Lesson List

UNIT 1
1. CONSUMER BEHAVIOUR 2. CONSUMER AND CUSTOMER

UNIT II
1. INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOUR 2. PERSONALITY 3. ATTITUDE 4. MOTIVATION 5. PERCEPTION

2.2 PERSONALITY
2.3 ATTITUDE
2.4 MOTIVATION
2.5 PERCEPTION
Review Questions
2.1 INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOUR

UNIT III
1. EXTERNAL DETERMINANTS OF CONSUMER BEHAVIOUR 2. CULTURE 3. SUB-CULTURE 4. SOCIAL GROUP 5. REFERENCE GROUP FAMILY SITUATIONAL INFLUENCE

UNIT IV
1. CONSUMER INVOLVEMENT 2. SELF -CONCEPT 3. CONSUMER DECISION MAKING

UNIT V
1. CUSTOMER SATISFACTION 2. CUSTOMER SATISFACTION AND DISSATISFACTION 3. REPEAT BUYING 4. BRAND LOYALTY 5. BRAND SWITCHING COMPLAINING BEHAVIOUR

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2.2 PERSONALITY

2.2 PERSONALITY

 

Personality is the unique combination of patterns that influence behaviour, thought, motivation and emotion in a human being. While there is no generally agreed upon definition of personality, most theories focus on motivation and psychological interactions with one’s environment.

 

2.2.1 Characteristics of personality

 

Personality is the sum of the ideas, attitudes and values of a person which determine his role in society and form an integral part of his character. Personality is acquired by the individual because of his participation in group life. It refers to something much more essential and enduring about a person.

 

The following are the characteristics of personality:

 

  • Personality reflects individual differences.
  • Personality is consistent and enduring.
  • Personality can change.
  • Personality is something which is unique in everyone.
  • Personality refers particularly to the persistent qualities of an individual.
  • Personality represents a dynamic orientation of an organism to the environment.
  • Personality is greatly influenced by social interactions.

 

2.2.2 Determinants of personality

 

Personality refers to the long-standing traits and patterns that propel individuals to consistently think, feel, and behave in specific ways. Our personality is what makes us unique individuals.

 

Each person has an idiosyncratic pattern of enduring, long-term characteristics and a manner in which he or she interacts with other individuals and the world around them.

 

There are many factors determine the personality which from external and internal aspects.

 

  • Genetic determinants

 

 

  • Biological heredity: Inherited from forefathers in the form of chromosomes.
  • Social heredity: Inherited from preceding generations in the form of social traditions, customs and skills. Acquired knowledge and skills are transmitted to the succeeding generations.

 

  • Social determinants
  • Role of home: The first and immediate environment.
  • Family morale: Good moral pattern and discord family pattern.
  • Role of school.
  • Role of the teacher and friends.

 

  • Cultural determinants
  • Internalization of values, ideas, beliefs.
  • Institutionalization: Religions, faiths and creeds with different religious faiths, beliefs, prayers and cultural programmes.

 

  • Situational determinants
  • Situation influences the individual’s action, which has important press on people. As the situation changes the personality might get influenced by it.
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