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Influence of Personality in Buying Consumer Goods-A Comparative Study between Neo-Freudian Theories and Trait Theory Based on Khulna Region

Received: 14 May 2013     Published: 10 June 2013
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Abstract

Consumer’s attitudes play a direct and influential role in consumer behavior. Attitude study is important for the marketers of service organization because it affects consumer’s selective processes, learning and ultimately the buying behavior. Measuring consumer’s attitudes may help a service marketer to get a better picture on both present and potential markets. This paper has explored the factors that create personality problems in consumer buying decision making particularly among the consumer goods purchaser in the Khulna metropolitan area. At first a structured questionnaire has been developed measuring 9 constraints variable for two theories. The factors creating personality problem in consumer buying decision in Khulna metropolitan area have been evaluated by those 9 variables in the form of: compliant, aggressive, detached for the neo-Freudian theory and dogmatism, need for uniqueness, social character, consumer innovativeness, ethnocentrism and compulsiveness for trait theory. The relationship of the variables was evaluated by the survey outcomes. Results show that several factors are influential in creating personality problems among the customers of consumer goods in Khulna region. Some of these are compliant, aggressive, detached, dogmatism, ethnocentrism. The study also reveals the problems and identified probable solutions to overcome these problems.

Published in International Journal of Business and Economics Research (Volume 2, Issue 3)
DOI 10.11648/j.ijber.20130203.12
Page(s) 41-58
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2013. Published by Science Publishing Group

Keywords

Personality, Attitudes, Consumer Behavior, Buying Behavior

References
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[2] Berkman, Harold W. and Christopher C. Gilson (1986), Consumer Behavior: Concepts and Strategies, Kent Publishing Co., Wadsworth, Inc., Boston, Massachusetts.
[3] Chowdhury. I.A. Consumer Behavior. Bangladesh Open University, 2007. P. 310-316
[4] Davis, Keith A., and John W. Newstrom. Human Behavior at Work: Organizational Behavior. New York: McGraw-Hill, current edition.
[5] Deasy, Dorothy. (2000). Express Brand Personality—Let Your Package Do the Talking. Brand Packaging Magazine, March/April.
[6] G. Vani, M. Ganesh Babu, N. Panchanatham, (2010). "Toothpaste Brands –A Study of consumer behavior in Bangalore city". Journal of Economics and Behavioral Studies Vol. 1, No. 1, pp. 27-39.
[7] Harold H. Kassarjian, (1971). "Personality and Consumer Behavior: A Review". Journal of Marketing Research Vol. 8, No. 4 (Nov., 1971), pp. 409-418
[8] Harold W. Berkman, Christopher C. Gilson; Consumer Behavior: Concepts and Strategies, PWS-Kent Publishing Company, 1986
[9] Melvin Herman Marx, William Allen Hillix; Systems and Theories in Psychology, McGraw-Hill Series in Psychology 2006,
[10] Hitesh Bhasin, (2006). "Personal factors affecting consumer buying behavior". From www.marketing91.com
[11] Kaplan. M and Zarrilli. K (2000). "THE ROLE OF FRAGRANCE IN THE BRAND PERSONALITY OF CONSUMER PRODUCTS"
[12] Kassarjian, H. H., and Sheffet, J. M. (1991). "Personality and Consumer Behavior: An update". In H. H. Kassarjian and T. S. Robertson (Eds.), Handbook of Consumer Behavior, 4th ed, 281-303. Englewood Cliffs, N.J. Prentice-Hall International Editions.
[13] Lawrence A. Pervin. Wiley, "The Science of Personality" New York, 1996. 471 pp.
[14] Little, Brian R.(1999), "Personality and Motivation: Personal Action and the Cognitive Evolution," in Handbook of Personality: Theory and Research, 2d ed., ed. Lawrence A. Pervin and Oliver P. John, New York: Guilford, 501-524.
[15] Melvin H. Marx and William A. Hillix. (1963)."Systems and Theories in Psychology". New York. McGraw-Hill.
[16] Nakanishi, M. (1972). "Personality and consumer behavior: Extensions". In M. Venkatesan (Ed.), Proceedings 3rd Conference, 61-65. College Park, MD: Association for Consumer Research.
[17] Personality. (n.d). In Wikipedia. Retrieved March 14, 2012, from en.wikipedia.org/wiki/personality
[18] Pervin, L. (1997). Personality: Theory and Research, 7th edition. New York, USA, John Wiley and Sons, Inc.
[19] Ranjbarian and M. Kia, (2010). "The Influence of Personality Traits on Consideration Set Size". European Journal of Social Sciences – Volume 15, Number 2.
[20] Schiffman, L.G. Consumer Behavior / L.G. Schiffman, L.L. Kanuk. Prentice Hall, 2008, p. 114-141
[21] Soga, S., Shimai, S., and Otake, K. (2002). As analysis of the relationship between aggressiveness and personality traits of children. Japanese Journal of Psychology, 73, 358-36.
Cite This Article
  • APA Style

    Sandip Sarker, Tarun Kanti Bose, Mollika Palit, Md. Enamul Haque. (2013). Influence of Personality in Buying Consumer Goods-A Comparative Study between Neo-Freudian Theories and Trait Theory Based on Khulna Region. International Journal of Business and Economics Research, 2(3), 41-58. https://doi.org/10.11648/j.ijber.20130203.12

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    ACS Style

    Sandip Sarker; Tarun Kanti Bose; Mollika Palit; Md. Enamul Haque. Influence of Personality in Buying Consumer Goods-A Comparative Study between Neo-Freudian Theories and Trait Theory Based on Khulna Region. Int. J. Bus. Econ. Res. 2013, 2(3), 41-58. doi: 10.11648/j.ijber.20130203.12

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    AMA Style

    Sandip Sarker, Tarun Kanti Bose, Mollika Palit, Md. Enamul Haque. Influence of Personality in Buying Consumer Goods-A Comparative Study between Neo-Freudian Theories and Trait Theory Based on Khulna Region. Int J Bus Econ Res. 2013;2(3):41-58. doi: 10.11648/j.ijber.20130203.12

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  • @article{10.11648/j.ijber.20130203.12,
      author = {Sandip Sarker and Tarun Kanti Bose and Mollika Palit and Md. Enamul Haque},
      title = {Influence of Personality in Buying Consumer Goods-A Comparative Study between Neo-Freudian Theories and Trait Theory Based on Khulna Region},
      journal = {International Journal of Business and Economics Research},
      volume = {2},
      number = {3},
      pages = {41-58},
      doi = {10.11648/j.ijber.20130203.12},
      url = {https://doi.org/10.11648/j.ijber.20130203.12},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20130203.12},
      abstract = {Consumer’s attitudes play a direct and influential role in consumer behavior. Attitude study is important for the marketers of service organization because it affects consumer’s selective processes, learning and ultimately the buying behavior. Measuring consumer’s attitudes may help a service marketer to get a better picture on both present and potential markets. This paper has explored the factors that create personality problems in consumer buying decision making particularly among the consumer goods purchaser in the Khulna metropolitan area. At first a structured questionnaire has been developed measuring 9 constraints variable for two theories. The factors creating personality problem in consumer buying decision in Khulna metropolitan area have been evaluated by those 9 variables in the form of: compliant, aggressive, detached for the neo-Freudian theory and dogmatism, need for uniqueness, social character, consumer innovativeness, ethnocentrism and compulsiveness for trait theory. The relationship of the variables was evaluated by the survey outcomes. Results show that several factors are influential in creating personality problems among the customers of consumer goods in Khulna region. Some of these are compliant, aggressive, detached, dogmatism, ethnocentrism. The study also reveals the problems and identified probable solutions to overcome these problems.},
     year = {2013}
    }
    

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    AU  - Sandip Sarker
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    AB  - Consumer’s attitudes play a direct and influential role in consumer behavior. Attitude study is important for the marketers of service organization because it affects consumer’s selective processes, learning and ultimately the buying behavior. Measuring consumer’s attitudes may help a service marketer to get a better picture on both present and potential markets. This paper has explored the factors that create personality problems in consumer buying decision making particularly among the consumer goods purchaser in the Khulna metropolitan area. At first a structured questionnaire has been developed measuring 9 constraints variable for two theories. The factors creating personality problem in consumer buying decision in Khulna metropolitan area have been evaluated by those 9 variables in the form of: compliant, aggressive, detached for the neo-Freudian theory and dogmatism, need for uniqueness, social character, consumer innovativeness, ethnocentrism and compulsiveness for trait theory. The relationship of the variables was evaluated by the survey outcomes. Results show that several factors are influential in creating personality problems among the customers of consumer goods in Khulna region. Some of these are compliant, aggressive, detached, dogmatism, ethnocentrism. The study also reveals the problems and identified probable solutions to overcome these problems.
    VL  - 2
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Author Information
  • School of Management and Business Administration, Khulna University

  • School of Management and Business Administration, Khulna University

  • Business Administration Discipline, Khulna University, Khulna-9208, Bangladesh

  • Business Administration Discipline, Khulna University, Khulna-9209, Bangladesh

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