"The Freudian theory holds relevance for a marketer. First, consumer reactions in the marketplace with respect to purchase decisions and post purchase behavior are a reflection on individual personality. Just as people have personalities, similarly product/brands also have personalities. Consumers tend to relate ""personality-like"" traits to different products and brands. Consumers match their personality styles with the product/brands they buy. Thus, marketers should segment markets and position their brands accordingly. For example, there are variants of the same motorbike; some plain and sleek, some trendy and some powerful, each of which are meant for separate segments. Thus, marketers could take a clue and segment consumers on the basis of the personality traits that determine their behavior. Based on the dominant personality system, the three elements, Id, Ego, and Super Ego can also be used to segment markets. The dominance of either of these would lead to a different personality make up, and variation in decision making styles and consumption patterns; For example, where the Id is dominant, the person would be pleasure seeking, often irrational; his priorities and consumption patterns would be very different to another consumer who exhibits dominance of Ego (rationality) and Super Ego (rationality plus social norms). Second, the study of personality also holds good when we speak of colors, as personality factors are associated with and reflective of specific colors. Like, green denotes freshness, nature; red denotes passion, anger; black denotes power, sophistication; white denotes purity, chastity and cleanliness; gold and silver denote regality and wealth. Marketers keep such associations in mind while designing the product, its packaging as well as the advertisement. For example, mouthwash is white, herbal soaps are green, motorcycles are generally black and red etc. Third, with a majority of human drives being unconscious, consumers themselves are often unaware of the true reasons for buying a particular product or brand. Many a times, a consumer fails to provide an answer as to why he bought a red shirt and not a yellow one. Fourth, much of the processes that come into play while purchase decisions and consumption patterns is unexplainable; behavior is many a times instant and spontaneous much against market forecast. For example, Hrithik Roshan movies made by Rakesh Roshan and team like Koi Mil Gaya, Krish etc. have been huge hits, but Kites made under the same banner was quite a disaster, much against marketer expectations. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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