Brain Storming

Market Strategy
(Human Personality and percepton matters)

Sweta Leena panda

FMS/MBA/2015-17/000308

Idea
Built up
Process

Concepts on
different
personality
theories

Analyse it
based on
consumer
behaviour

Market
strategy on
different
industry

1
Classificasion
Compliant

Detached

Aggressive

Complaint

Neo
Freudian
Theory

Aggressive

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

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

Conclusion bing boss ,

competing with confidence ,
adventurous , competative in
sports
Product TVS Apache RTR
Tagline (Not for weak heart
scarily fast)

Detached
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)

UNDERSTA
ND
YOUR
CUSTOMER

Complaint

Aggressive

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 others
opinion before purchase
Talking with others as
time killing

Product deisgn strategy

Innovative , luxurious ,
classic , experienced , honest,

Product deisgn strategy

Innovative , High quality ,
fast , strong , high quality ,
high tech , progressive ,
smart , elegent , bold

Product examples Nokia ,

Toyota , Nike

Product examples Rolex ,

Ford, IBM , Bulgari, Adidas,
Volkswagen

Detached
Products and prestige
Purchase appreciated by
others
Purchasing
luxurious
products
Purchase
based
on
emotion
Counterparts
as
competitors

Product deisgn strategy

Luxurious , emotional ,
comfortable , self-centred ,
Product examples
Prada , sony , motorola ,
Mercedes benz

Big 5
Personality
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.

Neurotic

Conscientiousn
ess

Need for
Cognition

Need for
Evaluate
Affective
involvement

Extraversion

Openness

Agreeableness

Need for
Arousal

Need for
Material
Resources

Intention to
shop
Cognitive
involvement

Impulsive buyers

UNDERSTA
ND
YOUR
CUSTOMER

Extraverts
Conscientiousness
Agreeableness
Openness to experience

Buying over looks of

cover or packaging
Extraverts
Agreeableness
Openness to experience
Conscientiousness

Compulsive buying
Extraverts
Conscientiousness
Agreeableness
Openness to experience

Brand conscious
Extraverts
Agreeableness
Conscientiousness
Openness to experience

Financially
unconscious people
while buying
Extraverts
Conscientiousness
Openness to experience
Agreeableness

Free product /sales

promotion/discount
Extraverts
Agreeableness
Openness to experience
Conscientiousness

Neo Freudian Theory

30
PERSONA
LITY
TYPES

B
I
G
P
E
R
S
O
N
A
L
I
T
Y

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

Combination of Neo Freudian and Big 5 Personality Traits

Understa
nd your
customer
Analyse
the
market

Review
and
Revise

Analyse
the
competiti
on

Marketin
g Mix
Research
Distributio
n

Product
Characteristic

Personal
Characteristic

Consumption
situation

Consumer
Behaviour

Marketing
Strategy

Consumer behaviour is
product person situation specific

30 different
personality
traits

FACTORS
AFFECTING
BUYING
BEHAVIOUR

Age

EQ

Gender

Internal factors
Brand
conscious

Income

Occupation

External factors

Persons
desire

Social
norms
Cultural
values

Product
Design

Motivation

Promotio
ns

Diversified
Product Mix
company

Our Total
Product

Competitors
Total
Product

Consum
er
Decisio
n
process

Superi
or
Value
expect
ed

sales

Percei
ved
value
deliver
ed

Customer
satisfaction

SSU Family
Consumer Behaviour
1. Fast Food
Lovers

2. Textile
Lovers

4. Fancy item
Lovers

3. High
technology
Lovers

Target

Promotion

Value
over price
Health
conscious

Location

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
Fresh, low-calorie menu options geared toward healthconscious consumers. Fast food companies use social
responsibility marketing to convince consumers they can buy
their convenient and affordable products without
compromising their values.
local outlets, chains with easy service options and a fast
ordering system.

Extroversion
Conscientiousness
Detached

2
Cultural
and
personal
factors

Occupation

Good quality
Reasonable price
Suiting the personality
Convenient to wear

Life style

Motivation
perception
learning
Personality

Brand
name

Perception of
Brand name
Consumer
Involvement

Textile
name

Shopping
Oriented

Perception of
Store name

Perceived
quality

Fashion
Innovation
Textile
Attribute

Benefits
Sought

Perception of
Textile attribute
Perceived
Sacrifice

Consumer
Demographic

Objective
Price

Perceived
Value

Perception of
price

Willi
ngne
ss to
buy