Individual & Psychological Characteristics of Personality as Customer’s Behavior Factor
DOI:
https://doi.org/10.29038/2227-1376-2016-27-80-91Abstract
Modern fast development of society and economics causes the necessity of scientific tasks solution, the centre of which is human being as the subject of economic activities. One of such tasks definitely is the investigation of customer’s behavior and factors which have influence on it. User’s behavior doesn’t reduce only to usefulness maximization, rational evaluation and calculations. As excerpt for functional demand on a product, nonfunctional demand exists, which is explained by different psychological factors. The article is dedicated to the investigation of individual and psychological personal characteristics as one of personal user’s behavior factors. The author has proved actuality, has conducted research analysis of this issue, has determined methods and research methodology of personal individual and psychological characteristics and peculiarities of customer’s behavior. The article shows quantative and qualitative analysis of diagnostics results, there is implemented the interpretation of empiric research data of this problem, which is demonstrated as in graphics as in a description. The article has found out personal individual and psychological characteristics using “Questionnaire of many factors” of R. B. Kettel. The diagnostics results are represented according to sixteen figures. In article there are represented research results of psychological types of customer’s behavior according to the methodology of O. S. Posypanova “Psychological profile of customer”. There have determined and described seven profile kinds of customers: innovator, fashioner, traditionalist, conservator, individualist, situationalist, careless. According to diagnostics results with the help of correlating analysis there have defined interconnection peculiarities of personal individual and psychological characteristics and customer’s behavior elements, which are definite in customer’s psychological profiles typology.
Key words: customer’s behavior, individual and psychological personal characteristics, customer’s psychological profile.
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