At the time of this type of work is most needed in large quantities is marketing. A factor that could affect the decision is a difference of the individual, consumers marketing strategies and environmental factors. personalities closely associated with consumer behavior. The personality of a person determine the pattern of consumption, as levels of consumption someone is because of a need or psychological factors.
Neo Freudian theory (Theory of Social Psychology):
• Personality is influenced by the social environment. This theory did not agree with the dominant role of instinct and sex/ biologic in the formation of personality.
• Lifestyle is a reflection of the personality. Reflects how people allocate time and money. Different lifestyles will result in different behaviors, so it will give a different business opportunities.
• Self-concept is a combination of personality and lifestyle according to Williams (1890).
Agustin Tri H
Undergarduate Student Majoring in Dept food science and Technology, Faculty of Agricultural Technology
Bogor Agricultural University
Based on Based on Consumer Behavior Text Book by Ujang Sumarwan