The Influence of Personality Traits on Consumer Impulsive Buying Behaviour

Consumer behavior is a complex phenomenon which is evolving according to the time, situations, demographic characteristics of individuals, personality traits, cultural influences etc. The personality of individuals is a unique dynamic organization of the characteristics of a particular person, physical and psychological, which influence behavior and responses to the social and physical environment. It gives the impression that consumer buying is always influenced by their personality. Therefore, many marketers make use of personality traits in the advertisement of products and at the same time they enhance their marketing strategy. The marketers always designed different products and target specific market segments which commonly addressed on individuals personality traits. The individuals few personality traits influence consumer for impulsive buying behavior. The aim of present research is to study the personality traits influence on consumer impulsive buying behavior as it will help to create opportunities of doing business and dealing with customers. The objectives of this research are: (1) to investigate the influence of personality traits on consumer impulsive buying behavior, and (2) to identify the role of gender and their personality traits influence on consumer impulsive buying behavior. To fulfill the purpose of the study, the researchers randomly collected sample and divided them on the basis of gender, 60 males and 60 females. Data were collected from Delhi and NCR region. The data were analyzed using statistical applications such as correlation and t Test. The result was revealed that the common personality traits have a significant relationship with impulsive buying behavior that is psychoticism in the case of male and female. The role of gender has significant differences in impulsive buying behavior. The man showed more impulsive buying behavior compare to women.

Discovering a Rosetta Stone for Firm-Side Authenticity: An Empirical Investigation

While most academic research has considered authenticity from the consumers perspective, this paper proposes and tests a new empirical operationalization of Beverlands (2005) widely cited proposition that firm-side authenticity is…partly true and partly rhetorical (p.1008). Our study presents a model based on the Competitive Advantage (CA) that results from congruence between the partly true aspects of the firms internal culture, resources, and capabilities measured as Innovation Capacity (IC), alongside Corporate Identity Management (CIM) as the organizations partly rhetorical outwardly-directed corporate branding and marketing promotions activities. Our findings are interpreted through a four-quadrant Rosetta Stone framework for evaluating firm-side authenticity across organizational contexts and environments describing how high-IC/high-CIM (i.e., Authentic) firms create differentiation from low-IC/low-CIM Inauthentic organizations and low-IC/high-CIM Faux Imitators competitors who attempt to compensate for their lack of IC through increased investments in CIM.

Factors Influencing E-learning among University Students

This study was conducted in Punjabi University, Patiala and focuses on the relationship between discipline of student and their response and attitude towards e-learning. In light of the extant literature it is recognized that discipline of students does play a role in understanding the satisfaction and experience of students in the education environment. It also analyses the effect of discipline of student on students response towards provision of e-learning and the impact of discipline of student on weekly Internet usage. The instrument used in collecting data was the questionnaire. This study analyzed 306 students enrolled in various courses across many departments in Punjabi University, Patiala. The results of ANOVA for analyzing the impact of discipline of student on scale on computer and e-learning attitude showed that a non-significant relationship exists between discipline of student and attitude towards e-learning, sentiment towards computer, computer/technology fear, whereas a significant relationship exists between discipline of student and perceived usage of computers. Chi square test of association disclosed that a moderate association exists between discipline of student and weekly Internet usage. The results of this study also show that students from all discipline are in favor of provision for e-learning facilities and of online access to classroom lectures.

Proposing the Sports Team Brand Hierarchy Conceptual Framework

The study was inspired by the fact that there has not been a systematic sport brand equity model that uses the brand perceptions held by individual and corporate consumers of sports products to rank teams from different countries in a single hierarchy according to their levels of brand development and financial structure. In line with the exploratory sequential mixed methods research design, the first phase of the study utilized such qualitative procedures as, free-thought listing, semi-structured interviews and focus group discussions to explore the antecedents, dimensions and market consequences of the brand perceptions held by Zimbabwean consumers for professional football teams. In the second phase of this study, the finding from the qualitative phase were used to generate data collection instruments for questionnaire survey. Structured observation was also used to gather data in this phase. The SPSS version 21.0 and NVivo 10 data analysis packages were used to analyze quantitative and qualitative data, respectively. The findings from the study were used to develop the Sports Team Brand Hierarchy Conceptual Framework, a conceptual model which ranks sports teams from different countries in a single hierarchy, according to financial structure and level of brand development. The framework can be used to determine the level of brand development and geographical sphere of influence of sports brands. It also provides guidelines on the growth strategies that teams, at the various levels of brand development can adopt for sustainable growth and competitive advantage.

A Study on the Impact of Visual Merchandising on Impulse Purchase in Apparel Retail Stores

Conspicuous consumption involves the overt display of possessions that denote wealth and status, to communicate a distinctive self-image to others. Here, product satisfaction is often derived from audience reaction as opposed to utility from product use. Materialism is the importance a consumer attaches to worldly possessions. Materialists place possessions and their acquisition at the centre of their lives. Several studies have established that various personality traits such as materialism and social factors like susceptibility to social influence explain conspicuous consumption. This paper examines the extent of influence of materialism on conspicuous consumption tendencies of a convenience sample of 640 emigrants from Kerala. The study validates that materialism significantly relates to conspicuous consumption which means materialism is positively related to buying products that confer status. It is also seen to be instrumental in triggering conspicuous consumption among the expatriate community. Variation in conspicuous consumption with respect to gender, age, education, occupation, and income levels are also examined. The study provides interesting insights for marketers in developing consumer-centric approach towards product-development, pricing and promotions and also assists in psychographic segmentation of status seekers. It proposes means to develop and manage meaningful engagement with consumers by exhorting marketers to assume greater social responsibility and focus on societal outcomes stemming from promoting a lifestyle centred on materialism and conspicuous displays of wealth.

Reciprocal Effects of Brand Extension on Brand Equity: A Literature Review

Branding is an important area of research in marketing. With increasing use of brand extension as a strategy it is important to understand whether it has an impact on parent brand equity or not. The paper is a review paper which examines the changes of the scholarly research in brand extension and brand equity. It has incorporated the changes in the background of branding. It emphasizes the affects of brand extension on brand equity. The bibliography is taken from the database of Emerald and Science Direct. The paper is based on the research done during the time span of 20 years and has reviewed articles published in the time span of 1995 to 2015. The originality of the paper depends on the findings and conclusion reported by various researchers in India and abroad.

Role of the Medical Practitioners Emotional Intelligence on Patient Satisfaction

Physician-patient communication skills linked to improved patient satisfaction. More emotionally intelligent persons might succeed at communicating in pleasing ways. Physicians communication skills are potentially valuable assets to improve quality of care. This study examined the relationship between physicians emotional intelligence (EI) and patient satisfaction. The sample comprised physicians of different specializations and their patients. EI was measured using Genos Emotional Intelligence Inventory. Patient satisfaction was assessed by Patient Satisfaction Questionnaire-III. The Karl Pearsons coefficient of correlation resulted positive and significant association between EI and patient satisfaction. Moreover, EI scores of a physician showed strong positive associations with communication sub-scales of patient satisfaction. Linear regression analysis showed EI is a significant predictor of patient satisfaction. ANOVA results depicted that physicians EI changes across age and experience and also patient satisfaction changes across gender, age, follow-up visit, education, and marital status. It has implications for physicians that improved EI abilities contribute to increased communication quality. Increased communication skills act as a better predictor of patients needs that ultimately contribute to satisfy the patient. Physicians EI abilities are strengthened through training programs on EI, which are necessarily effective in the workplace.

Self-Image Congruence of Motorcycle Brands A Correspondence Analysis Purview

A brand gets its personality from how manufacturers or advertisers have highlighted them. But for sure, every buyer will have an imagery regarding products or brands which are familiar to them. There are many motorcycles brands in the market and every brand carries a personality with it. This study is to examine the correspondence between motorcycle brands and the personality traits associated with each brand. An instrument was framed to collect relevant data which can further be analyzed with modern statistical tools to check the correspondence with associated personality. Almost all major brands of two wheelers are taken into account for this study. The results clearly draw the correspondence between the brands and the associated personality traits.

A Study on the Role of Materialism in Triggering Conspicuous Consumption among Emigrants from Kerala

Conspicuous consumption involves the overt display of possessions that denote wealth and status, to communicate a distinctive self-image to others. Here, product satisfaction is often derived from audience reaction as opposed to utility from product use. Materialism is the importance a consumer attaches to worldly possessions. Materialists place possessions and their acquisition at the centre of their lives. Several studies have established that various personality traits such as materialism and social factors like susceptibility to social influence explain conspicuous consumption. This paper examines the extent of influence of materialism on conspicuous consumption tendencies of a convenience sample of 640 emigrants from Kerala. The study validates that materialism significantly relates to conspicuous consumption which means materialism is positively related to buying products that confer status. It is also seen to be instrumental in triggering conspicuous consumption among the expatriate community. Variation in conspicuous consumption with respect to gender, age, education, occupation, and income levels are also examined. The study provides interesting insights for marketers in developing consumer-centric approach towards product-development, pricing and promotions and also assists in psychographic segmentation of status seekers. It proposes means to develop and manage meaningful engagement with consumers by exhorting marketers to assume greater social responsibility and focus on societal outcomes stemming from promoting a lifestyle centred on materialism and conspicuous displays of wealth.

Exploring Service Quality Perceptions of Online Shoppers: Evidence from India

With emergence and evolution of Internet, shopping has added another trajectory which has got acceptance and has been adopted by shoppers not only in developed countries but also in emerging economies. It is crucial to understand, explore and advance service quality dimension associated with online shopping, that too from the shoppers perspective, since a consistent growth has been witnessed in the online space which suggests that this new space has been well accepted by shoppers and they are willing to explore it further. Of late, e-retailing and its various dimensions have been an area of research for academia as well as for practitioners. The present study endeavors to understand and explore service quality perceptions of Indian online shoppers. Effort is made to find out whether or not the perceived e-service quality lead to shoppers intention to shop online. This research utilizes various frameworks, particularly the framework E-S-QUAL developed by Parasuraman, Zeithaml, and Malhotra (2005) to understand the said phenomenon. It covers 106 online shoppers perception towards e-service quality of different e-retailers, currently operational in India. At the end, research and managerial implications are discussed.