behaviour- developed through background, upbringing,
experience and interaction with others.
- useful for segmentation and positioning
Self-image (contd.)
Marketing Implications ( contd.)
3. Extended self: Possessions used to extend self by
- Actually: allowing the person to do difficult
to
accomplish things
-Symbolically: Make the person feel bigger;
confer status/ rank;
make him feel immortal-live
forever
endow with magical powers
4. Altering self-image: Use of self-altering products to express
individualism or uniqueness by:
- creating new self
- Maintaining the existing self
- Extending the self
- Taking the appearance of a particular type of person
Different self-images
Actual
Selfimage
lSocial
Selfimage
Ideal
Selfimage
Ideal
Social
Selfimage
Expecte
Expected
d
Self-image
oughtto
Selfimage
Marketing Implications
Consumer Imagery:
- Consumers choose brands which reflect
their self-image.
- Use projective techniques to identify
consumers view of themselves
valuable
insights for product and promotion options
- Functional values and symbolic values
Personality Selection
PSYCHOLOGI
CAL
PRODUCT
TARGET
SEGMEN
T
PERSONALITY
FUNCTIONAL
ECONOMIC
BRAND
BRAND PERSONALITY
Personality created to appeal target customers
Association with brand:
-Character/Personality
-Emotional
Positioning of brand
- Social
-Values
Benefits provided
-Attributes
-Quality
Consumer Expectations
PRODUCT
Expectations
Clothes
Cars
Mobile phones
Insurance
Cellular service
Computer
house
Amul
Mahindra Scorpio
Thums up
Titan
Liril
Lux
Bajaj Pulsar
Dove
Brittannia
Personality
Humour
Rugged
Bravery/Daring
Style/Elegance
Freshness and Lime
Beauty/ Glamour
Power
Softness
Love and Affection
Celebrity Endorsement
Endorser
Amitabh Bachan
Shah Rukh Khan
Sachin Tendulkar
Dhoni
Aishwarya Rai
Kareena Kapoor
Aamir Khan
Personality
Charisma, larger than
life
Stylish, successful
Determination, Style,
Cricketing Icon
Cool leadership, power
play
Beauty Personified
Stylish, sensual
Perfectionist
User Imagery
Who /What type of person uses a
particular brand
E.g., Mercedes, Audi, BMW, Rolls Royce
Communicates lifestyle of user
E.g., Thums Up, Kingfisher, MTV, Pogo
Mascots
Unique/easy to recognize
Worth remembering
Simple, capture wider meaning
In tune with the time
Punchlines
Elements
Build Brand Personality through
Advertising
SINCERIT
Y
EXCITEME
NT
COMPETEN
CE
Down-toearth
Honest
Wholeso
me
Cheerful
Daring
Spirited
Imaginati
ve
Uptodate
Reliable
Intelligen
t
Successf
ul
Vodafone
Kodak
Thums
Up
Pepsi
Sony
SOPHISTICATI
ON
RUGGED
Upper class
Charming
Outdoor
sy
Tough
Parker
Raymond
s
Levis
Brand Image
As part of
Advertising experience
Shopping experience
Consumption experience