Impact of Personality Traits on Impulse Buying Behavior: Evidence from Pune, India

Abstract

The impulse buying contribution in the overall consumer purchases contributes a huge percentage of consumer purchases and a study in the sphere of consumer behavior might be attractive to study. One of the issues that contribute to the tendency of consumers to make impulsive purchases is the impact of the psychological factors in particular the personality-related factors. The study compares dimensions of personality of Big Five in relation to Openness, Conscientiousness, extraversion, agribleness, and neuroticism with impulse buying behavior of consumers in Pune city in India. A total of 420 respondents took part in the study in order to collect primary data through structured surveys that were administered in malls, supermarkets, and on the internet. Multiple regression analysis indicated that Extraversion and Neuroticism were established as significant predictors of an increased number of impulse buying behavior and Conscientiousness is negatively correlated. The impact of openness and Agreeableness was not significant. The marketers can obtain the psychological insights provided by the findings that can be valuable in the formulation of the targeted retailing strategies as well as in the refinement of the insights into consumer impulsivity in the settings of emerging markets.