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The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product, [7] [8] is affected by the environment surrounding the product, [9] the results of marketing research and market research, [10] [11] and the characteristics of the product's target market. [12]
A persona (also user persona, user personality, customer persona, buyer persona) in user-centered design and marketing is a personalized fictional character created to represent a potential end user. [1] Personas represent the similarities of consumer groups or segments.
Psychographic segmentation has been used in marketing research as a form of market segmentation which divides consumers into sub-groups based on shared psychological characteristics, including subconscious or conscious beliefs, motivations, and priorities to explain, and predict consumer behavior. [1]
Moreover, temperament refers to dynamic features of behaviour (energetic, tempo, sensitivity, and emotionality-related), whereas personality is to be considered a psycho-social construct comprising the content characteristics of human behaviour (such as values, attitudes, habits, preferences, personal history, self-image).
Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." [ 73 ] Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. [ 74 ]
German-American psychoanalyst Erich Fromm was influenced by Freudian ideologies when coming up with the theory of character orientation. The basis of character orientation comes from Freud who said that character traits underlie behavior and that they must be inferred from it. [3]
Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the purchase, use and disposal of goods and services.It encompasses how the consumer's emotions, attitudes, and preferences affect buying behaviour.
Personality can be determined through a variety of tests. Due to the fact that personality is a complex idea, the dimensions of personality and scales of such tests vary and often are poorly defined. Two main tools to measure personality are objective tests and projective measures.