A number of studies have examined the role that personality and/or other personal characteristics may have...

A number of studies have examined the role that personality and/or other personal characteristics may have on consumers' media usage. Discuss some of these studies. Do you think that these characteristics may have an impact, or should marketers rely primarily on demographic characteristics?

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A marketer must understand that that are vast differences between demographics and psychographics (customer's personality). Demographics tell company “who” can be buyer is, and personality traits tell “why” people will buy. Demographics analyses the quantitative traits of customer such as gender, age, income, education and marital relationship status to analyse the different categories within a population. However the personality traitors of a customer looks at harder to qualify traits such as their attitudes, opinions, beliefs, interests, personality, lifestyle and values which can change as targeted customer age or move up in their careers. The personality traits provide substantial details of insight into the drivers of consumer behavior from numerous different angles. Thus for an effective communication marketer should understand both their demographics and psychographics to ensure that they effectively reach the target audience.

Rahul Sunny answered 2 years ago

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A number of studies have examined the role that personality and/or other personal characteristics may have...

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