Effects Of Personality On Purchase Decision Of Working Women In Addis Ababa
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Date
2019-06
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Addis Ababa University
Abstract
The purpose of this study is to identify the factors that affect the purchase decisions of working women in Addis Ababa. This study attempts to explore and determine the effects of personality that are responsible for the purchasing decisions made the working women. In this research the OCEAN model of personality or the “Big Five” model is used as the theoretical foundation to examine the factor. The population size was 274,762 which were found from 2007 Population and Housing Census results. The primary data had been collected through 380 valid questionnaire surveys from target respondents of working women in Addis Ababa from the age of 25 to 59. Mixed research approach method has been employed. Statistical Package for Social Science (SPSS) was used to generate the actual results on frequency tables while descriptive analysis was used to analyze and describe the findings. The results confirmed that personality factors like Openness, Extraversion and Agreeableness as having a positive significant relationship with purchase decision of working women in Addis Ababa while Neuroticism was proven to have a negative significant relationship and Conscientiousness as having a positive insignificant relationship. The study recommended marketers to give much emphasis on considering working women personality traits for better awareness target their strategies on convincing these social influencers and address the marketing gap by giving attention for effects of working women personality on their purchase decision.
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Openness, Conscientiousness, Extraversion