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CONSUMER BEHAVIOUR PERSONALITY AND COLOUR Personality and color both have an important role when we study consumer behavior. An individual or a consumer is always influenced by his culture, subculture, social class, reference groups, family, personality, and his psychological factors. Some consumers associate personality characteristics with colors. To understand a buyer needs and convert them into customers is the main purpose of the consumer behavior study. To understand the buyer habits and his priorities, it is required to understand and know the personality of the buyer. Each and every individual is has his own personality and behaviour pattern which is different in every sense. It is believed that consumers buying behaviour is greatly influenced by his or her personality traits. Personality is a person’s consistent pattern of responses. It is an internal structure in which experience and behaviour are related in an orderly way. What, when and how a consumer purchases are influenced by his or her personality types. In order to persuade the consumers marketers need to study consumer behavior. Personality signifies the inner psychological characteristics that reflect how a person reacts to his environment. Personality shows the individual choices for various products and brands. It helps the marketers in deciding when and how to promote the product. Personality can be categorized on the basis of individual traits, likes, dislikes etc. There are many personality theories such as Freudian, non-Freudian, trait theory. Personality Traits: Dogmatism Inner directedness Other directedness Need for uniqueness Optimum Stimulation Level Sensation seeking Variety seeking Dogmatism: A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar things and information that is contrary to his or her own established beliefs. A person who is highly dogmatic is firm in his own beliefs whereas a person who is less dogmatic prefers innovative products rather than traditional ones. Inner directedness: Rely on their own values when evaluating products and are innovators. These people love advertisements that stress product features and personal benefits.
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Other directedness: Look to others for guidance and are less likely to be innovators. These people prefer advertisements that favor social acceptance and respond favorably to appeals that portray a social group. Need for uniqueness: Consumers who avoid conforming to expectations or standards of others, either in appearance or possessions. Consumers with a high need for uniqueness adopt new products quicker than the others and prefer creative things. You can identify these people with their unique clothes, hairstyles etc.
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  • Spring '17
  • afshan rauf

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