Academic journal article International Journal of Marketing Studies

Influence of Personality on the Buying Behaviour of Undergraduate Students in Universities in Cross River State, Nigeria

Academic journal article International Journal of Marketing Studies

Influence of Personality on the Buying Behaviour of Undergraduate Students in Universities in Cross River State, Nigeria

Article excerpt

Abstract

The purpose of this study is to assess the effect personality has on buying behavior among university undergraduate students. Personality was defined in terms of the big five personality traits, agreeableness, extraversion, openness to experience, conscientiousness, and neuroticism. A sample of 323 undergraduate students was drawn from the two universities in Cross River State using a three-stage sampling technique. Multiple regression analysis was used in testing the hypotheses. The study shows that personality significantly influences buying behaviour and agreeableness was the strongest of the five predictor variables while neuroticism was the weakest. The study also reveals that socio-demographic variables have significant moderating effect on the influence of personality on buying behaviour.

Keywords: personality, buying behavior, big five personality traits, agreeableness, extraversion, openness to experience, conscientiousness, neuroticism

1. Introduction

The survival and growth of organizations in today's fast-paced, globalized and increasing competitive market is dependent on their ability to satisfy-and even delight customers. Customers' satisfaction and delight hinge heavily on organizations' identifying, understanding and implementing in the marketing strategies, information on the behaviour consumers exhibit in searching for, processing, using and disposing of products and services to satisfy their needs and wants. But these behaviours are functions of the environmental, cultural, personal and psychological factors. One of the psychological variables documented in marketing literature to influence consumers' buying behaviour is personality (Blackwell, Miniard, & Engel, 2007; Schiffman & Kanuk, 2010; Solomon, 2011). Personality distinguishes one person from another and shaped individual's interaction with the external environment. A person's attitudes, tastes, preferences and values are indicative of his or her personality. Unconscious drives, environmental influences and cognition determine personality (Myers, 1995; Burger, 2000; Franzoi, 2000; Blythe, 2008). As a person grows up his or her personality is altered or modified (Schiffman & Kanuk, 2010) by the people or event surrounding him or her or due to his or her education-be it formal or informal.

To understand this construct called personality and infuse the knowledge to gaining insights into 'the what?' 'the why?' 'the how?' 'the when?' and 'by the whom?' of the consumer buying behaviour, marketers, scholars and researchers have relied not only on Sigmund Freud's psychoanalytical theory, the Carl Jung-led Neo-Freudian theories, and the traits theory, but have also borrowed from other theories like, the behavioural theory, humanistic theory, and socio-cognitive theory. Of these, the trait theory has been "the primary basis of marketing personality research" (Blackwell, Miniard, & Engel, 2007, p. 273) due basically to its consistency, stability (DeJong, 2008) and its quantitative nature. There are many dimensions of personality traits, but in the 1930s, Thurstone (in Mikolajczak-Degrauwe, Brengman, Wauters, & Rossi, 2012) suggested that there are five independent common factors underlying personality, a notion supported by, Costa and McCrae (1985), John (1997), Wiggins (1996). 'The five factor model'-as it has come to be known-consists of five broad dimensions: agreeableness, extraversion, openness to experience conscientiousness, and neuroticism. Recent researches on personality in the field of consumer behaviour, seek to find out the relationship between these five traits and consumer buying behaviour.

A segment of consumer often not considered in most studies on consumer behaviour but whose importance is increasingly felt in business and marketplace in Nigeria, is the universities' undergraduate students. The students' population in any university in Nigeria is a major market for providers of goods and services in the towns or cities where universities are located. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.