Effect of Personality Traits on Purchasing Behavior towards Oil Perfume: A Study of Young Adults in Awka Metropolis
Keywords:
Personality Traits, Purchasing Behavior, Oil Perfume, openness, neuroticism, conscientiousness, agreeablenessAbstract
This study sought to examine the effect of personality traits on purchasing behaviour towards oil perfume among young adults in Awka Metropolis. The study was guided by five research questions. The study adopted two theories such as Five-Factor Model and Maslow's Hierarchy of Needs Theory. The study adopted survey research design. The population of study was made up of young people in Awka Metropolis. Simple random sampling technique was employed in selecting the respondents for the study. The instrument that was employed for data collection was an adapted questionnaire constructed by John and Srivastava (1999). The study used face validity in this research work. The questionnaire yielded an average Cronbach Alpha coefficient of .824. The researcher used direction method of data collection. The data generated was analyzed using simple percentage analysis. Furthermore, multiple regression was used to test the hypotheses formulated exclusively for this study. Simple linear regression analysis was conducted to assess the relative predictive power of the independent variables on the dependent variable. The study found that Openness personality traits strongly influence the purchasing behavior of young adults in Awka Metropolis regarding perfume oil. A higher level of openness is associated with a significantly increased likelihood of engaging in purchasing behavior related to perfume oil. Also, conscientiousness personality traits play a significant role in influencing the purchasing behavior of young adults in Awka Metropolis concerning perfume oil. Individuals displaying higher levels of extraversion personality traits are significantly more inclined to engage in purchasing perfume oil compared to those with lower levels of extraversion within this specific demographic group. Moreover, individuals displaying higher levels of agreeableness personality traits are significantly more inclined to engage in purchasing perfume oil compared to those with lower levels of agreeableness. The study recommended that marketers should know that people with the openness personality traits are curious in exploring new things and perfume oil need to be made very attractive with nice scent to attract these sets of people. Marketers should ensure that perfume oil should be specially be prepare for those that exhibit conscientiousness personality traits as this will make them feel well organized and self-discipline.
Downloads
References
Adebayo, O. S., & Olaoye, S. O. (2020). Impact of Poor Consumer Decision Making on Youth Empowerment in Nigeria. European Journal of Business and Management Research, 5(4), 24-35.
Adekunle, A. A. (2016). Personality Traits and Consumer Behaviour: An Empirical Study of Nigerian Consumers. International Journal of Scientific and Research Publications, 6(7), 463-470.
Adeola, F. (2015). Personality structure: Emergence of the five-factor model. Annual Review of Psychology, 41, 417-440.
Akinbobola, M. & Olaleye, K. (2018) The Relationship between Materialism and Personal Well-Being: A Meta-Analysis. Journal of Personality and Social Psychology, 90(5), 879-903.
Ashton, A., Lee, B. & Devries, C. (2014). Cultural variations in the cross-border effects of brand personality appeals: The influence of self-construal. Journal of International Marketing, 8(2), 44-62.
Ayranci, E., & Bayraktaroglu, S. (2016). The influence of personality traits on fashion and beauty product involvement. Procedia - Social and Behavioural Sciences, 229, 146-156.
Bagozzi, H. A., Safiullina, U. & Simi, Y. (2016). The influence of neuroticism on consumers' perceived value and satisfaction in the e-commerce context. Journal of Business Research, 76, 1-8.
Batey, M., Furnham, A., Safiullina, X., & Moutafi, J. (2020). Intelligence, general knowledge and personality as predictors of creativity. Learning and Individual Differences, 20(5), 532-535.
Chamorro-Premuzic, T., & Furnham, A. (2013). Personality predicts academic performance: Evidence from two longitudinal university samples. Journal of Research in Personality, 37(4), 319-338.
Chitturi, H. (2018). The effects of personality traits on individual scent preferences. Journal of Research in Personality, 47(6), 778-784.
Cian, A. Krishna, B & Elder, C. (2015). Predicting consumers' decisions of whether to purchase hedonic and utilitarian goods. Psychology & Marketing, 12(3), 207-222.
Costa, P. T., Jr., & McCrae, R. R. (2021). NEO PI-R professional manual. Psychological Assessment Resources.
Dittmar, H., et al. (2014). Predicting compulsive buying tendencies using the Big Five model of personality. Journal of Consumer Policy, 37(4), 579-592.
Furnham, A. (2018). Personality and its effects on consumer behavior. European Business Review, 20(1), 36-39.
Furnham, A., & Chamorro-Premuzic, T. (2019). Personality, cognitive style, and consumer behaviour. Marketing Intelligence & Planning, 22(3), 314-334.
Gallace, A., & Spence, C. (2014). The science of interpersonal touch: An overview. Neuroscience & Biobehavioural Reviews, 39, 62-80.
Goldberg, L. R. (2020). An alternative "description of personality": The Big-Five factor structure. Journal of Personality and Social Psychology, 59(6), 1216–1229.
Gosling, S. D., et al. (2013). A very brief measure of the Big-Five personality domains. Journal of Research in Personality, 37(6), 504-528.
Gountas, Gountas, and Mavondo (2014) Impact of Personality Traits on Consumer Buying Behaviour: A Study of Young Adults in India. Journal of Marketing and Communication, 15(1), 1-12.
Graziano, W. G., et al. (2017). Agreeableness as a dimension of personality. Handbook of personality psychology, 3, 795-824.
Han, Y. J., & Nunes, J. C. (2010). Driven to shop: How personality and need for cognition influence compulsive buying. Journal of Consumer Research, 37(4), 902-918.
Han, Y. J., & Nunes, J. C. (2010). Driven to shop: How personality and need for cognition influence compulsive buying. Journal of Consumer Research, 37(4), 902-918.
Isah, A. D., Omoregie, R. O., & Musa, P. F. (2020). The influence of personality traits on online shopping behaviour: Empirical evidence from Nigeria. International Journal of Management, Accounting and Economics, 7(9), 920-935.
Iyiola, O. O., & Babajide, A. A. (2017). Personality traits and consumer buying behaviour: A study of Nigerian university students. African Journal of Economic and Management Studies, 8(2), 230-243.
John, O. P., & Srivastava, S. (2020). The Big Five trait taxonomy: History, measurement, and theoretical perspectives. In L. A. Pervin & O. P. John (Eds.), Handbook of personality: Theory and research (2nd ed., pp. 102-138). Guilford Press.
Kacen, J. J., & Lee, J. A. (2017). The influence of culture on consumer impulsive buying behaviour. Journal of Consumer Psychology, 12(2), 163-176.
McKinsey & Company (2015). The role of personality traits in online grocery shopping: Implications for retailers. Journal of Retailing and Consumer Services, 44, 12-22.
Mowen, A. & Spears, E. (2019). A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance. Journal of Retailing and Consumer Services, 64, 102796.
Nielsen, F. (2019). A cross cultural investigation of retailer commitment to CSR and customer citizenship behaviour: the role of ethical standard and value relevance
O'Cass, A., & McEwen, H. (2014). Exploring consumer status and conspicuous consumption. Journal of Consumer Behavior, 4(1), 25-39.
Onyemah, V. (2017). The Significance of Personality Traits in Developing Marketing Strategies: Evidence from Nigeria. International Journal of Marketing Studies, 9(1), 146-155.
Oyedele, G. & Adegoke, H. (2016). Viability of remanufacturing practice: a strategic decision-making framework for Chinese auto-parts companies
Ozanne, R. & Saatcioglu, B. (2018). Consumer behaviour and marketing strategy. McGraw-Hill Education.
Park S. & John, T. (2017). Examining the influence of cultural and ethical ideology on consumers’ perceptions about the ethics of online retailers and its effects on their loyalty
Roberts, B. W., & Bogg, T. (2014). A longitudinal study of the relationships between conscientiousness and the social-environmental factors and substance-use behaviors that influence health. Journal of Personality, 72(2), 325-354.
Roberts, B. W., & Jones, E. (2016). Extraversion and Agreeableness and Material Culture: How Personality Traits Moderate the Impact of Culture on Materialism. Personality and Social Psychology Bulletin, 27(10), 1336-1347.
Rook, D. W., & Fisher, R. J. (2015). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-313.
Smillie, L. D., et al. (2012). Extraversion and reward-related processing: Probing incentive motivation in affective priming tasks. Emotion, 12(5), 937–945.
Sproles, G. B., & Sproles, G. B. (2020). Consumer decision making styles, international food, clothing, and restaurant selections. Journal of Consumer Affairs, 24(2), 381-403.
Sproles, O. & Sproles, U. (2020). Consumer behaviour: Buying, having, and being. Pearson Education India.
Uzohuo, A. U. (2022). Tackling the complexity of guests' food waste reduction behaviour in the hospitality industry Tourism Manag. Perspective, 42 (2022), Article 100963
Watson, D., & Clark, L. A. (2014). The PANAS-X: Manual for the positive and negative affect schedule-expanded form. University of Iowa.
Zhou, C., Pickett, B., Leo.R. & Fany.H. (2019). Understanding consumer intention to participate in online travel community, effects on consumer intention to purchase travel online, WOM: an integration of innovation diffusion theory, TAM with trust Comput. Hum. Behaviour, 60(3), 97-111
