AMITY INTERNATIONAL BUSINESS SCHOOL
FIXATED CONSUMPTION BEHAVIOR
CONSUMER BEHAVIOR
Submitted to: Submitted by:
Prof. Dr. K...
2
Introduction
Fixated Consumption Behavior
Somewhere between materialism and compulsion, with respect to buying or posses...
3
Literature Review
Collectors seem to share unique attitudes and personality traits when it comes to their hobby.
1. July...
4
consumer before, during, and after a purchase (Schiffiman and Kanuk, 1997), for example,
feedback, from other customers,...
5
Research Methodology
The research sample includes responses from 43 subjects. It’s a quantitative research. Targeting
bo...
6
Critical Findings
Based on the survey conducted and the responses obtained the major finding have been
1. Patients: Peop...
7
5. Money Involvement: Building a collection, takes a lot of efforts backed with money as
well (not applicable to all tho...
8
Secondary Data
The study of personality has been approached in many different ways. Heredity, early
childhood experience...
9
– Social relationships are fundamental to the formation and development of
personality
• Trait theory
– Quantitative app...
10
types. The table shows, for example, that nuts are associated with a personality that is take
charge, pitches in often,...
11
• Alfred Adler viewed human beings as seeking to attain various rational goals, which he
called style of life, placing ...
12
• Selected single-trait personality tests increasingly are being developed specifically for use
in consumer behavior st...
13
Consumer innovators are the group of consumers that are very open to new ideas and are usually
the first to purchase pr...
14
– Innovators
• Other-directedness
– look to others
– less likely to be innovators
This personality trait has its origin...
15
The need for varied, novel, and complex sensations and experience. And the willingness to take
social and physical risk...
16
• Passionate interest in a product category
• Willingness to go to great lengths to secure objects
• Dedication of time...
17
 Agreeableness - These individuals are friendly, cooperative, and compassionate. People
with low agreeableness may be ...
18
ANNEXURE -1
QUESTONNAIRE
Name:
Gender: M/F
Age *
Below 18 years
18 - 21
22 - 25
Above 25 years
Which is that one item/o...
19
Buy
Gifts
Find
Auction
Trade
Other
Rome wasn't built in a day, and neither were the best collections. I don't give up o...
20
Select a value from a range of 1,Strongly Disagree, to
5,Strongly Agree,.
Agree
I am very passionate about my collectio...
21
ANNEXTURE-2
RESPONSES
18
25
Gender
Male
Female
11
20
12
0
0
5
10
15
20
25
Since Childhood During School During College ...
22
32
9
1001
Mode of building collection
Buy
Find
Gifts
Trade
Auction
Others
0
2
4
6
8
10
12
14
1 2 3 4 5
1 1
14 14
13
Pat...
23
0
5
10
15
20
1
2
3
4
5
The ability to roll with the ups and downs.
27
17
0
5
10
15
20
25
30
no yes
Money Involvement & ...
24
I am aware of the trends of my collectibles.
I am very passionate about my collection and I cannot fake excitement.
0
2...
25
I like what I like, no matter what anyone else thinks
0
5
10
15
20
25
30
35
1 2 3 4 5
Level of Social Acceptance
Column...
26
Sno Name Gender Age
Which is that one
item/object that you
are fond of collecting?
(Example Sharad Pawar
is fond of col...
27
Rome wasn't built in a
day, and neither were
the best collections. I
don't give up or
behave rashly when it
comes to my...
28
References
 PTCB (2013). Personality Traits and Consumer Behavior.
Available on:
blog.sekiur.com [Accessed on 17-02-20...
29
 CC (2012). Colorful Collectors.
Available on:
www.artinfo.com [Accessed on 15-02-2013]
 PCB (2000). Personality and ...
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Fixated consumption behavior final

  1. 1. AMITY INTERNATIONAL BUSINESS SCHOOL FIXATED CONSUMPTION BEHAVIOR CONSUMER BEHAVIOR Submitted to: Submitted by: Prof. Dr. Kokil Jain Ankita Kapoor Aanchal Chopra Sachin Gusain Karan Godinho Harshita Baranwal
  2. 2. 2 Introduction Fixated Consumption Behavior Somewhere between materialism and compulsion, with respect to buying or possessing objects, is the notion of being fixated with regard to consuming or possessing. Fixated consumption behavior is in the realm of normal and socially acceptable behavior. Fixated consumers do not keep their objects or purchases of interest a secret: rather they frequently display them, and their involvement is openly shared with others who have a similar interest. In the world of serious collectors, there are countless millions of fixated consumers pursuing their interests and trying to add their collections. Fixated consumers possess the following characteristics: • a deep interest in a particular object or product category • a willingness to go to considerable lengths to secure additional examples of the object or product category of interest • The dedication of a considerable amount of discretionary time and money to search out the object or product. This profile of the fixated consumer describes many collectors, hobbyists or enthusiasts. Thus, the traits that portray the fixated consumer reveals person who is not only enduringly involved in the object category itself but is also deeply involved in the process of acquiring the object.
  3. 3. 3 Literature Review Collectors seem to share unique attitudes and personality traits when it comes to their hobby. 1. July,11 Sajjad Hussain*, Muhmmad Abbas, Khurram Shahzad and Syeda Asiya Bukhari, “Personality and career choices, (African Journal of Business Management)”, This paper made effort to conceptualize the importance of personality trait for matching the career choices in new candidates. However, researchers need to validate these propositions for the further usage and rectification of the proposed statements. Propositions presented in the paper will help new incumbents to excel in their careers, and before choosing their career, they will accurately assess their best match. For employers, the propositions will help them to find their optimal choice regarding their requirements so that can prevent their wrong choice to refrain from the future havocs. They can use personality tests to recruit their incumbents to maximize their utility and to obtain best of their candidates to run and attain the organizational competitive advantage. 2. Jadish N. Sheth, University of Southern California, USA. , Bruce I. Newman, DePaul University, USA and Barbara L. Gross University of Southern California, USA. “Why we buy what we buy: A theory of consumption values” Deals with the field study of attitude structure and the attitude-behavior relationship, in models of buyer behavior. 3. May,2005 Peter & Olsonetc, Consumer Behavior Christopher (1989) Studied the shopping habits of consumers to form an idea of whether or not the fixated concepts, product ranges and strategies of the companies are appropriate towards consumer requirements. He believed that consumer behaviors are unpredictable and changing continuously changing; while trying to under try to understand how individual or group make their decision to spend their available resources on consumption-related items. These are factors that influence the
  4. 4. 4 consumer before, during, and after a purchase (Schiffiman and Kanuk, 1997), for example, feedback, from other customers, packing, advertising, product appearance, and price The essence of this approach is critical for organizational success, so that they can have a better understanding of their customer behaviors (Solomon et al., 2006). The physical action or behavior of consumer and their buying decision every day can be measured directly by marketers (Papanastassiu and Rouhani, 2006). For that reason many organizations these days are spending lot of their resources to research how consumer makes their buying decision, what they buy, how much they buy, when they buy, and where they buy (Kotler, Amstrong, 2001). To get a well coherent result, organizations’ normally looked at these behavior base their analysis on difference conceptions; whether customers buying behavior were measured from different perspectives, such as product quality and better service, lower price structured etc (Papanastassiu and Rouhani, 2006) 4. 1st march,08, vol 6 “Poor marketing and consumer arguments” Mark Anderson, NYU & Marie Dave The Context Argument as an Excuse for Poor Marketing Performance(Jaclyn Kayen Sun) study shows, critics have challenged the context argument in which the emphasis on consumption context would reduce consumer behavior to random chances, and that consumers seem to tailor their purchases to a specific occasion. In rebuttal, mounting evidence from the literature has suggested a possible delineation of consumer behavior. For instance, social learning theorists in the psychology discipline have provided insight into the possible systematic effect of consumption situations on consumer behavior. This suggests that consumer behavior is not as “tailor-made” as one may imagine. The use of person—situation segmentation validates the fact that a range of consumer behaviors can be recognised for a specific consumption context. 5. 3, 2012 (Fatimah Furaiji1, Małgorzata Łatuszyńska2, Agata Wawrzyniak) “An Empirical Study of the Factors influencing Consumer Behavior in the Electric Appliances Market”, vol 6, issue This study contributes to a deeper understanding of the impact of different factors on consumer buying behavior. It analyses the relationship between several independent variables, such as cultural, social, personal, psychological and marketing mix factors, and consumer behavior (as the dependent variable) in the electric appliances market.
  5. 5. 5 Research Methodology The research sample includes responses from 43 subjects. It’s a quantitative research. Targeting both males & females. Age – 18 to 25 years. Limited to college – goers only. The research includes which object/item interests the subjects and are fond of collecting. Questions are based on: duration of their collection hobby? What motivates to build a collection? How do they keep updating their collection? Also, the questionnaire revolves around following parameters:  Passion: The scale determines the level of enthusiasm for the collection.  Patience: To find the desired product takes a lot of time and efforts. It can be frustrating as well. The level of patience is hence determined.  Ability to roll with the ups and downs: Collectors ride out the extremes when it comes to the emotional roller coaster hunt.  Aware of Trends: Time changes and collectors seem to be one step ahead of what’s happening.  Attitude: A new item may be the hottest thing around, but true collectors know what they like regardless of what the rest of society thinks.  Money Involvement: Building a collection, takes a lot of efforts backed with money as well (not applicable to all though) This research is most interested in knowing – why do you think people collect? What motivates them? How important is their collection to them? Collector’s personality highlights. Regardless if they're into stamps, dishes, action figures, or lunchboxes, collectors seem to share unique attitudes and personality traits when it comes to their hobby.
  6. 6. 6 Critical Findings Based on the survey conducted and the responses obtained the major finding have been 1. Patients: People having the urge or passion of possession of certain commodities do not rush into decisions, they build their collections over a period of time and it’s an ongoing process for them. They build their collections for books, music records or any other commodity by investing a lot of time. 2. Passion: People with passion of collecting or buying certain goods, fall under the category of fixated consumer buying and do not think about what people think about them. As depicted in the graph attached, 80% people would go on to buying the things to add on to their collections without considering what others say about them. Also the people truly passionate about collecting stuff cannot hide their excitement. 3. Ability to roll with the ups and downs: Collectors ride out the extremes when it comes to the emotional roller coaster hunt. Certain situations where they want what they want and it is not available, though it becomes a little frustrating but the passionate people deal with it looking for any future possibility of having the good/item available. Mainly disturbs people having inclination towards goods with emotional attachment. 4. Aware of Trends: While some people do not consider the trend and fashion and the external aspects when it comes to their belongings, but a majority of people who have a fetish or passion for certain items are well versed with the trends pertaining to the products and constantly update their collections e.g. In case of electronics.
  7. 7. 7 5. Money Involvement: Building a collection, takes a lot of efforts backed with money as well (not applicable to all though), but the people driven by passion towards a good or a commodity do not delay their or cancel their purchases due to price. In fact 72% of our respondents do not mind if they end up spending more than what they thought. Results Collecting has meanings in relation to the self Collecting has meanings in relation to other people Collecting as preservation, restoration, history and a sense of continuity Collecting as financial investment Collecting as addiction
  8. 8. 8 Secondary Data The study of personality has been approached in many different ways. Heredity, early childhood experiences, and other social influences have a strong effect on who you become. The definition given here is on inner characteristics which distinguish one individual from others. The web link on this page brings you to one of the thousands of personality tests you can find online. There are some interesting findings regarding the nature of personality. First of all, personality reflects individual differences. Because no two people are exactly the same, marketers can look for certain similar personality traits in different consumers. These consumers can then be grouped together based on this identified personality train. Personality is consistent and enduring. This helps marketers predict consumer behavior over time in terms of personality. Finally, personality can change due to major life events, such as marriage. You may notice personally that your personality has changed somewhat as you have grown – certainly your personality now is somewhat different then from when you were 7 years old. Personality is defined as those inner psychological characteristics that both determine and reflect how a person responds to his or her environment. The emphasis in this definition is on inner characteristics—those specific qualities, attributes, traits, factors, and mannerisms that distinguish one individual from other individuals. The identification of specific personality characteristics associated with consumer behavior has proven to be highly useful in the development of a firm’s market segmentation strategies. These are the three major theories of personalities. There are many more but these three have been chosen because they are important to the relationship between personality and consumer behavior. • Freudian theory – Unconscious needs or drives are at the heart of human motivation • Neo-Freudian personality theory
  9. 9. 9 – Social relationships are fundamental to the formation and development of personality • Trait theory – Quantitative approach to personality as a set of psychological traits Freudian Theory Sigmund Freud’s psychoanalytic theory of personality is one of the cornerstones of modern psychology. This theory was built on the premise that unconscious needs or drives, especially biological and sexual drives, are at the heart of human motivation and personality. Sigmund Freud was one of the most important and influential psychiatrists of all time. There are many web sited devoted to him and his theories. The web link on this page will take you to one such site. Freudian theory itself is based on the existence of unconscious needs or drives as the heart of human motivation and personality. According to Freud, human personality consists of these three systems, the id, super ego and the ego. The Id is the “warehouse” of primitive drives, basic physiological needs such as hunger, thirst, and sex. The superego drives the individual to fulfill their needs in a socially acceptable function. Finally, the ego is the internal monitor that balances the needs of the id and the superego. Freudian Theory and Product Personality Those stressing Freud’s theories see that human drives are largely unconscious, and that consumers are primarily unaware of their true reasons for buying what they buy. These researchers focus on consumer purchases and/or consumption situations, treating them as an extension of the consumer’s personality. Can certain foods be a reflection of your personality? This table shows the results of a study of 19,000 consumers which examined the link between snack food perceptions and personality
  10. 10. 10 types. The table shows, for example, that nuts are associated with a personality that is take charge, pitches in often, modest, self-confident but not a show-off. Snack Foods Personality Traits Potato chips Ambitious, successful, high achiever, impatient with less than the best. Tortilla chips Perfectionist, high expectations, punctual, conservative, responsible. Pretzels Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects. Snack crackers Rational, logical, contemplative, shy, prefers time alone. Cheese curls Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order. Neo-Freudian Personality Theory As opposed to Freud’s theories which were based heavily on development, Neo-Freudian’s are concerned with social relationships. These relationships are formed to reduce feelings of inferiority or tension. Furthermore, people can be classified as to how they interact with others – are they compliant, aggressive, or detached. A compliant individual desires attention, an aggressive desires admiration, and a detached person desires independence and freedom from obligation. What is particularly interesting is how research has shown that these different personality groups differ in their brand usage. Several of Freud’s colleagues disagreed with his contention that personality is primarily instinctual and sexual in nature. They argued that social relations are fundamental to personality development.
  11. 11. 11 • Alfred Adler viewed human beings as seeking to attain various rational goals, which he called style of life, placing emphasis on the individual’s efforts to overcome feelings of inferiority. • Harry Stack Sullivan stressed that people continuously attempt to establish significant and rewarding relationships with others, placing emphasis on efforts to reduce tensions. • Karen Horney focused on the impact of child-parent relationships, especially the individual’s desire to conquer feelings of anxiety. She proposed three personality groups: compliant, aggressive, and detached. Compliant individuals are those who move toward others—they desire to be loved, wanted, and appreciated. Aggressive individuals move against others—they desire to excel and win admiration. Detached individuals move away from others—they desire independence, self-sufficiency, and freedom from obligations. Trait Theory Unlike Freudian and Neo-Freudian theories, trait theory is less qualitative and more focused on measurement of personality. Tests can be done to measure single traits in consumers such as how receptive they are to new experiences (innovativeness), their attachment to worldly possessions (materialism), and their likelihood to accept or reject foreign-made products (ethnocentrism). Trait theory is a significant departure from the earlier qualitative measures that are typical of Freudian and neo-Freudian theory. It is primarily quantitative or empirical, focusing on the measurement of personality in terms of specific psychological characteristics called traits. A trait is defined as any distinguishing, relatively enduring way in which one individual differs from another.
  12. 12. 12 • Selected single-trait personality tests increasingly are being developed specifically for use in consumer behavior studies. Types of traits measured include: – Consumer innovativeness—how receptive a person is to new experiences – Consumer materialism—the degree of the consumer’s attachment to “worldly possessions” – Consumer ethnocentrism—the consumer’s likelihood to accept or reject foreign-made products • Researchers have found that traits are more tied to general product categories then specific brands. For instance, in this chart we see the type of soup a consumer prefers but not necessarily the brands they would purchase. Marketers are interested in understanding how personality influences consumption behavior because such knowledge enables them to better understand consumers and to segment and target those consumers who are likely to respond positively to their product or service communications. Consumer Innovativeness and Related Personality Traits Marketing practitioners must learn all they can about consumer innovators—those who are open to new ideas and likely to try new products, services, or practices. Those innovators are often crucial to the success of new products. Personality traits have proved useful in differentiating between consumer innovators and non- innovators. Consumer innovators are the group of consumers that are very open to new ideas and are usually the first to purchase products. Innovativeness is the underlying trait that describes a consumer’s willingness to try new products. Companies have found this very important when introducing brand extensions because it is a key factor in the consumer’s likelihood to try the new product. For hi-tech products, we see that innovativeness can be explained at three levels. The first, global innovativeness is the overall innovative level of the consumer. Drilling down further, domain-specific innovativeness has to do with the particular product category, and finally, the innovative behavior is the actual purchase of the new product.
  13. 13. 13 Consumer innovators are the group of consumers that are very open to new ideas and are usually the first to purchase products. Innovativeness is the underlying trait that describes a consumer’s willingness to try new products. Companies have found this very important when introducing brand extensions because it is a key factor in the consumer’s likelihood to try the new product. Dogmatic is a personality trait that describes how rigid or open a person is to new and unfamiliar ideas and products. A person who is highly dogmatic approaches the unfamiliar defensively and with discomfort. They will rarely consider the unfamiliar and tend to be very close minded. Marketers have realized this type of customer appreciates advertising appeals with celebrities and other experts. Dogmatic is a personality trait that describes how rigid or open a person is to new and unfamiliar ideas and products. A person who is highly dogmatic approaches the unfamiliar defensively and with discomfort. They will rarely consider the unfamiliar and tend to be very close minded.. A person who is low dogmatic will readily consider the unfamiliar or opposing beliefs. • Consumers low in dogmatism (open-minded) are more likely to prefer innovative products to established ones and tend to be more receptive to messages that stress factual differences, product benefits, and other forms of product-usage information. • Consumers high in dogmatism (closed-minded) are more likely to choose established product innovations and tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure. Social Character • Ranges on a continuum for inner-directedness to other-directedness • Inner-directedness – rely on own values when evaluating products
  14. 14. 14 – Innovators • Other-directedness – look to others – less likely to be innovators This personality trait has its origins in sociological research but it is of great interest to marketers because it differentiates the type of advertising that influences these customers. Inner-directed people prefer ads that stress product features. Other-directed individuals gravitate to ads that that show approving social environment rather than product information – they want to look to others to understand how to act or be accepted, and the ads give an example of this. Need for Uniqueness You may be able to identify friends with greater need for uniqueness. You can see it in their clothes and hairstyles. Similarly to the other personality traits we have been discussing, there is a measurement scale that researchers use to quantify an individual’s need for uniqueness. If the respondent scores high on this scale, then they have a higher need for uniqueness. Optimum Stimulation Level Optimum stimulation levels are related to how a consumer tends to like or dislike novel, complex, and unusual experiences and products. High optimum stimulation levels lead consumers to take risks and try new products. Similar to a person with high innovativeness, these consumers are important to marketers of new products. A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences High OSL consumers tend to accept risky and novel products more readily than low OSL consumers. Sensation Seeking
  15. 15. 15 The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations. Sensation-seeking traits tie to the need to take risks to fulfill the sensations of experiences which are different and extreme. Variety-Novelty Seeking Consumers seek variety in many ways. Some exhibit exploratory purchase behavior where they switch brands often to experience new products. Other consumers display variety by use innovativeness, using an existing product in a new way. Finally, vicarious exploration, which often does not involve actual purchase about the product, refers to daydreaming or thinking often about a new product. Ask yourself, for product categories, how do you exhibit variety-novelty seeking? From Consumer Materialism to Compulsive Consumption Consumer researchers are interested in possession traits and their relationship to consumption. The first, consumer materialism, is a personality-like trait that describes how essential a person finds possessions in relation to their identities and their lives. Think of people you know – do some seem to have more possessions and find them more important. • Materialistic People • Acquire and show off possessions • Self-centered and selfish • Seek lifestyle full of possessions • Do not get greater personal satisfaction from possessions • Fixated consumption behavior • Consumers fixated on certain products or categories of products • Characteristics
  16. 16. 16 • Passionate interest in a product category • Willingness to go to great lengths to secure objects • Dedication of time and money to collecting • Compulsive consumption behavior • “Addicted” or “out-of-control” consumers Consumer researchers are interested in possession traits and their relationship to consumption. Fixated consumption behavior is displayed by a consumer who seems “fixated” in consuming in a certain product category. For instance, people who collect Star Trek memorabilia from the original television series or comic books would display fixated consumption behavior. Compulsive consumption behavior begins to enter the area of abnormal behavior. These individuals are somewhat out of control with their purchasing and suffer from a shopping addiction called oniomania. The Big Five Model The Big Five traits are Openness, Conscientiousness, Extroversion, Agreeableness, and Neuroticism or OCEAN:  Openness - People who like to learn new things and enjoy new experiences usually score high in openness. Openness includes traits like being insightful and imaginative and having a wide variety of interests.  Conscientiousness - People that have a high degree of conscientiousness are reliable and prompt. Traits include being organized, methodic, and thorough.  Extraversion - Extraverts get their energy from interacting with others, while introverts get their energy from within themselves. Extraversion includes the traits of energetic, talkative, and assertive.
  17. 17. 17  Agreeableness - These individuals are friendly, cooperative, and compassionate. People with low agreeableness may be more distant. Traits include being kind, affectionate, and sympathetic.  Neuroticism - Neuroticism is also sometimes called Emotional Stability. This dimension relates to one’s emotional stability and degree of negative emotions. People that score high on neuroticism often experience emotional instability and negative emotions. Traits include being moody and tense. How to use results from the Big Five personality test The Big Five personality test gives you more insight into how you react in different situations, which can help you choose an occupation. Career professionals and psychologists use this information in a personality career test for recruitment and candidate assessment.
  18. 18. 18 ANNEXURE -1 QUESTONNAIRE Name: Gender: M/F Age * Below 18 years 18 - 21 22 - 25 Above 25 years Which is that one item/object that you are fond of collecting? (Example Sharad Pawar is fond of collecting pens) * Since when have you been collecting this item? * Since Childhood During school During college Other What got you started on collecting it? * How do you increase your collection? *
  19. 19. 19 Buy Gifts Find Auction Trade Other Rome wasn't built in a day, and neither were the best collections. I don't give up or behave rashly when it comes to my compilations. * 1 2 3 4 5 Strongly Disagree Select a value from a range of 1,Strongly Disagree, to 5,Strongly Agree,. Strongly Agree Collecting can be enjoyable and at times, frustrating. I possess the ability to roll with the ups and downs. * 1 2 3 4 5 Strongly Disagree Select a value from a range of 1,Strongly Disagree, to 5,Strongly Agree,. Strongly Agree I am aware of the trends of my collectibles. * 1 2 3 4 5 Strongly Disagree Strongly
  20. 20. 20 Select a value from a range of 1,Strongly Disagree, to 5,Strongly Agree,. Agree I am very passionate about my collection and I cannot fake excitement. * 1 2 3 4 5 Strongly Disagree Select a value from a range of 1,Strongly Disagree, to 5,Strongly Agree,. Strongly Agree I like what I like, no matter what anyone else thinks. * 1 2 3 4 5 Strongly Disagree Select a value from a range of 1,Strongly Disagree, to 5,Strongly Agree,. Strongly Agree When do you feel you want to add items to your collection? * When your life feels busy and full? When you are feeling a bit low? When you have lots of time? Other: Do you worry that your urge to collect may get out of control and that you will spend too much money? * Yes No
  21. 21. 21 ANNEXTURE-2 RESPONSES 18 25 Gender Male Female 11 20 12 0 0 5 10 15 20 25 Since Childhood During School During College Others Duration of Collection Since when have you been collecting this item?
  22. 22. 22 32 9 1001 Mode of building collection Buy Find Gifts Trade Auction Others 0 2 4 6 8 10 12 14 1 2 3 4 5 1 1 14 14 13 Patience
  23. 23. 23 0 5 10 15 20 1 2 3 4 5 The ability to roll with the ups and downs. 27 17 0 5 10 15 20 25 30 no yes Money Involvement & Control
  24. 24. 24 I am aware of the trends of my collectibles. I am very passionate about my collection and I cannot fake excitement. 0 2 4 6 8 10 12 14 16 18 1st 2nd 3rd 4th 5th
  25. 25. 25 I like what I like, no matter what anyone else thinks 0 5 10 15 20 25 30 35 1 2 3 4 5 Level of Social Acceptance Column1 0 5 10 15 20 25 When your life feels busy and full? When you are feeling a bit low? When you have lots of time? others Best Time to build and add to collection When do you feel you want to add items to your collection?
  26. 26. 26 Sno Name Gender Age Which is that one item/object that you are fond of collecting? (Example Sharad Pawar is fond of collecting pens) Since when have you been collecting this item? What got you started on collecting it? How do you increase your collection? 1 Harshita Baranwal Female 22 - 25 Business and marketing articles During college The need to stay updated and for knowledge, of course. Find 2 PRASEETHA Female 22 - 25 WATCHES Since Childhood I LOVE WATCHES.THEIR STYLE. Buy 3 Geetanjali Goel Female 22 - 25 stationary During school i have always liked using good stationary , and hence , i like to collect it now even if i end up not putting them to use. Buy 4 Anup Male 22 - 25 watch During school MY attraction towards it Buy 5 padma raj keshri Male 18 - 21 apple products During college quality, color Buy 6 ud Male 22 - 25 music During school I like listening to it. internet 7 Aditi Female 22 - 25 coins During school luv 2 to about diff. countries history, frm the images which r there on coins Find 8 kavita bahl Female 22 - 25 mobile phone covers During college Its make me feel happy Buy 9 Rishabh Arora Male 22 - 25 Gadgets During school Likliness towards them Buy 10 NAKUL Male 22 - 25 SHOES Since Childhood the liking of different brand of shoes Buy 11 Pritesh Pandey Male 18 - 21 Books During school Passion of reading Buy 12 Anirban Bose Male 18 - 21 CDs During school Love for Music and Movies Find 13 garima Female 22 - 25 designer papers During school my hobby to make craft products made me collect papers Buy 14 Niha Female 22 - 25 colour pens,hair clips and fashion accesories Since Childhood makes me happy !! Buy 15 Isha Sharma Female 22 - 25 price tags During college Just randomly started collecting price tags of anything I used to buy..! Buy 16 Pratik Male 22 - 25 Costumes Since Childhood Passion for it Buy 17 Prarthana Bajaj Female 22 - 25 Clothes During college I'm a girl , I like to shop. Buy 18 Shruti Chandra Female 22 - 25 Books During school i like reading books. Buy 19 Madhvi sood Female 22 - 25 Junk Jewelry Since Childhood Interest Buy 20 Kunal Chopra Male 22 - 25 collecting foreign currencies During school My interest in foreign currencies and high exchange rates. Buy 21 akhil dawer Male 22 - 25 new currency notes Since Childhood The smell of new notes,their texture fascinates me.. Buy 22 Insha Female 22 - 25 books During school fond of reading Buy 23 Harshit Baranwal Male 18 - 21 Trance Tracks in 320 kbps. Since 11th Standard Melody. The Feel. The technology used to produce such tracks. Sophisticated music. Find 24 Komal Dhaliwal Female 22 - 25 Perfumes During college dont know Buy 25 sahil Male 22 - 25 condoms Since Childhood Too much use of it Gifts 26 Isha Sharma Female 22 - 25 price tags During college Just randomly started collecting price tags of anything I used to buy..! Buy 27 kanishk Male 22 - 25 camera's During college Passion for photography Buy 28 Neha Khanna Female 22 - 25 hand bags During school A good hand bag completes the look. Buy 29 astha baranwal Female 18 - 21 branded polybags During school its good looks Find 30 NEETU VERMA Female 22 - 25 FOOTWEARS Since Childhood VARITIES.....FOR PARTIES Buy 31 Rishibha Rai Female 22 - 25 Bags Since Childhood Observing variety around Buy 32 aanchal chopra Female 22 - 25 currency During school when i went abroad for the first time. Find 33 arpana Female 22 - 25 shoes During school bollywood actresses Buy 34 Udit Male Below 18 years Pens Since Childhood no specific reason Find 35 kabir Male 22 - 25 lighters During college when i started smoking Buy Different shapes of the
  27. 27. 27 Rome wasn't built in a day, and neither were the best collections. I don't give up or behave rashly when it comes to my compilations. Collecting can be enjoyable and at times, frustrating. I possess the ability to roll with the ups and downs. I am aware of the trends of my collectibles. I am very passionate about my collection and I cannot fake excitement. I like what I like, no matter what anyone else thinks. When do you feel you want to add items to your collection? Do you worry that your urge to collect may get out of control and that you will spend too much money? 4 4 4 3 4 When you have lots of time? No 4 4 5 5 4 When your life feels busy and full? Yes 4 3 5 4 5 When you are feeling a bit low? No 5 4 5 5 5 When you have lots of time? No 3 3 3 3 3 when something is launch No 5 5 3 3 4 When you have lots of time? No 5 3 3 3 3 When you have lots of time? No 1 3 5 5 5 When you have lots of time? No 2 3 3 3 3 When you have lots of time? No 4 3 3 3 3 When you have lots of time? Yes 4 5 5 5 5 When you are feeling a bit low? No 5 5 5 5 5 When you have lots of time? Yes 4 3 5 5 5 When you are feeling a bit low? Yes 3 4 4 4 4 whenever i find anything exciting No 5 3 4 4 5 whenever I buy new clothes. No 4 3 5 5 5 When you have lots of time? Yes 3 3 3 4 3 When you have lots of time? Yes 4 3 4 4 5 When you have lots of time? Yes 3 1 4 1 5 I just keep adding No 3 3 4 4 5 When you have lots of time? No 4 4 5 4 5 When you have lots of time? Yes 3 3 4 4 4 whenever I get an opportunity No 5 5 5 5 5 Whenever there is something new available which is updated almost everyday on various internet forums. Yes 3 3 3 4 5 When you are feeling a bit low? Yes 4 4 5 5 5 when one remains unused..the girl tires.. Yes 5 3 4 4 5 whenever I buy new clothes. No 5 4 3 2 5 When you are feeling a bit low? Yes 5 3 5 5 5 when I feel tht item is worth adding into my collection Yes 5 3 5 5 5 When you have lots of time? No 3 2 3 3 5 When you have lots of time? No 4 3 3 4 4 When you have lots of time? Yes 3 4 5 4 5 When you have lots of time? Yes 5 5 5 5 5 When you are feeling a bit low? No 4 4 5 5 5 When you have lots of time? No 5 4 5 3 5 When you are feeling a bit low? Yes
  28. 28. 28 References  PTCB (2013). Personality Traits and Consumer Behavior. Available on: blog.sekiur.com [Accessed on 17-02-2013]  PTC (2009). Personality Traits of Collectors. Available on: www.orato.com [Accessed on 17-02-2013]  CTP (2008). Collector Personality Type. Available on: www.dingecorners.com [Accessed on 16-02-2013]  HPPCA (2013). Handling Personality Problems at Collection Agencies. Available on: www.kgaction.com [Accessed on 16-02-2013]  QRM . Qualitative Research Methods. Available on : www.parkdatabase.org [Accessed on 15-02-2013]
  29. 29. 29  CC (2012). Colorful Collectors. Available on: www.artinfo.com [Accessed on 15-02-2013]  PCB (2000). Personality and Consumer Behavior. Available on: Cwx.prenhall.com [Accessed on 14-02-2013]

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