Microsoft Word - Dissertation

The interplay of Personality, Status The interplay of Personality, Status he interplay of Personality, Status
T

and Brand Pand Brand Prominence on the buying ence on the buying


behavior of behavior of Millennials




Dissertation Thesis submitted to Nottingham Trent UniversityDissertation Thesis submitted to Nottingham Trent Universityissertation Thesis submitted to Nottingham Trent University for the
D
award of the degree of



Masters of Arts

Fashion MarketingFashion Marketing



By

Varun Duggal





Under the Under the Guidance of


Dr. Poonam KumarDr. Poonam Kumar











School of CreativeSchool of Creative Business

New Delhi



May 2017



ABSTRACT



Title:The interplay of Personality, Status and Brand Prominence in predisposing the Millennials
in their perception towards selection of “loud” or “discreet” branding.


Author: Varun Duggal



Purpose: Some earlier studies have brought out the relevance of brand prominence and the
sensitivities of person’s status in life, however there is no research which points out the role of
personality traits and status which prejudices the customer towards choosing “loud” or “discreet”
branding. 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 fashion (“loud” or “discreet”).
The variables, especially Personality traits, Status, Loud and Discreet branding, Self-esteem will
be described and discussed.



Self-esteem is defined in Merriam-Webster as “a feeling of satisfaction that someone has in
himself or herself and his or her own abilities”.Fashion is about expressing our
individuality, showing someone who we are through our fashion selectionsand use of our clothes
to tell something about ourselves. We will capture the relevant data for analysisby forming
various groups. This will be the basis for further research.




Design/methodology/approach: For collecting and analysis of data the study will use “Public
Domain” evaluation instruments like but not limited to the Rosenberg SES. The Self Esteem
Scale is in the public domain developed by Morris Rosenberg, Ph.D. (departed) Rosenberg, M.
(1965). Society and The Adolescent Self-Image. Princeton, N.J.: Princeton University Press. The
Rosenberg SES is a 10-item self-report measure of universal self-esteem.



Findings: There is no research which points out which personality trait prejudices the customer
towards selecting “loud” or “discreet” branding. The author strongly feels that among the people
who are brand conscious their personality and status predisposes them towards certain kind of
branding.

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.

ACKNOWLEDGEMENT


I would like to take this opportunity to express my gratitudetowards my mentor Dr. Poonam
Kumar for her constant support, guidance and immense knowledge throughout the research
work. Her mentorship was paramount in being a source of inspiration and providing a well-
rounded experience.I thank you Ma’am for your support and feedback.



I would take this opportunity to express a very special thanks towards my Institution “Pearl
Academy” especially School Head Dr. Priya Mary Mathews to have given me the opportunity to
undertake this degree program.I would also like to thank and mention the help and support of Dr.
Sunita Konwar and Mr. Rajeesh.

Table of Contents




Title Page No.
1. Introduction to the Study
1.1.Background
1.2.Conceptual Underpinnings for the Study
1.3.Statement of the Problem
1.4.Purpose of the Study
1.5. Research Questions (Hypothesis)
1.6 Limitation, Assumptions and Design Controls
1.7 Definition of key terms
1.8 Summary
2. Review of Related Literature
2.1. Introduction
2.2. Status
2.3 Personality Traits
2.4 Brand
2.5 Brand Prominence
2.6 Open Extended Jungian Type Scale
2.7Rosenberg Self Esteem Scale
2.8Summary
3 Research Design and Methodology
3.1. Research Question
3.2. Research Objectives
3.3. Research Approach
3.4. Research Methodology for Research Objectives
3.4.1 Research Methodology for RO1
3.4.2 Research Methodology for RO2
3.4.3 Research Methodology for RO3
3.5 Limitations of Research Methodology

4 Data Presentation, Findings and Analysis
4.1. RO1: To explore the relevance of offline marketing.
4.2. RO2: To study the impact of offline marketing methods on consumers’
attitude.
4.2.1 Analysis through the questionnaire
4.2.2 Findings of the questionnaire based on RO2
4.2.3 Findings of the FGD 1 & FGD 2
5. Discussions
6. Conclusions and Recommendations
Bibliography
Annexure 1

List of Figures


Title Page No.
Fig. 1 Flow chart of literature review
Fig. 2 Digital marketing activities with the greatest commercial impact
Fig. 3 Factors of consumer attitude
Fig. 4 Adapted by XU’s model of factors of consumers attitude
Fig. 5 Research Approach
Fig. 6 Research methodology for RO1
Fig. 7 Research Methodology for RO2
Fig. 8 Research Methodology for RO3
Fig. 9 Factor Analysis for Hypothesis 2
Fig. 10 Factor Analysis for Hypothesis 4

Chapter 1

INTRODUCTION


The purpose of this chapter is to introduce the theme of this dissertation. Starting from the
background of the research area and why this study is important, this chapter of the study will
continue to present purpose, problem and objective. Finally outline of the dissertation is shown.




1.1 Background


The Irrational Purchaser


Taxonomy is always a contentious issue because the world does not come to us in neat little
packages (S. J. Gould, 1981, p. 158).What better way to start then from NTU Principal Lecturer
and author of the book “Visual Contrast” Tim Rundle. During his recent visit to Pearl in one of
the discussions with the Luxury team he mentioned “quality” may not always be the criteria for

the choice of buying Luxury. It could well be the story behind the brand.


Daniel McFadden, economist in his paper, "The New Science of Pleasure," writes the numerous
ways economics fails to explain how we make choices and also what economics can learn from
psychology, anthropology, biology, and neurology.People don’t behave rationally, when it

comes to making choices and clearly don’t always act in their best financial interests. A decent
and sturdy handbag can be purchased for a nominal amount, yet people will still spend thousands
to buy a brand name.


We will find that higher priced goods are mostly of better quality and we also spend irrationally,
believing we get what we pay for regardless of whether the goods are proven better than their
affordable counterparts. The purpose is not to change the world but to explore and understand the

way it is.

Self-Esteem and Branded Goods


Research says, low self-esteem is a big factor in whether a person will buy branded goods that he
may not be able to afford. A branded item can go a long way in increasing self-esteem or
providing a sense of belonging. Both men and women use branded goods to show off their

success and flaunt wealth.

Online shopping, has added on to the ease of getting branded fashion without having to go
anywhere. Internet has made them easily accessible for impulse shopping when people are
feeling blue.A sense of accomplishment could be another reason why people buy branded goods.


Source: http://www.investopedia.com/articles/personal-finance/091115/psychology-behind-why-
people-buy-luxury-goods.asp



1.2 Conceptual underpinnings for the Study


Individuals buy fashion goods for a variety of reasons. Most reasons are associated to the strong
emotions that we attach to exclusive material goods. We may not be financially comfortable, but
will often purchase luxury items either to exhibit to or increase acceptance from others or to

sometimes reward ourselves. Now as we are trying to understand the psychology behind why
people buy fashion goods, we’ll be better equipped to defeat any emotions that try to sway
the rational part of our brains that the more costly something is, the better its quality.


1.3 Statement of the Problem


We are all almost 100% simulated and the best part is that we are mostly not aware of this fact.
Let me explain what I mean by simulated. I mean we are all living in perceptions (molded by our
personality, sense of status and other things) which have nothing to do with the reality of the
matter. This study is not an attempt to change the world but to understand how it works. A lot of
things claimed have been deduced qualitatively and quantitatively.


Let me attempt a proof at what I claim. Come rains and we have mosquitos. The first thing that
comes to our mind is to save ourselves and we do what is the most obvious thing to do. We buy
mosquito repellants. Any mosquito bite and we start to see the color of its legs if it had white
patches. I have already done this survey numerous times with the same result that I will share
with you now.

When I ask people why do they buy mosquito repellants they look at me as if I were a dupe. I
have asked groups in my statistics classes that what is it that they are more scared of?
Commuting or getting dengue. They look at me like why am I asking such an obvious question.
They are more scared of getting dengue. They are more scared of getting dengue than of
commuting.

The next question that they are not prepared for is how many peopledo they feel (perception) die
in accidents while commuting and how many die by dengue. Since they do not have the data they
feel more people die from dengue than in accidents. But the figures state otherwise. In the entire

of 2015 the number of people who died inumber of people who died in accidents were around three lakhs while those dying accidents were around three lakhs while those dying
from dengue were 41, yes in the whole of India with 1.3 billion people., yes in the whole of India with 1.3 billion people.

The other perception we carry is find our talent. FamThe other perception we carry is find our talent. Famous movies have won accolades on selling ous movies have won accolades on selling
i imprudent ideas like if Tendulkar’s mother would have told him to be a singer and vice versa. imprudent ideas like if Tendulkar’s mother would have told him to be a singer and vice versa. mprudent ideas like if Tendulkar’s mother would have told him to be a singer and vice versa.
The fact of the matter is Tendulkar would have been as good a singer as well. You reach The fact of the matter is Tendulkar would have been as good a singer as well. You reach he fact of the matter is Tendulkar would have been as good a singer as well. You reach
T
excellence not by default or that you are born excellent but by design. To reach a level that may you are born excellent but by design. To reach a level that may
be called excellent needs hard work. People say do what you love (perception) but actually it is be called excellent needs hard work. People say do what you love (perception) but actually it is e called excellent needs hard work. People say do what you love (perception) but actually it is
b
love what you do. Love is again an overhyped perception.love what you do. Love is again an overhyped perception.


I can relate to some examples from myI can relate to some examples from my own life. We waste time trying to find out what interests own life. We waste time trying to find out what interests
us while the fact of the matter is everything will interest us if we put ourselves behind it us while the fact of the matter is everything will interest us if we put ourselves behind it s while the fact of the matter is everything will interest us if we put ourselves behind it
u
wholeheartedly. I started as a software engineer and I loved it. I went on to be a communications wholeheartedly. I started as a software engineer and I loved it. I went on to be a communications holeheartedly. I started as a software engineer and I loved it. I went on to be a communications
w
engineer and I loved it. I went on to become a web professional and I still loved it. I became an er and I loved it. I went on to become a web professional and I still loved it. I became an er and I loved it. I went on to become a web professional and I still loved it. I became an
entrepreneur and I still loved it. I love reading. I love to play. I love trading and investing in entrepreneur and I still loved it. I love reading. I love to play. I love trading and investing in ntrepreneur and I still loved it. I love reading. I love to play. I love trading and investing in
e
stocks. And now I am a teacher and I am loving it. And we all lovstocks. And now I am a teacher and I am loving it. And we all love beauty. And we all love e beauty. And we all love
nature. With so many loves you can do anything.nature. With so many loves you can do anything.

J
Just see the irony of what I am going to state next. We have come to a level where we are Just see the irony of what I am going to state next. We have come to a level where we are ust see the irony of what I am going to state next. We have come to a level where we are
eulogizing ants and spiders for inspiring people to wage and win wars. eulogizing ants and spiders for inspiring people to wage and win wars.

नहंचींटजबदानालेकरचलतीहै,


चढ़तीदवारपर, सौबारफसलतीहै।
मनकाववासरगम साहसभरताहै,

चढ़कर"गरना, "गरकरचढ़नानअखरताहै।"गरकरचढ़नानअखरताहै।

आ&ख़रउसक)मेहनतबेकारनहंहोती,,

को+शशकरनेवालक)कभीहारनहंहोती।को+शशकरनेवालक)कभीहारनहंहोती।


C
Can you imagine an insect with a visibly smaller brain (and we do not need to analyze this) is Can you imagine an insect with a visibly smaller brain (and we do not need to analyze this) is an you imagine an insect with a visibly smaller brain (and we do not need to analyze this) is
i
inspiring a human to do what he has given up on. Have we come to a point where this is going to inspiring a human to do what he has given up on. Have we come to a point where this is going to nspiring a human to do what he has given up on. Have we come to a point where this is going to
be source of our inspiration? Are we even lesser? Are we even lesser?

Let us come to the biggest example from real life. In every class I introduce copyleft software. the biggest example from real life. In every class I introduce copyleft software. the biggest example from real life. In every class I introduce copyleft software.
The symbol of copyleft is as shown. You will not find this symbol anywhere in word or other is as shown. You will not find this symbol anywhere in word or other is as shown. You will not find this symbol anywhere in word or other
software for obvious reasons. Butsoftware for obvious reasons. But this term is almost as old as Microsoft. And Bill would not
have been the richest man if people knew this one term. have been the richest man if people knew this one term. No one I teach has heard of this term as No one I teach has heard of this term as
well. We get software which are freely distributablewell. We get software which are freely distributable and sometimes better than their paid than their paid
counterparts.

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:

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.

CHAPTER 2


LITERATURE REVIEW

The paper will present the review of earlier studies and literature related to the study. The aim of
this chapter is to deliver relevant literature through journals, papers, books, articles and
publications in order to understand the framework of “loud” or “discreet” branding, its
approaches, its impact, its concept and determinants and the ways in which branding methods
lead to an influence in consumers’ buying decisions.




2.1 Introduction

In the opening, we reasoned that a personality taxonomy should provide a efficient framework
for distinguishing, ordering, and naming types and characteristics of individuals. Preferably, that
taxonomy would be built around principles that are not only causal and dynamic but exist at
multiple levels of abstractionor hierarchy, and offer a standard nomenclature for working in the
field of personality.


2.2 Status


What is status?

Status as a noun is defined in “dictionary.com” as “the position of an individual in relation to
another or others, especially in regard to social or professional standing. An individual makes his
choices in life depending on this perceived status. His buying pattern and his branding choices
will reflect the same. If this status is inherited or acquired the choices will again vary
accordingly.

To capture the variable “status” I would use the Kuppuswamy Socioeconomic Status (SES) scale
for India. Although this scale will not capture a person who has inherited this status and that
stands to be the limitation of this scale. This scale forms one of the annexures.

2.3 Personality Traits

What is personality?


According to the famed psychologist Sigmund Freud human personality is complex. In other
words it is multidimensional. In Studies in Hysteria (1895) Freud proposed that physical
symptoms are often the surface manifestations of deeply repressed conflicts. These physical
symptoms are the various choices we make in life.

Sources

https://www.verywell.com/the-id-ego-and-superego-2795951


Carducci, B. The psychology of personality: Viewpoints, research, and applications. John Wiley
& Sons; 2009.


Engler, B. Personality theories. Boston: Houghton Mifflin Harcourt Publishing; 2009.



Personality Traits

Broadly there are five parameters which describe an individual’s personality. These five
dimensions are also called as “Big Five” Factors, and the model is referred to as Five Factor
Model also abbreviated as FFM.

The Five Factor Model was initially proposed by Costa & McCrae in the year 1992 and often
describes the relation between an individual’s personality and various behaviors.



Source: https://www.managementstudyguide.com/personality-traits.htm



Influencing Wellbeing: Materialism and Self-Esteem


Proponents of simple living and minimalism believe that placing less value on material
possessions leads to increased happiness and wellbeing. Indeed, a number of studies have shown
that people who value money and possessions over other aims in life report less happiness and

more depression. Studies exploring ways to discourage materialistic values are also limited.


Professor Tim Kasser and colleagues have published a paper in the journal Motivationand
Emotion that uses four studies to demonstrate that wellbeing declines as people become more
materialistic. As well as demonstrating that changes in materialism can predict changes in
wellbeing, the paper also introduced an intervention to discourage materialism in adolescents.


References


1. Kasser T, Rosenblum KL, Sameroff AJ, et al. Changes in materialism, changes in
psychological well-being: Evidence from three longitudinal studies and an intervention
experiment. Motivation and Emotion. 2014; 38:1-22.


2. Chaplin LN & John DR. Growing up in Material World: Age differences in materialism in
children and adolescents. Journal of Consumer Research. 2007; 34(4):480-493.

2.4 Brand


Brand and product are distinct entities. Brand is always intangible and offers value whereas the
product may or may not be tangible and performs a function. Product is created by the
manufacturer but a Brand is created by the customers over years and years. The product has a life
whereas a Brand is forever. A product may be replaced but a Brand cannot be replaced. It is easy
to copy a product but not so to copy a brand.




2.5 Brand Prominence

Brand Prominence may be defined as the visibility of the brand logo on the product sold to the
customer. The prominence may be loud or discreet depending on various factors. The customers
may prefer different loudness depending on their personality type and perceived status.

To capture Brand Prominence an appropriate scale will be developed. This scale will capture the
inclination of a customer towards his preference for a particular loudness of the Brand. The
Brand Prominence will be captured with the help of the following questionnaire.


1. While deciding to buy any branded product I am careful what my friends think about this
brand.
2. I am careful of the view that people should always dress in style
3. I want the logo to be displayed prominently on the product
4. While deciding to buy any branded product I am careful what others think of people who
use this brand.
5. While deciding to buy any branded product I am careful that I create a good impression
on others with this brand.
6. I want people to notice and acknowledge the brand I possess.
7. While deciding to buy any branded product I am careful what kind of people buy this
brand
8. I am careful that I have the latest in style
9. I believe in ostentatious (showy) display of the brand logo


I would run a Cronbach’s alpha to find out in case the questions are capturing the same latent
variable “Brand Prominence”. Deleting certain questions to see in case the Cronbach’s alpha
improves at all.Confirmatory Factor Analysis would be done to confirm if the scales are
unidimensional. A scale could then easily be structured to give rankings.

2.6 Open Extended Jungian type Scale


The Personality Traits would be captured using Jung open public domain scale the OEJTS. The
Myers-Briggs Type Indicator is an addition of Jung's theory of psychological type. The MBTI
has four personality dichotomies that combine to yield 16 personality types.


The dichotomies areIntroversion (I) vs. Extroversion (E); this is sometimes described as a
personsalignment, either oriented inside themselves or to the outside world. Other times the
focus is put more openly on social interaction. Some claim that social interactions wears down
introverts whereas social interaction raises the energy level in extroverts.

Sensing (S) vs. Intuition (N); this is defined as how a person takes in information. Myers-
Briggs,said that sensors pay attention to the five senses while intuitivist pay attention to the
opportunities.

Feeling (F) vs. Thinking (T); this has been defined as what a person values and what they base
their decisions on: either interpersonal considerations or through detached logic.

Judging (J) vs. Perceiving (P); was a dichotomy added by Myers and Briggs to choose between
the second and third pair of functions. Individuals who prefer a planned lifestyle are supposed to
use their judging functions (thinking and feeling) while individuals who prefer a flexible lifestyle
are supposed to prefer the sensing functions (sensing and intuition).

The OEJTS measures four scales, each intended to produce a very large score differential along
one dichotomy.


The Open Extended Jungian Type Scales was developed to be an open source alternative to the
Myers-Briggs Type Indicator. The OEJTS was developed by empirically selecting items that
differentiated among persons who identified as one of the Myers-Briggs personality types along
one of the four dichotomies. This scale forms one of the annexures.



2.7 Rosenberg Self Esteem Scale

The Rosenberg Self-Esteem Scale is a tool for assessing global self-esteem. Psychologists and
sociologists are common users for this instrument. Also, this scale is a vital part of self-esteem
measure in social science research and is mainly used adolescents.


Ten statements are included in the self-report measure that pertain to self-worth and self-
acceptance. A four-point Likert scale ranging from “strongly agree” to "strongly disagree” is
captured. The items were selected as a Guttman scale with 7 “contrived items.”AuthorMorris
Rosenberg

Reliability and Validity

The Rosenberg Self-Esteem Scale presented high ratings in reliability and internal consistency.
Cronbach alpha was 0.77, minimum Coefficient of Reproducibility was at least 0.90 (M.
Rosenberg, 1965, and personal communication, April 22, 1987). Test-retest reliability for the 2-
week interval was calculated at 0.85, the 7-month interval was calculated at 0.63 (Silber
&Tippett, 1965, Shorkey& Whiteman, 1978). This scale forms one of the annexures.




2.8 Summary

CHAPTER 3


RESEARCH METHODOLOGY


This chapter will deliver information about the research methodology and selected type of
research is presented which suits best to this study. This chapter will begin with specifying the
research question and go on with describing the research approach. After that this chapter
provides information about: Which strategy is chosen for this study, sample selection methods,
how the information will be gathered for research, and analysis method and quality aspect of the
study.




3.1 Research Question

The whole point is as we move along life we add our perceptions to issues that have no meaning
otherwise. Let me give another example of this. Say someone fails in an examination. Now if we
ask 10 different people their perception on what has happened they will give 10 different
interpretations? But can we say that the person who failed is a failure though even that maybe an
interpretation. The various interpretations could be that the person did not try hard enough.
Maybe what he does, does not interest him. Maybe on that particular day he was upset and so on.
But do we say he is a failure? No. Now as we move on in life such issues form our perceptions
about phenomenon that happen around us. These perceptions carve our character and behavior. If
I perceive a failed examination to failure then my perception is that he is a failure. We look at
everything from our perception and never the way it is.

These perceptions form the core of our personality. There is no study which points out the role of
personality traits which prejudices the customer towards choosing “loud” or “discreet” brands. It
is the object of this research to focus on the role of personality traits that determine the buying
behavior of millennials in their choice of fashion (“loud” or “discreet”).

The customers of Nano are an extremely happy people (personal interviews). Still it is a failure.
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.

3.2 Research Objectives


The aim of this study is to find the answers to the queries raised above and to get at the reality.
The Research Objectives are as follows.


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

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.

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.


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.


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.

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.

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

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.



















3.3 Research Approach

A study of the interplay of status, personality and brand prominence on buying by millennials



Background Study




Personality Traits Self-Esteem Consumers Attitude towards Impact on selection
offline marketing methods of brand loudness.







RO1-R08: To study the To analyze the effect
To explore the relevance of personality traits
Relation between personality of the variables on
and self-esteemon buying.
traits, status and prominence the selection of brand
loudness.



Secondary Research
Primary Research
Secondary Research



Questionnaire






Hypothesis Testing




H1-H8


Factor Analysis,
Reliability Testing


Analysis of the results

3.4 Research Methodology for Research Objectives


3.4.1RO1: To explore, study and analyze the relevance of role of “status or perceived status”
towards selection of brand loudness





Research Design: Descriptive



Data Collection Method: Primary



Qualitative Quantitative




Survey
Focus Group

Discussions

Questionnaire
Sample size:

Scaling method –

Likert Scale

Sample Unit –
Males= females=of
age Sample Frame –
Delhi NCR





The Research Design used for RO1 through RO7 is both exploratory and descriptive in nature.
Exploratory research is done on a topic not yet clearly defined. It was important to have an
indepth study of the subject before moving on with the analysis. It gave depth to the research and
a platform from where I could formalize the research.

The data was collected from both Secondarylike dissertations and thesis, reports, journals,
articles and published academic papers and Primary sources.

3.4.2RO2: To explore, study and analyze the role of “self-esteem” in influencing the buying
behavior of the consumer towards selection of the brand loudness.


Research Design: Descriptive


Data Collection Method: Primary




Qualitative Quantitative




Survey
Focus Group
Discussions


Questionnaire
Sample size:

Scaling method –
Likert Scale

Sample Unit –
Males= females=of
age Sample Frame –
Delhi NCR




3.4.3 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.



Research Design: Descriptive


Data Collection Method: Primary




Qualitative Quantitative





Survey
Focus Group
Discussions

3.4.4 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.


Research Design: Descriptive



Data Collection Method: Primary



Qualitative Quantitative




Survey
Focus Group
Discussions

Questionnaire
Sample size:

Scaling method –
Likert Scale


Sample Unit –
Males= females=of
age Sample Frame –
Delhi NCR





3.4.5RO5: 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.


Research Design: Descriptive



Data Collection Method: Primary



Qualitative Quantitative






Survey
Focus Group
Discussions

3.4.6RO6: 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.


Research Design: Descriptive


Data Collection Method: Primary




Qualitative Quantitative




Survey
Focus Group
Discussions


Questionnaire
Sample size:

Scaling method –
Likert Scale

Sample Unit –
Males= females=of
age Sample Frame –
Delhi NCR




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



Research Design: Descriptive


Data Collection Method: Primary




Qualitative Quantitative





Survey
Focus Group
Discussions

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


Research Design: Descriptive


Data Collection Method: Primary




Qualitative Quantitative




Survey
Focus Group
Discussions


Questionnaire
Sample size:

Scaling method –
Likert Scale

Sample Unit –
Males= females=of
age Sample Frame –
Delhi NCR


3.5 Limitations of the Research Methodology

There are a lot of limitations of the research methodology. Some of these are as follows. The
scale used for scaling status does not capture whether the status was inherited or acquired.
Similarly lot of scales used are assumed to capture the data under the assumptions that they are
capturing what is required which may not be the case.