Personality Traits & Gender Difference Effect on Impulsive Buying

Khagendra Nath Gangai."The Influence of Personality Traits on

Consumer Impulsive Buying Behaviour." ResearchGate DOI:
10.21863/ijmbc/2016.5.1.027

Khagendra Nath Gangai explored the influence of personality traits and gender difference on
consumer behaviour. The author made a detailed study on previous and new personality traits that
affect the consumer behaviour. A person's personality determines their buying behaviour and like
fingerprints each individual has a different one. There are people who plan their shopping like they
would visit the mall once in a month and purchase whereas there are those who buy impulsively
every day. The impulsive buyers would even buy on credit or in installments if they like the product/
service. The introverts are less likely to buy impulsively than extroverts. Some people buy
impulsively because their life style revolves around going to mall every day, some would focus on
promotion/ discounts and those who have a lot of money like to have a big range of products. The
depressed and sad people mostly shop just to get their mind relaxed and kind of buy their happiness
by purchasing impulsively. The marketers nowadays use these studies to gain an insight into
impulsive consumers and do their marketing activities accordingly. The role of gender is very
important as both genders have completely different personalities but it would've been better if
they included the neutral gender as well. The results of the standardised questionnaires (Impulsive
Buying Behaviour & EPQ-R) which were used to reveal that males who don't socialize at all but still
compete with others have more impulsive buying behavior. The moody, depressed, jealous and
frustrated people shop impulsively for changing their emotions. The energetic and social males don't
buy impulsively and have no relation with the type of males mentioned above. In the case of females
social and energetic ones have interpersonal hostilities with their fellow ones; they try to be better
than others and in doing so purchase impulsively. The females that worry a lot, have anger issues
and anxiety also purchase impulsively to let their mind off these emotions and feel better but they
don't compete or socialize with other females. The result revealed that men buy more impulsively
than women. It can all be further categorized as some seek excitement, want to feel alive, take risks
and don't plan their life much. The social people who plan their life and are filled with positive
emotions don't tend to buy impulsively. The businesses have to deal with consumers and store their
data according to their personalities.