A Study on Impact of Personality Traits on Consumers’ Impulsive Buying Behaviour

The study aims to clarify the relationship between Personality traits and its impact on impulse buying behavior in a private label apparel brand. It will enable the retailers to design their marketing communication and will also help in designing customized offerings. The research study opted for an exploratory study using the closed-ended questionnaire survey method that included 224 respondents. The location of the study was Bangalore.

This study provides empirical insights about how personality traits can influence the impulse purchase decision of the consumers. The traits extroversion and neuroticism had positive effect on the impulse purchase. There is much other personality theory which are not considered here. The study is conducted only in Bangalore which has to be expanded to other regions. The emotional aspect of the respondents while they shop is also not considered.

This study includes implications for the development of a powerful brand communication, Customization, and STP. This study fulfills an identified need to study how personality of the brands can contribute to better relationship marketing and communication with consumers.