The Influence of Consumer Personality on Brand Positioning
Subject:
Consumer Behaviour
Date:
2026
The Brief:
This project investigates the influence of consumer characteristics on purchasing behavior and how these insights can be used to develop effective marketing strategies. Focusing on Bootlegger Coffee Company in South Africa, the project examines market segmentation, consumer motivation, learning processes, and attitude formation to understand how brands create meaningful customer relationships and long-term loyalty.
