Some advertising agencies specialize in advertisements designed specifically to appeal to male consumers. Some advertising agencies specialize in advertising directed at men. You have probably noticed that the things you buy have changed as you age.
The goal for companies is to develop a way to better satisfy the needs of the customers and establish long-term consumer-brand relationships. To do this, a company may position its brand with a unique personality.
Companies are able to develop personalities based on human characteristics associated with a brand or brands can develop its own personality. Through personalities mirroring each other, a strong bond develops between the brand and consumer.
These strong relationships may promote brand loyalty. Understanding the concept of brand personality can help a company develop and maintain relations with consumers. Brand personality can even explain how consumer-brand relationships impact consumer behavior.
Shared personalities can influence consumers to have a stronger trust in certain brands. There are three identified modes of action of brand on consumer behavior. It is easier for a brand to create a personality that implies functional benefits than trying to communicate those benefits directly to consumers.
Information chunking uncovers important information about the brand. These information chunks play an important role in the consumer purchasing decision.
This selection may establish a connection and lead to brand loyalty. Consumers often make purchases on products that may provide a certain meaning. The meaning of a brand can be an important factor in the consumer decision making. To successfully differentiate a product, brands must develop a symbolic meaning that establishes a connection.
Symbolic meaning can serve as a medium for social interaction and communication. Ahmad Tyagaraj,p. Consumers may prefer brands with differing and even opposing identities. Brand personality provides depth and feelings towards the relationship between the brand and consumer. There are three kinds of relationships shared between the consumer and the brand.
The first relationship relates to a brand being viewed as a friend. This relationship is built on trust and reliability. In these relationships, brands have its own opinion. It is important to consider what the brand thinks about the consumer.
The last relationship is based on the actions of the brand. To support this claim, a Brand Relationship Quality BRQ framework was developed to measure the quality of the consumer-brand relationship.
The framework incorporated six dimensions, which included love and passion, self-connection, commitment, intimacy, independence and brand partner quality. Through psychographic segmentation, marketers are able to communicate its message to the target audience. Over the years, five dimensions of personality traits have been examined.
These traits include openness to experience, conscientious, extraversion, neuroticism, and agreeableness. Five dimensions of Brand Personality include sincerity, competence, excitement, sophistication, and ruggedness. Brands choose certain dimensions to build its personality upon to address certain target audiences.
Dimensions of brand personality. Journal of Marketing Research, 34 3 Brand Personality Framework Image. Retrieved March 4,from http:Personality of Consumer: Nature, Theories and Life Style Concept Although consumers are primarily unaware of their true reasons for buying what they buy. such as self confidence are increasingly being developed specifically for use in consumer behaviour studies.
These personality tests can be designed according to the need to . Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer.
Many factors, specificities and characteristics influence the his personality, his psychological factors, etc.. and is influenced by cultural trends as well as his social and Factors influencing consumer behaviour Pinki Rani* Institute of Law Kurukshetra.
Personal Factors affecting Consumer Behaviour; Personal Factors affecting Consumer Behaviour. Consumer Behaviour helps us understand the buying tendencies and spending patterns of consumers. Not all individuals would prefer to buy similar products. An individual’s personality also affects his buying behaviour.
Every individual has . That is the reason that personality influent consumer’s behavior by explaining Freud’s theory. It should be noted the definition of three system that Freud mentioned. The id presents the most primitive part of personality, the basic need of human, and its dominating principle of pleasure.
Personality of a person is the result of his individual traits. Personality distinguishes one person from another. It also determines how and why a consumer behaves in a particular way.
A person's attitudes, his values in life, and the influence exerted by the people around him shape his personality. How Consumer Personality Affect Its Buying Behaviour using goods and services - has become an important attribute for time poor consumers. Berry, Seiders and Grewal () proposed that convenience can be measured as a five dimensional construct comprising decision, access, transaction, benefit, and post-benefit.