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Impact Of Consumer Personality On Consumption Behavior

Author

Listed:
  • Dr Zahid Ali Channar

    (Department of Management Sciences, SZABIST, Hyderabad, Sindh, Pakistan)

  • Reema Rajwani

    (MBA Scholar, ISRA University, Hyderabad)

  • Reena Rajwani

    (MBA scholar, ISRA University, Hyderabad)

Abstract

Purpose This study is conducted to find the impact of consumer personality on their satisfaction and loyalty and eventually on their repeated purchases which will automatically enhance the profits of the organizations.In this study consumer personality is a parameter of consumer behavior.Constructs of consumer personality are social affiliation and consumer relationship proneness.No any previous study is conducted to find the relation between different parameters of consumer personality on their Purchasing behavior.Methodology/Sampling Primary data was collected from public & private universities of the Hyderabad & Jamshoro districts.Questionnaire was administered in 200 randomly selected samples sampling frame was students from different classes i.e.MBBS, BDS & Nursing.Already established scales were used for measuring consumer personality, satisfaction, commitment and repeated purchases.Data was analyzed through correlation.Findings It showed that if the product is aligned with the consumer personality then that has increased not only their satisfaction level but also loyalty with the organization, which ultimately led them to purchase repeatedly.Practical Implications This research is useful for the top management & sales managers of the organizations in aligning their products with the personality of consumers.

Suggested Citation

  • Dr Zahid Ali Channar & Reema Rajwani & Reena Rajwani, 2014. "Impact Of Consumer Personality On Consumption Behavior," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 10(2), pages 168-174.
    • Handle: RePEc:aib:ibtjbs:v:10:y:2014:i:2:p:168-174
    DOI: https://doi.org/10.46745/ilma.ibtjbs.2014.102.13
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