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Google Personality Tests Relating To Consumer Buying
Marketing Assignment
Name of Student
Name of Institution
Journal Entry
The marketing effort that was distasteful to me was the online advertisement that pops up every time when I log into any social media or work sites. They were distasteful because they are primarily disturbing. Being a student/ researcher, I need to focus on the things that I have to accomplish. The frequent pop-ups that I come across do not allow me to concentrate properly on the work. Most of the times I have to send some urgent documents on social media and these advertisements keep on disturbing me. Some of the advertisements even contained materials that were not suitable to be seen while sitting at home with family. The marketer can learn how to identify the target market segments that the company wants to cater in particular. I am not a suitable person to target for the advertisement especially when I am relaxing with my kids. They start asking questions about various things that they see. Thus, the marketer will also learn insights as to what time is suitable to target a particular customer. Another aspect of this problem is related to e-commerce websites. I have stopped going to any of the websites that sell products because once I bought something, I was continuously sent the advertisements of relevant products through popups. The marketer will learn how to make people aware of their offers in a better way perhaps via emails.
Answer 1
The personality test that has been chosen is the big five model which has openness, conscientiousness, extraversion, agreeableness and neuroticism as its components. The people are assessed on the basis of these attributes to gather the information.
The openness shows that the person is adventurous and curious about the new things. This aspect relates to the marketer in a way that people with higher levels of openness will need more advanced and technologically sound products. These people will be in the first ones to test a new product as they will be ready to take a certain level of risks.
The people high on openness have a higher level of emotionality which means that they have a proper understanding of their own feelings. This will make them buy and listen to some uncommon forms of music and musical instruments CITATION Cen \l 1033 (Centiment).
Answer 2
Perception can be defined as the way a person looks at the world around him. There is a large number of things that can affect an individual in the normal course of life. Different people specify different aspects as being important factors for the decision making process. A person will assess the product only if that product is related to the aspect that is considered important in accordance with the perception of that person. Two persons may assess a single person or product differently because the assessment criteria for both people will be different.
The concept of learning can be seen as either a long term or a short term process. In the general aspects of life, this is a long term process. The person will learn with the passage of time about other persons whom they interact during the normal course of life. If we talk about the products, the learning process is a short term process that starts with the purchase of a product and ends with the usage. The person learns whether the said product was useful for him or not.
The term memory refers to the learning that persists over a longer period of time. The basic theme is the accumulation of the various experiences that can be used in the future. This applies to persons as well as the products. In the case of people, one can assess a given situation in the light of past learning about the traits of people as well as the products CITATION Ana17 \l 1033 (Roque, 2017).
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Answer 3
Perception is described as a process by which a consumer seeks, arranges and analyzes the information so that some decision can be taken based on this information CITATION Ana17 \l 1033 (Roque, 2017). The needs and wants that the consumer will identify come out of the perception of the consumers. This is a psychological concept that does affect the consumer purchase process. The perception that has been developed about some product whether it is positive or negative, will affect the way consumers perceive a product. If the consumer perception is positive about a particular product, the next time the customer will not go through the formal buying process before buying the same product. However, the problems arise for the marketers when the perception of the customer is negative about a certain product. This requires a lot of effort from the marketer to change the negative perception of the product to a positive one.
Answer 4
The differences between the personalities do affect the buying decisions made by them. A person who has an open personality may be ready to take risks but a person who is high in conscientiousness will not be taking any risks. This will decide the type of products that will be marketed to the people having different kinds of personalities. The openness characteristic will mean that the person will be tempted more to try new products while a person who is high in conscientiousness will prefer the old tested products to be bought again. Similarly, the marketers who need volunteers will look for the people high on the agreeableness aspect because people who are high on this aspect will be ready to help others any time and any way they can.
References
BIBLIOGRAPHY Sentiment. (n.d.). https://centiment.io/beta/blog/understanding-the-big-five-personality-traits-ocean-and-what-they-mean-for-marketers-and-brands/. Retrieved from https://centiment.io: https://centiment.io/beta/blog/understanding-the-big-five-personality-traits-ocean-and-what-they-mean-for-marketers-and-brands/
Roque, A. C. (2017). Attention, memory and perception: a conceptual analysis of Neuropsychology applied to advertise and its influence on consumer behaviour. SciELO Analytics.
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