PERSONALITY TYPE, GENDER AND AGE DIFFERENCE: A STUDY OF CUSTOMERS' BRAND LOYALTY

Abstract

The purpose of the research is to study the role of Personality Types, Gender and Age difference in Customers' Brand Loyalty. It was hypothesized that 1) There would be difference in brand loyalty of customers with Type "A", "B"and "AB" Personalities, 2) There would be gender difference in customers brand loyalty and, 3) There would be difference in brand loyalty of customers with age groups 19-21 years and 22-24 years. Sample of the present research consisted of 54 male and 54 female customers. Their Age range was from 19-24years. Their minimum educational qualification was graduation and all belonged to middle and upper middle socio economic class. All the respondents were individually approached and they were requested to fill the demographic data sheet, which was followed by Anjum -Khalique Type A Scale (AKTAS, Anjum & Khalique, 1991), along with the Illustrative Measures of Brand Loyalty (Sheth, Mittal, & Newman, 1999a). Analysis of Variance was applied