Marketing Personality Type and Subculture - Coursework Example

Marketing, Personality Type and Subculture Personality Type The VALS survey placed me in the category of Innovator/Experiencer. The description that is given in relation to the category of innovator/experiencer fits me completely. Personality-wise, I am a dominant person because I like to make my own decisions for my life. I try to do what I like. I also make sure that people agree with my views. For example, if I am interested to buy a product or service, I will make my own decision to buy that product or service. Not that, that I will buy that product or service but also, I will make sure that the people around me agree with my choice. For making them to agree, I will convince them by all means. I am a fashionable person and like to make use of latest products. I like to gain my own experiences for life. For me, gaining experience is achievement. I make my own decisions, I gain my own experiences and I believe in myself for gaining success in life. Therefore, the personality type that is recognized for me is absolutely right. It fits me wholly. Marketing Influence for Purchasing Recently, I bought a new cell phone. Marketing of a product or service can be considered as a very important tool. Before buying the cell phone, I checked the marketing campaigns of the cell phones. Through the marketing campaigns such as advertisements on televisions and internet, I came to know about which cell phone to buy. What I judged about the product was its features, its reputation in the market and its appearance. Also, I got convinced that the cell phone was launched by a reputed company. The marketing ad that was monitored on television and internet contained large images of the cell phones and its features such as internet connectivity, radio, USB, blue tooth, its storage and much more. After getting knowledge about the cell phone in detail, I bought it. My Conscious and Unconscious Thought When I listened about the cell phone, I was anxious to know more about it. After gaining knowledge about it, I was attracted to buy it as soon as I can. I was not at all worried about the price. However, I knew that I would be able to get it. Before buying the cell phone, I made up my mind and structured my views. It was not the case that I was in need of a cell phone as I already had my own cell phone. I just intended to buy it for its newness, appearance, looks and reputation. As far as, my conscious thinking is concerned, I thought nothing about the price. I was anxious to know about my family and friends’ responses related to my purchase. Before buying, I also continued thinking, should I buy it or not. After acquiring enough knowledge about the cell phone, I waited no more and bought it. One thing that I thought unconsciously was that I should ask some of my friends about my choice. However, I did not do it because I think that I should make my own decisions. In addition, I was not ready to get a negative response about my purchase from my family as well as my friends. Personality Type and Decision Making According to the VALS personality type, I am an innovator as well as an experiencer. Neither anybody supported me in decision making nor did I ask someone to help me. I made my own decision to buy the cell phone. I only wanted to inform about my choice. I also wanted to be appreciated for my choice. I am always ready to get new things and products that come in the market and my purchase of the cell phone is a sign of it. Keeping up to date products with you is also a fashion. I always want to keep myself up to date. I did not ask anyone about my choice because I wanted to get my own experience. For me, my own choices are significant and trustworthy. I was enthusiastic about the cell phone from the day, when I saw its first advertisement. As an innovator, I dominantly made my own choice and I was the first one to buy the latest cell phone in my family. As an experiencer, I was not ready to take help from others’ experiences. I was interested to have my own familiarity. Affect of Subculture on Decision Making Culture and subculture affect a person’s choices to a great extent. My subculture is emirate and I make decisions by following my subculture. It is not necessary that people always make right decisions according to their subculture or culture. People can also make wrong decisions but cultures matter a lot. Culture and subculture are responsible for giving a person the knowledge according to which, he/she decides in his/her life. In our subculture, people are more attracted towards reputation and not on the prices. In fact, we don’t feel a need to buy things, goods or services. We buy them for their appearance and reputation. For example, I bought the latest cell phone and what attracted me most about the cell phone, was its appearance and its reputation in the market. I was not concerned about its price. I wanted to buy it for my reputation. My subculture affected my decision making to a great extent. For me, the price of a product or service does not matter but its appearance and reputation are all that are considered by me. I just wanted to be appreciated for my choice among my friends, my family members and other people around me. Therefore, it is quite clear that there are many considerations according to which, a person decides for buying a product or service such as his/her personality type, culture, subculture and lastly the marketing of a product or service. All the mentioned categories help a person to decide. Read More