Consumer

Consumer is a person who buys goods for a consideration or any user of goods other than
the person who buys such goods for a consideration or who uses the goods with the
approval of the person who has bought the goods for a consideration or who hires or
avails 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 any
system of deferred payment. The term consumer doses not include a person who buys
goods for resale. It also does not include a person who obtains goods or services for any
commercial purpose.

Consumer Behavior
It is the behavior that consumer display in searching for, purchasing, using, evaluating
and 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, why
they 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 future
purchases, and how they dispose of it.
 Factors Influencing Consumer Behavior

Motivation
Motivation is the driving force within individuals that impels them to action. This driving
force is produced by a state of uncomfortable tension, which exists as the result of an
unsatisfied need. All individuals have needs, wants and desires. The individual’s
subconscious drive to reduce need-induced tensions results in behavior that he or she
anticipates will satisfy needs and thus bring about a more comfortable internal state.

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

Learning
Consumer learning is the process by which individuals acquire the purchase and
consumption knowledge and experience they apply to future related behavior. Although
some learning is intentional, much learning is incidental. Basis elements that contribute to
an understanding of learning are motivation, cues, response and reinforcement.

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

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

Theories of Personality
1) Freudian Theory
2) Neo – Freudian Theory
3) Trait Theory
 Freudian Theory
This theory was built on the premise that unconscious needs or drives are at the heart of
human motivation and personality. Freud proposed that the human personality consists of
3 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 individual’s internal expression of society’s moral and ethical
codes of conduct. It is a kind of “brake” that restraints or inhibits the impulsive
forces of the Id.
3) Ego – The ego is the individual’s conscious control. It functions as an internal
monitor to balance the impulsive demands of the Id and the sociocultural
constrains of the super ego.

Gratification ID EGO
System 1 System 2

SUPEREGO
System 3

Neo-Freudian Personality Theory

The neo-Freudians believed that social relationships are fundamental to the formation
and development of personality. Alfred Adler viewed human beings as seeking to attain
various rational goals. Harry Stack Sullivan was concerned with the individual’s efforts
to 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 Theory
The theory focuses on the measurement of personality in terms of specific psychological
characteristic, called traits. Trait theorists are concerned with the construction of
personality tests that enable that to pinpoint individual differences in terms of specific
traits.
 Purpose of the survey
The purpose behind this survey is to find out the different personality traits of the
consumers which in turn affect their buying behavior.

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

Questions like – Do they eat a chocolate after meals shows how systematic and
methodical a person is. On the other hand if a person likes to have it at any time, it shows
that the person is quite easy going. Again, do controversies affect their selection etc. give
the facts and figures which I have considered to analyse the consumer’s personality to
some extent.

.
 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 indulgent
drink 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 7th
century A.D in the Yucatan region of Central America.

The first cocoa trees grew wild in the tropical rainforests of the Amazon and Orinoco
basins 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 well
as a unit of calculation around 1000 A.D. In fact, following that period, all taxes were
paid in cocoa beans to Feudal Aztecs. Over the centuries, the people that would become
known 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 and
other strong condiments) it became an expensive yet very popular beverage enjoyed by
Kings, 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 of
this precious drink permits a man to walk for a whole day without food." - Aztec
Emperor Montezuma (circa 1480 - 1520)

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

1500’s
A beverage fit for a king
Hernan Cortez, who conquered part of Mexico in 1519, was intrigued by the idea
cocoa as a means of payment, and establishes a cocoa plantation in the name of the
Spanish crown to cultivate this new "money".

Later, Cortez took xocolatl, a drink made from cocoa beans, to Charles V's court in
1520. Cane sugar, in addition to or in place of traditional spices made cocoa a beverage
that was sweet and agreeable to drink and caught the addition of the Spanish King. Word
of the drink quickly spread throughout Spain.
1600’s & 1700’s

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 Austria
married French King Louis XIII who introduced, among other Spanish customs, the
drinking of chocolate at the French court.

News of the drink spread throughout Europe in the 17th century by Italian and French
merchants.
The first chocolate-houses open
In 1657 the first chocolate-house was opened in London by a Frenchman, popularizing
the consumption of chocolate among many classes. As early as 1720, several coffee-
houses of Florence and Venice are offering chocolate whose reputation reaches far
beyond the country's borders.

Italian chocolatiers, now famous for the art of making chocolate, are becoming known
throughout 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 as
prevention of stomach aches.

Introduction of chocolate to the United States did not occur until 1765 when John
Hanan brought cocoa beans from the West Indies to Dorchester, Massachusetts, thinking
that 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 for
illnesses. (Baker's chocolate still exists as a baking chocolate variety).
During the first half of the 19th century, several technological advances made
chocolate easier to produce and more available to the masses.

1800’s
Invention of the cocoa press
In 1828, Dutchman Hendrick Van Houten invented the cocoa press. This invention
helped reduce the prices of cocoa even further and helped to improve the quality of the
beverage 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, drinking
chocolate 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 a
dark color and a mild taste.

The first chocolate bar

In 1847, Fry's chocolate factory in Bristol, England molded the first chocolate bar that
was suitable for general consumption.
 Milk chocolate was invented in 1879 by the Swiss Henri Nestlé and Daniel Peter

1900’s
Industrialization
The industrialization of chocolate reduced the production costs and allowed all levels
of society to enjoy chocolate. Children rapidly became a great market for chocolate
makers. This started a trend of novelties with the 1923 launch of the Milky Way in by the
American Frank Mars while his son invented the namesake bars, the Mars bar. At the
same time, Milton Hershey, another American chocolate producer vastly expanded his
chocolate sales through clever marketing and capitalizing on impulse purchases of
chocolate in main street grocery stores. Hershey was called the "Henry Ford" of
chocolate because he mass-produced a quality chocolate bar at a price everyone could
afford.

Today
The chocolate industry has grown to a worldwide industry topping $50 Billion in retail
sales worldwide and continues to show healthy growth. Recently, there has been an
increasing trend towards high quality chocolates such as chocolates with high cocoa
content and or chocolates flavored with natural flavors and rich spices.

Chocolate source, via the internet, has made these gourmet chocolates accessible to
chocolate lovers everywhere.
 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 Kat
3. 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. Friends
3. On your own

Q.5 How often do you eat other chocolates?

1. Quiet often 2. Rarely
3. Not even rarely

Q.6 If your brand introduces a new product would you like to try it
immediately 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 which
includes different flavors, fragrance etc. Would you try it?
1. Yes 2. No

Q.8 Are you easily provoked by advertisements?

1. Yes 2. No
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 ambassadors

promoting the product?
1. Yes 2. No

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

Q.12 When do you eat chocolate, either by purchasing it yourself or when

someone offers you?
1. Myself 2. As a gift
3. Not certain

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

1. Happy 2. Sad
3. Romantic

Q.14 If you eat chocolate daily then do you eat the same chocolate every day
or prefer to change?
1. Same 2. Change

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

Q.15 Why you don’t eat chocolate?

1. Don’t like it 2. Calorie Conscious
3. Nothing Specific

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

1. Cold Drink 2. Juice
3. Sweets

Q.17 If maximum number of people gifted you chocolates, how would you
react?
1. Would accept gracefully 2. Would be a bit annoyed buy
wouldn’t show
3. Not like it at all
 Conclusion

Q.1 Do you eat Chocolates?

100

80

60
% of people
40 eating
chocolate
20

0
Yes No

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

eat chocolates.

Q.2 Which chocolate do you prefer the most?

60
50
40
30
Chocolate
20 Prefered
10
0
Dairy Kit Kat 5 Star Others
Milk

Conclusion:- Majority prefers Dairy Milk over 5 star, Kit Kat and other
chocolates.
Q.3 When do you prefer to eat your chocolate?

100

80

60
When do you
40 Prefer to eat
Chcolate
20

0
After Meal Anytim e

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?

60
50
40
30 From where u get the
information from
20
10
0
Advertisement Friends On your own

Conclusion:- The selection of this kind of the product is not affected by the
ads or friends choice rather make selection on the basis of their tastes and
preferences. This proves that most of the people are Inner-directed.

Q.5 How often do you eat other chocolates?

100

80
60
40 How offten you eat
other chocolate
20

0
Quiet Rarely Not even
Often Rarely

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

Q.6 If your brand introduces a new product would you like to try it
immediately or rather wait for feedback?
60
50
40
30 Will you try a new
produce a
20 introduces by your
10 brand
0
Try it Wait for
im m ediately feedback

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 which
includes different flavors, fragrance etc. Would you try it?
60
50
40
30 Other brand
introduces
20 new variety
10 would you try it
0
Yes Wait for
feedback

Conclusion:- As many of the people will wait for the feedback this shows
that they are Highly Dogmatic.
Q.8 Are you easily provoked by advertisements?
80
70
60
50
Will you get
40
proved by
30
add.
20
10
0
Yes No

Conclusion:- Advertisements do not affect the selection of the people in such

cases and shows that they are Low Dogmatic as they want the information
about the product.

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

80

60
Dose the
40 controvers ies
affect your
20 choice

0
Yes No

Conclusion:- Controversies do arise in such products and their selection is

not affected by these.
Q.10 Is your selection/taste of the product driven by the brand ambassadors
promoting the product?
60
50
40
Are you
30 driven by
brand
20
am bassadors
10
0
Yes No

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 their
tastes and preferences but yes sometimes their surroundings do affect their selection
process, though at a very lower level.

Q.12 When do you eat chocolate, either by purchasing it yourself or when

someone offers you?
80
70
60
50
40
30 w hen do u eat
20 chocolate
10
0
Myself As a gift Not
certain

Conclusion:- majority of the sample are self dependent and so they purchase the
chocolates for eating rather than waiting for someone to gift.
Q.13 You love to eat chocolate when you are -
80
70
60
50
40 You love to eat
30 chocolate w hen you
20
10
0
Happy Sad Rom antic

Conclusion:- 80% people prefer chocolate in romantic mood, 15% have it to express
happiness 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 day
or prefer to change?
70
60
50
If u eat
40 chocolate
30 daily then do
20 you eat the
sam e
10
0
Sam e Change

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

Q.15 Why you don’t eat chocolate?

70
60
50
40
30 Why you don’t eat
20 chocolate
10
0
Don't like it Calorie Nothing
Conscious specific

Conclusion:- 70% of the people are calorie conscious and very much concern about their
figure.
Q.16 What do you think would best substitute chocolates?
80
70
60
50
40
30 Best Subs titue
20 of chocolate
10
0
Cold Juices Sw eets
Drink

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

Q.17 If maximum number of people gifted you chocolates, how would you
react?
60
50
40
30
If people gifts you
20 chocolates you w ill
10
0
Accept Bit Do not
gracefully annoyed like it

Conclusion:- Majority of the sample would except it with certain degree of patience, and
30% of them would except it gracefully.
 Findings Of the survey
Through this survey, the first and foremost thing I found was the percentage of teenagers
who ate chocolates which came out to be almost 100%. Next, I covered up certain
personality 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 variety
and try out something new. Many of them were found to be moved by the need for
uniqueness 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 traits
have significant impact on the consumer’s buying behavior even in case of such a simple
and minor product like “Chocolates”.
 Conclusion
On the basis of the findings, I come to a conclusion that sometimes
the 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 character
traits of the sample which I took for my survey, and on the basis of
that I can say that some are innovative, i.e., they select new
products every time , some are dogmatic, some are loyal to a
particular brand and some do not carry any brand loyalty, etc.
 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 (Pearson
Publication).
3) D. Hawkins & A. Mookerjee, Consumer Behavior – 9th Edition (Tata
McGraw Hill).
 ACKNOWLEDGEMENT

I am grateful to those who have helped me in completing the

matter for this report. I would like to acknowledge my deep sense
of gratitude to Prof. Pooja Gupta for her ungrudging help &
precise guidance. Even the net facility & our college library just
enabled 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 the

tremendous co-operation I received from my colleagues in the
completion of this voluminous work & helped me to bring this
effort to fruition.
 A
Report on
Consumer Personality

Submitted to: Submitted

By:
Mrs. Pooja Gupta Pulkit Gupta
BBA III Year

Bharati Vidyapeeth University

BVIMED
Navi Mumbai