Question

consumer behaviour..

Q: Explain the concept of personality and mention the different ways according to which individuals develop it. Also briefly clarify if personality is measured and if it matters to the understanding CB.

Answer 1

Personality represents the psychological characteristics which reflect the reaction of the person towards his environment. It is important to understand the personality of the consumer before understanding the needs of them. It shows the choices of the individuals for different commodities and brands. It is basically the set of characteristics of cognitions, behavior and emotional and practical patterns which evolve the environmental and biological factors of the person.
The purchase of the consumers reflect their personality. The different personalities of different consumers influence the consumer behavior for buying that product. The individuals can develop personality by improving more of the communication skills, listening power, meeting more new people, having an opinion of self, having knowledge, a positive aspect to look out at the world, etc.,
Yes, personality can be measured through number of methods. Asking questions and objective questionnaires can measure the personality of the person. The self report measures, individual responses are also the methods used to measure the personality.
The analysis of consumer behavior or knowing the consumer behavior requires the measurement of personality of the consumers rightly. It means that surveys or questionnaires conducted between the consumers to measure the personalities of them for analyzing consumer behavior of the product should up to the mark or accurate for good analysis of the consumer behavior.