CONSUMER BEHAVIOUR

Abhi Nahar - 20
Shruti Malpani - 08
Falguni Sonkusale - 53
Abhishek Shah - 35
Devanshi Parekh - 24
Neer Shah - 40
Vanshika Shah - 47
 INTRODUCTION

• Personality traits in consumer buying

behavior

• Netflix

• Ocean model
 LITERATURE REVIEW
• According to Nielsen, 361,000 people watched all nine episodes of season
of any series on the first day it was released
• According to Dr. Carr, the process we experience while binge watching is
the same one that occurs when a drug or other type of addiction begins.
• It makes a person feel happier and acts as a stress buster. Gayani DeSilva,
M.D., a psychiatrist at Laguna Family Health Center in California.
• "So when watching a TV program, the areas of the brain that are activated
are the same as when experiencing a live event.
• We get drawn into story lines, become attached to characters and truly
care about outcomes of conflicts.
• "Binge watching can also help foster relationships with others who have
been watching the same show as you.
• "It does give you something to talk about with other people," says Dr.
Ariane Machin
 BIG FIVE MODEL
• As a result of a thorough research on Cattell's and Eysenck's personality trait
theories, the Big Five theory was formulated.
• This model states that there are 5 core traits which collaborate in order to
form a single personality.
• These include:
• Extraversion - tendency to be active, sociable, person-oriented, talkative,
optimistic, empathetic
• Openness to Experience - tendency to be imaginative, curious, creative
and may have unconventional beliefs and values.
• Agreeableness - tendency to be good-natured, kind-hearted, helpful,
altruistic and trusting
• Conscientiousness - tendency to be hardworking, reliable, ambitious,
punctual and self-directed
• Neuroticism - tendency to become emotionally unstable and may even
develop psychological distress
 METHODOLOGY

• Purpose of research
• Research design used
• Population
• Sample size
• Main study variable
• Research limitations
• Date collection method
 CHARTS
Q1. What is your age?
Q2. Overall, how satisfied are you with Netflix? Extremely satisfied, if
not then why?
Q3. Have you subscribed to Netflix after prices reduced for mobile
subscription?
Q4. Order these service features 1-5 based on their importance to you?
Q5. Has Netflix led you to become involved in any products you were not
previously interested in?

Yes
37%

No
63%

Yes No
Q6. Do you feel Netflix is restricting the opportunity to try something
completely new, as it provides recommendations based on what you have
previously watched and enjoyed?
Q7. If Netflix proposes live sport streaming ( eg: World cup, IPL,
Football etc ) for a little extra charge, would you still continue your
subscription?
Q8. Have you ever cancelled / postponed plans to watch Netflix and
complete your series?

No
37%

Yes
63%

Yes No
Q9. Has there been any changes in your personality since see content on
Netfliix?
Q10. Has your tendency to experience negative emotions, such as anger,
low self-esteem, confidence, anxiety, depression etc increased after
watching content on Netflix?
 HYPOTHESIS
• Null hypothesis- There is no effect of personality traits on consumer
buying behavior of Netflix.

• Alternative hypothesis-There is some effect of personality traits on

consumer buying behavior of Netflix.

• This study has succeeded in rejecting the null hypothesis and

hence our alternative hypothesis has proven to be correct since a
majority of factors in our research show that personality traits do
have an effect on consumer's buying behavior.
 CONCLUSION
• Netflix targets young audience and is successful in doing
so.
• Price plays a major role.
• Live Sports Streaming Addiction level is so high that
people are even ready to cancel their plans.
• Mostly people stuck to recommendations thus showing
the behaviour of easily convinced buyers.
• Netflix has an influence over the buying behaviour as it
was successful in leading people to make certain
purchases.
 SUGGESTIONS
• Live Sports Streaming

• Lower Subscription Rates for India

• Netflix Originals catering Indian Markets

• Preferred Content
 SCOPE FOR FURTHER RESEARCH

• There is some link between negative emotions and binge watching

which drives people to subscribe to Netflix or any other similar
services.
Q10. Has your tendency to experience negative emotions, such as anger, low
self-esteem, confidence, anxiety, depression etc increased after watching
content on Netflix?

THANK YOU