Vol. 1, Issue 3, Part C (2015)

Abstract
Personality is often a good predictor of one’s consumer behaviour. A personality is the computation of an individual’s traits, which on the other hand make him unique. This also includes a person’s level of confidence, innovativeness, self-sufficiency, friendliness, emotional intelligence, and assertiveness. Early attempts at understanding consumer behaviour relied mainly on psychoanalytic theory, which stated that the human personality system consists of the id, ego and superego. This research paper focusses on different personalities of women shoppers and further their influence towards supermarkets. This paper focusses on primary data.