Understanding the Relationship between Personality Types, Marketing Mix, and Buying Decisions


  • Dr. Pervez Hoodbhoy Distinguished Professor of Physics, Forman Christian College, Lahore, Pakistan


Buying behavior, Characteristics, Marketing Strategy, Discriminant Analysis, Regression Analysis


Bandung, a significant urban centre in Indonesia, has emerged as a significant hub for the fashion industry, with a continuous growth in the proliferation of fashion distribution outlets. This has led to Bandung's emergence as a notable hub for the fashion industry. Distribution stores are currently playing an important part in fostering the expansion of Bandung's fashion industry, which is a sector that has been given the name "distribution stores." The purpose of this essay is to shed light on the manner in which customers of restaurants in Bandung who have a variety of personality types evaluate components of the marketing mix, and how that evaluation influences the manner in which those customers make purchases as a result. In order to get the necessary information from customers, two totally different kinds of questionnaires were used. The use of a unique questionnaire, which also gathered data pertaining to the personality types of the consumers, was utilized in order to measure the customers' evaluations of the components of the marketing mix and their impact on purchase decisions. This measurement was carried out in order to determine how the customers felt about the marketing mix. After that, the data were analyzed using techniques such as multiple regression and discriminant analysis. The findings suggest that there is meaningful connection between the personality profiles of consumers and their evaluations of the many elements that make up the marketing mix, which in turn influences the consumers' purchasing decisions. The results of this research can be taken into consideration by those who are interested in better comprehending the routines of Bandung distro customers. This is done with the intention of assisting distro managers and business owners in the development of effective marketing tactics. In addition, it is important to point out that most previous research has focused its efforts on the quantification and evaluation of the various components of the marketing mix. On the other hand, the current research makes a significant contribution to the academic debate by diving into the complexities of client behavior. Specifically, it sheds light on the manner in which customers with a variety of personality qualities evaluate the components of the marketing mix, as well as the impact that this evaluation has on the purchases they make.