The use of personality theory in consumer behaviour research has met with more disappointments than success. The belief that individual difference in brand preference or choice behaviour are caused by personality differences has not always been supported by empirical research. Keeping the limitations of past findings in view, a study was conducted to test the relevance of personality trait theory for explaining consumption of instant coffee in India. The findings of this study help in defining the scope of the theory and their relevance for research and marketing strategy.