Nature of personality that influence consumer behaviour, Marketing Research

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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

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