Personality has many meanings. In consumer studies, personality is defined as consistent responses to environmental stimuli or we can also say patterns of behaviour that are consistent and enduring. An individual’s personality helps marketer to describe consumer segments as it provides for orderly and coherantly related experiences and behaviour.
Personality characteristic may be a basis for product positioning. For example, one segment of the market may die because they want to stick to the group norms and therefore uses diet product. In contest another segment is on diet because of internal need. Therefore, company’s positioning strategies will be different for both. For the first segment, they will portray group approval as a result of product use, whereas positioning for the second segment would portray individual achievement.
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