Marketing Consumer Behavior: Personality Impact and Strategies

This report delves into the intricate relationship between consumer behavior and marketing strategies. It examines how personality traits, such as extroversion, neuroticism, and openness to experience, significantly influence customer purchasing decisions. The report highlights the importance of understanding these personality factors in designing effective marketing mixes, including product design, placement, pricing, and promotion. It emphasizes that products should align with customer personality to enhance satisfaction and drive sales. The report further explores how marketing managers can leverage consumer behavior insights to create targeted strategies that resonate with specific customer segments, ultimately contributing to the achievement of organizational objectives. It also covers the importance of factors like product quality, convenience, and promotional strategies in influencing consumer behavior.

Running head: MARKETING CONSUMER BEHAVIOUR
Marketing consumer behaviour
Name of Student
Name of University
Author Note

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MARKETING CONSUMER BEHAVIOUR
Table of contents
Effects of personality on the buying behaviour of customers....................................................2
Effects of consumer behaviour to design marketing mix strategies..........................................4
Reference..................................................................................................................................10

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Effects of personality on the buying behaviour of customers
Velu et al. (2016) stated that the products purchased by the customers generally
reflect the personality of the individuals. Mostly the purchase is done so that they can live up
to the social position of the organisation. The type of houses, furniture, jewellery and other
products purchased by customers signify the manner in which customers prefer to lead a
healthy life. Therefore, it is the duty of the marketing managers to develop products that are
based on the personality of the people. It has been seen that different personality factors
affect different customers and in the process influence their buying behaviour. For example,
extrovert people tend to possess a positive consumption of emotions whereas a person
possessing neuroticism personality tends to show negative consumption of emotions. In this
regard, Venturini and Benito (2015) provided evidence that the emotions of a person play an
important role in the buying behaviour of customers and developing the personality of the
people.
In the modern world, the conscience factors of the individuals based on the social
class and image play an important role in the buying behaviours of the customers. Along with
the products consumed by the customers, the professional life also underlines the personality
of the people. For instance, extrovert people tend to be more talkative and prefer to be in the
company of others. Hence, these types of people are more likely to purchase tickets to visit
foreign lands along with the excess consumption of beer. According to González-Benito,
Venturini and González-Benito (2017), such consumption provides opportunities to interact
with people either from the same social class or of a different class. Similarly, people
possessing openness to experience a type of personality tend to be imaginative and creative.
These people are open to new ideas and prefer products related to art. The profession chosen

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by these people also relate to artistic types hence, these people are interested in purchasing
materials that are innovative and creative.
Jaber and Simkin (2017) stated that the customers tend to purchase products that are
necessary to them and are consistent with the type of mentality that the particular customer
possesses. Evidence has been provided that highlight the fact that the customers tend to
purchase those products after being influenced by the personality they possess. Hence, sellers
of the products try to align the personality of the customers along with the products they
manufacture. The effectiveness of these personality factors is that such traits become one of
the factors that influence satisfaction of the customers. According to Eko (2014), personality
is developed either from the social lifestyle of individuals or from the generic factors that
exist among the people. The lifestyle of the people is another factor that develops the
personality of an individual. Hence, some of the personality traits can be categorised that
provide a description dealing with the effectiveness of personality with the buying behaviour
of customers.
Personality trait Manifestation Type of product suitable
Extrovert Prefer to interact with other
people
Beer, sports and travel
tickets
Neuroticism Prefer to have a negative
attitude and can be moody and
temperamental
Fast cars
Agreeableness Sympathetic, kind and polite Products that can be
distributed as charity
Openness to experience Imaginative and creative Prefers art or any product
that display innovation
and out of the box

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thoughts
Conscientiousness Organised and careful people Prefer to purchase
products that can help in
maintaining such as
washing machines,
cupboards, furniture
Table 1: Personality analysis
(Source: Created by author)
Apart from this other personality factors exist that define the buying behaviour of
customers. Traits such as impulsiveness, bargaining attitude and sophistication are some of
the personality factors based on which products are designed by manufacturers. Personality
plays an important role in ensuring the satisfaction of the customers. As observed by
Khodakarami and Chan (2014) irrespective of the quality and pocket-friendly price of the
products, most customers purchase the products that define their personality. Establishing a
connecting with the products manufactured is one of the most important factors that
marketing managers need to keep in mind. By doing so marketing mix, strategies can be
defined that require the proper analysis of the market as well as the personality of the
customers.
Effects of consumer behaviour to design marketing mix strategies
In the words of Huang and Sarigöllü (2014), marketing mix is the elements that
provide an idea about the type of strategies that need to be formed. The elements in the
marketing mix assist in identifying the needs of the customers and influence the decision
taken by the customers on a particular product. Thus, the elements of marketing mix play
crucial roles in effecting the buying behaviours of the customers. However, one element can

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be focused on to examine the behaviour of the customers. The element is the product. The
manufactured or finished items of a company are referred as the product that plays a major
role in the satisfaction of customers. As expressed by Nyadzayo and Khajehzadeh (2016)
certain characteristics of the products such as its designing, packaging, life cycle as well as
the guarantee period influence the decisions of the customers about buying a product. The
effectiveness of the products on customer buying behaviour is that it needs to be of good
quality.
However, the personality factor of the customers plays an important role in the
products that are manufactured by the company. Apart from being of good quality, the
customers tend to analyse whether the product aligns with the personality trait of the
individual. In this regard, it can be said that the manufacturers need to ensure that the
designing or packaging of products plays an important role in the sale of the product. For
example, the creative design on the body of a Dell laptop may influence people with creative
personality to purchase the laptop ahead of other brands selling the same product. At the
same time it needs to be considered that, the place refers to the point from which customers
can purchase their products.
According to Steenkamp (2017), the convenience of the product determines the ability
to purchase of customers. The product of an organisation needs to reach the customers and
focus on their wellbeing. The market coverage is required so that customers can identify the
products that are required for their satisfaction. In the modern world, most customers prefer
products that can be available to them at a cheaper rate. At the same time, the customers also
focus on the convenient manners in which these products can be obtained. The place needs to
be convenient so that customers can visit the physical stores frequently and ensure that the
demands are met. Thus, marketing managers need to ensure that the products are developed

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in a manner so that it may help in the satisfaction of the customers and at the same time reach
out and meet the organisational objectives..
For example, the product of a particular company can be based on the features. The
features need to focus on the requirements of the customers and as such need to be based on
the preferences of the customers. Wilson et al. (2016) stated that the price of the products is
determined based on the demands of the products and the materials used for the
manufacturing of it. It needs to be kept in mind that the products need to be manufactured in
such a manner that provides profitability to the organisations and at the same time ensures
that the satisfaction of the customers.
Relevant product management strategy is required for mitigating the threat of
dissatisfaction of the customers. The effectiveness of the product strategy is that the lifestyle
of the needs of the customers can be taken into consideration. As stated earlier, the lifestyle
of the customers plays an important role in determining the personality. This is because to
blend in with the higher social class, most customers purchase expensive products. At the
same time, keeping in mind the financial condition, some of the customers look to save their
finances and purchase products that are of absolute necessity. For example, customers
residing in posh residential areas will need to maintain their status and because of that will
tend to purchase expensive cars such as a Rolls Royce or Lamborghini.
The effectiveness of the promotional mix is that customers can understand the
products or the brand and can make proper decisions based on the promotion. For example,
the manufacturing of a new product can be done based on the assessment of the personality of
the customers. Thus, this determines the personality level that signifies competitiveness as
well as a dominant factor among the individual. The manufacturing of a product is to ensure
that the customers get the required exposure to maintain its stability in the market (Menon et

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al. 2015). The satisfaction of the customers can be measured by the collecting responses
through surveys. Product usually comprises of innovation and creativity that ensures growth
and exposure of a product or service. Certain factors such as the economic condition and the
financial condition may cause hindrance in the proper manufacturing of the products (Mix
and Brand 2017).

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Reference
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