The Effect of Personality on Purchase Decision of Cosmetic Products The Case of Female Consumers in Addis Ababa, Ethiopia
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Date
2020-06
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Addis Ababa University
Abstract
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
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Keywords
Openness, Conscientiousness, Extraversion