The Personality Traits Of Consumer Behavior - 935 Words

There are different question asked by market professional and this is one of them, how do one identify products and services that would be successfully marketed to individuals who is open, conscientious, extravert, agree and neurotic? This question now led me to asking myself, what consumer, behaviour, personality means? Defining these terms will give me a clearer understanding to the answer marketing professional are looking for. Consumer is someone who buys goods and services for individual use. Behaviour can be defined as the way one interacts in his or her environment towards people. Personality simply means people’s distinctive character or behaviour that makes them special. Now, Consumer behaviour is the process taken in monitoring consumers on where, why and when they purchase their products (goods and services) and how they use, secure and dispose them to satisfy their needs. There are five personality traits we are going to consider and they are: a. Openness: This is a trait identified to open-minded people who are imaginative, adventurous, intellect and have interest in art. They are liberal and will not be afraid to mention their preferences and also share their opinion about new or modified products. The product to market to this group would probably be new or modified products such as fantasy products (books, Art work), cool coloured products (cars, dresses), while close-minded people will prefer already manufactured product, resistant to change and will needShow MoreRelatedTrait Theory and Brand Personality Framework1679 Words   |  7 Pagesabout Trait Theory and Brand Personality Framework in personality. Details of the two theories will be explained first, along with some real examples of how firms make use of personality traits to strengthen their brands. 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