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

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.

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