IMPACT OF PERSONALITY TRAITS ON IMPULSIVE AND COMPULSIVE BUYING BEHAVIORS

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.