Open AccessCulture and Personality: A Examination of Impulsive Buying Behavior of Indian Consumers
Author(s) -
Nishtha Bhushan,
Bhawna Agarwal
Publication year - 2019
Publication title -
international journal of recent technology and engineering
Language(s) - English
Resource type - Journals
ISSN - 2277-3878
DOI - 10.35940/ijrte.c1097.1083s19
Subject(s) - likert scale , personality , impulse (physics) , collectivism , psychology , big five personality traits , advertising , social psychology , individualism , business , developmental psychology , political science , physics , quantum mechanics , law
The leading objective of this paper is to unearth the influence of culture and personality of Indian consumers on their impulsive buying behaviour. A lot of research has been done to study the influence of external stimuli like advertisements and in-store promotions on consumers’ buying behaviour. This paper studies the influence of internal stimuli on impulse buying behaviour. Impulse buying is an unplanned buying or accidental behaviour of consumers. This paper tries to establish a relationship between different personality traits and accidental behaviour of consumers. The impact of Big Five personality traits and culture (Individualism and Collectivism) on the impulsive buying behavior is studied. Data has been collected from consumers using structured questionnaire on a five-point Likert’s scale. The data would be analysed through various statistical tools using SPSS.