Personality can be defined as " the distinctive patterns of behaviour, including thoughts and emotions that characterize each individuals adaptations to the situation of his or her life-.
(Pg.100, Michael R. Solomon, Consumer Behaviour, 1992, 5th Edn., Prentice Hall, New Jersey).
The nature of personality depends upon three properties:.
1. Personality reflects individual differences.
2. Personality is consistent and enduring.
3. Personality can change.
The concept of personality has four characteristics. The first one is the personality characteristic it shows that the personality of a person should show some consistency. Second is that person's behaviour should distinguish it from others. Third is that the researchers cannot accurately predict an individuals behaviour. The fourth characteristic of personality is that it moderates the effects of messages and situation on consumer behaviour.
(Pg.100, John C. Mowen, Michael S. Minor, Consumer Behaviour: a Framework, 1st Edn., 2001, Prentice Hall, New Jersey).
Various Research Methodologies Used .
The concept of personality, self concept and psychographics have different approaches to identifying individual differences in consumer behaviour. Individual difference variables describe how one person varies from the other person in his distinctive patterns of behaviour. Individual difference variables have the important managerial uses. First there should be sufficient number of people who share similar personality, self concept and psychographic characteristics may be large enough segments that can be targeted by a company. The second one is by developing an undertaking of a target markets personality, self concept and psychographics characteristics, a company may be able to transfer its promotional messages that will tap the needs and the wants of the target market. Third it may be possible to position the brand based on a individual difference characteristic of the target market.
