IMPACT OF FIVE PERSONALITY TRAITS ON IMPULSIVE BUYING BEHAVIOR
DOI:
https://doi.org/10.52633/jms.v1i1.2Keywords:
Consumer Behaviour, Impulsive Buying, Extraversion, Agreeableness, Conscientiousness, Neuroticism, OpennessAbstract
This research study attempts to understand impulsive buying behaviour, which is defined as "an individual type of buying behaviour whereby consumers repetitively spend more than they should, based on financial considerations." The study identified that personality traits such as Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness to experiences are statistically significant variables in affecting impulse purchase. A quantitative approach was implemented, and explanatory designs were used to describe the factors. The study targeted buyers of different shopping malls in Karachi. Of the unknown size of buyers, 384 visitors were sampled through the non-probability sampling technique. The study data were collected through a questionnaire and analyzed by using explanatory methods. The study concluded that the personality traits extraversion, conscientiousness, neuroticism, and openness have an association between impulse buying behaviour, however, there is no association between agreeableness and impulse buying behaviour.
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