The paper “ Current Consumer Trends, Personality, and Motivation in Establishing Consumer Behavior, Motives Influencing Decision Making Process while Buying" is a persuading version of a term paper on marketing. Every day people buy different kinds of goods be it consumable or industrial goods. One common thread is that everyone is a consumer since everyone needs some form of goods. There are various factors that affect the consumers’ consumption power majorly due to the different buying power, preferences and needs. The factors affecting consumer behavior are often external or internal in nature.
Other factors that affect the consumer trends in the market include self-concept, perception, age, belief values, social class and personality (Pervin 2005). Though consumer behavior may be regarded as the process of acquiring and using goods and services, the process goes beyond the mere buying and selling of the products. Scholars argue that the decision-making process often starts before the actual buyer and seller contact. The pre-purchase decision is often heavily influenced by both internal and external factors on the part of the consumer. Therefore consumer behavior is multidimensional in nature and rationally complex and has more than meets the eye. The background of personality theorists could be traced back to Hippocrates in 400BC who claimed that personality is determined by a balance of the fluids in the body.
His finding was that individuals can fall under the category of melancholic that are regarded as depressed people, the phlegmatic who are seen as the calm people and the sanguine considered outgoing, very active and optimistic in nature (Malouff et al 2006). Current consumer trends especially university students shows that the products that are bought by the students are heavily influenced by the advertising power.
Beyond this, consumer research shows that there is a great influence from the psychographic profile of the consumers. Motivations and personalities of individuals influence heavily on the kind of products that they buy in the market. The marketers are currently quick to notice these trends and make the best kind of strategies in gaining the market share based on their personality finding. (Sheth et al. 1999) defines personality as the individual’ s ways that are consistent that affect how they respond to the environment in which they live.
It, therefore, arises from the blend of both genetic factors and the external environment that an individual is brought up in. the interaction between the individual and the social factors determine the extent and the level of once personality. Personality may be good based or service-based. The service-based personality results when individuals seek to establish long-lasting relationships with the suppliers, sellers, and manufacturers. Product-oriented personality, on the other hand, relates to the level and extent in which a consumer will patronize a particular product (Mischel 2000). Personality and motivation are often inseparable in establishing consumer behavior.
Motivation is defined as a goal-oriented decision-making process that arises from the self-drive of the individuals. The major difference between personality and motivation relates to the fact that motivation is more abstract that personality itself. Motivations are heavily close associated with the external environment but they are harder to measure and observe, unlike the personality. It may be observed that motivation often forms part of the personality which is holistic in nature.