USE OF PERSONALITY TRAITS IN DIFFERENTIATION OF CONSUMERS IN DIFFERENT LEVELS OF LOYALTY

• Main Authors: Kenny Basso, Lélis Balestrin Espartel
• Format: Article
• Language: English
• Published: Universidade Federal do Ceará 2015-01-01
• Series: Contextus
• Subjects: Personalidade. Lealdade. Varejo Bancário. Consumo. Comportamento do consumidor.
• Online Access: http://www.periodicos.ufc.br/contextus/article/view/32227

This study seeks to understand what are the personality traits that can distinguish loyal individuals of non-loyal individuals, identifying patterns of personality traits. The research draws on the Theory of Personality Traits to distinguish and categorize individuals into groups according to levels of expressed loyalty. The study focused on the banking current account, with the management undergraduate student population. Through a cluster analysis, were identified three groups according to levels of loyalty. In the discriminant analysis, was possible to prove the distinction caused by personality variables. Personality characteristics among different individuals with different levels of loyalty were identified, which can assist in processes of segmentation, setting marketing strategies and in directing communication efforts.