Page 4 - Microsoft Word - Dissertation

Practical implications: The author feels that the dissertation will give insight into the personality
and subsequent behavioral traits of millennials buying, while identifying which brands to own.
The dissertation will also help companies to map the personality of a consumer and what drives
them to purchase a particular brand (“loud” or “discreet”).

Originality/value: All the existing expositions, study the variables: viz. Self-esteem, Personality
traits, Status, Loud and Discreet brands and more; however a link between all of them has not
been studied. The factors which influence purchasing particular brands (“loud” or “discreet”)
based on personality will be done as a first.