The correlation between Taiwan consumers’ sense towards mobile phone brands and his personality characteristics through data mining analysis

Abstract

Personality characteristics can considerably explain the motivation of one’s behavior because one’s values and preference often reflects on the personality characteristics. This research analyzes the effect of consumers’ personality characteristics on their senses towards cell phone brand. Consumers’ zodiac and nine personality structures (perfection type, helping enthusiast, practical type, romanticist, knowledge enthusiast, inquire thoroughly into type, Epicureanism, leader, and mediator) helps understand in the psychology level. In addition, decision-making and deliberate style also affects the important continuity between consumers and their senses towards cell phone brands. Though this, it is possible to develop a marketing strategy for different cell phone brand that suits different types of consumers. This research hopes through the discussion of correlation between consumers’ “personality characteristics” and “senses towards cell phone brands” to fulfill the needs for different customer consuming plan. Then, take a step further using survey to analysis the customers’ level of senses towards cell phone brands, and combine with the nine personality structures to come up the marketing strategy that suits different consumer groups. Further, with the analysis of the relationship between consumers’ personality characteristics and zodiac, and combines, the personality characteristics and cell phone brand into consumers’ sensing behavior. Finally, the affections between the direction and degree of consumers’ behavioral decision and the personality characteristics.