Nature of personality that influence consumer behaviour, Marketing Research

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Q. Nature of personality that influence consumer behaviour?

The study of personality discloses three distinct aspects:

  • Personality reproduce individual differences
  • Personality is consistent as well as enduring
  • Personality is able to change

1. Personality reflects individual differences

  • The inner characteristics that comprise one's personality are a unique combination of factors so that no two individuals are exactly alike
  • Some people may be alike in terms of a single personality characteristic
  • This is useful to marketers who can thus categorize (segment) consumers into groups based on similarities in one or more traits

2. Personality is consistent and enduring

  • Nevertheless consumption behaviour may vary because of other factors that affect behaviour (example sociocultural, psychological, environmental, etc.)
  • Personality is merely one of a number of factors that influence consumer behaviour

 


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