Personality in Marketing

Personality and marketing

Personality is a person’s consumer’s values, lifestyle choices, qualities, habits and appearance. (Kumra, R [2007]) that makes them unique. In other terms it is the characteristics that make up who we are. To marketers personalities are guides on how to sell their product to the customers. In this essay I will be looking at the different categories there are of a person’s personality and how marketers use this as well as giving examples.

There are different categories to personality, they easiest differentiation is the spilt into introverts and extroverts. Introverts are people who tend to enjoy being with their thoughts. Although they can spend time with people they can not handle ‘small talk’ and would engage in a thought simulating conversation. The other side of this are the extroverts. These kind people are the ‘social butterflies’. They enjoy being the centre of attention and usually want to be in a crowd. This is the basic categories that a person’s personality can be put into. There are different ways for markers to use this information.

For introverts marketers focus their promotion on the facts and what the products is capable of doing for them, an example of this would be the KIA motor company. On October 6th 2011 KIA release an advert for their revamped KIA Rio, the main concept of the advert was a man asking a KIA company worker the different feature of the car and its capabilities. This advert was clearly intended for people who are more introverted, there was no music in the background, they only spoke about the facts and when that was done there was an awkward silence between them. These are classic signs of having a conversation with an extrovert. KIA also made another advert for a different car, which they released on August 30 2011, in which the main concept of this advert are hamsters driving in the KIA soul while bopping to music in their