A Study on the Relationship between the Placement Marketing and the Personality Characteristics

[[abstract]]The placement marketing become one of the popular marketing methods , but it can not affect everybody. The purpose of this study was to construct ?The placement marketing questionnaire? and ?the personality characteristic questionnaire ??to understand the status of the consumers by the placement marketing affected and further understand the relationship between them. This study targeted at college students, the sample materials were processed by statistics methods that have factor analysis, two phases cluster analysis. By the results, there are four types of personality characteristics discriminated : The first type, we named ?Bee type?, because they aspire perfection, respect norm. The second type, we named ?Tiger type?, because they are very voluntarily, actively, bravely, confidently, and they have objects when they doing every thing. Third type, we named ?Dolphin type?, because they are very friendly, and like to share every thing with everyone. The fourth type, we named ?Penguin type?, because their personalities are moderate. They respect team spirits and very stably. Our research was interesting .From the results of this study, we found that the personality characteristic easily affected by the placement marketing in order??the penguin?, ?the honeybee?, ?the tiger?, ?the porpoise?.Then we analyzed the difference of the personality characteristic by ANOVA, discovered ?the penguin? the psychologically healthy degree is highest, and comes from the atmosphere harmonious family. ?the dolphin? the psychologically healthy barrier proportion is higher, ?the tiger? the harmony atmosphere of the family is lower