Reference no: EM131276651 , Length: 2

Research the topic of how marketers use personality tests to understand consumer behavior. The use of information around psychological traits and demographics can be significantly valuable information to the marketer. Include a discussion of at least one personality test that marketers use and how it relates to identifying consumer behavior patterns.

1. Describe why identifying consumer behavior patterns are so important and impactful to the marketer.

2. Identify and explain a personality test that is used by marketers, including the basic premise of how it works. From a marketing standpoint, how might this tool be used with respect to more effectively reaching the company's target market?

3. Discuss potential disadvantages to the use of personality test results by a marketer. How might a marketer decrease the impact of these disadvantages?

4. Relate the use of psychological and demographic information along with reference groups and subcultures to understanding overall consumer buying habits.

Your response should be a minimum of two pages, double-spaced.

References should include minimally one additional credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material.