Evaluating the impact of personality traits on consumer perceptions of positioning strategies

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School of Business | Bachelor's thesis
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Authors

Date

2025

Department

Mikkelin kampus

Major/Subject

Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

51 + 25

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Abstract

The thesis investigates how consumer personality traits influence perceptions of positioning strategies, using a Vietnamese media and entertainment company as a case study. Quantitative survey and qualitative content analysis are the main methods employed in the study. The main objectives were to review current literature in brand positioning and assess how personality traits influence consumer perceptions. The findings reveal that: (1) higher openness to experience and extraversion correlate with greater interest and positive perceptions of Yeah1; (2) there is an alignment between Yeah1’s intended positioning and consumer perceptions; (3) consumers have a favorable attitude towards Yeah1, indicating the success of the company’s positioning. Accounting for personality traits, the study concludes that when positioning strategies align with consumer perceptions, firms will attract high engagement and success in the edutainment sector.

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Thesis advisor

Zdravkovic, Srdan

Keywords

personality traits, Big-Five model, positioning strategies, edutainment

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https://urn.fi/URN:NBN:fi:aalto-202505113597

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