Case Description: As a marketing researcher, you are interested in studying the personality and self$-$concept of college students. You want to understand how these factors influence their buying decisions, behaviors, and attitudes towards different brands and products.

Questions:

$$ How does personality influence the buying behavior of college students?

$$ What role does self$-$concept play in the brand choices of college students?

$$ How can marketing strategies be tailored to appeal to different personality types and self$-$concepts of college students?

To answer these questions, you can conduct a survey or interview with a sample of college students. You can ask them about their personality traits, such as introversion$/$extroversion$,$ openness, conscientiousness, agreeableness, and neuroticism. You can also ask them about their self$-$concept, such as self$-$esteem, self$-$image, and self$-$identity.

Based on the responses, you can analyze the data and draw conclusions about the relationship between personality, self$-$concept, and consumer behavior. You can use these insights to develop marketing strategies that resonate with different personality types and self$-$concepts. For example, you can create ads that appeal to extroverted and adventurous students or focus on building brand loyalty among students with a strong self$-$identity.

Do not forget to document references for your work.