Abstract:
Purpose- The objective of this research study was to assess the influence of big five
personality traits on impulsive and compulsive buying behaviors of consumers. Each
individual has its own personality features which define his/her buying behavior, so
marketers can make segments of people according to their personality characteristics and
promote their products/services separately for those segments.
Methodology/Sample- This research was correlational, and done by using primary and
secondary data. For primary data, questionnaires were given to 300 participants, from
which 260 respondents returned back completely filled questionnaires, and for secondary
data, the articles, journals and research papers available on internet were used. Different
SPSS tools, like frequency, correlation, reliability, paired samples test, and regression
were applied for the integration of collected data.
Findings- The examination and comparative outcomes evidently recommended that
personality traits like extraversion and neuroticism are positively correlated with
impulsive buying behavior whereas agreeableness, conscientiousness and intellect are
negatively related. While significant negative relation has been observed for the
association of these traits with compulsive buying behavior, except for extraversion
which is positively related.
Practical Implications- The conclusions of the research study might help the marketers
to segment their consumers on the basis of their big five personality traits and do
promotion tactics according to these segments, so that the sales and market share would
drastically increase. Further, this research would guide other researches in future
researches.
