The Various Consumer Characteristics and Personality Aspects - Example

CONSUMER BEHAVIOR REFLECTIVE JOURNAL Name Subject Date Introduction Various manufacturers, entrepreneurs and businessmen have a target market that they identify a given need that they wish or rather intend to satisfy in order to get returns in form of profits, and even promote economic growth and development. On the other hand, a market is composed of buyers or rather consumers who have identified or recognized given needs that they would wish to satisfy by purchasing given products or services. Most consumers have buying behavior and personality that is an aspect that should be put into consideration by the businessmen who need to satisfy the identified need. This report shows the various consumer characteristics and personality aspects that are attributed to a given consumer behavior. In addition, the report also reports on the experiences of given consumer with regard to and comparison with consumer behavior theory of consumer personality. Personality can be defined as temperaments in human beings that are usually caused by fluid balance that include blood, phlegm and bile (Ray, 2006, 298). These fluids affect an individual with regard to their quantity resulting to personalities recognized as choleric (aggressive, irritating and violent characteristics); melancholic (unhappy, depressed and miserable); sanguine (usually joyful, passionate and hopeful); and finally, phlegmatic (usually cold calm and cold). These personalities will help in reporting by identifying different consumer behaviors with regard to the personalities named above. This is known as Galen theory of personalities. With regard to other personalities, other early theories identified personality with regard to behavior, traits and certain aspects that can be classified to form of personality groups such as happy people, sorrowful people, angered individuals, calm individuals and people that appear to be violent by nature. This is known as the type theory of personalities (Ray, 2006, 305). With the above understanding of what personalities mean, then it would be easy to conclude that various marketers have the responsibility of understanding consumer personalities in order to predict whether a certain target market will respond negatively or positively to a given product. In relation to this, there is a trait in people known as consumer innovators who are known to consume new products as a result of personality traits; like of needing to be unique, seeking sensation and as a social character (Harvish, 2012, 2). These consumers can be found to be risk takers; they can be independent from social norms and are commonly leaders in opinions. Personality traits based on social character is evaluated with the consumer’s ability to differentiate and judge commodities in accordance to one’s own assumptions, standards and values without relying to the guidance of others. Non-consumer innovators tend to look for guidance from other people instead of trying and risking by buying new products. When it comes to need for uniqueness, those people who want to appear unique are consumer innovators who are not willing to conform to standards set by other people. These people are willing to expose themselves to other people’s criticism; they can buy unusual products and always buy products that create a unique image. On the other hand, there are people who must consult where they have to seek guidance in order to avoid criticism, to fit to the society and to avoid risk of getting a product that might not work out for them. Sensational seekers are influenced by the need to have varied emotions that could be complex and could be perceived as novel. Thus, they can risk buying new brands and trying new products in an attempt to conform to their personality trait. This took one to the aspect of brand personality where certain brands of a product are built to correspond to given personalities with consideration to imagination and perception. Thus, brand personality takes various dimensions that are; excitement (daring, imaginative), competence (durability and reliability), sophistication (social class), ruggedness (tough) and sincerelity (original, honesty and wholesome. (Ash, 2012, 1-17). Consumer behavior theory influence on consumer on personal consumer behavior Personality largely influences a consumer behavior. A person who is tough, violent and aggressive is likely to be influenced by brand personalities with advertisements that reflect ruggedness, style and toughness. Hence, a person that is violent and tough is likely to purchase an item or product that is associated with toughness. There is an example of Guinness beer whose advertisements show strong and powerful men taking powerful tasks. Thus, this advert is likely to influence tough and aggressive personalities. Therefore, my personality in the journal appears to be adventurous. Thus, I was in often times taking risks by buying new brands. As an innovative consumer I was also unique where even in a Berber shop I settled for unique shaving style not common to many students. In addition, my personality is reflected in various instances in a unique way where am tending to buy new brands, board new buses and even buying a glass of wine which is not common with my peers. This shows some kind of consistency in my personality which has largely influenced my purchasing behavior Reflection on personal consumer behavior Personality trait influences a person’s consumer behavior in the various ways reported earlier. I am a customer who is innovative, who rarely consulted; like where I bought a designer shirt. I never consulted anyone but I went right to the designer shop where I explained to the designer the kind of commodity that I wanted. In addition, I was ready to risk criticism from my friends and disliked being seen with a shirt that matched that of someone else. Additionally, I have a sensational taste like where I bought a customized speaker that met my needs, and made sure that the design and brand were completely unique, as well as, quality music with complex features. It is only when I was looking for a Berber that I consulted. However, even after consulting about the best Berber shop I made sure that I got myself a unique shaving style that never matched any other person’s. In most cases, like when I was looking for the remote’s batteries I was ready to buy a new brand that was not common in the market that had been introduced to the market recently. I was also not very influenced by social norms and I could even resist conforming to what other people are buying. This is shown by the event where I was intrigued by the new bus company that gave communication contracts to the customers, hence, one would send feedback to the management directly. Conclusion Brand personality takes various dimensions like competence, ruggedness, sincerelity, sophistication, and excitement that fit to personality traits such as being adventurous, tough, calm and cool and uniqueness. These traits sum up to be classified as being innovative or non innovative. Non-innovative consumers are likely to conform to social norms, avoid risks and seek guidance which is the opposite of innovative consumer behavior. Reference list Ash, Padu. 2012. Personality and Consumer behavior Slideshare http://www.slideshare.net/ash_padu/personality-consumer-behaviour [accessed on 8th Sept 2012) Harish, Vijayrangan. 2012 Personality and Consumer Behavior Slideshare http://www.slideshare.net/hshvjy/personality-and-consumer-behavior-15719593 [accessed on 8th Sept 2013] Ray, Wright.2006. 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