INFLUENCE OF PERSONALITY DIMENSIONS AND AESTHETIC ORIENTATION ON CONSUMER’S COLOUR PREFERENCE DURING CAR PURCHASE

Nagendra Dwivedi and Rajesh Mehrotra

No 2015-03-18, Working papers from Voice of Research

Abstract: Purchasing a car can be a normal decision for some, but can be a very special decision for others. Of the many attributes a car signifies, aesthetics is one of the most significant while making a decision. Colour of a car has been rated as a very important attribute as per studies carried by various agencies so far. The objective of the study is to highlight importance of colour in selecting a vehicle and finding a correlation between influence of personality traits of a person and his choice of colour. It has also been seen that the purchase decision is dependent on Aesthetic orientation of a person which is in turn dependent on personality traits. So the study tries to find the dependence of colour on both personality as well as aesthetic orientation. Methodology deployed for the study is surveying 214 people of different backgrounds and questioning them on the basis of a questionnaire, and mapping their behaviour basis the responses and generating a pattern for understanding choice of colour dependent on the personality traits and aesthetic orientation. The study performed first detected the personality traits of a person, and hence aesthetic orientation was defined. It was largely seen that personality traits are very significant in determining the colour preference, but linking it to aesthetic orientation gave results which were better linked to colour choices. The study was carried basis age groups, gender, and MHI. In the study a strong correlation was found and a scale was designed mapping color of car basis the personality traits of a person. Key words: Personality Dimensions, CAD, Aesthetic Orientation, Colour Choice

Date: 2015-03
New Economics Papers: this item is included in nep-neu and nep-tre
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