THE STUDY ON THE INFLUENCE OF CUSTOMERS’ PERSONALITY TOWARD CUSTOMERS’ UNPLANNED BUYING BEHAVIOR

Abstract

This purposes of this research were to explore the factors concerning customers’ personality affecting unplanned buying behavior toward brand personality. The respondents were customers from shopping at local trade fairs. 330 samples had to provide the information in the closed-end questionnaire on their personalities and unplanned buying behavior. Originally, the types of personality could be divided into 42 types. Then, exploratory factor analysis was used to analyze the data with Principal component analysis as well as the orthogonal rotation with Varimax rotation method. The findings revealed five personality traits; modernist, self-image, positive thinker, humble and self-indigence, respectively. Multiple regression analysis reported the personalities influencing unplanned buying behavior with R Square = 0.177. The results showed only self-image and self-indulgence influenced on unplanned buying tendency 71.2 and 22.4 percent, respectively. In contrast, modernist group showed the results on buying impulsively in the different direction which equal to 41.9 percent. The results from the research can be applied for the business by finding effective marketing tools to motivate unplanned buying to the self-image and self-indulgence customers.