The Relationship of Personality Traits and Demographic Characteristics with the Performance of Samsung Mobile Phones Brand

Abstract

Various internal and external factors have influence on the consumers’ behavior among which personality and demographic characteristics fall into the first category. Classification of consumers based on common personality traits is one of the methods used in marketing. The current research aimed to investigate the relationship of personality traits and demographic characteristics with the performance of Samsung mobile phone brand at mobile phone market in Mashhad. To do so, 384 of those customers who were in market were sampled. NEO five-factor inquiry about personality traits will be the technique of information-gathering. In order to analyze the research data using SPSS statistic program, indices and statistic tests in terms of mean, standard deviation and Pierson’s correlation coefficient were used. Findings resulted from the correlation test proved that there is a positive correlation between brand performance and personality traits such as extraversion and conscientiousness and between brand performance and level of income, as well.

Keywords

• personality traits
• demographic characteristics
• brand performance