How Consumers' Personality Traits Affect Their Buying Intensity in Sale Promotion Activities: The Mediatory Role of Buying Behavior

Abstract

Purpose – Personal factors may be the exciting indicators of business uniqueness and their attraction may influence the buying behavior of consumers, but to know how these buying behaviors interact with personality traits to affect buying intensity is a big challenge. This is more pertinent in sales promotion as its success depends upon these factors. This study aims to investigate the influence of different personality traits on the buying behavior of consumers, and further on sales promotion in the Clothing and apparel industry of Pakistan. For this, we proposed a theoretical framework modifying ur Rehman et. al. (2017) model to include various buying behaviors and sales promotion factors. We propose that Different personality traits like 1. Market Maven, 2. Stability, 3. Open-minded, 4. Agreeable, affect consumers buying behavior. These include behavior influenced by 1. Hedonistic, 2. Social, and 3. Physical Factors. These influences would in turn affect sales promotion activities. These activities included 1. Price Discounts, 2. Coupon Discount, and 3. Buy One Get One Free (BOGOF). Sales promotions would in turn affect buying intensity complemented by the social class. This means the higher the social class, the lower the effect of these sales promotions on buying intensity. Design – The Research Design includes Quantitative Research and data is collected via digitized Questionnaires among a sample of 300+ Respondents. Based on a literature review of Personality type, Factor affecting variables, sales promotion activities, and Buying intensity. The study has analyzed the collected data using confirmatory factor analysis and structured equation modeling. Findings – The result suggested that Open-minded and Agreeable seems to have a positive effect on all three-buying behavior. Market Maven seems to affect hedonistic and social buying, whereas stable personality traits seem to affect social and physical influences. Moreover, all three buying influences i.e. hedonistic, social, and physical seem to positively affect all types of sales promotions that included prices, and coupon discounts as well as BOGOF. All these promotions would in turn seems to increase the buying intensity. Research limitations – This study is only limited to the Clothing and apparel industry of Pakistan and future research may be conducted in other services and manufacturing industries. Future research may assess the role of moderating variables like gender. Practical implications – This study clarifies the influence of personal characteristics on consumers buying behavior in sales promotion activities in Clothing and apparel to achieve business objectives. Originality/value – By integrating personal factors and sales promotion literature, the main contribution of this paper is the analysis of personal characteristics and promotional practices in the fashion industry of Pakistan, specifically during holidays, to enhance the consumers buying behavior. Precisely, this study has assessed the effect of some unique characteristics of consumers like market maven, stable, open-minded, and agreeable on their buying behavior in sales promotion activities. This study has apprised marketing professionals to apply the conception of personal characteristics in sales promotion activities to boost up the buying behavior of consumers in an enthusiastic way.