Friday, March 20, 2015

In one word!In one word!

YOU

Inner Psychological

Characteristics

• Responses to environment

• Distinguishing qualities

• Attributes• Traits • Mannerisms

Personality has three properties

 

 

1. FREUDIAN THEORY is a psychoanalytical theory: Unconscious needs or drives are at the heart of motivation and personality

 

Application

2. NEO FREUDIAN THEORY

3 personality

groups

Application

3. TRAIT THEORY Differentiation

Application

NEED TO UNDERSTAND

2. Cognitive Personality

Factors

3. Various Consumption and Possession Traits

 

Application

 

Individuals tend to buy products/services and patronize

retailers whose images or personalities relate in some meaningful way

to their own self image (preserve, enhance, alter or extend self image) 

 

Flood Market

with variety of solutions

Selecting products and brands with ‘images’ or ‘personalities’ close to them selves

Use products that are congruent with their own self images

and avoid those that are not

The consumers link (strength) to a particular brand builds loyalty and equity for the brand

Diff

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self

im

ag

es

exis

t

SegmentationPositioningTargeting