Publication Details
Abstract
This study sought to examine the effect of personality traits on purchasing behaviour towards oil perfume among young adults in Awka Metropolis. The study was guided by five research questions. The study adopted two theories such as Five-Factor Model and Maslow's Hierarchy of Needs Theory. The study adopted survey research design. The population of study was made up of young people in Awka Metropolis. Simple random sampling technique was employed in selecting the respondents for the study. The instrument that was employed for data collection was an adapted questionnaire constructed by John and Srivastava (1999). The study used face validity in this research work. The questionnaire yielded an average Cronbach Alpha coefficient of .824. The researcher used direction method of data collection. The data generated was analyzed using simple percentage analysis. Furthermore, multiple regression was used to test the hypotheses formulated exclusively for this study. Simple linear regression analysis was conducted to assess the relative predictive power of the independent variables on the dependent variable. The study found that Openness personality traits strongly influence the purchasing behavior of young adults in Awka Metropolis regarding perfume oil. A higher level of openness is associated with a significantly increased likelihood of engaging in purchasing behavior related to perfume oil. Also, conscientiousness personality traits play a significant role in influencing the purchasing behavior of young adults in Awka Metropolis concerning perfume oil. Individuals displaying higher levels of extraversion personality traits are significantly more inclined to engage in purchasing perfume oil compared to those with lower levels of extraversion within this specific demographic group. Moreover, individuals displaying higher levels of agreeableness personality traits are significantly more inclined to engage in purchasing perfume oil compared to those with lower levels of agreeableness. The study recommended that marketers should know that people with the openness personality traits are curious in exploring new things and perfume oil need to be made very attractive with nice scent to attract these sets of people. Marketers should ensure that perfume oil should be specially be prepare for those that exhibit conscientiousness personality traits as this will make them feel well organized and self-discipline.