Consumer Behaviour

Question 1a

The four (4) personality traits are consumers dogmatic, social character, fixed consumption behavior and optimum stimulation level.

Customers who are high dogmatic consumers are more conservative in their consumption patterns and preference. A loyal Tiger Beer drinker would be least attracted to an unfamiliar brand and feel uncomfortable and uncertain about trying a new brand of beer. As Tiger Beer is a well established brand by APB which is the brewery giant in the beer industry, consumers are likely to stick to the brand with proven track records. This gives them a greater sense of brand security which translates into brand loyalty for Tiger Beer.

Inner directness consumers are decision makers who rely on their own values or standards in evaluating new products. They believe in their own judgment and make their own decisions by evaluating fact and information such as benefits, features, value addition and credibility before they settle on a product. As such, this helps to form a consumption pattern which they have decided and believe in. Very likely, they will stick to their own consumption pattern and continue to support Tiger Beer.

Similarly, consumers with fixated consumption behaviour have deep interest and passion for a particular product and are most willing to dedicate and invest a considerable amount of time and money on the product. As the name suggests, consumers’ behavior are quite routine and they tend not to change their preference but stick with them. In relation to brand loyalty, this group of consumers only chooses Tiger Beer as their choice and focuses their time and money on Tiger Beer only. In other words, they are devoted to the brand.

Optimum stipulation level (OSL) basically describes the degree of calm or excitement a person desire. Consumers who are low on OSL desire a life that is simple and routine. They are non-innovators who are less receptive to new products and experience. They are more comfortable to...