Personality Does Not Matter to Marketing Practitioners: a Debate
Consumer Behaviour
Personality Does Not Matter to Marketing Practitioners: A Debate
Submitted By:
Chetna Mehra
FT13320
Introduction
Are you a chicken soup lover or prefer the good old tomato soup any day? Was it a jelly bean sandwich or the one with peanut butter last time you craved for? Popcorn or Pretzels?
A peak into small choices that you make can bring an immense delight to a marketer, as he would know what to sell you and when? No, he is not a spy but a pro on understanding personality types. One of the best tools for marketer is an insight of his/her target customers' overall personality.
Personality is defined as the inner psychological characteristics that determine and reflect how a person responds to his or her environment. The marketers has closely come to examine these psychological characteristics and use it to rev-up the not just the sales revenues but promote brand image and identity among the consumers. They have been successful too. Thanks to the media communication messages that focus on various personality traits of the consumers, these products and brands have not just found a trait in consumers' shelves now but hearts too. The inner characteristics or those special qualities, attributes, traits, factors, and mannerisms of an individual reflects his or her response towards a product or the marketing messages.
A personality portrays three major properties: * It reflects individual differences: Personality enables the marketers to categorise individuals on the basis of some specific traits. If each consumer portrayed different personality traits it would be impossible to segment the customers and develop similar products and media messages for them. * Personality is consistent and enduring: Although mostly the consumers' personalities remain consistent, their consumption behaviour may vary in case of shift in the psychological, environmental, behavioural, or socio-cultural factors. * Personality can change: The property may
Personality Does Not Matter to Marketing Practitioners: A Debate
Submitted By:
Chetna Mehra
FT13320
Introduction
Are you a chicken soup lover or prefer the good old tomato soup any day? Was it a jelly bean sandwich or the one with peanut butter last time you craved for? Popcorn or Pretzels?
A peak into small choices that you make can bring an immense delight to a marketer, as he would know what to sell you and when? No, he is not a spy but a pro on understanding personality types. One of the best tools for marketer is an insight of his/her target customers' overall personality.
Personality is defined as the inner psychological characteristics that determine and reflect how a person responds to his or her environment. The marketers has closely come to examine these psychological characteristics and use it to rev-up the not just the sales revenues but promote brand image and identity among the consumers. They have been successful too. Thanks to the media communication messages that focus on various personality traits of the consumers, these products and brands have not just found a trait in consumers' shelves now but hearts too. The inner characteristics or those special qualities, attributes, traits, factors, and mannerisms of an individual reflects his or her response towards a product or the marketing messages.
A personality portrays three major properties: * It reflects individual differences: Personality enables the marketers to categorise individuals on the basis of some specific traits. If each consumer portrayed different personality traits it would be impossible to segment the customers and develop similar products and media messages for them. * Personality is consistent and enduring: Although mostly the consumers' personalities remain consistent, their consumption behaviour may vary in case of shift in the psychological, environmental, behavioural, or socio-cultural factors. * Personality can change: The property may