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