Brain Storming Market Strategy (Human Personality and percepton matters)Sweta Leena panda FMS/MBA/2015-17/000308

Idea Built

upProcess

Concepts on different

personality theories

Analyse it based on consumer behaviour

Market strategy on

different industry

1Classificasion

Compliant Detached

Aggressive

Neo Freud

ian Theor

y

Attributes –Good , sympathtic , loving , unselfish, humble , overconsiderate , apologestic , weakness , dependence Desire –To be loved , wanted , appricated ,needed , helped , guided , protected , Dislike – Egotism , aggression , conflict , assertiveness , power seeking

Conclusion – systamatic , precise , Hyper efficient and Technical Product - Iphone 5s This product fulfill the individual’s desire to be wanted and appreciated

Attributes – Strength , power , unemotional realism , manipulates others for gaining power , cynical , exhibitionistic Desire –To excel , achieve success , prestige , admiration , to be superior straight , to control emotion and fears

Conclusion – bing boss , competing with confidence , adventurous , competative in sportsProduct – TVS Apache RTRTagline (Not for weak heart –scarily fast)

Attributes –Non conforming , emotionally distant from others , untrustful Desire – Freedom from obligation , being unique , independent , reasoining , self sufficency , intellegence Dislike – Being influenced by others , sharing experience , conformity , showing feelings

Conclusion – promote their self independence.Product – Cadbury Diary milk (Khene walo ko jhane ka bhana chahiya)

Complaint Aggressive Detached

UNDERSTAND YOUR CUSTOMER

⊙ People should share opinion before any purchase

⊙ Getting benefit by consulting with friends

⊙ Talking prior to purchase

⊙ Moving towards others prior to any purchase

⊙ People appreciate my own purchasing

⊙ Perfect at purchasing

⊙ Purchase based on own evaluation

⊙ Hardly belief other’s opinion before purchase

⊙ Talking with others as time killing

⊙ Products and prestige

⊙ Purchase appreciated by others

⊙ Purchasing luxurious products

⊙ Purchase based on emotion

⊙ Counterparts as competitors

Complaint Aggressive Detached

Product deisgn strategy –Innovative , luxurious , classic , experienced , honest,

Product examples – Nokia , Toyota , Nike

Product deisgn strategy –Innovative , High quality , fast , strong , high quality , high tech , progressive , smart , elegent , bold

Product examples – Rolex , Ford, IBM , Bulgari, Adidas, Volkswagen

Product deisgn strategy –Luxurious , emotional , comfortable , self-centred ,

Product examples – Prada , sony , motorola , Mercedes benz

Big 5Person

ality Trait

Extraverts are social, enthusiastic, talkative and assertive. In general, they tend to take on more risk in order to fulfill their need for excitement.

Advantage: They tend to have a higher risk tolerance, which can mean potentially higher returns.

Disadvantage: They may take on too much risk and lose money.

Agreeableness- Those high in agreeableness are trusting, altruistic and optimistic. They need to get along with other individuals.

Advantage: They are cooperative when working with advisers on their portfolio.

Disadvantage: They do not like to offend others and may be hesitant to raise any red flags that they see.

Conscientiousness persons are thorough, careful and diligent. They have the ability to delay immediate gratification in favour of long-term goals..

Advantage: Long-term investors can be patient and restrain themselves from impulsive risk-taking.

Disadvantage: They are too risk-averse.

Neurotic individuals are emotionally unstable. They are prone to psychological distress including depression, anxiety and anger.

Advantage: They are drawn to risk because of its emotional appeal, and similar to the extravert advantage, higher risk tolerance can potentially equal higher returns.

Disadvantage:They are impulsive; therefore, they are prone to making emotional financial decisions.

Openness -Individuals high in openness to experience/intellect are imaginative, curious and open to new ideas. They actively seek new experiences. This trait is highly correlated to intelligence.

There is no advantage or disadvantage listed because openness to experience/intellect is the least studied of all the traits.

There is no advantage or disadvantage listed because openness to experience/intellect is the least studied of all the traits.

Extraversion

Need for Evaluate

Conscientiousness

Openness

Agreeableness Need for Material

Resources

Need for Arousal

Intention to shop

Cognitive involvement

Affective involvement

Neurotic Need for Cognition

UNDERSTAND YOUR CUSTOMER

Extraverts Conscientiousness Agreeableness Openness to experience

Extraverts Conscientiousness Agreeableness Openness to experience

Extraverts Conscientiousness Openness to experience Agreeableness

Impulsive buyers Compulsive buyingFinancially

unconscious people while buying

Extraverts Agreeableness Openness to experience Conscientiousness

Extraverts Agreeableness Conscientiousness Openness to experience

Extraverts Agreeableness Openness to experience Conscientiousness

Free product /sales promotion/discount

Buying over looks of cover or packaging Brand conscious

30 PERSONALITY TYPES

CD CA DA

NE CDNE CANE DANE

NO CDNO CANO DANO

NA CDNA CANA DANA

NC CDNC CANC DANC

EO CDEO CAEO DAEO

EA CDEA CAEA DAEA

EC CDEC CAEC DAEC

OA CDOA CAOA DAOA

OC CDOC CAOC DAOC

AC CDAC CAAC DAAC

Neo Freudian Theory

5

BIG

PERSONALITY

Combination of Neo Freudian and Big 5 Personality Traits

Understand your

customer Analyse

the market

Marketing Mix

Analyse the

competition

Research Distributio

n

Review and

Revise

Consumer

Behaviour

Personal Characteristi

c

Product Characteristi

c

Consumption situation

Marketing Strategy

Consumer behaviour is product – person - situation specific

FACTORS AFFECTING BUYING BEHAVIO

UR

EQAge Occupation Gender Income

Product Design

Brand consciou

s

Person’s desire

Motivation

Internal factors

Promotions

Social norms

External factors

Cultural values

30 different personality

traits

Diversified

Product Mix

company

Our TotalProduct

Competitors Total

Product

Superior

Value expect

ed

Consumer

Decision

process

sales Customersatisfaction

Perceived

value deliver

ed

1. Fast Food Lovers

2. Textile Lovers

4. Fancy item Lovers

3. High technology

Lovers

SSU Family Consumer Behaviour

Target

Promotion

Value over price

All, specially target to kids and young people .

Music videos and movies as well as social networking sites like Facebook (Mainly)

Two-for-one coupons, combination meals with free drinks or side orders and senior discounts  affordable prices

Health conscious

Fresh, low-calorie menu options geared toward health-conscious consumers. Fast food companies use social responsibility marketing to convince consumers they can buy their convenient and affordable products without compromising their values.

Location local outlets, chains with easy service options and a fast

ordering system.

Extroversion Conscientiousness

Detached

1

Coffee lovers and examined common personality styles and psychological traits, looking specifically at introversion and extroversion, patience, perfectionism, warmth, vigilance, sensitivity and social boldness.

Chocolate Ice Cream -You lead a life of joy and self-loveStrawberry Ice Cream-Your friends would describe you as fiercely loyal and energeticCoffee Ice Cream-You're an introvert who is often found reading in coffee shops alone.

2

Personality

Good quality Reasonable price

Suiting the personality Convenient to wear

Cultural and

personal factors

Life style

Occupation

Motivation perception learning

Brand name

Textilename

TextileAttribute

Objective Price

Consumer Involvement

Shopping Oriented

Fashion Innovation

Benefits Sought

Consumer Demographic

Perception of Brand name

Perception of Store name

Perception of Textile attribute

Perception of price

Perceived quality

Perceived Sacrifice

Perceived Value

Willingness to buy

AggressiveExtraverts Agreeableness