Definition
It is defined as those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
Nature of Personality
- Personality reflects individual difference
- Because the inner characteristics that constitutes a person’s personality are of unique combination of factors and no two individual have exactly same personality
- Nevertheless many individuals maybe similar in terms of a single personality characteristics but not in terms of other
- Personality is useful because it enable us to categorize consumers into different group on the basis of one or even several traits
- Personality is consistent and enduring
- An individual personality tends to be both consistent and enduring
- All the marketers cannot change a consumer’s personality however they have tools to change a person’s attitude towards an object or condition
- Even do consumers personality is consistent but they are subjected to consumption changes because of their change of environment, socio culture and psychology
- Personality can change
- Under certain circumstances personality often changes
- Such as marriage, birth of child, death of parent, change of job / profession
Consumer Behaviour 