This document summarises Chapter 5 of BEM212 Personality.
It explains the relationship between a personality and a behaviour of a consumer as well as the effect of culture namely African and Western.
Personality refers to specific internal differences between people, in other words differences that are not tangible/
visible to the eye. This includes variations in patterns of thinking mannerisms, habits and actions, as exhibited by
individuals in their daily lives.
Individuals that exhibit these behavioural characteristics (personality traits) are usually classified as
extroverts.
Individuals with a tendency of being reversed and who prefer spending time on their own or only with a
small friendship group, are often considered to be introverts.
Personality traits determine the manifestation of one’s personality which in turn shapes a wide array of behaviour,
including consumer behaviour such as product choice, manner of consumption and complaint patterns.
Extroverts are more likely to express their complaints and feelings of a business and their products.
Most studies on consumer behaviour are drawn from Western-oriented conceptual frameworks, with African
philosophies such as ubuntu, which form the foundation of much of the prevalent consumer behaviour in the South
African marketplace, rarely being mentioned.
2. Personality Defined
According to Albanese, personality is that stable and consistent characteristic that defines a person- that single
attribute that differentiates one individual from another.
Personality consists of those internal, personal, non-visible characteristics that not only distinguish people but also
determine their common and generalised patterns of behaviour.
Personality can be used to classify individuals into a collective based upon their similarities and can therefore
be used as a way of organizing and grouping consistencies in individuals’ reactions to situations.
Personality is determined by the interplay of the physical, psychological spiritual, social and environmental contexts
within which an individual lives.
Personality is intangible and difficult to measure.
Behavioural Patterns are useful in two dimensions:
A collection of individuals possessing similar behavioural patterns can be grouped together to form a market
segment.
o Example is a motorcycle club whose members are identified by their specific dress code. They all
have similar interests, lifestyles, motivates and consumption patterns.
The individual differences accounted for by personality and behaviour tend to differ from one person to the
next. This distinctiveness is the factor that makes an individual stand out as an independent consumer. To
this effect Opute defines a consumer as ‘individual with a distinctive personality’.
, Why is personality important in the study of consumer behaviour?
Human behaviour tends to be systematic and follow a certain pattern. As such, it can be considered as stable
and therefore measurable and predictable.
To remain competitive, it is in a retailer’s best interests to be able reliably and accurately to measure,
anticipate and predict the behaviour of its customers.
Consumer behaviourists and marketing managers invest a great deal of effort on research directed towards
understanding the motives for, and drivers of , consumption in order to decode consumer decision making
processes and predict consumer choice behaviour.
This is integral to the marketing function of any business for the following reasons:
o Enables a business to design unique market offerings for specific market segments in a way that
reliably and accurately satisfies each segment.
o Business is empowered to concentrate on particular market segments rather than targeting the
entire.
o Increases a business’ marketing efficiency in that customers’ needs are more easily satisfied, and
satisfied customers are more likely to become loyal customers.
Three fundamental principles of contemporary marketing thought:
Profit maximization
In order to survive businesses, need to increase profit maximation
Market segmentation
Important to focus on a specific market segment to enable customer retention, economies of scale and need
satisfaction
Consumerism
Customers will only accept, purchase, and repurchase goods that they want/meet needs (customer
satisfaction)
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