Personality is sum total of an individual’s psychological traits, characteristics, motives, habits, attitudes, beliefs and outlooks. Personality is the very essence of individual differences. In consumer behavior, personality is defined as those inner psychological characteristics that both determine and reflect how person responds to his environmental stimuli. Personality is enduring and ensures that a person’s responses are consistent over time. Person able to do Hindi Translation is having different personality.
There has been a great dl of research into the concept of personality with the objective of predicting consumer behavior, in terms of product and brand choice. The assumption in all personality related research has been that different types of personalities can be classified and each type responds differently to the same stimuli, and personality can be used to identify and predict that response. In case of products such as cigarettes, beer and cars, Personality has been used to segment the market.
Personality research to predict consumer behavior has either focused on total personality profile or a specific trait and attempted to find a correlation with product brand choice. But both these approaches assume that individuals with a given personality profile or trait are homogeneous in all other respects such as age, income, education, occupation etc. We have seen how all these factors strongly influence a consumer’s decisions.
