Assessing the Relationship between Personality Factors and Consumer Buying Behavior in South Eastern Nigeria

Abstract

Personality plays a significant role in the consumer buying behavior since different consumers have different personality traits which reflect their buying behavior. The serious problem that marketers must contend with is how to determine when personality is an important factor in buying decision and when it is not and analyzing the different personality traits which are dominant among people of one region or another. This research work has the objective of assessing the relationship between personality factors and consumer buying behavior in South Eastern Nigeria. Survey method of data collection was used in the course of the research. Analysis of data which was collected by the use of questionnaire and hypotheses testing was done using multiple regression and t-test statistics. The results indicated that each of the four personality factors and traits adopted exerts significant influence on consumption decision , thus social character, complaint, aggressiveness and ethnocentrism were significantly and positively related to customer buying behavior in South Eastern Nigeria. Therefore the study recommended that Considering the social character nature of people in this region, marketers should target their strategies on convincing the social influencers within any age grade, as their purchase decisions will go a long way in commanding the brand acceptance of each product. And that since the people most times buy based on prestige, emotions and luxuries attached to their social status therefore advertising messages and all marketing communications should be aim towards giving recognitions to status.

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