The paper "Personality and the Self-Concept in relation to Mobile Phones: What Does Your Phone Say About You" is a perfect example of a marketing assignment. Marketers have the responsibility of ensuring that products of their respective companies get the attention of consumers, and they are consequently bought. Personality and self-concept are widely used by marketers in an effort to understand consumer behavior. Consumers want to create self-images that reflect their personality traits. Theories of personality have been utilized in designing the desired products by consumers. This paper explores the various theories of personality and the way they are used in producing mobile phone features that appeal to customers.
Individual characteristics are used to determine the features of mobile phones. Question One Trait theory is used extensively by marketers in their marketing decisions. Individual characteristics can be used to better explain mobile phone usage. Factors used to categorise mobile phone usage for in this case are trendy, thrifty, and additive. Personality factors used in this case include extroversion, consciousness, neuroticism, agreeableness and openness to experience. Individual personalities are used as drivers of behavior and may impact in which consumers use their mobile phones.
There are other factors which can be used to better explain mobile phone usage. Phone users can also be characterized as visualisers and also verbalisers. Customers of mobile phones as visualisers with emphasizes of the visual information. They will go for phones that emphasize visual properties. Customers who are visualisers will need phones that have outside features that are very prominent. visualisers are classified in the category of cognitive personality factors (Schultz, Mary & Morgan, 2000). Verbalisers are consumers who are comfortable with verbal or written information and products.
Sound features for phones for verbalisers should be highlighted or emphasized. There is a need to understand the consumers’ perception of products. Other individual characteristics have to be understood in order to design phones that reflect the self image of consumers. Question Two Marketers understanding of personality traits are important in understanding consumer behavior. Corporate brand personality is the manner in which a company presents itself to respective consumers. Brand personality is the human characteristics or those traits that can be traced to a brand.
Brand personality is widely explored in consumer research in marketing. Consequently, personality traits are important as means through which markets can understand consumer behavior (Pringle & William, 2001). The assumption that cultural values and norms influence individual decision making is embedded in the marketing literature. Cultures offer different expectations, which are emphasized in ethical norms that are distinct. Thee influence decision making and can produce dissimilar behavior (Aaker, Yeronica & Jordi, 2001). Personality traits define the behavior of consumers. Marketers have to understand the needs of consumers by studying their personality traits.
When marketers understand personality traits, they are able to come up with products that meet the needs of the consumers. Moreover, personality traits direct the purchasing behavior of consumers. When marketers get to understand personality traits, they are in a position to predict the purchasing behavior of the consumers. Understanding consumer behavior through personality traits study makes marketers offer precisely what is needed in the market. Marketers use personality traits in designing their messages in advertising (Ind, 2004). The aim is to catch the attention of consumers.
It is god to understand how they make their purchasing decisions. Advertising processing focuses on various hierarchies of effects. Attitudes portrayed by consumers are influenced by personality traits that shape their behavior. In the era of moving from mass production to customization and significance of relationship marketing, it makes understanding consumer behavior an easy task. There is a need to produce products there are customized and meet the needs of consumers. Marketers want their products to be bought by consumers. The inborn characteristics within an individual influence most of his or her decisions are compared to outside pressures from the environment (Ryckman, 2004).
Dislikes and likes emanate from perceptions that are developed within an individual. The behavior of consumers is an outside demonstration of what they are from inside and how they perceive things. It is very important for marketers to understand the personality traits of their consumers if they want to produce customized products that meet the required needs of consumers. Scarcity makes a choice to be important.
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