Influence of personality factors on the consumption of personal care products

This research was undertaken with the primary objective of explaining differences in consumption of personal care products using personality variables. Several streams of research reported were reviewed and a conceptual model was developed. Theories on the relationship between self concept and behaviour was reviewed and the need to use individual difference variables to conceptualize and measure the salient dimensions of the self were emphasized. Theories relating to social comparison, eating disorders, role of idealized media images in shaping the self-concept, evidence on cosmetic surgery and persuasibility were reviewed in the study. These came from diverse fields like social psychology, use of cosmetics, women studies, media studies, self-concept literature in psychology and consumer research, and marketing. From the review three basic dimensions, namely self-evaluation, self-awareness and persuasibility were identified and they were posited to be related to consumption. Several personality variables from these conceptual domains were identified and factor analysis confirmed the expected structure fitting the basic theoretical dimensions. Demographic variables like gender and income were also considered.It was found that self-awareness measured by the variable public self-consciousness explain differences in consumption of personal care products. The relationship between public self-consciousness and consumption was found to be most conspicuous in cases of poor self-, evaluation measured by self-esteem. Susceptibility to advertising also was found to explain differences in consumption.From the research, it may be concluded that personality variables are useful for explaining consumption and they must be used together to explain and understand the process. There may not be obvious and conspicuous links between individual measures and behaviour in marketing. However, when used in proper combination and with the help oftheoretical models personality offers considerable explanatory power as illustrated in the seventy five percent accuracy rate of prediction obtained in binary logistic regression.

Influence of personality factors on the consumption of personal care products

The study is significant from both an application perspective of marketing management as well as from an academic angle. The market for personal care products is a highly fragmented one, with intense competition for specific niche segments. It is well known in marketing literature that the bulk of the volume of sale is accounted for by the minority who are the heavy users. This study will help the marketers to identify the personality profile of such a group and understand how the interaction of personality factors at least partially explains differences in consumption. This knowledge might be useful for better segmentation using psychographic variables as well as for designing specific advertisement campaigns to target the vulnerable groups of customers. From a theoretical perspective, the research may contribute to understanding how specific personality variables and their interaction lead to differences in consumption. The knowledge corresponding to self theory, social comparison theory, persuasibility, evidence from psychology of eating disorders: these all may be integrated into a common frame work for explaining consumption of products having a social function.

Studies on seed pathology and seedling diseases of some important indigenous tree species of kerala

In forestry, availability of healthy seeds is an important factor in raising planting stock. Initial seed health and storage conditions are the major factors governing the germinability of seeds. Like seeds of agricultural and horticultural crops, forest tree seeds are also liable to be affected by micro-organisms during storage, which affects the germination, and reduces the viability. Further introduction of seed-borne diseases into newly sown crops/areas on account of using unhealthy seeds is also not ruled out. Availability of healthy stock of seedlings is intrinsic for raising plantations and to meet this requirement elimination of nursery diseases by appropriate chemicals is of prime imortance. As exotic tree species may become susceptible to various native pathogens, it is generally considered better to select indigenous tree species for large scale plantations as they are well adapted to local environment. However, before taking up large scale afforestation progranme involving any indigenous tree species, it is essential to have knowledge about seed disorders and seedling diseases and their management. with a View to select appropriate tree species with fewer seed disorders and seedling disease problems for use in further plantation programme, four indigenous tree species such as Albizia odoratissima (L.f) Benth., Lagerstroemia microcazpa Wt., Pterocazpus marsupiwn Roxb. and Xylia xylocarpa (Roxb.) Taub. were evaluated to meet the above parameters