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