| Popis: |
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence Consumer behaviour has been one of the areas most affected by technology in recent years. Many businesses and organizations collect data from all type of sources and feed it to algorithms and predictive models to mine for information on customers and service users. Despite the large amount of data collected, there is a universal lack of interest in collecting data about personality, often due to the process being less practical and personality being subjective. However, some studies have shown that personality traits have potential to be a significant factor when determining how a consumer behaves and can contribute to understanding how people make their purchasing decisions. In this study, the objective was to evaluate what personality data collection could provide towards improving target marketing and how the character of a person can help us supply tailor-made services to clients based on their motivations. The study was conducted on a sample of social media users and the results indicate that high agreeableness usually leads to a preference for products that are either produced by a reputable company or the product is popular itself and social trends and external opinions are likely to influence the decision more significantly than personal tendencies. On the other hand, low agreeableness shows an inclination towards more informational and rational descriptions where self-centred behaviour is the main motivator for purchasing decisions. These results suggest that agreeableness can not only be used to model advertisements and product descriptions in order to appeal to a specific target audience with certain traits but also be employed as a predictor variable in the development of predictive models and algorithms. |
