The Influence of Personality Traits on Consumer Impulsive Buying Behaviour

Abstract

Consumer behaviour is a complex phenomenon which is evolving according to the time, situations, demographic characteristics of individuals, personality traits, cultural influences etc. The personality of individuals is a unique dynamic organisation of the characteristics of a particular person, physical and psychological, which influence behaviour and responses to the social and physical environment. It gives the impression that consumer buying is always influenced by their personality. Therefore, many marketers make use of personality traits in the advertisement of products and at the same time they enhance their marketing strategy. The marketers always designed different products and target specific market segments which commonly addressed on individual’s personality traits. The individual’s few personality traits influence consumer for impulsive buying behaviour. The aim of present research is to study the personality traits influence on consumer impulsive buying behaviour as it will help to create opportunities of doing business and dealing with customers. The objectives of this research are: (1) to investigate the influence of personality traits on consumer impulsive buying behaviour, and (2) to identify the role of gender and their personality traits influence on consumer impulsive buying behaviour. To fulfill the purpose of the study, the researchers randomly collected sample and divided them on the basis of gender; 60 males and 60 females. Data were collected from Delhi and NCR region. The data were analysed using statistical applications such as correlation and ‘t’ Test. The result was revealed that the common personality traits have a significant relationship with impulsive buying behviour that is psychoticism in the case of male and female. The role of gender has significant differences in impulsive buying behaviour. The man showed more impulsive buying behaviour compare to women.

Keywords: Personality Traits, Consumer Behaviour, Impulsiveness, Emotional State, Mood, Buying Behaviour