The role of the ego-states becomes a factor to consider by the marketer. Just as the consumer wants to satisfy the demands of each of his egos, so does the marketer need to assure that satisfaction; i.e. successful sales depend on addressing the needs of the Id and the Superego while providing the Ego enough [...]
Archive for October, 2011
Purchase Decisions and the 3 Ego States
Posted in Market Psycho Analysis, tagged after sales service, brand heritage, consumer psychology, India strategy, international brand management, market segmentation, product purchase decisions on October 28, 2011 | Leave a Comment »
Differentiating between Products in any given Ego State
Posted in Market Psycho Analysis, tagged consumer behaviour, consumer psychology, Freud, international brand management, market analysis, market segmentation, Performance cars on October 26, 2011 | Leave a Comment »
Product categories can be categorized as Id-, Ego- and/or Superego-satisfiers. Within categories, it is natural that the same categorization differentiates one product from another. The same logic of the 3 ego-states comes into play when choosing between any short-listed set of products. Consider having to choose between 3 high-performance sports cars. While the Ferrari and [...]
Business in India – Learnings from Henkel’s turnaround by Jyothy Laboratories in India
Posted in India, tagged Henkel, HPCL-Mittal, India strategy, Indian Infrastructure, Jyothy Laboratories, Rama Bijapurkar, Volkswagen on October 26, 2011 | Leave a Comment »
It is one thing to judge and predict consumer behaviour, but quite another to hazard a guess on what it takes to set up industry in India. One always has an inkling about what works and what doesn’t, and the many success stories one comes across (many heard from the horses’ mouths, when dealing with [...]
Marketing Terms and the 3 Ego-States – (Part II – Superego Satisfiers)
Posted in Market Psycho Analysis, tagged consumer psychology, Freud, gifting, globalization, institutional purchases, international brand management, market analysis, market segmentation on October 16, 2011 | Leave a Comment »
Consider this: Why is hotel linen always white (or thereabouts)? What is the one feature that both the PC and the Mac borrowed from elsewhere, and will stay with both forever? In cars, what is the colour for indicators and what is it for brake lights? In making many purchase decisions, we are forced by [...]
Marketing Terms and the 3 Ego-States – (Part I – Id Satisfiers)
Posted in Market Psycho Analysis, tagged consumer behaviour, consumer psychology, emotional purchases, Freud, globalization, impulse purchases, international brand management, market analysis on October 16, 2011 | Leave a Comment »
If the Id, Ego and Superego influence all human volition (including the will to purchase), then they should be reflected in marketing terms as well. As we see, they do, to confirm the first part of our hypothesis: All products (categories) are necessarily Id-, Ego- and/or Superego satisfiers. Given that the 3 ego-states are closer [...]
The 3 Ego States and Consumer Behavior
Posted in Market Psycho Analysis, tagged consumer behaviour, consumer psychology, Freud, Id ego and superego, international brand management, market analysis, market segmentation on October 16, 2011 | Leave a Comment »
If the Id, Ego and Superego come into play in every aspect of our lives, there is every reason to believe that they should influence our behavior as consumers as well! Conventional psychoanalysis states that we suppress the impulses of the Id to conform to the demands of the society (the Superego). Our behavior as [...]
Explaining the Id, Ego and Superego in everyday life
Posted in Market Psycho Analysis, tagged 3 ego states, consumer profiles, consumer psychology, Freud, globalization, Id ego and superego, international brand management, market analysis, market planning, market segmentation, target person on October 16, 2011 | Leave a Comment »
(The reconciliation of the impulses of the Id with the demands of the Superego (the two extremes of desire, and often in conflict with each other), is the basis of all individual behaviour. There is no reason to believe that this should not also hold true for all “purchase behaviour”.) Imagine a baby, the mother [...]
Market (psycho) analysis: Finding common denominators for mankind
Posted in Market Psycho Analysis, tagged brand architecture, consumer profiles, consumer psychology, Freud, globalization, international brand management, market analysis, market planning, market segmentation, target person on October 14, 2011 | Leave a Comment »
Ever since advertising and marketing became “scientific”, consumer profiling has been done in many forms, with the eventual purpose of understanding the buyer’s motivations. But while most methodologies for consumer analysis are based on sociological studies, with an aim to predict consumer behavior, we might be better off if consumer analysis be done on the [...]
Who am I? Why buy me? (Or, the problem(s) with product/consumer segmentation)
Posted in Market Psycho Analysis, tagged consumer profiles, Globalisatio, globalization, international brand management, market analysis, market planning, target person on October 14, 2011 | Leave a Comment »
Even answering the most basic question in marketing – defining our product and its benefits – involves a certain definition of the user: “Who am I talking to?” Ever since advertising became more “scientific”, marketing men have used demographic or psychographic profiles to understand consumer behaviour. While the former differentiates consumers on the basis of [...]
Introduction – Who am I talking to?
Posted in Market Psycho Analysis, tagged brand architecture, globalization, market analysis, market segmentation, who am I talking to on October 10, 2011 | Leave a Comment »
Mrs Indira Gandhi drank Lipton’s Green Label tea at breakfast and used Lux – the soap – to wash her hands. Even when this was revealed by a doting press to her doting electorate, there was little about Mrs Gandhi that was not already known – given her illustrious father, even her early life was [...]
