Business, Management and Accounting
3 years ago

Personality traits drive buying intensity in sales promotions, impacting consumer behavior.

SSRN Electronic Journal
How Consumers' Personality Traits Affect Their Buying Intensity in Sale Promotion Activities: The Mediatory Role of Buying Behavior

Paper Summary

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The study looked at how different personality traits of consumers affect their buying behavior and the impact on sales promotions in the clothing industry of Pakistan. They found that being open-minded and agreeable leads to more buying behavior, while being a market maven influences hedonistic and social buying. Stable personality traits affect social and physical influences. All types of buying behavior positively impact sales promotions like price discounts and BOGOF offers, which in turn increase buying intensity.