Analysis of consumer personality types using Enneagram to stimulate the strategic marketing of furniture companies

Document Type : Original Article

Authors

1 faculty of applied arts department of interior design & furniture ,6 Oct.university

2 faculty of applied arts department of interior design & furniture Helwan University

3 Interior Design and Furniture department- Faculty of applied arts, Helwan University

Abstract

Abstract

Considering of the intense competition between the industrial establishments and the huge amount of products offered for marketing; It has become imperative for each organization to develop its marketing strategy to achieve the highest return and satisfy the broad base of consumers. From marketing, including targeted marketing, which targets specific segments of consumers, and the institution will not be able to do that without studying consumer behavior and personal motives. The consumer's personality pattern has a clear impact on making his purchasing decisions.

Past and present marketing efforts focus on what customers want rather than what they are, creating an artificial relationship between the consumer and the organization. The market rarely depends on the personal characteristics of the consumer, and this omission may make the market lose a significant position with customers.

The Enneagram is not just a test for analyzing personality patterns, but rather a science used to interpret human behavior and motives, and therefore it can be used to predict future behavior, and here comes the role of the furniture designer through his study of personality patterns and his use of intuitive design based on the study of personality patterns to create designs that suit each pattern to meet Consumer ambition and motivation to make a purchase decision, as well as the development of the designer's performance.



Research Problem

The massive quantity production that is being imported has flooded the local market with products that lack excellence and quality, and the weakest opportunities for local furniture companies in marketing, in addition to the lack of innovative marketing ideas.

Research Objective

1- The study aims to analyze consumer personality patterns using the Enneagram to develop a marketing strategy.

2- Activating the role of the designer in developing the marketing process by designing models that suit the different patterns of the consumer's personality.



Research Methodology

Research Methodology

The analytical descriptive approach was used through analyzing the nine personality types, analyzing consumer styles, and analyzing some of the furniture pieces that fit a number of those styles.

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