The influence of personality on consumers buying behaviour – case study of consumers of goods in Mile 1,2 and 3 market in Portharcourt metropolis

Description

Abstract

The influence of personality on consumers buying behaviour – case study of consumers of goods in Mile 1,2 and 3 market in Portharcourt metropolis. Understanding what goes on in a buyer’s mind before during and after purchase is a problem for the marketer. And sometimes the explanation for buyers’ behaviour is not even discernible to buyers themselves. For this reason, the research is carried out at knowing the influence of personality on the consumer buying behaviour and to identify some of the individual characteristics exhibited in buying behaviour and some of the factors that have a great influence on personality as it affects purchase decisions. In carrying out this research relevant literatures are renewed and questionnaires were designed and administered accordingly. In the administration of questions, a stratified sampling technique was used. In our analysis and findings, we discovered that personality influence consumer buying behaviour since individual characteristics was found to be exhibited in purchase decisions. Besides, income was found not to influence the personality consumers attached to a product. More so, learning and perception plays a significant role on personality as it influences consumer buying behaviour. In addition, consumers prefer products that are most pleasing and appealing to them and also prefer advertisements that portray their personality. Based on our findings, recommendations were made and adopted it will improve all performances.