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Chandni Chowk and Consumer Personality

ET Cases, 6 pages
AUTHOR(S) : kumar Gambhiraopet and Dr. Nagendra V. Chowdary

Case Preview

Chandni Chowk and Consumer Personality


Expected Learning Outcomes

• The relevance of Freudian, Neo-Freudian, and Trait Theories for understanding consumer behavior. How personality traits influence consumers' responses to product and marketing messages. How marketers seek to create brand personalities-like traits?
• How consumers would create their own identities reflecting a particular set of personality traits and its influence on their buying behavior?
• The reasons behind the presence of old marketplaces across the centuries. Their historical and familial connect with the consumers from all walks of life. What drives consumers to frequent the oldest marketplaces? What kind of personality traits do straddling consumers exhibit?



I. Consumer Personality and Behavior Analysis: The Marketing Connotations

1. What do you understand by the Freudian theory of psychoanalysis, id, ego and super ego? Do these interacting systems (instincts) reflect the consumer personality? How do they influence consumers to buy a specific product or buy from a specific market?
2. According to Neo-Freudian philosophy the main element which defines personality is social relationships – Compliant (C), Aggressive (A) and Detached (D). What kind of personality type (C, A or D), do you think would the frequent customer at the oldest marketplaces exhibit?
3. What can describe the retailing consumers’ (consumers shopping at the old marketplaces, conventional brick-and-mortar stores, high-street shops and high-end shopping malls) behavior from the stand point of view of:

  • a. Consumer Innovativeness
  • b. Their Social Character
  • c. Their Optimum Stimulation Level
  • d. Variety & Novelty Seeking

4. .........................


Exhibit I: Factors which Influence to Visit the Old Marketplaces

Teaching Note Preview

Chandni Chowk and Consumer Personality



This Case Flyer enables a meaningful discussion as well as an understanding of the context of how a geographical marketplace evolves into a Brand Personality and influence Consumer Personality. In India, almost every city has its own legacy marketplaces which cater to consumers from all walks of life. Despite the spurt in the development of e-commerce and high-end retailing these legacy marketplaces stood the test of time and stayed relevant across the generations. Are the behavioral traits exhibited by the consumers who frequent these old marketplaces the same across the shopping destinations like conventional brick and mortar stores and high-end shopping malls? Do these behavioral traits influence their buying behavior? By analysing the consumer personalities as well as behavioral traits, can marketers segment their marketing and selling strategies?

Prerequisite Conceptual Understanding and Before the Case Flyer Discussion in the Classroom

The participants were asked to read the topics given as mandatory readings at the end of the Case Flyer for them to participate effectively and to enrich the learning outcomes.

Positioning and Setting

This Case Flyer can be used for ‘Consumer Behavior’ course to illustrate the concept of ‘Consumer Personality’ and exemplify different theories of personality and how it influences consumer buying motives and by analysing the same, how can marketers come up with tailor-made products and services.

Suggested Orchestration

During the Case Flyer Discussion in the Classroom

The discussion on the Case Flyer was conducted under three broad topics [Exhibit (TN)-I].The classroom analysis of the Case Flyer was carried out by discussing each of the questions of the case flyer. However, for each of the three sections, the discussion centered on an ‘anchor point of discussion’........


Exhibit (TN)-I: Discussion Dashboard

Exhibit (TN)-II: Freudian Theory and Consumer Connect

Exhibit (TN)-III: Neo-Freudian Personality Groups – Old Marketplaces’ Consumers

Exhibit (TN)-IV: Consumers’ Traits with Respect to Different Shopping Destinations

Exhibit (TN)-V: Consumer Personality vs Brand Personality

Exhibit (TN)-VI: Marketplace Connect vs Product Price Performance Appeal

Exhibit (TN)-VII: Participants’ Experience at the Old Marketplaces

Exhibit (TN)-VIII: Factors which Influence to Visit the Old Marketplaces

Exhibit (TN)-IX: Similarities and Dissimilarities @ Shopping Destinations

Exhibit (TN)-X: Personality Traits and Consumer Behavioral Aspects

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Product code: CB-4-0006, CB-4-0006A


This Case Flyer and the base article1 can be used to relate the underlying theoretical constructs of personality and self-conceptare to consumer behavior at some of India's oldest retail and wholesale marketplaces. Touted as poor man's shopping destinations existing over centuries, these shopping destinations continue to attract consumers from the entire economic and social milieus. Despite the growing popularity of high-street shops, high-end shopping malls, ubiquitous presence of e-commerce companies attracting consumers in groups, etc., the traditional shopping destinations continue to draw crowds especially during festive seasons. Are the theories of personality (Freudian, Neo-Freudian and Trait theories) related in some manner with the consumer behavior at the traditional brick-andmortar and legacy shopping destinations? This case flyer also enables to identify the kind of traits these customers exhibit, to gain an understanding of which might help the marketers to attract appropriate customers?

Pedagogical Objectives

  • To have an overview of the efficacy of personality theories (including Trait theory) to understand the relationship between personality and consumer behavior in the light of consumers at some of India's oldest marketplaces
  • To discuss and debate on the factors contributing to the continuing success of some of India's oldest wholesale marketplaces, brick-and-mortar marketplaces vis-à-vis the emergent high-end shopping malls and high-street shops
  • To discuss and debate on the relationship between consumer personality and Brand personality

Positioning and Setting
This Case Flyer is positioned to discuss a few central and core concepts of personality and Consumer Personality chapter in the Consumer Behavior course. Specifically this Case Flyer can be used to understand the pragmatic applications of the following concepts, with reference to consumer personality:

  • Theories of personality (Freudian, Neo-Freudian and Trait Theories)
  • Personality and understanding consumer behavior (Consumer Innovativeness, Dogmatism, Social Character, Need for Uniqueness, Optimum Stimulation Level, Sensation Seeking, Variety Novelty Seeking)
  • Personality and Brand Personality

1 Ishani Duttagupta, 'Chandni Chowk: Delhi's Mughal era heritage bazaar a favourite for festive shopping', magazines/panache/chandni-chowk-delhis-mughal-era-heritage-bazaar-a-favourite-for-festive-shopping/articleshow/44870863.cms, October 19th 2014, (accessed date: October 25th 2014)

This Case Pack Includes:
- Abstract
- Case Flyer
- Analysis
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