Consumer Behavior Analysis Based on Personality Theory

Marketing consumer behavior
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Table of Contents
Introduction.................................................................................................................................................2
Analysis of personality of respondent 2.......................................................................................................2
Analysis of personality of respondent 3.......................................................................................................2
Analysis of personality of respondent 4.......................................................................................................3
Analysis of demographics of respondent 2..................................................................................................3
Analysis of demographics of respondent 3..................................................................................................4
Analysis of demographics of respondent 4..................................................................................................4
Recommendation.........................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7
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Introduction
The purpose of this paper is to analyze the consumer behavior of three respondents, respondent
2, 3 and respondent 4 on the basis of personality theory. The personality of an individual plays
an important role in defining their consumer behavior. Furthermore, their consumer behavior will
also be analyzed on the basis of theories of personality.
Analysis of personality of respondent 2
Analyzing the consumer behavior on the basis of trait theory, it can be said that this consumer is
an extrovert and can get upset very easily. She feels sympathetic towards other person and she
does have a liking for experiencing new things (Claiborne & Sirgy, 2015). According to her, she
is an efficient and careful person in her life. She will prefer a product which is similar to her
personality. As she likes to explore new things, she will prefer the product which is exciting and
comes with better quality features. She is an extremely careful person, which is why she gave the
maximum preference to the evaluation criteria, weight. Then she gave preference to other
evaluation criteria like price, warranty of the product etc. She wants a laptop which can work
efficiently, as she can. As she is an extrovert, she does not give much importance to the price of
the product. The Dell XPS 13 laptop fulfill all the requirements of her, and the characteristics of
the product match the personality of her. This product is lightweight, and it comes with a variety
of features, which enables her to experience new things (Mittal, 2015).
Analysis of personality of respondent 3
Marketers analyze the personality of the consumer to establish the connection between the
personality of the consumer and their brand choice. The response form this customer reveals that
he is an extrovert and he suffers from neuroticism (Zeugner-Roth, Žabkar & Diamantopoulos,
2015). He is quite open to experience new things in his life, however, he is not careful and
efficient in his activities. This consumer chose the third laptop which is Dell Inspiron 17 5000
which matches his personality. He gave maximum preference to the evaluation criteria of
memory, hard drive and video card of the laptop. Screen and processor of the laptop come next
in his preference. This laptop is chosen by him so that he could experience new things (Vlaev &
Dolan, 2015). The hard drive of the laptop and the memory will help him to experience new
things. As he is an extrovert, he does not give much importance to the price of the laptop. A
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