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The proliferance of organised retail in the form of malls & brand outlets has brought in a sea change in the shopping habits of Indian customers, who considers this as an entertainment. This trend was accentuated with the buying capacity of customers. This has led to the rapid increase in impulse buying behaviour. Majority of the customers are deciding their purchases inside the store due to in store stimuli, availability of credit cards and the influence of the sales staff or the fellow customers and sometimes because of customer's personality traits. This study investigates on the influence of /relations between the impulse buying on different personality traits among the retail customers in Kochin city. Big Five Personality test has been used as an instrument to reveal the relationship between these two factors.

Personality - its impact on impulse buying behaviour among the retail customers in Kochin city