Page 77 - DMGT509_RURAL MARKETING

Rural Marketing

Notes (b) Ice cream is subconsciously associated with love and affection.
(c) Home maintenance kit defines the man and machismo.
(d) Beer represents active, alive people.
(e) In villages the chaupal represents the collective consciousness of the village.

Personality is the sum total of individual traits of character, bearing and behaviour.
It allows us to fine tune the differences among various people. With effort people can change
their personality; from introverts they can become extroverts, from careless types they can
become caring types.
Sigmund Freud developed the psychoanalytical theory of personality. He says that human
personality consists of three overlapping areas – Id, Super ego and ego.
Id is the primitive animal like instinct, which drive a person’s hunger thrust and sex urges. A lot
of advertising is based on using this animal force to advantage, and that is why the female form
is used to attract the males and vice-versa.
Super ego is the mind’s control on Id, the animal instincts, so that people can live within social
norms.
Ego is the balancing force between Id and super ego helping people to keep to the right path
between Id’s drive and societal norms.

EGO
GRATIFICATION ID

SUPER-EGO

Freudian theory and brand/product personality: Some products are best represented by a
celebrity; for instance Shah Rukh Khan can be called Mr. SANTRO, the car he is successfully
advertising. He can also be named as Shah Rukh Mayur Khan when he personifies Mayur
Suiting. Customers tend to associate the brands with the brand personality. Hence marketers
need to use a personality who can be fully identified with the product. Hritik Roshan is promoting
Coke, and yet as there have been many coke promoters, it is difficult to name Hritik as
Mr. Coke.

Personality theory of post-Freud period. Unlike Freud, other social scientists felt that motives
cannot be confined to basic and sexual instincts. Social interaction and lifestyle too gives
motivation to people to act.

There are four types of personalities as follows:
1. Thinking and sensing types are rational logical, objective and quick decision-makers.
2. Feeling and sensing types believe in their own selves, are subjective and they consult
others during decision-making.
3. Thinking and intuiting types take broad view, look for wider range of options and take
decisions for a long range of time.

4. Feeling and intuiting types are people oriented to take broad view subjective decisions
for long range of time.

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