INFLUENCE OF PERSONALITY ON CONSUMER BEHAVIOUR

MBA / BBA MARKETING MANAGEMENT 

                  QUESTION PAPER APRIL 2019  

                             PUNE UNIVERSITY

                Top 20 points on personality

1.        Many products consumers buy are reflection of their personalities.

2.       Every type of personality involves certain characteristics.

3.       since individuals do react fairly consistently in a variety of environmental situations, these generalized patterns of response or modes of coping with the world can be called personality.”

4.       In any one person, certain personality traits dominate others as a result of which people are  labled as aggressive, compliant, aloof, friendly, charismatic, or obnoxious

5.       personality includes those aspects of behavior which are relatively stable across situations and, as a result, predictive of future behavior.

6.       Each consumer is unique in terms of his or her ambitiousness, competitiveness, conservatism/liberalism, degree of extroversion, and so on”. Together, these primary character traits constitute the individual’s personality.

7.       These characteristics are developed over time from the experiences the individual gathers and from his reference groups.

8.         few properties of an individual’s personality.

(1) it reflects individual differences;

(2) it is consistent and enduring; and

(3) it can change.

9.  The major approaches to the study of personality to be discussed here are:

 (1) psychoanalytic theory or orthodox Freudian theory of personality;

(2) sociopsychoanalytic theory of personality;

(3) Gestalt theory of personality;

(4) stimulus-response theory of personality;

(5) cognitive theory of personality; and,

 (6) trait theory of personality.

10. Personality traits may help marketers predict the type of cloths people may wear, automobiles they drive, shops they prefer to buy or the restaurants they prefer to eat. 

Examples personality 

1.       a man’s personality may change once he loses his mother or father at a very early age. His personality may also change with the elapse of time, as he gradually becomes mature because of his exposures to new things or acquisition of new experiences.

2.       Marketing interest in the personality is based on the assumption that, in spite of their uniqueness as individuals, members of groups and aggregates may posses a given trait or type in common with each other. Such grouping might be the basis of separate market segments and justify special marketing program. Two classic research which attempted to link personality traits with product use concern the ownerships of different brands of cars. These two research studies were carried in the US and, among other things, involve car owners’ preferences for Fords or Chevrolets. While mechanically and in terms of design, these makes of car were almost identical, marketers had tried to create very different brand images for each, based on what they assumed were the profiles of car buyers. Studies revealed that Ford owners were independent, impulsive, masculine and self-confident in terms of personality traits, where prospective Chevrolet buyers were found to be conservative, thrifty, prestige-conscious, less masculine, and moderate in their personality traits.

3.