Personality in Market Segmentation


Marketers have identified personality variables to segment the market. Motor-cycle buyers can be identified as ‘independent, impulsive, macho, ready to change, confident people.’ ‘Charms cigarettes are smoked by young people who love the spirit of freedom.’ Lipsticks are for ‘young, out-going, beauty-conscious women.’ Other products, which cater to personality traits, are liquor and insurance. The marketers try to adjust the brand’s personality to the personality, traits of buyers for whom it is meant. Consumers of different brands are subjected personal preference tests to measure their different needs, and the differences in personality traits are recorded.

Personality characteristics, especially the self-image that ideally should correspond to the brand-image, are the basis of advertising appeals made to certain types of personality. Other personality characteristics used are changeability, adaptability, thriftiness, prestige consciousness, self-confidence, masculinity, conservativeness and sentimentalism.
Since it is difficult to reach targets on the basis of traits like sociability, self-reliance or assertiveness, the classifications based on slots as given above become useful.
We shall include a few other segmentation techniques, which to an extent could be a part of psychographic understanding of the buyers. The need is to understand segmentation from all angles rather than understanding it from a single point of view.

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