Culture and Personality: A Examination of Impulsive Buying Behavior of Indian Consumers
Nishtha Bhushan1, Bhawna Agarwal2
1Nishtha Bhushan, Ph.D Scholar, Assistant Professor, Amity College of Commerce and Finance, Amity University Campus, Sector (Noida), India.
2Dr. Bhawna Agarwal, Professor, Amity College of Commerce and Finance, Amity University Campus, Sector (Noida), India.
Manuscript received on 30 September 2019 | Revised Manuscript received on 09 October 2019 | Manuscript Published on 22 October 2019 | PP: 467-474 | Volume-8 Issue-3S October 2019 | Retrieval Number: C10971083S19/2019©BEIESP | DOI: 10.35940/ijrte.C1097.1083S19
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The leading objective of this paper is to unearth the influence of culture and personality of Indian consumers on their impulsive buying behaviour. A lot of research has been done to study the influence of external stimuli like advertisements and in-store promotions on consumers’ buying behaviour. This paper studies the influence of internal stimuli on impulse buying behaviour. Impulse buying is an unplanned buying or accidental behaviour of consumers. This paper tries to establish a relationship between different personality traits and accidental behaviour of consumers. The impact of Big Five personality traits and culture (Individualism and Collectivism) on the impulsive buying behavior is studied. Data has been collected from consumers using structured questionnaire on a five-point Likert’s scale. The data would be analysed through various statistical tools using SPSS.
Keywords: Impulse Buying Behavior, Collectivism and Individualism, Personality.
Scope of the Article: Social Sciences