Abstract:
This study is quintessentially an approach to discover different avenues of
consumer personality. It’s a study in which the consumer perspectives are
studied in a way that the Pakistani Consumers have entered into an era of
post modernism. The consumer decision making is a rainbow that consists of
multiple colors. In this study we have highlighted the ways and variables
that are affecting the Pakistani Consumers’ decision making process.
Specifically we have targeted the Pakistani students in Islamabad in relation
to the role of culture on their personalities as to which culture do they feel
more attracted, ethnocentrism, xenocentrism; the role of society in their life
such as their family, friends, peers and neighborhood; the personal factors
directly linked to their self as, their age, income, social status, family
lifecycle, their personal believes, perceptions, cognitions and aptitude.
Personalities are the synthesis of these factors and are evolved through these
factors.
