Page 79 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes The marketer can find out the psychographics (use of psychology and demographics to understand
an individual) of the consumer and design a suitable brand to match the consumer psychographics.
The Complete Man positioning of Raymond Suiting and Things go better with coca-cola positioning
of coca-cola are examples of successful brand positioning based on consumer psychographics.

Did u know? Another most popular available classification system based on psychographic
measurement is SRI Consulting Business Intelligence’s (SRIC-BI) VALSTM Framework.
People are classified according to their tendencies and availability of resources such as
actualisers, fulfilled, achievers, experiencers, believers, strivers, makers and strugglers.

Task Conduct in depth interviews with teenagers to find out a set of personal
factors that influence their dressing and fashion choices.

3.4.4 Psychological Factors

Personality and Self Concept

A person’s buying behaviour is influenced by his/her personality traits.
1. Personality: A set of unique psychological traits leading to relatively consistent and
enduring pattern of response.

(a) Self confidence
(b) Dominance
(c) Sociability
(d) Autonomy
(e) Defensiveness
(f) Adaptability
2. Assumption: Consumers are likely to choose brands whose brand personality matches
with their own.
3. Self Concept: How a person thinks of himself/herself, that is, the perception one has
towards own self. This is based on the assumption “I am what I have”.

Example: A rich illiterate person may have a huge (showcased) collection of classics in
literature to give an appearance of a learned person.

Motivation

Motivation is the force that energizes behaviour, gives direction to behaviour and underlies the
tendency to persist.

Theories of Motivation

1. Freud’s Theory: Sigmund Freud maintained that human behaviour is shaped by the
psychological forces which are rooted in the unconscious state of his/her mind.

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