Personality Does Not Matter to

Marketing Practitioners.
Assignment 1

ANKUR RAO
FT172016

Personality
A few marketers believe that we pick items that express our personality.
Personality is characterized as the considerations, feelings, goals and conduct
that individuals express as they travel through their surroundings. Personality is
one of a kind to people, however might be connected to gatherings, is a blend of
attributes and qualities and impacts acquiring practices. Marketers will utilize
meetings and centre gatherings to comprehend personality and how it connects
with the purchase of specific items.
The Five Factor Model Approach to personality distinguishes five centre
characteristics and how they relate to behaviour.

Other personality traits that translate into consumer behaviour purchases:

Frugalitycustomers limit themselves and ponder over purchases

Impulsivenesspurchases are made without much thought already

Anxietya person with lot of nervousness may have more post-purchase

disharmony and feel irritated about purchases after they get them home

Bargainingsome consumers prefer to bargain for purchases, it gives

them a sense of control over their spending

Vanitytaking extreme pride in one's appearance and achievements

Competencebeing responsible and dependable

Excitementcraving daring and spirited purchases

Ruggednesslonging for items that are extreme and solid

Sincerityhonest and genuine

Sophisticationcraving for items that are captivating and prestigious

Many marketers consider and use what they see as a connection amongst
personality and purchaser buying conduct. Hence, items are frequently made to
have "brand personalities" that marketers believe to match essential personality
characteristics of those they see as the "best prospects" for buying the
item/benefit.

Through publicizing and showcasing interchanges, marketers try to speak to

purchasers in light of the personality attributes of their best prospects. They trust
that personality variables impact significantly what customers buy, and
additionally when and how they utilize/expend items and administrations.
Indeed, even on the web, shoppers uncover much data about their "self-idea" as
they visit diverse sites. Utilizing web enabled technologies, for example, tracking
cookies, marketers can distinguish a specific arrangement of personality
connected attributes in view of buyers' online characters, or "impressions.

Personality-Linked Factors
Personality and other related attributes influence the way individuals carry
on.Furthermore, that likewise goes for our conduct as buyers. As purchasers, we
tend to purchase items that we require, as well as those we see as being steady
with our "self-idea." at the end of the day, we for the most part need our items to
coordinate, or to mix in, with who we think we are. Real marketers have
accepted, for quite a while, that what purchasers purchase is regularly impacted
enormously by personality and personality connected qualities. Hence, as
venders they attempt to coordinate the picture of their items and administrations
to what they see as the mental self-view of their doubtlessly client prospects.

1. Lifestyle: Lifestyle is a way you live your life. Your personality impacts how you
live and what things are essential to you as you carry on with your life,
consistently. Also, it mirrors your identity, your mentalities, your qualities, your
convictions, your stresses/challenges, your general point of view, and your
propensities for utilization. It's all piece of your style of living.

2. Social Identity: Real marketers know about the way that social connections are vital to us.
That is the reason they do their best to discover who we relate to, socially. They are
occupied with who our most loved performers and feeling pioneers are, and, once they
discover, they utilize what they find to offer us things. One way they do this is by paying
spokespersons we respect to showcase their items and administrations to us.
3. Family: Family is the first social group a person belongs to. Real advertisers comprehend
that numerous family choices are made by the family as a unit. Indeed, they realize that
buyer conduct starts in the family. Our parts inside the family, and the inclinations that we
display for our youngsters, turn out to be a piece of our customer conduct. Obviously, we
and/or our youngsters can acknowledge/dismiss/adjust what is kept from what we realize
while being a piece of a family. Still, family goes about as a kind of "first line of contact"
for the social and social values that impact an individual's conduct. Eventually, in any
case, even family purchasing choices are a blend of family communications and individual
basic leadership.
4. Social Class: There are many meaning of "social class." Some definitions utilize
numerical premise, for example, wealth or income. Others utilize subjective information,
for example, education, culture, and economic wellbeing. A social class is a group of
individuals of comparative status, normally sharing practically identical levels of influence
and wealth.

5. Culture: Culture refers to set of qualities, thoughts, and states of mind that are
acknowledged by a homogeneous group of individuals and are transmitted to the
people to come. Culture influences what individuals purchase, how they purchase and
when they purchase. Culture can be isolated into subcultures, for example, by
geographic districts, or by human attributes, for example, age and ethnic foundation.
Culture is likewise something that is utilized to figure out what is satisfactory with
item publicizing, since it characterizes the "standard convictions, social structures,
and material characteristics of a racial, religious, or social gathering". Culture decides
what we wear, eat, where/how we dwell and travel.

Types of Consumers/Personality and Marketing Approach to them

1. Director: They are basically demanding type of people and they are focussed on
their wants, what they want and when they want. With their objectives being very
clear they only care about their want other than anybody elses. They usually seek for
best product at the lowest possible price.
How to deal with a director:
Be precise and to the point when you talk to them. Be very much reason focussed and
layout the facts that why they should buy your product. Never disagree with them or
tell them that they are wrong about their perception. Always try to make suggestion to
them and never make them feel that you are acting as an influencer.
2. Analytical: They love facts, figures and data. They basically belong to professions
such as engineer, accountant, data scientists etc. They ask lot of questions and take
their own time in making decisions. They analyse and ponder over all the possibilities
before making a decision.
How to Deal with the Analytical:
Avoid small talks with them and try to collect as much as facts and figures before
talking to them. Provide as much detailed information as possible. Never try to force
a relationship that doesnt exists. They might become annoyed when they feel are
overly flattering or obsequious.
3. Amiable: They are of the type who value personal relationships very much and they
really need to trust with whom they are doing business. They dont do much research
before meeting you and want the seller to provide as much information they need. Their
work manner is very unstructured and they dont take quick decisions.

How to Deal with the Analytical:

Help them imagine or analyse the benefits their business can achieve with the product or
service you are selling and make them comfortable in doing business with you by making
a good rapport. Try to act as an advisor to them while they take their decision and guide
their thought process.

4. Socializer: They are very outgoing and they love to make new friends and they also
love to talk. They want to build relationships and they value likeability very much. They

refrain from listening to facts and figures and they might completely avoid doing do. They
wont do business with you if they dont like you whatsoever benefits your product might
bring to them.
How to Deal with the Socializer:
Use compliments when you talk to them. Try to keep them focussed and try to make their
shopping event as a fun and entertaining but keep your ultimate goal as selling the
merchandise to them. Always remember that they value the relationship not the product
so basically you are trying to sell yourself.

Another Side of the Coin.

In Various researches it has been proved that personality doesnt effects the buying
behaviour of a customer. A person may belong to any group,class,sex,culture and
he/she may have very diverse needs and he/she may buy products that satisfy his/her
needs. It is also said that since customer has become very much empowered with
knowledge due to recent advancement in internet technology and social media he/she
might not be fooled or influence by a advertisement. Consumer purchase goods or
services according to their needs and some of them become a regular part of their
lifestyle. These are often called Utilitarian goods and consumers become very price
sensitive towards them because they are purchased and consumed on daily basis.

REFERENCES:
1. http://blog.hubspot.com/marketing/sell-different-personalitytypes#sm.00000rvcyl14yxe7bsli9qziivt4n
2. http://www.businessknowhow.com/marketing/personalities.htm
3. https://toughnickel.com/industries/Buyer-Characteristics-and-Consumer-Behavior
4. http://consumerbehaviour4vtu.blogspot.in/2009/03/personality.html
5. http://changingminds.org/disciplines/sales/articles/customer_personality.htm
6. http://www.marketingteacher.com/internal-influences-personality/
7. Radulovic, DM 2013, 'INFLUENCES OF PERSONALITY TRAITS AND VALUES ON
FEMALE CONSUMERS' DECISION MAKING', International Journal Of Social Health
Information Management, 6, 14, pp. 49-64,
8. Gangai, K, & Agrawal, R 2016, 'The Influence of Personality Traits on Consumer Impulsive
Buying Behaviour', International Journal Of Marketing & Business Communication, 5, 1, pp.
35-42.