Compare and discuss personality and user persona, as applied to understand consumer behavior. Discuss how marketers can use the attached user persona to develop marketing strategies to reach users of a new high-tech product. (Note: if this question is selected for the exam, you will also receive a persona as an attachment).

 

Compare and discuss personality and user persona, as applied to understand consumer behavior. Discuss how marketers can use the attached user persona to develop marketing strategies to reach users of a new high-tech product

Personality refers to the specific set of qualities and interest that individuals portray to distinguish them from others, and they are unique to each and every one. Personality is the unique quality that enables one to live and appeal to others in a special way, and gives the identity known to others (Leary, & Allen, 2016).

 Besides the need to have a personality, the society has a way to vie others. The part or set of qualities within a person that others can see or perceive makes the persona. The public persona is the way an individual would like to act or express when in front of others so as to identify with the values they have been known to possess. In assessing consumer behavior, marketers would like to assessor profile users based on the information that they present, especially when registering to a specific database or site easily accessed by the marketing company (Reed et al., 2015). The qualities such as personality reveals to the marketers how individual consumers act with regard to certain products, and can use the information tom predict how they will respond to the products, or what effects particular products will bring to the consumer. 

To reach the users of a new high-tech product, marketers will also apply a strategic evaluation of consumer persona, to understand how the product will be able to benefit or enhance the qualities of an individual. Once the set of qualities expressed by these consumers in public are clearly understood, the marketers will design the technology to suit the specific functions or benefits desired by the target consumer (Reed et al., 2015). In turn, the consumers will also be able to detect usability specifics in the product that match their interests, qualities and preferences.