Consumer personality, values and psychographics in the women apparel category

Abstract

The objective of this study is to understand the difference in the actual perceived selves of frequent and infrequent buyers of branded women’s ethnic apparel. It also intends to understand the difference in brand personalities of three focal brands in this categoryFabIndia, Biba, and W. The consumer selves were analyzed by understanding the differences in their personality traits, values, and lifestyle. Personality traits were measured using Aaker’s brand personality scale. Both personal values (like self-direction) and social values (like tradition) were also measured. The consumer behavior towards the category was examined by exploring the usage occasions and the reasons for choosing branded over unbranded ethnic apparel. Finally, the brand personality of the three focal brands was measured using Aaker’s brand personality scale. The user imagery was also studied through ad analysis. An attempt was also made to understand how the focal brands communicate their personality and values through their communication. The study was undertaken in five stages. In the first stage, literature survey was conducted. Journal articles related to personality, values, culture, and self were studied to understand the theoretical concepts related to these topics. In the second stage, a questionnaire was developed based on these topics. The sampling technique and scales were also chosen. The third stage was data collection. An online questionnaire was floated to 61 women. In the fourth stage, analysis was conducted using independent samples t-test in SPSS, and inferences were drawn. Qualitative analysis of advertisements and social media communication were also undertaken. The final stage consisted of coming up with recommendations for existing/focal brands and new brands. The study showed that there are significant differences in the selves of frequent and infrequent buyers of women’s ethnic apparel. the frequent buyers are more careful and envious. They value achievement, self-esteem, social status, and innovation. They have a need for affiliation and are self-oriented. They were also found to be buying handloom and handicrafts quite often. They take their friends’ suggestions while purchasing the product and follow the brand pages in the social media to stay up-to-date. They tend to use the product category mostly during festivals or family events such as weddings. The brand personality of the three focal brands has also been measured. The fit between the intended brand personality and perceived brand personality has also been analyzed. Based on the above analyses, recommendations have been provided for the focal/existing brands as well as new brands. The brands have to make sure that the brand communications are effective in conveying the intended brand personality, which is congruent with the consumer personality. Having a singular and differentiated brand personality helps for the same.