Matching Consumer personalities with brand through Netnography

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.