By: Ayesha Ahmed, Madeeha Aslam, Rabia Rasheed, Shehar Bano, Zile Huma Akbar, Wajiha Haq

Person’s consistent ways of responding to the environment in which he or she lives is called personality.

Factors Making Up Our Personality  External Influences or social environment  Genetic or Biological Traits

TYPES OF CONSUMER PERSONALITY  Product Oriented; who tends to patronize a product or service based on merchandise itself.  Service Oriented; who tends to seek relationships with the seller, producer of the service or manufacturer of the product.

 Three distinct properties are of central importance in personality. These are:  Personality reflects individual differences  Personality is consistent and enduring  Personality can change

PERSONALITY REFLECTS INDIVIDUAL DIFFERENCES  The inner characteristics of every individual differ from every other individual.  Many individuals can be similar in one or two characteristics but not in others.  Personality is useful to categorize consumers into different groups on the basis of several traits.  For example some people are risk averse while some like to take risks. like they try every new product in market.

PERSONALITY IS CONSISTENT AND ENDURING  Indeed a sibling tries to differentiate himself from his brother from the day he born. This shows that personality has consistency and endurance.  Marketers cannot change consumer’s personalities but can influence them by making products appealing.  Personalities may be consistent but consumption pattern is different. it depends on socio, environmental and cultural factors.  Needs, motives and reaction to new brand may change person behavior.

PERSONALITY CAN CHANGE  Under certain events and situations personality changes like marriage, death of parents, birth of child, change of job, occupation  Other than events gradual development also change the personality.  men’s personality has remain constant for 50years while women’s personality has grown more masculine due to moving into occupations that are male dominant.

Two types of consumers :  Consumer innovators  Consumer noninnovators

Continued…… Personality traits used to understand consumer behavior. 1. Dogmatism: Personality trait that measures the degree of rigidity that an individual shows towards new product.  Highly dogmatic people are called close minded  Low dogmatic people are called open minded

Continued…… A person who is highly dogmatic approaches the new or unfamiliar product with discomfort and uncertainty. Low dogmatic persons like to prefer innovative products and always try to go for a change.

Continued…… 2. Social character: Personality trait that ranges on the continuum from inner directedness to other directedness.

NEED OF UNIQUENESS  One of the factor that people want to seek.  Research has proved that when consumers are asked to explain ther choices and they are least bothered about peoples criticism are more receptive to make a choice

OPTIMUM STIMULATION LEVEL  It is the deire lifestyle that one want to achieve in his/her life.  High scorersof OSL are:  More riskier.  Try new poducts.  To be innovative.

SENSATION MAKING  Defined as: “Trait characteristics by the need of varied,novel nad complex sensations and experience to take physical and social risks for the sake of such experience”.

SENSATION MAKING  Example: Teenage males with high OSL score are more likely top prefer heavy metalic music and dangerous ehavior than other teenagers.

VARIETY NOVELTY SEEKING  Exploratory Purchase Behavior: Switching brands to experience new, different and better alternatives.  Use Innovativeness: Using an already adapted produt in a new and novel way.  Vicarious Exploration: Securing information about new and different products

BRAND PERSONALITY  Brand personality is that consumers attribute various descriptive personality traits to different brands  For example BMW as performance driven and NIKE as the athlete in all of us.

BRAND PERSONIFICATION  Brand personification tries to recast consumer perception of the attribute of a product or service into a human like character.

BRAND PERSONALITY AND GENDER  A product personality endows the product or a brand with a gender.  For example,Chinese consumers perceived coffee and tooth paste as masculine products, whereas bath soaps and shampoos as feminine products.

PRODUCT PERSONALITY AND GEOGRAPHY  Certain products in minds of consumers possess a strong geographical association.  For example, although Texas best Barbecue sauce may be made in new jersey many Americans associate barbecue with Texas.

PERSONALITY AND COLOR  Consumers not only ascribe personality trait to products and services, but they also tend to associate personality factors with specific colors.  For example Coca cola is associated with red color which connotes excitement. Blue bottles are used to sell wine because blue color appeals to women.

Self image  Consumers carry different perceptions and images about themselves and according to these images and perceptions they tend to buy such products which depict their self image.  Persons carry different self images according to their roles.

Self image  Self image is based on interactions and backgrounds.  Brands have symbolic value. People evaluate this value and buy products accordingly.  ACTUAL SELF IMAGE: how we see ourselg  IDEAL SELF IMAGE: how we want to see ourself

 SOCIAL SELF IMAGE: how people see ourself  IDEAL SOCIAL SELF IMAGE: hoe we want people to see ourself  Marketers analyze the kind of self image by which we are guided.

Altering self image  Sometimes we don’t like our self image and try to change it by using different products like clothes, lenses etc.

EXTENDED SELF IMAGE  People use products to enhance their self image.