Page 11 - Microsoft Word - Dissertation

RO5: To explore, study and analyze the role of personality trait “feeling” vs “thinking” in
influencing the buying behavior of the consumer towards selection of the brand loudness.

H5:

RO6: 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.

H6:

RO7: To explore, study and analyzethe role of personality trait “judging” vs “perceiving” in
influencing the buying behavior of the consumer towards selection of the brand loudness.

H7:

RO8: To study and analyze the Interplay of the personality traits and status in influencing the
buying behavior of the consumer towards selection of the brand loudness.

H8:

1.7Definition of key terms

There has not been much study on the interplay of Personality, Status and Brand Prominence on
the buying behavior of millennials.

1.6 Summary

The paper begins with the rationale and purpose of this research in the first chapter wherein the
aim of writing this thesis is described. Further to it, the Literature Review section talks about the
personality types, status and brand prominence and the scales to measure the same. The third
chapter describes the research methodology in detail in addition to the research designs used, the
research question, approach adopted for each research objective. The fourth chapter, Data
Presentation and Analysis discusses the data that has been collected and presents the findings
through the tests conducted. The Discussions Chapter compares the results of the data analysis
with the literature review and the final chapter Conclusions and Recommendations gives the
final words on the findings of the paper and recommendation and scope for further research.