European Journal of Molecular & Clinical Medicine

Abstract

In the current competitive marketing scenario, studying and understanding consumer behavior has become key to success. Study of consumer behavior is a complex process, which includes impact of many psychological and social factors on the purchase decisionsof individuals. The present study focuses on Personality, one of the important psychological factors, which influence the way, an individual respond to the marketer’s efforts. Personality is expressed in the form of specific attributes, qualities, traits and mannerisms that each individual possess and exhibit under different circumstances.Individual’s personality influences not only the choice of store and products but also post purchase behavior.The focus of the current study is to identify the impact of personality on Passenger Car Buyer Behaviour. Big five personality traits (OCEAN) ie.openness to experience, conscientiousness, extraversion, agreeableness and neuroticism make up the personality of an individual. A sample of 206 respondents were drawn from the Toyota customers throughSimple Random Sampling technique. Chi-square test was used in testing the hypotheses. The study concluded that demographic factors have influence on the degree of big five factors of personality which inturn have influence on the buying behaviourof the individuals especially in automobile segment.