Consumer Personality_ Main

8/7/2019 Consumer Personality_ Main

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ConsumerConsumer is a person who buys goods for a consideration or any user of goods other thanthe person who buys such goods for a consideration or who uses the goods with theapproval of the person who has bought the goods for a consideration or who hires oravails of any services for a consideration or who is the beneficiary for the service with the

consent of the person who has hired the service for a consideration.The consideration may be paid or promised or partly paid/partly promised or under anysystem of deferred payment. The term consumer doses not include a person who buysgoods for resale. It also does not include a person who obtains goods or services for anycommercial purpose.

Consumer BehaviorIt is the behavior that consumer display in searching for, purchasing, using, evaluatingand disposing of products and services that they expect will satisfy their needs. Consumer

behavior focuses on how individuals make decisions to spend their available resources(time, money, effort) on consumption-related items. That includes what they buy, whythey buy, when they buy, where they buy it, how often they buy it, how often they use it,how often they evaluate it after the purchase, the impact of such evaluations on futurepurchases, and how they dispose of it.


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Factors Influencing Consumer Behavior

MotivationMotivation is the driving force within individuals that impels them to action. This drivingforce is produced by a state of uncomfortable tension, which exists as the result of anunsatisfied need. All individuals have needs, wants and desires. The individualssubconscious drive to reduce need-induced tensions results in behavior that he or sheanticipates will satisfy needs and thus bring about a more comfortable internal state.

PerceptionPerception is the process by which individual select, organize and interpret stimuli into ameaningful and coherent picture of the world. Perception has strategy implications formarketers because consumers make decisions based on what they perceive rather then onthe basis of objective reality.

LearningConsumer learning is the process by which individuals acquire the purchase andconsumption knowledge and experience they apply to future related behavior. Althoughsome learning is intentional, much learning is incidental. Basis elements that contribute toan understanding of learning are motivation, cues, response and reinforcement.

AttitudeAn attitude is a learned predisposition to behave in a consistently favorable orunfavorable way with respect to a given object (e.g., a product category, a brand, aservice, an advertisement a web site, or a retail establishment).

PersonalityPersonality can be described as the psychological characteristics that both determine andreflect how a person responds to his or her environment. Although personality tends to beconsistent and enduring, it may change abruptly in response to major life events, as wellas well as gradually over time.

Theories of Personality1) Freudian Theory2) Neo Freudian Theory3) Trait Theory


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Freudian TheoryThis theory was built on the premise that unconscious needs or drives are at the heart ofhuman motivation and personality. Freud proposed that the human personality consists of3 interacting systems:-

1) Id It was conceptualized as a warehouse of basis physiological needs for

which the individual seeks immediate satisfaction.2) Superego It is the individuals internal expression of societys moral and ethical

codes of conduct. It is a kind of brake that restraints or inhibits the impulsiveforces of the Id.

3) Ego The ego is the individuals conscious control. It functions as an internalmonitor to balance the impulsive demands of the Id and the socioculturalconstrains of the super ego.

Gratification ID EGO

System 1 System 2

SUPEREGOSystem 3

Neo-Freudian Personality TheoryThe neo-Freudians believed thatsocial relationships are fundamental to the formationand development of personality. Alfred Adler viewed human beings as seeking to attainvarious rational goals. Harry Stack Sullivan was concerned with the individuals effortsto reduce tensions. Again Karen Horney classified individuals into 3 personality groups:-

1) Compliant individuals They are those who move toward others.2) Aggressive individuals They are those who move against others.3) Detached individuals They are those who move away from others

Trait TheoryThe theory focuses on the measurement of personality in terms of specific psychologicalcharacteristic, called traits. Trait theorists are concerned with the construction ofpersonality tests that enable that to pinpoint individual differences in terms of specifictraits.


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Purpose of the survey

The purpose behind this survey is to find out the different personality traits of theconsumers which in turn affect their buying behavior.

The sample size comprises of 20 people, precisely the teenagers and the product taken isCHOCOLATE. The main area of concern is How many of them are fascinated by thetaste, smell, packaging flavor etc.

Questions like Do they eat a chocolate after meals shows how systematic andmethodical a person is. On the other hand if a person likes to have it at any time, it showsthat the person is quite easy going. Again, do controversies affect their selection etc. givethe facts and figures which I have considered to analyse the consumers personality tosome extent.

.


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Chocolate History

For centuries, chocolate has been an intricate part of the history of many countries.Historically, Chocolate has been used as both a type of currency and also as an indulgentdrink affordable only to royalty. Today, chocolate is enjoyed by all in a variety of forms

and continues to be an important part of many cultures.

7th Century A.D.Cocoa Beans as a Monetary Unit

Archeologists have discovered that Mayans cultivated these wild trees in the 7thcentury A.D in the Yucatan region of Central America.

The first cocoa trees grew wild in the tropical rainforests of the Amazon and Orinocobasins over 4,000 years ago.

Archeologists have discovered that Mayans cultivated these wild trees in the 7th

century A.D in the Yucatan region of Central America.

Historians have found proof that cocoa beans were used as a form of payment as wellas a unit of calculation around 1000 A.D. In fact, following that period, all taxes werepaid in cocoa beans to Feudal Aztecs. Over the centuries, the people that would becomeknown as "Indians" brewed cocoa from a dense paste made with roasted cocoa beans.With the addition of water and various spices (vanilla and cinnamon, but also pepper andother strong condiments) it became an expensive yet very popular beverage enjoyed byKings, while the poorest used it sparingly to flavor a boiled corn mixture.Cocoa - a divine drink

Under the Aztec Emperor Montezuma, the drink made of cocoa beans was reserved for

the male elite. "The divine drink, which builds up resistance and fights fatigue. A cup ofthis precious drink permits a man to walk for a whole day without food." - AztecEmperor Montezuma (circa 1480 - 1520)

In 1502 Christopher Columbus was the first European to discover Cocoa beans uponlanding in Nicaragua on his fourth voyage. While the natives used cocoa beans ascurrency and also as a delightful drink, there was no interest by Columbus and hisentourage who were still searching for the sea route to India.

1500sA beverage fit for a king

Hernan Cortez, who conquered part of Mexico in 1519, was intrigued by the ideacocoa as a means of payment, and establishes a cocoa plantation in the name of theSpanish crown to cultivate this new "money".

Later, Cortez took xocolatl, a drink made from cocoa beans, to Charles V's court in1520. Cane sugar, in addition to or in place of traditional spices made cocoa a beveragethat was sweet and agreeable to drink and caught the addition of the Spanish King. Wordof the drink quickly spread throughout Spain.


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1600s & 1700s

From Spain to France

In 1615, the French became aware of the use of cocoa, a century after the first

discovery of the chocolate drink by the Spanish court. Spanish princess Anna of Austriamarried French King Louis XIII who introduced, among other Spanish customs, thedrinking of chocolate at the French court.

News of the drink spread throughout Europe in the 17th century by Italian and Frenchmerchants.The first chocolate-houses open

In 1657 the first chocolate-house was opened in London by a Frenchman, popularizingthe consumption of chocolate among many classes. As early as 1720, several coffee-houses of Florence and Venice are offering chocolate whose reputation reaches farbeyond the country's borders.

Italian chocolatiers, now famous for the art of making chocolate, are becoming knownthroughout Europe for this new art form. During this time, gianduja (hazelnut paste)becomes a popular sweet chocolate variation.Chocolate as cure

During the 18th century, chocolate was used more for therapeutic qualities, such asprevention of stomach aches.

Introduction of chocolate to the United States did not occur until 1765 when JohnHanan brought cocoa beans from the West Indies to Dorchester, Massachusetts, thinkingthat it might be useful for medicinal purposes. Together with Dr. James Baker, they start

the first chocolate factory in North America, at first to manufacture remedies forillnesses. (Baker's chocolate still exists as a baking chocolate variety).

During the first half of the 19th century, several technological advances madechocolate easier to produce and more available to the masses.

1800sInvention of the cocoa press

In 1828, Dutchman Hendrick Van Houten invented the cocoa press. This inventionhelped reduce the prices of cocoa even further and helped to improve the quality of thebeverage by squeezing out part of the cocoa butter, (fat that naturally occurs in cocoa

beans) and allowed the cocoa to be grounded more finely. From then on, drinkingchocolate had more of the smooth consistency and the pleasing flavor it has today.Today, this process is known as "Dutching." The final product, Dutch chocolate, has adark color and a mild taste.

The first chocolate bar

In 1847, Fry's chocolate factory in Bristol, England molded the first chocolate bar thatwas suitable for general consumption.


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Milk chocolate was invented in 1879 by the Swiss Henri Nestl and Daniel Peter

1900sIndustrialization

The industrialization of chocolate reduced the production costs and allowed all levelsof society to enjoy chocolate. Children rapidly became a great market for chocolatemakers. This started a trend of novelties with the 1923 launch of the Milky Way in by theAmerican Frank Mars while his son invented the namesake bars, the Mars bar. At thesame time, Milton Hershey, another American chocolate producer vastly expanded hischocolate sales through clever marketing and capitalizing on impulse purchases ofchocolate in main street grocery stores. Hershey was called the "Henry Ford" ofchocolate because he mass-produced a quality chocolate bar at a price everyone couldafford.

Today

The chocolate industry has grown to a worldwide industry topping $50 Billion in retailsales worldwide and continues to show healthy growth. Recently, there has been anincreasing trend towards high quality chocolates such as chocolates with high cocoacontent and or chocolates flavored with natural flavors and rich spices.

Chocolate source, via the internet, has made these gourmet chocolates accessible tochocolate lovers everywhere.


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QUESTIONNAIRE

PERSONAL DETAILS

NAME- ADDRESS-

GENDER-

AGE-

MARITAL STATUS-

Q.1 Do you eat Chocolates?1. Yes 2. No

Q.2 Which chocolate do you prefer the most?1. Dairy Milk 2. Kit Kat3. Five Star 4. Others

Q.3 When do you prefer to eat your chocolate?1. After the meal 2. Anytime

Q.4 Which source suggested you to have it?1. Advertisements 2. Friends3. On your own

Q.5 How often do you eat other chocolates?1. Quiet often 2. Rarely3. Not even rarely

Q.6 If your brand introduces a new product would you like to try itimmediately or rather wait for feedback?

1. Try it immediately 2. Wait for feedback

Q.7 If any other brand introduces some new variety of chocolate whichincludes different flavors, fragrance etc. Would you try it?1. Yes 2. No

Q.8 Are you easily provoked by advertisements?1. Yes 2. No


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Q.9 Dose the controversies affect your choice of the product?1. Yes 2. No

Q.10 Is your selection/taste of the product driven by the brand ambassadorspromoting the product?

1. Yes 2. No

Q.11 Will you accept or avoid a brand that have already been accepted andpurchased by the average customer.

Q.12 When do you eat chocolate, either by purchasing it yourself or whensomeone offers you?

1. Myself 2. As a gift

3. Not certain

Q.13 You love to eat chocolate when you are -1. Happy 2. Sad3. Romantic

Q.14 If you eat chocolate daily then do you eat the same chocolate every dayor prefer to change?

1. Same 2. Change

NOTE:- Though all the people surveyed eat chocolate but there are some people whodo not like to eat chocolates, so for the purpose of finding the personality of those peopleI take 10 people who dont like to eat chocolate and ask following questions.

Q.15 Why you dont eat chocolate?1. Dont like it 2. Calorie Conscious3. Nothing Specific

Q.16 What do you think would best substitute chocolates?1. Cold Drink 2. Juice3. Sweets

Q.17 If maximum number of people gifted you chocolates, how would youreact?

1. Would accept gracefully 2. Would be a bit annoyed buywouldnt show

3. Not like it at all


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Conclusion

Q.1 Do you eat Chocolates?

0

20

40

60

80

100

Yes No

% of people

eating

chocolate

Conclusion According to the sample survey almost 100% people love to

eat chocolates.

Q.2 Which chocolate do you prefer the most?

0

10

20

30

40

50

60

DairyMilk

Kit Kat 5 Star Others

Chocolate

Prefered

Conclusion:- Majority prefers Dairy Milk over 5 star, Kit Kat and other

chocolates.


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Q.3 When do you prefer to eat your chocolate?

0

20

40

60

80

100

After Meal Anytim e

When do youPrefer to eat

Chcolate

Conclusion:- Most of the samples liked to eat chocolate anytime but few

preferred it as dessert.

Q.4 Which source suggested you to have it?

0

10

20

30

40

50

60

Advertisement Friends On your own

From where u get the

information from

Conclusion:- The selection of this kind of the product is not affected by theads or friends choice rather make selection on the basis of their tastes and

preferences. This proves that most of the people areInner-directed.

Q.5 How often do you eat other chocolates?

0

20

40

60

80

100

Quiet

Often

Rare ly Not even

Rarely

How offten you eat

other chocolate

Conclusion:- In such products people do not carry any brand loyalty.


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Q.6 If your brand introduces a new product would you like to try itimmediately or rather wait for feedback?

0

10

20

30

40

50

60

Try it

immediately

Wait for

feedback

Will you try a ne w

produce aintroduces by your

brand

Conclusion:- Most of the people have confidence on their brand are willing

to try any thing introduced it.

Q.7 If any other brand introduces some new variety of chocolate whichincludes different flavors, fragrance etc. Would you try it?

0

10

20

30

40

50

60

Yes Wait for

feedback

Other brand

introduces

new variety

would you try it

Conclusion:- As many of the people will wait for the feedback this showsthat they areHighly Dogmatic.


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Q.8 Are you easily provoked by advertisements?

0

10

20

30

40

50

60

70

80

Yes No

Will you get

proved by

add.

Conclusion:- Advertisements do not affect the selection of the people in suchcases and shows that they areLow Dogmatic as they want the information

about the product.

Q.9 Dose the controversies affect your choice of the product?

0

20

40

60

80

Yes No

Dose the

controversies

affect your

choice

Conclusion:- Controversies do arise in such products and their selection isnot affected by these.


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Q.10 Is your selection/taste of the product driven by the brand ambassadorspromoting the product?

0

10

20

30

40

50

60

Yes No

Are you

driven bybrand

ambassadors

Conclusion:- Celebs do affect the tastes and preferences of people in India.

Q.11 Will you accept or avoid a brand that have already been accepted and

purchased by the average customer?Conclusion:- According to my survey I can say that people are mostly driven by theirtastes and preferences but yes sometimes their surroundings do affect their selectionprocess, though at a very lower level.

Q.12 When do you eat chocolate, either by purchasing it yourself or whensomeone offers you?

0

10

20

3040

50

60

70

80

M ys elf As a g if t Not

certain

when do u eat

chocolate

Conclusion:- majority of the sample are self dependent and so they purchase thechocolates for eating rather than waiting for someone to gift.


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Q.13 You love to eat chocolate when you are -

0

10

20

30

40

50

60

70

80

Happy Sad Rom antic

You love to eat

chocolate when you

Conclusion:- 80% people prefer chocolate in romantic mood, 15% have it to expresshappiness and the rest 5% eat it to overcome from sadness.

Q.14 If you eat chocolate daily then do you eat the same chocolate every dayor prefer to change?

0

10

20

30

40

50

60

70

Same Change

If u eat

chocolate

daily then do

you eat the

same

Conclusion:- Most of the people go for innovativeness and variety but some of them arestill brand loyal.

Q.15 Why you dont eat chocolate?

0

10

20

30

40

50

60

70

Don't like i t Calorie

Conscious

Nothing

specific

Why you dont eat

chocolate

Conclusion:- 70% of the people are calorie conscious and very much concern about theirfigure.


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Q.16 What do you think would best substitute chocolates?

0

10

20

30

40

50

60

70

80

Cold

Drink

Juices Sweets

Best Substitue

of chocolate

Conclusion:- According to the non chocolates eaters, sweets are the best substitute forchocolates.

Q.17 If maximum number of people gifted you chocolates, how would youreact?

0

10

20

30

40

50

60

Accept

gracefully

Bit

annoyed

Do not

like it

If people gifts you

chocolates you will

Conclusion:- Majority of the sample would except it with certain degree of patience, and30% of them would except it gracefully.


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Findings Of the survey

Through this survey, the first and foremost thing I found was the percentage of teenagerswho ate chocolates which came out to be almost 100%. Next, I covered up certainpersonality traits like their dogmatic nature i.e. how many of them easily shift from one

product to the other showing fluctuations in their brand loyalty.

Again, how many of them crave for variety and novelty i.e. to seek for different varietyand try out something new. Many of them were found to be moved by the need foruniqueness and were not provoked to choose according to the general public taste.

On a final note, I was able to understand and judge as to how different personality traitshave significant impact on the consumers buying behavior even in case of such a simpleand minor product like Chocolates.


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Conclusion

On the basis of the findings, I come to a conclusion that sometimesthe selection of the product or commodity is affected by their tastes

and preferences and sometimes is affected by the advertisements,surroundings, etc. Not only this it helps me to analyse the charactertraits of the sample which I took for my survey, and on the basis ofthat I can say that some are innovative, i.e., they select new

products every time , some are dogmatic, some are loyal to aparticular brand and some do not carry any brand loyalty, etc.


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Bibliography

Book:

1) LG Schiffman & LL Kanuk, Consumer Behavior 9th Edition(Prentice Hall of India Pvt. Ltd.), Chapter five

2) Philip Kotler & KL Keller, Marketing Management (PearsonPublication).

3) D. Hawkins & A. Mookerjee, Consumer Behavior 9th Edition (TataMcGraw Hill).


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ACKNOWLEDGEMENT

I am grateful to those who have helped me in completing thematter for this report. I would like to acknowledge my deep senseof gratitude to Prof. Pooja Gupta for her ungrudging help &

precise guidance. Even the net facility & our college library justenabled me to transform this report into a more lucid &crisp &informative one.

Lastly I will failing in my duty if I do not mention here thetremendous co-operation I received from my colleagues in thecompletion of this voluminous work & helped me to bring thiseffort to fruition.


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A

Report on

Consumer Personality

Submitted to: Submitted

By:

Mrs. PoojaGupta Pulkit Gupta

BBA III Year

Bharati Vidyapeeth University

BVIMED


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Navi Mumbai

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