Abstract
The study was conducted to explore consumers’ shopping styles in
reference of personality dimensions. The sample consisted of 200
individuals (100 men and 100 women) with age range of 20–55 years.
Data were collected from general population using Urdu version of
Consumer Style Inventory (Sproles & Kendall, 1986) and Mini Marker
Personality Inventory (Manzoor, 2000). The analysis was conducted to
investigate moderating role of age, gender and education for the
relationship of personality dimensions with consumers’ shopping style.
Results showed that individuals’ personality explained a total of 18%
variance for perfect perfectionist/high quality consumer style, 11% for
brand consciousness, 6% for price over-consciousness, 8% for
recreational shopping style, 5% confused by over choice style, 7% in
impulsive/careless style, and 6% variance in both habitual/brand loyal,
and novelty/fashion conscious shopping style. Moderating effect of age,
gender and education presented a brief but interesting profile of
consumers’ shopping styles. The results can be helpful in developing
training modules for entrepreneur and marketing personnel.
Jaweria Imtiaz Raja, Jamil A. Malik. (2014) Personality Dimensions and Decision Making: Exploring Consumers’ Shopping Styles, Journal of Behavioural Sciences, Volume 24, Issue 2 .
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