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Introduction
Meaning & Definition
Elements of personality
Origin of personality Traits
The nature of Personality
Theories of Personality
Types of personality
Influence of personality on buying behavior
Brand personality & market strategy
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The word Personality has comes the latinword personare .it means to speak through. Personality of an individual also affects thehuman behaviour.
Personality is the sum totalof an individuals psycho-physical system thatdetermine his/her behaviour in a givenenvironment.
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Personality may be understood asthe characteristic patterns of behavior &modes of thinking that determine a person
adjustment to the environment.According to HILGARD ETAL
Personality is the sum total of Psycho-Physicalactivities.
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Following are the element ofpersonality:-
1- Personality represent distinctive traits.
2- It is an integrating & organizing agent betweenphysiological & psychological facts of an individual.
3- It is unique in nature.
4- It becomes habitual to the persons.
5- It results finally into action behaviors in relationto a person, organization or situation.
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Personality reflects individual differences.
Personality is consistent and enduring.
Personality can change.
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There are mainly Two types of
theory in personality.
1) Psychoanalytic Theory.
2) Trait Theory.
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Psychoanalytic Theory.In the theory we study
about three stages.
a) ID
b) EGOc) SUPER EGO
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Id
Basic psychic energyand motivations
Operates to demands of
Pleasure Principle -strive to satisfy desiresand reduce innertension
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Ego
Deals with real world
Operates to demands ofReality Principle solves
problems by planning &acting
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Superego
Internalized social norm& moral forces pressingon and constraining
individual action The over-I over ego
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Reserved Vs Outing.
Less intelligent Vs More
intelligent
Affected by feeling
Vs Emotional Stable.
Submissive Vs Dominant.
Tough minded VsSensitive
Conservative Vs
Experimenting.
Group Dependence Vs
Self Sufficent.
Relaxed Vs Tense.
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Extroverts Are interested in what is
happening around them
Are open and often talkative
Compare their own opinionswith the opinions of others
Like action and initiative
Easily make new friends or
adapt to a new group
Say what they think
Are interested in new people
Easily break unwanted
relations
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Introverts are interested in their own
thoughts and feelings need to have own territory
often appear reserved,
quiet and thoughtful
usually do not have manyfriends
have difficulties in making
new contacts
like concentration and quiet do not like unexpected visits
and therefore do not make
them
work well alone
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Type A Personality:-Type As are verycompetitive and show it at work in their levels of
tension and agitation.
They are risk taking, inflexible and private people
who become hostile easily when they are criticized.
Type B Personality:-
the Type Bs live in the moment and dont mind
waiting for just the right time to take action. They
are friendly types who believe that the world is
both good and bad, but that there are more good
people than bad in it. They tend to be their own
biggest competitors, thinking I can do better thanthis.
Type C Personality:-the Type Cs are futureoriented but like to take their time, patiently
weighing the pros and cons before they make
decisions.
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Sincerity (down to earth, honest, wholesome
and cheerful)
Excitement ( daring, spirited, imaginative andup-to-date )
Competence ( reliable, intelligent and
successful )
Sophisticated ( Upper-class )
Ruggedness ( outdoorsy )
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PEPE :-( IT is for male & female both,age duration is 20-35,individualistic, sporty, risk taker )
LEE COOPER :-( IT is for male & female both, age duration is
20-35 ,individualistic, sporty, risk taker , tough) JOUDACHE :- ( Position the product as high fashion weekend
casual wear )
LEVIS :- (IT is for male & female both, age duration is 15-45 ,itfor individualistic, smart ,trendy, upper crust )
WRANGLAR :- ( It is covering only male of 20-25 ,ambition,innocent ,confident, )
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