Methodology The questionnaire was distributed to 150 young people between the ages of 18-24. A sample of 100 was collected. Since the research required personal information anonymity was considered to be important.
The questionnaire comprised of three parts:
Part A included The Big Five personality scale. The respondents were asked to rank themselves on a seven point semantic differential scale containing the adjectives that relate to the Big Five Personality Traits.
Part B comprised of Brand Preference Scale that was distilled from the elements of Big Five model.
Part C required the respondents to give their demographic data including their age, income, gender and country of origin.
Results Regression analysis was conducted to test the relationship between consumer personality and brand personality. The Big Five personality dimensions that suggested consumer personality were taken as independent variable whereas brand personality was taken as dependent variable. All the hypotheses were tested from H1a to H1e inclusive. The results are shown in Table 9 (see opposite page).
From the results in Table 9 we can see that the personality dimensions of Neuroticism and Conscientiousness drive preferences for Trusted brand thus supporting H1a and H1e as p<0.01
54 Management Today | January 2012
signifies a significant relation. The relationship between Conscientiousness and Trusted brand is in accordance with self-congruity theory. Consumers who had Neuroticism as their personality trait preferred trusted brand which can be due to the fact that they want to reduce their anxiety hence consumers expressed their personalities through brands as expected.
It can also be seen that there existed
a relationship between consumers who had high score on Extroversion with Sociable brand. This again proved the relation between consumers choosing a brand similar to their personality as Extroverts are friendly, social and outgoing which will lead to their preference of Sociable brands thus proving H1a.
Table 9 shows that there was no
relationship between The Big Five dimension of Openness to experience and exciting brand as well as Agreeableness and Sincere brand thus disproving H1c and H1d. On the whole the results are strongly supportive of the idea that consumers tend to buy products or brands which reflect their personalities.
Conclusions The study reveals the relationship between consumer personality and brand personality which will help marketers to design such marketing strategies and tactics that promotes brand personality. As consumers prefer to buy brands and products that match their own personalities it will act as a great factor in the buying decision process by the consumer. Therefore the selection of brands by the consumer
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