Personality Traits as Determinant of Retail Buying

Abstract

The purpose of this study is to investigate the relationship between personality traits and Retail buying behavior of the customer. Every customer has different mindset towards any product. Socio – Psychological theory says that social factors rather than Biological factors are most important in building personality, so that consumer behavior is motivated to meet those needs. Understanding consumer behavior is very important for retailers. They must update all the data of customers like their post purchase behavior, purchase decision making etc. As in this modern world everything is changing rapidly, hence customer trends and wants are also changing. In the country like India, Customers are totally adapting western style of living. Their perception towards Indian products is now changing. Most commonly it is seen that customers want branded products even though they belong from middle or lower middle class. Result is that Indian consumer’s shows more interest to buy imported products rather than domestic product. There is different kind of customers having different perception towards any product. There are some factors which create impact on buying behavior of consumer’s like- budget, Socio- economy factor, time to travel etc.