Examining Factors Affecting Consumer Behavior by Considering the Role of Personality and Behavioral Characteristics

Abstract

Consumer behaviour studies consumers' processes to select, use (consume), and dispose of products and services. This research investigates the factors influencing consumer behaviour by considering the role of personality and behavioural characteristics. This study adopts an applied research approach that focuses on understanding the influence of personality traits and behavioural characteristics on consumer behaviour outcomes, particularly satisfaction and loyalty. This study aims to discover the relationships between these variables through a correlational research design. This study is based on a positivist research philosophy and uses systematic empirical observation and rigorous scientific methods to investigate these phenomena in the context of consumer behaviour research. Standard questionnaires were used to measure research variables. The study population consists of consumers living in urban areas of England who have recently purchased products or services from various industries, including retail, technology and healthcare. Based on the Morgan table, a minimum sample size of 384 participants was targeted to achieve adequate statistical power for the analyses. To minimize the bias and increase the generalizability of the results, 500 questionnaires were distributed among the statistical sample. Data were collected through a combination of online surveys and smi-interview interviews. Data analysis was done using SmartPLS 4. The results of the research showed that personality and behavioural characteristics have a significant effect on consumer behaviour. Loyalty of cunsomer had the most significant impact on satisfaction and loyalty among the investigated personality traits. Also, regarding behavioural characteristics, decision-making styles showed the most potent effect on consumer satisfaction