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Personality, Values​​, and Lifestyles Consumer Behavior

Senna Saflianda Cendikia Putra (110810251023). Personality, Values​​, and Lifestyles Consumer Behavior. Background.

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Personality, Values​​, and Lifestyles Consumer Behavior

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  1. Senna Saflianda Cendikia Putra (110810251023) Personality, Values​​, and LifestylesConsumer Behavior

  2. Background Personality, Values ​​and Lifestyle is part of the understanding of consumer behavior. Each customer is adifferent individuals, this illustrates how an individual differs from the others in terms of the pattern of conduct that specifically. By understanding the personality self-concept, and the target market or psychographic characteristics or consumer.

  3. Personality Personality is defined as "a particular pattern of behavior, including thoughts and emotions, which characterize each individual adaptation to life situations". For consumer researchers, The aim is to identify personality variables that distinguish a group of people with another group.

  4. Aspects of personality • Person's behavior must be consistent every time (shows consistency) • Must distinguish the behavior of a person with other • Personality characteristics are not closely related to certain types of behavior

  5. Approach to personality There are two different personalities approaches can be identified: • Psikoanalik Theory • Traits theory

  6. Psikoanalik Theory • by Sigmund Freud that human personality is derived from the dynamic struggle between psychological boost from inside (like hunger, sex, and aggression) and social pressure to comply with laws, regulations, and moral codes. • The marketers also often try to direct consumers to fantasize about the consequences of using their products.

  7. Example

  8. Traits theory • Approach to classifying "any characteristic which is different from the other person's relatively permanent and consistent".

  9. Traits theory (Con’t) Marketing strategies that can be used in this approach is a either manager should segments market with purchase behavior or demographic characteristics of the targeted consumers. Next is creating ads that use consistent themes.

  10. Personal Values • Recognized the value is critical to long term success. • Value is also used by the consumer in determining the evaluation criteria. • Value of research in consumer behavior can be used to study the market predation.

  11. lifestyle • John C. Mowen (2001) lifestyle (lifesyle) shows how a person lives, how they spend their money and how they allocate their time. • James F. (1994) Lifestyle is defined as a pattern of where people live and spend time and money • lifestyle and personality are closely related. Although these two concepts outlining the individual, but both outlines the different aspects of the individual.

  12. Approach in analyzing Lifestyle • In analyzing the consumer's lifestyle we must conduct psychographic analysis approach. • Psychographicanalysis is used to measure the consumer lifestyle by analyzing the activities, interests, and opinions (AIO) • This analysis aims to describe the segment of consumers that will help the organization reach and understand their customers. • Questions about AIO is more useful for the development of the consumer market profile, which help managers understand the general lifestyle of the targeted segment.

  13. References • John C. Mowen, Michael Minor. 2001. “Perilaku Konsumen”, edisi 5. Jakarta: Erlangga • James F.Engel, Roger D, Paul W. 1994. “Perilaku Konsumen”, edisi 6. Jakarta: Bianrupa Aksara • Philp Kotler, Kevin Lane Keller. 2009. “Manajemen Pemasaran” Jilid 1, edisi 13. Jakarta: Erlangga

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