Punitham, M (2025) PERSONALITY DRIVEN IMPULSE BUYING: AN ANALYSIS OF CONSUMER BEHAVIOUR IN THE FOOD AND GROCERY SECTOR IN COIMBATORE. Journal of Emerging Technologies and Innovative Research, 12 (5). pp. 494-500. ISSN 2349-5162

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Abstract

This study investigates the impact of the Big Five personality traits Openness to Experience,
Conscientiousness, Extraversion, Agreeableness, and Neuroticism on impulsive food and grocery purchasing
behavior among consumers in Coimbatore. Impulse buying, characterized by spontaneous, emotion driven
decisions, poses both opportunities and challenges for retailers aiming to influence consumer behavior. With
the rising importance of psychological and personality-based targeting in marketing, understanding these traits
becomes essential. The research adopts a descriptive design and uses a convenience sampling method to
collect primary data from respondents in the Coimbatore. The research highlights significant gaps in real-time
evaluation and unconscious buying behavior, emphasizing the need for better data collection and
measurement tools. This study offers practical implications for marketers to design personalized promotional
strategies in food and grocery retail by leveraging consumer personality insights, ultimately improving both
customer satisfaction and business performance in Coimbatore’s competitive retail market.

Item Type: Article
Uncontrolled Keywords: Big Five Personality Traits, Impulse Buying, Consumer Behavior, Food and Grocery Retail
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Dr. B Sivakumar
Date Deposited: 25 Apr 2026 06:55
Last Modified: 25 Apr 2026 06:55
URI: https://ir.psgcas.ac.in/id/eprint/2826

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