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INFLUENCE OF PERSONALITY AND LIFESTYLE ON THE BUYING BEHAVIOR OF UNDERGRADUATE STUDENTS IN UNIVERSITIES

Abstract

The study was on the influence of personality and lifestyle on the buying behavior of undergraduate students in universities in Nigeria. The study sought to determine the relationship between lifestyle and buying behavior and also the relationship between personality and buying behavior. Lifestyle was defined in terms of AIO dimension of activities, interests and opinion. Personality was defined in terms of the big five personality traits of, agreeableness, extroversion, openness to experience, conscientiousness ad neuroticism. Buying behavior was defined as brand choice. The study was descriptive in nature and specifically a cross-sectional survey design. The multi-stage, simple random, and convenience sampling methods were used to sample 323 full-time female undergraduate students. The five research hypotheses developed were tested using multiple regressions analysis. The study revealed that lifestyle of female undergraduate students in universities does not significantly influence brand choice. The study also revealed that personality significantly influence brand choice. The study also shows that the interaction of lifestyle and personality significantly influence brand choice. The study further revealed that socio-demographic variables of female undergraduate students in universities when moderated with lifestyle and when also combined with personality significantly influence brand choice in both cases. The study recommended that psychographic segmentation based on lifestyle should be developed rather than relying only on traditional segmentation typology. The study also recommended new products should be developed and positioned based on consumer personalities. The study also recommended promotional strategies to be based so based. Where a market is competitive, the study recommended niche strategies based on personalities of the consumer.

CHAPTER ONE

INTRODUCTION

BACKGROUND TO THE STUDY

The survival and growth of organizations in today’s fast-paced, globalized and increasing competitive market is dependent on their ability to satisfy—and even delight customers. Customers’ satisfaction and delight hinge heavily on organizations’ identifying, understanding and implementing in the marketing strategies, information on the behaviour consumers exhibit in searching for, processing, using and disposing of products and services to satisfy their needs and wants. But these behaviours are functions of the environmental, cultural, personal and psychological factors. One of the psychological variables documented in marketing literature to influence consumers’ buying behaviour is personality (Blackwell, Miniard, & Engel, 2007; Schiffman & Kanuk, 2010; Solomon, 2011). Personality distinguishes one person from another and shaped individual’s interaction with the external environment. A person’s attitudes, tastes, preferences and values are indicative of his or her personality. Unconscious drives, environmental influences and cognition determine personality (Myers, 1995; Burger, 2000; Franzoi, 2000; Blythe, 2008). As a person grows up

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