Consumers' behavior as a function of life style and personality trait

ABSTRACT

This research examines the relationship between Consumers' tendency to conform and their changes in the purchase plans, while they are shopping alone and shopping with a group. Need for Achievement, Aggression and Dominance of the consumers with a low and high tendency to conform was also compared. To investigate, 97 consumers belonging to middle, upper middle and upper socio economic class constitute sample for the study. On the basis of their response to ATSCI [Attention to Social Comparison Information] scale, consumers were divided into two groups i.e. low and high tendency to conform. Questionnaire measuring consumers change in purchase plan under 2 conditions i.e. while shopping alone and shopping with a group together with the Achievement, Aggression and Dominance scales of PRF [Personality Research Form] were administered. T correlated indicated non significant difference between the purchase plans in 2 conditions for consumers with low and high tendency to conform, but there was a significant difference in the level of Need for Achievement, Aggression, Dominance between Consumers with Low and High Tendency to conform, when t test was calculated