WHAT IS PERSONALITY??

Personality can be defined as

the inner psychological
characteristics that determine
and reflect how a person
responds to his/her
environment; it has three
distinct properties:
(1) reflects individual
differences;
(2) is consistent and enduring;
and
(3) can change

Personality is not a natural talent,

but are formed by a process of
socialization Personality is a
psychological tendency of a person
to perform certain social behavior,
either in the form of feeling,
thinking, acting, and wills and
deeds. Personality is a person's
psychological characteristics that
determine and reflect how a person
responds to its environment
(Schiffman & Kanuk, 2000).

PERSONAL
CHARACTERISTIC
(1) reflects individual differences;
(2) Consistent and enduring in a
long term
(3) Personality can change

TRAIT
Trait are a characteristic that differentiate
between one person to others, permanent and
consistent characteristic

TRAIT THEORY
Sixteen Personality factor dari R. Cattel :

1. uncommunicative vs communicative

2. idiot vs clever

3. unstable vs stable

4. Obedient vs agressive

5. Serious vs Relax

6. expedient vs conscientious

7. Diffident vs associate

8. strong vs weak

9. belief vs suspicious
10. Practical vs abstrak
11. Unpretentious vs polished
12. Self assured vs self reproaching
13. Conservative vs experimenting
14. group-dependent vs self sufficient
15. Undiciplined vs controlled
16. Relaxed vs Tense

LIFESTYLE
Lifestyle according to Kotler (2002, p. 192) is a
pattern of life in the world expressed in activities,
interests, and opinions. Lifestyle describe the
"whole person" in interacting with its
environment. Lifestyle describe the whole pattern
of someone in the act and interact in the world.

 According Assael (1984, p. 252), the lifestyle is

"a mode of living that is identified by how
people spend Reviews their time (activities),
what they Consider important in Reviews their
environment (interest), and what they think of
Themselves and the world around them
(opinions) "In general it can be interpreted as
a way of life that is recognized by how people
spend their time (activity), what important
people consider the environment (interest),
and what people think about themselves and
the world around (opinion)

BENEFIT FOR MARKETERS

Marketers can use personality concept to
communicating their product, so they have
positioning that suitable with the consumer
personality

CASE LOUIS VUITTON

This product makes the buyer have more value
when they use this brand.
This product changing the lifestyle
This product are showing the personality

Louis Vuitton Products

Louis Vuitton Products

Louis Vuitton Products

LV The Brand Value

26th spot on the
BrandZ Top 100
Most Valuable
Global Brands 2011
list
6th spot on Top 15
Luxury Brands list
LV brand is worth
$24.3 billion (23%
of companys value)

The Brand Identity

Ultra Luxurious Goods, Monogram, High
Quality
Elegant, Subtle, Comfort, Classy
Legacy, Tradition

Art of travel, Craftsmanship, Exclusivity, Elite

Clientele
Understated Luxury, Affluence, Success
Symbol for Social Status

The Brand Experience

Exclusive Stores | Advertisements and Celebrity Endorsements

Public Relations | Brand Recognition | Different treatment for
Rich-&-Famous than a regular customer | Association with the
Brand Community | Customers from top 1% on affluence scale

Elements of Brand Experience Endorsements

Elements of Brand Experience Stores