The Effect of Personality on Purchase Decision of Cosmetic Products The Case of Female Consumers in Addis Ababa, Ethiopia

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Addis Ababa University


The objective of this research is to study the correlation between Big Five Model and purchasing decision of cosmetic products in the case of female consumers in Addis Ababa, Ethiopia. The Big Five Model is classified according to the personality traits taxonomy: openness (O), conscientiousness (C), extraversion (E), agreeableness (A) and neuroticism (N) (OCEAN). A quantitative research design has been selected as the most suitable method to collect data from the targeted respondents for this study. A response of 380 sets of questionnaire has been distributed and 319 questions were received from the female cosmetic users in Addis Ababa. Descriptive frequency and percentage have been conducted to explore the demographic characteristics of the target respondents. Using Multiple Linear Regression model, this research is useful to examine the relationship between the five independent variables (OCEAN) to one dependent variable (purchase decision) after meeting all the given assumptions successfully. Statistical Package for Social Science (SPSS) version 26 was used to generate the actual results The results confirmed that personality factors like Openness, Consciousness, Extraversion and Agreeableness as having a positive significant relationship with purchase decision whereas, Neuroticism proven to have a negative and significant relationship with purchase decision. The study is useful for market to determine personality traits of customers in order to segment the market based on different personality traits of female consumers



Openness, Conscientiousness, Extraversion