Businesses always place a high priority on learning about their consumers'

personalities and psychological traits owing to direct impact on their customer

behaviors thereby creating a successful marketing plan. Similarly, I conducted an in-
depth interview with a friend to have comprehensive understanding of her personality,
interests, and purchasing preferences in order to make inferences about her customer
insight and purchasing behavior.
Currently, she is a third-year marketing student at Hanoi University. She still lives
with her family virtually eliminates her worry about finance. Besides her studying at
university, she is working as an online English teacher for a English center in support
of her financial demand. She intended to save a 10.000.000 VNĐ budget for her future
job leaving because she is under the time pressure with this job and she almostly can
not socialize with her friends.
She said she can be a bit aloof and reserved at first, but as she gets to know people
well, she starts to show off her diverse personaility aspect: hilarious and confused.
Sometimes, she may be a caring daughter in her family by surprise presents for
members. Since she is an extrovert, Mai she has a strong need for love and belonging.
Despite the single relationship for a while and ready for a relationship, she is still
challenging to date due to her strict expectations of her partner.
Being a gorgeous, brilliant, and self-loving girl, she has aspired to become a better
version of herself. She adores social media, music, beauty, and travel. She was a
member of some music clubs but, despite several compliments, she still struggled to
convey her inner voice, so she decided to take a vocal lesson to hone her skills. The
fact that she frequently seeks feedback about her voice demonstrates her low esteem,
on the other hand, she is distinguish aware of her needs and wants and constantly
attempt to improve herself.
Her struggle is that notwithstanding her desiration to assert herself: attractive,
intelligent, humorous, confident and her self-loving, she tends to put herself into ideal
social image. However, she seems to have firmly displayed her genuine nature after
attending college and being exposed to new environment with various personailities,
changing the self-image she constructed into her ideal self 1.
Obviously, she quite focus on self-concept and she believes that its development is
greatly influenced by its physical, social, and psychological components, particularly
its physical component. For this reason, she places a significant emphasis on
enhancing her appearance by making financial investments for clothes and cosmetics.

1 – She said “When I have started new stage of my life at college, my fashion style changed quite a
lot. More daring. And it's also what I wanted to show. However, I am often quite shy when wearing
that my other friends don't wear as boldly as I do. So I usually text you my outfit that day and remind
you to wear the same.”

1
When she was a seven-year-old girl, she took care of her appearance by using lipstick
as her first cosmetic product. By the time she was in tenth grade, she had grown more
interested in skincare goods as she was becoming more conscious of the issues with
the value of internally healthy skin as opposed to using cosmetics to temporarily cover
any skin flaws. she still require a cognition approach with products, despite the fact
that her consuming patterns are heavily influenced by the influencers she follows and
the surrounders. she determines her need prior to prepurchasing by owning detailed
information such as the cause and panacea to this issue with apporpried products
evaluated by customer value framework to make a final choice based on its utilitarian
value. She considered both internal influences consisting of psychological factors
(learning, perception, categorization, attitudes) and her personailty (motivation,
personality, lifestyle, emtional expresssiveness) and external influences related to
social environment (acculturation, culture, peer influence, family influence, social
media) and situational influence (environment and conditions) combined with
products recommended in consumption process so that she can choose the best. she
feels satisfied with the choosen goods during the transaction and afterward since she
did extensive research on it. She still maintains faith in those, even though it isn't
perfect, until she finds a better option. she emphasizes her hierachical criteria for her
purchasing choices is price - utility - feedback - brand and products’ price fluctuates
around 200,000 VND, such as Maybeline Super stay foudation scream, Focallure
eyeliner, merzy lipstick, L'oreal sun scream, Bodyshop shower scream, Lemonade
eyebrow pencile, La Roche Posay effaclar serum, Cetaphil facing milk, Loreal
makeup remover, Tresemme shampoo and conditioner. All of these goods are
functionally significant and come from well-known companies 2 that young people in
today's society trust.
She uses a variety of goods, some of which has used for a long time while some of
which she has only recently started using as a result of her friends' worries, La Roche
Posay effaclar serum, for example. ABC approach to her attitude through building her
cognition for essential role against aging which affect her and urge her to use anti-
aging products immediately.
She tends to utilise product with self-congruency concept, such as Merzy lipstick with
the message “be yourself” and she will not look for another one even if there are some
change of price “If i really fond of a brand which show who I am, i will tend to be
loyal with it in sprite of the fluctuation of its price”.

2 - I'm pretty critical of the price, because I'm still a student and my income isn't high, so I can't use
products that are too expensive. However, it must be products from reputable brands. I don't know,
but I'm obsessed with the brands that are mentioned a lot. And I don't feel secure if I use products
from unknown brands, no matter how good the quality is

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She's not the type to actively look for new brand products, however, sometimes, the
influence of environment and messages of brand on her mindset, create long-term
memory and motivate her to self-improve for one thing, and then she occasionally
makes choices that are somewhat off from her famaliar consumption procedure. For
instance, previously a great admirer of Loreal foundation scream, she now believes
that using products that are tailored to her skin will help after watching Maybelline's
commercial ads about foundation products for Asian skin. She decide to learn further
about the "Asian skin" problem because she now had a greater desire to perfect
makeup. She merely skimmed an article about it, but she retained the phrase, and
when it came time to repurchase foundation, she at the last minute opted to try
Maybeline Super Stay and still experience it till now despite no big difference
between this one and L'oreal one she use before.
It can be seen that although she asserts that product costs are a prerequisite factor
influencing her purchasing decisions, in fact, she prioritizes brand over cost. In
addition, despite consistently highlighting her role, she is obviously influenced by
serounders’ review more.
It is evident from a 32-question interview with this acquaintance that personality:
rational, outstanding but still a little self-deprecating and vulnerable, which directly
affects customer behavior and insight, allowing for the creation of product promotion
tactics based on these traits and an overview of her purchasing patterns.
(Word count: 1081 words)