ASSIGNMENT IN CONSUMER BEHAVIOUR ON PERSONALITY :
(1). DESCRIBE THE TYPE OF PROMOTIONAL MESSAGE THAT WOULD BE MOST SUITABLE FOR EACH TYPE OF PERSONALTY MARKET SEGMENT.
ANS: (a) HIGHLY DOGMATIC CUSTOMERS: It is a personality trait that measures the degree of rigidity (versus openness) that individuals display towards unfamiliar and towards information that is contrary to their own established beliefs . A person who is high in dogmatism approaches the unfamiliar defensively while the person who is low in dogmatism will rarely consider unfamiliar or opposing beliefs. Consumers who are low in dogmatism i.e. closed minded persons generally prefer innovative products to traditional alternatives while consumers who are high in dogmatism prefer established products rather than the innovative product alternatives. So here the Promotional message towards which the highly dogmatic customers are more receptive is Ads for new products or services that contains an appeal from the authoritative figure. So here the marketer uses celebrities and experts to their new product advertising for making it easier for the potentially reluctant customers. While in contrast low dogmatic customers who have high innovativeness seems to be receptive towards messages that stress factual differences, product benefits and other forms of product usage information .
(B) Inner and other directed customers: Inner directed customers tend to rely on their own inner values or standards in evaluating new products and are likely to be the consumer innovators. Conversely, other directed customers tend to look to others for guidance as to what is appropriate or what is inappropriate. Both of them are attracted towards different types of promotional messages. Inner directed people seems to be prefer ads that stress product features and personal benefits ( enabling them to use their own values and standards in evaluating products whereas the other...