Impact of Personality Factors on Consumer Buying Behaviour Towards Textile Materials in South Eastern Nigeria
International Journal of Business and Economics Research
Volume 6, Issue 1, February 2017, Pages: 7-18
Received: Oct. 31, 2016; Accepted: Feb. 24, 2017; Published: Apr. 17, 2017
Views 2684      Downloads 117
Authors
Marcus Garvey Orji, Department of Business Administration, Faculty of Administration, Ahmadu Bello University, Zaria, Nigeria
Bello Sabo, Department of Business Administration, Faculty of Administration, Ahmadu Bello University, Zaria, Nigeria
Muktar Y. Abubakar, Department of Business Administration, Faculty of Administration, Ahmadu Bello University, Zaria, Nigeria
Abubakar D. Usman, Department of Local Government and Development Studies, Faculty of Administration, Ahmadu Bello University, Zaria, Nigeria
Article Tools
Follow on us
Abstract
The objective of this study is to assess the impact of personality factors on consumer buying behavior towards textile materials in South Eastern Nigeria. Five personality factors of social character, compliance, aggressiveness, ethnocentrism and dogmatism form the basis for the hypotheses, Survey method of data collection was used in the course of the research. Statistical tools which include mean, standard deviations, and multiple regressions were applied in data analysis and hypotheses testing. The results from the analysis revealed that there is a significant effect of social character, compliance, aggressiveness, ethnocentrism on consumer buying behavior of textile materials in South Eastern Nigeria, whereas dogmatism has no such significant effect. The finding of this study leads to conclusion and lends further support to the assumptions that personality is a highly relevant explanatory concept for the examination of consumption of goods and services. Therefore the study recommended among others, that producers and marketers of textile materials in South Eastern Nigeria should design them in line with the personality factors identified, as this will go a long way in the patronage of made-in-Nigeria textiles and contribute to economic growth and development of Nigeria. Also, considering the social character of the people in this region, marketers should target their strategies on convincing the social influencers within any age grade, as their purchase decisions will go a long way in commanding the brand acceptance of each product. Marketers of textile materials in this region should consider the use of celebrities to promote their products, especially during festivals by designing textile materials that will add glamour to such festivals.
Keywords
Personality, Consumer Buying Behaviour, Textile Materials, South Eastern Nigeria
To cite this article
Marcus Garvey Orji, Bello Sabo, Muktar Y. Abubakar, Abubakar D. Usman, Impact of Personality Factors on Consumer Buying Behaviour Towards Textile Materials in South Eastern Nigeria, International Journal of Business and Economics Research. Vol. 6, No. 1, 2017, pp. 7-18. doi: 10.11648/j.ijber.20170601.12
Copyright
Copyright © 2017 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
References
[1]
Kotler, P, Keller, L (2006) “Marketing Management” McGraw Hill Inc, New Delhi.
[2]
Keng, C. Tran. V. D, Leeti. T. M (2013) “Relationships among Brand Experience, Brand Personality, And Customer Experiential Value” Journal of Contemporary Management Research. 9 (3) 247-262.
[3]
Pinki, R (2014) “Factors influencing consumer behavior”, International Journal of Research and Academic Review; 2(9) 52-61.
[4]
Haliru, M (2013) “Culture and Values in Consumer Behaviour: The Nigerian Experience” International Journal of Arts and Commerce 2 (10), 102-113.
[5]
Yakup, D (2014) ‘The Impact of Psychological Factors on Consumer Buying Behavior and an Empirical Application in Turkey’ Asian Social Science Journal; 10 (6) 194-204.
[6]
Ali. K, Babak J. N, Seied R. H (2014) “The influence of personality traits of customers on their loyalty A case study Of private banks of Kermanshah”; International Research Journal of Applied and Basic Sciences, 8 (2): 241-245.
[7]
Sagini T M, Haridas. R. (2014) “Personality - its impact on impulse buying behaviour among the retail customers in Kochin city” IOSR Journal of Business and Management,16 (IV) 48-55.
[8]
Sarker. S, Bose. T. K. Palit. M, Haque. E, (2013) “Influence of personality in buying consumer goods-a comparative study between neo-Freudian theories and trait theory based on Khulna region” International Journal of Business and Economics Research 2 (3) 41-58.
[9]
Onu, A. J. C, Akhemien, E, Orji, M. G (2014): “Assessing the Relationship between Personality factors and Consumer behavior in South Eastern Nigeria”. International Journal for Business and Social Sciences, 5 11(1), 231-242.
[10]
Schiffman, L. G. Kanuk. L, (2008) “Consumer Behavior” Prentice Hall, NY.
[11]
Murat, A. (2011) ‘Predicting Consumers Behavioral Intentions with Perceptions of Brand Personality: A Study in Cell Phone Markets’; International Journal of Business and Management 6(6) 102-113.
[12]
Khan, M. (2007) “Consumer and Advertising” New Age International Publishers, New Delhi.
[13]
Awa, H. O, Kalu, S. E, Awara N. F, (2010) “An Empirical Investigation of Cultural Factors and Consumption Patterns Correlates in the South-South Geopolitical Zone of Nigeria”, International Journal of Marketing Studies 2, (1) 185-199.
[14]
Tan, H. H, Foo M. D, Kwek, M. H (2004) ‘The effects of Customer Personality traits on the display of Positive Emotions’, Academy of Management Journal 47(2) 287–296.
[15]
Matzler K, Faullant R, Renzl B, Leiter V (2005) “The relationship between personality traits (extraversion and neuroticism) emotions and customer self-satisfaction,” Innovative Marketing Journal, 1(2): 32-39.
[16]
Ade J. P, Costas V, Garcia-Godos, B, Iglesias J, Llerena L, Ramic A, Carraher SM, Pratt Y, Brown N, Woodside L (2010). “The Big Five Personality and Their Impact On Customer Services in Russia, China, Albania, and The USA” Proceedings Academy of Marketing Studies.. 15(1):1-7, New Orleans.
[17]
Ranjbarian, M. Kia, N (2010). "The Influence of Personality Traits on Consideration Set Size". European Journal of Social Sciences, 15 (2), 124-136.
[18]
Mehmet, M (2012) “Personality effects on experiential consumption” Elsevier Journal, Norway, (52) 94-98.
[19]
Johari, H. Hee. O. C (2013) “Personality Traits and Customer-Oriented Behavior in the Health Tourism Hospitals in Malaysia” International Journal of Trade, Economics and Finance, 4 (4) 213-218.
[20]
Ghorbani, H, & Mousavi, S. M (2014) “The study impact of consumer personality traits on brand personality and brand loyalty (Case Study: product group of Isfahan Iran Khodro)”. International Journal of Academic Research in Business and Social Sciences 4, (1) 371-385.
[21]
Mullins, J. L (2010) “Management and Organisational Behaviour’ Ninth edition”. Prentice Hall Financial Times, New York.
[22]
Pinki, R (2014) “Factors influencing consumer behavior”, International Journal of Research and Academic Review; 2(9) 52-61.
[23]
Stewart, J., (1994) ‘The psychology of decision making’. In: D. Jennings and S. Wattam, eds. Decision Making: an Integrated Approach. London: Pitman.
[24]
Orji, M. G (2015) “Impact of personality factors on Consumer Buying behavior towards textile materials in South Eastern Nigeria” PhD Thesis, Department of Business Administration, Ahmadu Bello University, Zaria, Nigeria.
[25]
Farahani M. N. (2007). “Personality Psychology, Utilization and Researching, Msc Thesis”; Tehran, Tarbit Mooalem University.
[26]
Shimai, S., and Otake, K. (2002) ‘An analysis of the relationship between aggressiveness and personality traits of children’, Japanese Journal of Psychology (73) 358- 36.
[27]
Cetin N. G, Beceren, E. (2007). “Leader Personality: Gandhi”, Süleyman Demirel Üniversitesi Sosya Journal Publications, 3, (5), 110-132.
[28]
Kotler, P, Keller, L (2006) “Marketing Management” McGraw Hill Inc, New Delhi.
[29]
Dursun. T. (2009) “Process to Create a Brand Personality and a Study on Brand Personality” Marmara İletişim Press, İstanbul.
[30]
Mishra P. Detta. B (2008). ‘Consanguinity between Consumer and Brand Personality: A Review’. The Icfai University Journal of Consumer Behavior, III (3) 7–14.
[31]
Bray, J. (2013) “Consumer Behaviourial Theory; Approaches and Models” Coazy press, London.
[32]
Feldman, R. S, (2000) “Essentials of Understanding Psycholog’ fourth edition”, M Graw Hill Higher Education Publishers, New Delhi.
[33]
Alkahtani, A. H Abu-Jarad. I. Sulaiman, M & Nikbin, D (2011) “The Impact of Personality and Leadership Styles on Leading Change Capability of Malaysian Managers”, Australian Journal of Business and Management Research 1 (2), 70-83.
[34]
Sofia, C. J (2014) ‘Utilizing Research in the Practice of Personnel Selection, General mental ability, Personality, and job Performance’. Published PhD Thesis Printcenter US-AB, Press, Stockholm.
[35]
McCrae, R. R., & Costa, P. T. (2008) “The five-factor theory of personality. In O. P. John, R. W. Robins, & L. A. Pervin (Eds.), Handbook of personality”. Theory and research (159–181). New York, NY: Guilford press.
[36]
Goldberg, L. R. (1981) “Language and individual differences: The search for universals in Personality lexicons. In L. Wheeler (Ed.)” Review of personality and social psychology Beverly Hills, CA: Sage.
[37]
Kamran, S. (2012) “Personality influences on customer satisfaction” African Journal of Business Management. 6(11), 413-414.
ADDRESS
Science Publishing Group
1 Rockefeller Plaza,
10th and 11th Floors,
New York, NY 10020
U.S.A.
Tel: (001)347-983-5186