Definition

It is defined as those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

Nature of Personality

1. Personality reflects individual difference
   • Because the inner characteristics that constitutes a person’s personality are of unique combination of factors and no two individual have exactly same personality
   • Nevertheless many individuals maybe similar in terms of a single personality characteristics but not in terms of other
   • Personality is useful because it enable us to categorize consumers into different group on the basis of one or even several traits
2. Personality is consistent and enduring
   • An individual personality tends to be both consistent and enduring
   • All the marketers cannot change a consumer’s personality however they have tools to change a person’s attitude towards an object or condition
   • Even do consumers personality is consistent but they are subjected to consumption changes because of their change of environment, socio culture and psychology
3. Personality can change
   • Under certain circumstances personality often changes
   • Such as marriage, birth of child, death of parent, change of job / profession

Ego

• Ego needs develop a concern with getting recognition, status, importance, and respect from others. It includes
  • Strength
  • Competence
  • Mastery
  • self-confidence
  • Independence
  • Freedom
  • Achievements
  • Self esteem
  • Respect by others

Self Actualization

• It involve strong desire to achieve something big. It includes:-
  • Morality
  • Creativity
  • Spontaneity
  • Problem solving
  • Problem solving
  • Acceptance of facts
  • Lack of prejudice

Physiological needs

• Are most basic psychological motivation
• If our physiological needs aren’t met, our bodies will ultimately fail and we will die.
• They include
  • Air
  • Water
  • Food
  • Sex
  • Sleep
  • Secretion

Safety

• Second most important thing after psychological needs are met. It includes:-
  • Security of body
  • Security of employment
  • Security of health
  • Security of family
  • Security of property

Belonging

• Evolve feeling of belongingness and love
• These feelings are strong during childhood but later its overriden by safety needs
• It includes
  • Friendship
  • Family
  • Intimacy
• For example, some large social groups may include
  • clubs
  • co-workers
  • religious group
  • professional organizations
  • sports teams
  • online communities
  • family members
  • intimate partners
  • Mentors
  • Colleagues
  • confidants