Personality Essay

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Personality traits have been found to affect the pattern of consumption and consumption decisions. Consumers have the qualities affect their decision-making processes and the subsequent consumption patterns. Consumer behaviour scientists have identified a general and specific consumer characteristic; on the basis of these, they have been able to effectively develop and implement marketing strategies, first by market segments, target, positioning their products / services to design appropriate marketing mix. Some traits that have been related to consumer innovativeness, the consumer impact on relationships and consumer ethnocentrism.

How personality affects consumer buying decision making

Consumer behaviour is the most challenging concepts in market; consumers know what they want and how to make decision according to their different personality. But it is critical for marketers because they need to understand of buying behaviour to help them know what is important to customers and suggest to their customer influence their decision making. Marketers need to find the relationship between personality type and buying behaviour. It is obviously that such high people tend to buy high-priced products. So marketers need to develop their products and advertising and promotional activities to remember their target customer personality types.

Consumer social character:

It reflects the degree to which a consumer relies on self or on others in making purchase decisions and forming consumption patterns. The social character includes two parts, inner directness and other directness. The interior is directly dependent on him as a man of "inner, deep core" values, beliefs and standards in the assessment of products and make a purchase decision. These customers are consumer innovators; they believe in themselves and make their own decisions. Marketers should provide an appeal with reason and facts; they should concentrate on the benefits, functionality and value, it ultimately consumers use to judge the value of his valuation of products / services provided. Other-directness is when consumers rely on others, especially the social impact of judge right or wrong. They decided to look for others. These customers are often lacking innovation. They are social guidance. For these consumers, marketers need to use a social appeal and concentrate on advertising, reflecting the social environment and social recognition.

Consumer innovativeness”

It is a measure of open, consumer acceptance of new products or services / brand even change any and all of the 4 PS. There are two types of innovativeness, high and low innovativeness. High innovative is willing to try new products / services or brand. Low innovativeness is customers do not want to try any new product/service offerings or brands. Innovation can help marketers evaluate innovative consumer willingness to analyze acceptance market segments. Prediction and forecasting is the diffusion rate and the introduction of new products and services. Innovators are willing to try new products / services and acceptance of new products, rather than non-innovator.

Consumer dogmatism

It reflects consumers’ different attitude to something is new or unfamiliar, or contrary to their ideas, beliefs and preconceptions. There are two types of dogmatism, high and low dogmatism. High dogmatism is people who are closed-minded. It is hard for them to accept new things; they are preferred to purchase traditional products. Marketers can use expert/celebrity to attract the high dogmatism; it is much easier for them to accept the credible sources. Low dogmatism is people who are open-minded. They like to try the new product and accept the innovative product. Marketers can publish their new product feature and benefits to customers through advertisement.

Optimum Stimulation levels (OSL):

It is reflect one person’s desires degree of calm or excitement. There are two types of OSL, high OSL and low OSL, people in high OSL, they prefer to busy, complex and full of excitement life, they pursue the novel life. On the contrary, people like simple, routine life; they are belonging to low OSL. For high OSL consumers, they will be attracted towards to the novel; they are willing to take risk to try new product/service or brands. The marketers can update their new product by adding some new function or they can produce a new product with different features or marketing mix. For the low OSL consumers, they normally do not change brand, they are brand loyal. But they will also feel bored after use the same product for a long period, some of them will want to try new product, so optimum stimulation levels may change their lifestyle. Marketers can stimulate low OSL to improve their ability of consumption, for example they can give feedback from high OSL to show the effect of their new products/services.

Variety Novelty Seeking:

It is reflect measurement of different levels, a person seeking to purchase goods and services/brand. There are three parts include exploratory purchase behaviour, vicarious exploration, uses innovativeness. Exploratory purchase behaviour is mainly about change their previous purchase behaviour; they are trying out new and better brand alternative. For these customers, they are not brand loyalty, they are highly innovative and they will take risk to try new product/service. So the marketers should create awareness of the new product or brand. For vicarious exploration, When a consumer to understand the new product / brand, and then consciously trying to get more information and thinking later, it is called an alternative exploration. For these logic and rationality customers, the marketers should use rational appeal, then explain to their customers about the product unique characteristics, benefits, fact and value. For use innovativeness, it is reflect one person find a new way to use the existing product. These customers will buy the product because they can use the product in different ways, which means the product have more multiple uses, the products are more valuable than before. The marketers should Providing multiple features and functions (for example, a liquefied petroleum gas stove oven), to attract these consumers.

Brand personality:

Brand personality is as "the brands come alive," attributed human personality traits to achieve brand differentiation. Usually open to sell advertising and appropriate packaging and graphics through long-term. Therefore, consumers in line with the brand