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1.4 Purpose of the Study


               The primary aim of this research is to critically analyze the interplay of Personality Trait, Brand
               Prominence and perceived Status of millennials on their buying behavior.It is the object of this
               research to focus on the role of personality traits and status that determine the buying behavior of
               millennials  in  their  choice  of  branding  (“loud”  or  “discreet”).  The  variables,  especially
               Personality traits, Status, Loud and Discreet brands, Self-esteem will be discussed.




               1.5 Research Questions

               According to the author status or perceived status and personality traits of someone is a driving
               force for an individual in his buying decision.  Some consumers seek to “display” the brand name
               prominently and some do not. Research has begun to explore this phenomenon. However there is
               another angle to it. Is status the only driving force employed by the consumer to seek brand
               prominence? The author very strongly feels that there is another force and that is the personality of
               the consumer. Within personality, the traits of emotional stability, judging (thinking and feeling) and
               perceiving (sensing and intuition) play a very strong role in selection of the loudness of a brand by
               the consumer.


               1.6 Limitations, Assumptions and Design Control

               This research is driven by the following objectives. These are as follows:

               RO1: To explore, study and analyze the relevance of role of “status or perceived status” towards
               selection of brand loudness.

               H1:


               RO2: To explore, study and analyze the role of “self-esteem” in influencing the buying behavior
               of the consumer towards selection of the brand loudness.

               H2:



               RO3: To explore, study and analyze the role of personality trait “introversion” vs “extroversion”
               in influencing the buying behavior of the consumer towards selection of the brand loudness.


               H3:

               RO4:  To  explore,  study  and  analyze  the  role  of  personality  trait  “sensing”  vs  “intuition”  in
               influencing the buying behavior of the consumer towards selection of the brand loudness.

               H4:
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