IMPACT OF CONSUMER PERSONALITY

FOR FACEBOOK

Presented by:
Ashish Kumar Mukherjee
Anita Keswani.
Consumer Personality:

Consumer behaviour is the study of when, why, how,

and where people do or do not use product. It blends
elements from psychology, sociology, social
anthropology and economics. It attempts to
understand the users decision making process, both
individually and in groups. It studies characteristics
of individual consumers such as demographics and
behavioural variables in an attempt to understand
people's wants. It also tries to assess influences on the
consumer from groups such as family, friends,
reference groups, and society in general.
Facebook:

• Facebook is a social networking website launched in

February 2004 that is operated and privately owned by
Facebook, Inc., with more than 500 million active users in
July 2010.

• In the last couple of years, Facebook has gone from a college

photo sharing site to a burgeoning business- networking
platform for self-promotion, advertising and multimedia
interaction. With new apps and add-ons, Facebook users can
send each other a virtual drink, create and host events,
advertise their businesses through social ads, and more.
Adaptation Process:

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. Confirmation
Factors Influencing
(Consumer Behavior)

• Personal

• Psychological

• Social

• Cultural
Personal Factors:

• Age

• Life-Cycle Stage

• Life Style
Psychological Factor:
(WANTS)

• “Wants”
– Based on a want or desire to have
something. Not a necessity.
Psychological Factor (contd).

Motivation:
– Freud
• Ego
• Super Ego
Psychological Factor
(Perception)
• The process by which an individual selects,
organizes, and interprets inputs to create a meaningful
picture of the world.
Psychological Factors:

• Learning
– Changes in an individual’s behavior arising
form experience.
Psychological Factors:

• Beliefs
– Descriptive thoughts that a person holds about
something.

• Attitudes
– Enduring favorable or unfavorable cognitive
evaluations emotional feelings and action
tendencies.
Social class:

Relatively homogenous, enduring divisions in

a society, hierarchically ordered with members
sharing similar values, interests, and
behaviors.
Culture & Subcultures

• Cultures
– The accumulation of values, knowledge, beliefs, customs,
objects, and concepts that a society uses to cope with its
environment

• Subcultures
– Groups of individuals who have similar value and behavior
patterns within the group but differ from those in other
groups.
Facebook…finding a niche…

• Competitors – Orkut, Hi5, MySpace, Twitter,

ApnaCircle and many other social networking
sites.

• As of now, it is a free networking site,

however, predicted that from August-
September onwards, it would be paid for
further revenue generation.
Consumer Behaviour for Facebook

• Social networks – need for people to interact and get connected…

Teenagers and early 20s – consider a “social taboo” if not registered
on facebook.
Aged / matured individuals – for networking with friends and
relatives (Linkedin used for corporate networking)
• A platform where consumer can express and share his/her emotions
with all friends added up in the list.
• Chatting
• Posting blogs
• Communities for social awareness
• Event updates
• Birthday updates / reminders
Consumer Behavior for Facebook
(Contd.)
• List of Applications impacting social/psychological behavior of the
consumers. These include…

(a)Farmville: a virtual scenario created for farming industry

(b)Fishville
(c) Dogville
(d) Marketplace / E-cart (an application like Ebay, can buy vehicles, rent
property, apparel, accessories, electronics)
(e) Horoscope / Tarot-card reading
(f) Post and share you-tube applications
(g) Supermarket Sweep
(h) Airline tickets
Consumer Behavior for Facebook
(Contd.)
List of applications (contd)….

( i) Online education (through social awareness campaigns)

(j) Quotes factory (for proverbs/phrases)
(k) Ebook application
(l) SMS Mobile
(m) Mobile themes
(n) Picture Sink (utility that simplifies uploading photographs)
(o) Scribbed (portal wherein any document can be posted,
authenticity through facebook, access could be open ended or
close ended)
Consumer Behavior for Facebook
(Contd.)
List of applications (contd)…

(p) Advertisements – create your own add (details of URL, body

text, image and title ), adds posted on the right hand side of an
individual’s profile
(q) Celebrity pages (self-endorsement)
(r) Application builder (make your own questionnaires, etc.)
(s) Self-analysis test
(t) Mobile uploads via facebook
(u) Beta tester (certain set of questions asked on webpage, useful
for updating and improving services of facebook)
Consumer Behavior for Facebook
(Contd.)
List of applications (contd)…
(v) Internet TV
(w) Community called 160 by 2.com (free site wherein
the accesser can register using his email address and
can send around 5000 free messages)
(Facebook – enhanced privacy settings as compared to
other networking sites such as Orkut, Hi5, Myspace,
etc).
Impact on Consumer Personality…

• Socialities
• Page-3’ites
• Celebrities
• Brand ambassadors
• People enthusiastic for networking
• Businessmen (can use ebay/ecommerce cart)
• School-going students / colgates (access ebooks, other social
awareness campaigns and blogs)
• Any layman / individual (for networking)
• Social workers (for creating awareness of social issues such
as HIV, Cancer, etc).