INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR

Personality is described as
Friendly, arrogant, shy, brave, sly etc
But its much more complex than just a single trait of a

person Its dynamic & changes with life. The influencing factors on personality traits are : 1. Inheritance from parents 2. Influence by the surrounding environment 3. Own basic individuality

personality
is made up of

the patterns of

1. thoughts, 2. feelings, and

behaviors that make a person unique. personality arises from within the individual and remains fairly consistent throughout life.
3.

Fundamental characteristics of personality include:

Consistency Psychological and physiological

attributes Impact behaviors and actions Multiple expressions

Psychological and physiological attributes

Personality is a psychological construct, but

research suggests that it is also influenced by biological processes and needs.

Impact behaviors and actions

Personality does not just influence how we

move and respond in our environment; it also causes us to act in certain ways.

Multiple expressions
Personality is displayed in more than just behavior. It

can also be seen in our thoughts, feelings, close relationships, and other social interactions.

Theories of personality
Freudian Psychoanalytical theory Jungian personality type Social-psychological Neo-Freudian

theory Trait theory Self- Concept theory

Freudian theory
Comprises of 3 stages : id, ego & superego
Id storehouse of primitive, impulsive drives Super ego- opposite to id, dominated by social

norms Ego internal monitor, balances id & superego, is a mid-path. Marketing implication marketer can offer range of products which will satisfy unfulfilled desires & dreams of consumer.

Neo-Freudian personality theory

Stresses on social relationship as the fundamental

element shaping the personality. 3 main categories of personality are: 1. Complaint a tendency to align self to others, feel happy being connected, absence of it makes them tense. 2. Aggressive- always have a desire to excel, to achieve superiority, to be ahead of all. 3. Detached- tend to move away from crowd, freedom from obligations have lot of appeal.

Trait theory

1. 2. 3. 4.

Most implementable theory People can be distinguished on the basis of degree of sociability Based on certain assumptions: Traits are relatively stable in characteristics Traits are limited & may be common to most of the people People differ only in degree of these traits Extent of possession of such traits can be measured with scientifically developed questionnaires.

Sixteen personality traits identified by Cattell.

1. 2. 3. 4. 5.

6.
7. 8.

Reserved vs. outgoing Dull vs. bright Unstable vs. stable Docile vs. aggressive Serious vs. happy-go-lucky Expedient vs. conservative Shy vs. uninhibited Tough-minded vs. tenderminded

9. Trusting vs. suspicious 10. Practical vs. imaginative 11. Unpretentious vs. polished 12. Self-assured vs. self13. 14. 15. 16.

reproaching Conservative vs. experimenting Group dependent vs. selfsufficient Undisciplined vs. controlled Relaxed vs. tensed

Association of colors with personality traits & associated products

Red- excitement, passion; womens make-up color Green- natural, environment, cool; nature- based

soaps, food items Brown-relaxed, mature; mens shoes & accessories Blue royalty, respect & authority; credit cards White purity, innocence, chastity; bath products

Types of consumer decision process

Consumer purchasing decision is based on 2

dimensions : 1. The extent of decision making 2. The degree of involvement

HIGH INVOLVEMENT PURCHASE DECISION

LOW INVOLVEMENT PURCHASE DECISION

DECISION MAKING {Information search,

brand alternatives consideration}

HABIT {little or no
information search, one brand consideration}

The extent of decision making

First dimension represents a continuum from

decision making to habit Consumers can base their decisions on a cognitive process of information search & evaluation of brand alternatives Or, little or no decision making may take place, when consumer is satisfied with a particular brand & purchases it consistently.

The degree of involvement

Second dimension depicts a continuum from high to

low involvement purchases High-involvement purchases are imp. to consumer , closely tied to ego & self image Involve some financial, social or personal risk. Consumer invests time & energy to consider product alternatives Low involvmt purchases not so imp, & risks are not so high.

4 types of consumer purchase processes

Complex decision making upper left hand box
Consumer has time to search for information, &

process it in more detail. The information gathered is evaluated & brand alternatives considered by applying certain criteria

LIMITED DECISION MAKING

Decision is taken in low-involvement condition
Due to little past experience with product or when

consumer seeks variety Information search is limited, & few brands are involved Consumer may also switch brands due to boredom & in search of variety Since brand decision is not so important, consumer may take decision inside the store.