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IMPACT OF CONSUMER
PERSONALITY FORFACEBOOK
Presented by:
Ashish Kumar Mukherjee
Anita Keswani.
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Consumer Personality:
Consumer behaviour is the study of when, why, how,
and where people do or do not use product. It blends
elements from psychology, sociology, social
anthropology and economics. It attempts tounderstand the users decision making process, both
individually and in groups. It studies characteristics
of individual consumers such as demographics and
behavioural variables in an attempt to understandpeople's wants. It also tries to assess influences on the
consumer from groups such as family, friends,
reference groups, and society in general.
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Facebook:
Facebook is a social networking website launched inFebruary 2004 that is operated and privately owned byFacebook, Inc., with more than 500 million active usersin July 2010.
In the last couple of years, Facebook has gone from acollege photo sharing site to a burgeoning business-networking platform for self-promotion, advertisingand multimedia interaction. With new apps and add-ons, Facebook users can send each other a virtual drink,create and host events, advertise their businessesthrough social ads, and more.
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Adaptation Process:
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. Confirmation
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Personal Factors:
Age
Life-Cycle Stage
Life Style
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Psychological Factor:
(WANTS)
Wants
Based on a want or desire to have
something. Not a necessity.
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Psychological Factor (contd).
Motivation:
Freud
Ego Super Ego
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Psychological Factor
(Perception)
The process by which an individual selects,
organizes, and interprets inputs to create a meaningful
picture of the world.
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Psychological Factors:
LearningLearning
Changes in an individuals behavior arising
form experience.
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Psychological Factors:
BeliefsBeliefs
Descriptive thoughts that a person holds about
something.
AttitudesAttitudes
Enduring favorable or unfavorable cognitive
evaluations emotional feelings and actiontendencies.
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Social class:
Relatively homogenous, enduring divisions in
a society, hierarchically ordered with memberssharing similar values, interests, and
behaviors.
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Culture & Subcultures
Cultures
The accumulation of values, knowledge, beliefs, customs,
objects, and concepts that a society uses to cope with its
environment
Subcultures
Groups of individuals who have similar value and behavior
patterns within the group but differ from those in other
groups.
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Facebookfinding a niche
Competitors Orkut, Hi5, MySpace, Twitter,
ApnaCircle and many other social networking
sites.
As of now, it is a free networking site,
however, predicted that from August-
September onwards, it would be paid for
further revenue generation.
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Consumer Behaviour for Facebook
Social networks need for people to interact and get connected
Teenagers and early 20s consider a social taboo if not registered
on facebook.
Aged / matured individuals for networking with friends and
relatives (Linkedin used for corporate networking)
A platform where consumer can express and share his/her emotions
with all friends added up in the list.
Chatting
Posting blogs
Communities for social awareness
Event updates
Birthday updates / reminders
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Consumer Behavior for Facebook
(Contd.)
List of Applications impacting social/psychologicalbehavior of the consumers. These include
(a) Farmville: a virtual scenario created for farming industry
(b) Fishville
(c) Dogville
(d) Marketplace / E-cart (an application like Ebay, can buyvehicles, rent property, apparel, accessories, electronics)
(e) Horoscope / Tarot-card reading(f) Post and share you-tube applications
(g) Supermarket Sweep
(h) Airline tickets
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Consumer Behavior for Facebook
(Contd.)
List of applications (contd).
( i) Online education (through social awareness campaigns)
(j) Quotes factory (for proverbs/phrases)
(k) Ebook application
(l) SMS Mobile
(m) Mobile themes
(n) Picture Sink (utility that simplifies uploading photographs)
(o) Scribbed (portal wherein any document can be posted,
authenticity through facebook, access could be open ended or
close ended)
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Consumer Behavior for Facebook
(Contd.)
List of applications (contd)
(p) Advertisements create your own add (details of URL,body text, image and title ), adds posted on the right hand
side of an individuals profile(q) Celebrity pages (self-endorsement)
(r) Application builder (make your own questionnaires, etc.)
(s) Self-analysis test
(t)M
obile uploads via facebook(u) Beta tester (certain set of questions asked on webpage,useful for updating and improving services of facebook)
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Consumer Behavior for Facebook
(Contd.)
List of applications (contd)
(v) Internet TV
(w) Community called 160 by 2.com (free site wherein
the accesser can register using his email address and
can send around 5000 free messages)
(Facebook enhanced privacy settings as compared to
other networking sites such as Orkut, Hi5,M
yspace,etc).
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Impact on Consumer Personality
Socialities
Page-3ites
Celebrities
Brand ambassadors
People enthusiastic for networking
Businessmen (can use ebay/ecommerce cart)
School-going students / colgates (access ebooks, other social
awareness campaigns and blogs)
Any layman / individual (for networking)
Social workers (for creating awareness of social issues such as
HIV, Cancer, etc).
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