Hiba Siraj, Abdul Rauf Syed, Muhammad Faisal Sultan
The growing technological advancement and marketing strategies are creating great competition between companies. Marketers constantly focus on developing attractive marketing strategies to promote their products and services to increase their customer base. SMS marketing lies in one of these strategies of marketers to reach each individual in order to make them their loyal consumers by offering their required products or services. As there are different kinds of consumers with different needs, consumption styles and preferences. And every country has its own culture, lifestyle, and consumer perceptions. This study covers the importance of SMS advertising and to know the responses of Pakistani youth and adults towards SMS advertising. Messages sent by advertisers to inform about their product, new innovation or launch are not accepted everywhere by some people. The aim of this study is to determine the acceptance and rejection attitudes of youth and adults towards SMS advertising and how SMS advertising influences consumers to purchase the product.
{"title":"SMS Advertising & its Impact on Consumer Purchase Intention: A Comparative Study of Adults and Young Consumers in Pakistan","authors":"Hiba Siraj, Abdul Rauf Syed, Muhammad Faisal Sultan","doi":"10.52633/JMS.V3I2.69","DOIUrl":"https://doi.org/10.52633/JMS.V3I2.69","url":null,"abstract":"The growing technological advancement and marketing strategies are creating great competition between companies. Marketers constantly focus on developing attractive marketing strategies to promote their products and services to increase their customer base. SMS marketing lies in one of these strategies of marketers to reach each individual in order to make them their loyal consumers by offering their required products or services. As there are different kinds of consumers with different needs, consumption styles and preferences. And every country has its own culture, lifestyle, and consumer perceptions. This study covers the importance of SMS advertising and to know the responses of Pakistani youth and adults towards SMS advertising. Messages sent by advertisers to inform about their product, new innovation or launch are not accepted everywhere by some people. The aim of this study is to determine the acceptance and rejection attitudes of youth and adults towards SMS advertising and how SMS advertising influences consumers to purchase the product.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123536285","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This research paper is based on investigating the factors affecting the purchasing decision of counterfeit product consumers in the city of Karachi. The study was conducted through convenient sampling by developing a questionnaire based on behavioural as well as demographic questions. The questionnaire was circulated through the social mediums and feedback was collected to carry out statistical tests for the conclusion purpose. A total of 87 responses were received through the survey questionnaire. Descriptive statistics and regression analysis were conducted to deduce quantitative inferences. The findings of the study will be helpful in planning and executing the production of CF products. The study provides data related to the buying behaviour of the CF product’s consumers and the scale of sales as to how often they are sold. The study also helps focus on the need for modifications in CF products as to how much extent the consumers want modifications. This will also help the firms or brands producing CF products to launch modified versions of CF products with competitive prices, availability, and customer preferences.
{"title":"Impact of Factors Affecting Purchase Intention of Counterfeit Products","authors":"Adeela Ashraf","doi":"10.52633/jms.v3i2.65","DOIUrl":"https://doi.org/10.52633/jms.v3i2.65","url":null,"abstract":"This research paper is based on investigating the factors affecting the purchasing decision of counterfeit product consumers in the city of Karachi. The study was conducted through convenient sampling by developing a questionnaire based on behavioural as well as demographic questions. The questionnaire was circulated through the social mediums and feedback was collected to carry out statistical tests for the conclusion purpose. A total of 87 responses were received through the survey questionnaire. Descriptive statistics and regression analysis were conducted to deduce quantitative inferences. The findings of the study will be helpful in planning and executing the production of CF products. The study provides data related to the buying behaviour of the CF product’s consumers and the scale of sales as to how often they are sold. The study also helps focus on the need for modifications in CF products as to how much extent the consumers want modifications. This will also help the firms or brands producing CF products to launch modified versions of CF products with competitive prices, availability, and customer preferences.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124652196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Marketers all over the world try to find creative strategies to attract customers, promotional tools are one important aspect of this paradigm. Sales teams use promotional tools to influence customers and entice their purchase behaviour. The aim of the study was to formulate a technique that has a significant positive impact and motivates the consumer to buy a certain product during the sales season. Four promotional tools were studied and analysed to construe their relationship with consumer’s buying behaviour. The study is quantitative in nature, and the data for the study were collected from 300 customer respondents through convenient sampling. Regression analyses were employed through SPPSS to analyze the data. The results have concluded that the price discount has a positive impact on a consumer’s mind and that makes him buy a product more. This study will help marketing managers and decision-makers in the sales team to strategize efficient marketing campaigns.
{"title":"Sales Promotional Tools – A Catalyst to Speed Up Sales","authors":"Israr Khan, U. Warraich","doi":"10.52633/JMS.V3I2.68","DOIUrl":"https://doi.org/10.52633/JMS.V3I2.68","url":null,"abstract":"Marketers all over the world try to find creative strategies to attract customers, promotional tools are one important aspect of this paradigm. Sales teams use promotional tools to influence customers and entice their purchase behaviour. The aim of the study was to formulate a technique that has a significant positive impact and motivates the consumer to buy a certain product during the sales season. Four promotional tools were studied and analysed to construe their relationship with consumer’s buying behaviour. The study is quantitative in nature, and the data for the study were collected from 300 customer respondents through convenient sampling. Regression analyses were employed through SPPSS to analyze the data. The results have concluded that the price discount has a positive impact on a consumer’s mind and that makes him buy a product more. This study will help marketing managers and decision-makers in the sales team to strategize efficient marketing campaigns.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122634847","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study aims to test the empirical impact of the image of the brand, customer satisfaction and product & service quality on brand loyalty in territories of Pakistan. This study is applied research-based however there are many previous research studies related to the topic, but this research is different and unique as the data in this research is taken from the developing economy of Pakistan where there is a sharp dearth of these types of research investigations. The data was collected through secondary authentic sources. Moreover, the sample size of the study is 300. The data was analyzed through statistical softwares such as SPSS, AMOS and SMART PLS. The results indicate that there is a relationship linking brand awareness and brand loyalty with buying behaviour of the customer along with the mediation effect of sales promotion. The research is supported by descriptive analysis. This study is pervasive in nature as it enhances knowledge on the subject to help organizations, brand management and other related institutions.
{"title":"Investigating the Contributors to Brand Loyalty with a Mediating Role of Satisfaction: Evidence from Pakistan","authors":"Tooba Irfan, M. Siddiqui","doi":"10.52633/jms.v3i2.72","DOIUrl":"https://doi.org/10.52633/jms.v3i2.72","url":null,"abstract":"This study aims to test the empirical impact of the image of the brand, customer satisfaction and product & service quality on brand loyalty in territories of Pakistan. This study is applied research-based however there are many previous research studies related to the topic, but this research is different and unique as the data in this research is taken from the developing economy of Pakistan where there is a sharp dearth of these types of research investigations. The data was collected through secondary authentic sources. Moreover, the sample size of the study is 300. The data was analyzed through statistical softwares such as SPSS, AMOS and SMART PLS. The results indicate that there is a relationship linking brand awareness and brand loyalty with buying behaviour of the customer along with the mediation effect of sales promotion. The research is supported by descriptive analysis. This study is pervasive in nature as it enhances knowledge on the subject to help organizations, brand management and other related institutions.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132018416","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
CPEC is one of the most important topics for research in social science today due to its dominance and prominence in regional studies. There is a heap of research inventory in this area of interest. Although most of the prior studies highlighted opportunities, threats and obstacles associated with CPEC, none of these indicated the potential threats that CPEC imposes on India. Therefore, this study has major importance in the literature as it is associated with the issues which the corridor might create for India. Although there are no prior studies in this regard, there is some evidence regarding the impact of CPEC on India, as no study is complete without addressing negative consequences of CPEC for India. Therefore, researchers bring all these stances together in order to formulate proper framework to address potential threats of CPEC for India. This is highlighted majorly through the support of public opinion and also through associating possible negative impacts of CPEC (on India) with secondary data. The study uses quantitative approach therefore for analysis of public opinion SMART PLS-SEM has been incorporated and results highlighted that youth believes that CPEC is able to produce several threats to India. Although the legal chasm of Gilgit & Biltistan might diminish the extent of these threats.
{"title":"Emergence of CPEC as a Regional Threat to Neighboring Countries: Exploring the Strategic Marketing Perspective through Economic Lens","authors":"Muhammad Faisal Sultan, Mohammad Saleem","doi":"10.52633/jms.v3i1.66","DOIUrl":"https://doi.org/10.52633/jms.v3i1.66","url":null,"abstract":"CPEC is one of the most important topics for research in social science today due to its dominance and prominence in regional studies. There is a heap of research inventory in this area of interest. Although most of the prior studies highlighted opportunities, threats and obstacles associated with CPEC, none of these indicated the potential threats that CPEC imposes on India. Therefore, this study has major importance in the literature as it is associated with the issues which the corridor might create for India. Although there are no prior studies in this regard, there is some evidence regarding the impact of CPEC on India, as no study is complete without addressing negative consequences of CPEC for India. Therefore, researchers bring all these stances together in order to formulate proper framework to address potential threats of CPEC for India. This is highlighted majorly through the support of public opinion and also through associating possible negative impacts of CPEC (on India) with secondary data. The study uses quantitative approach therefore for analysis of public opinion SMART PLS-SEM has been incorporated and results highlighted that youth believes that CPEC is able to produce several threats to India. Although the legal chasm of Gilgit & Biltistan might diminish the extent of these threats.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128037990","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Online banking is a contemporary mode and a technological channel to facilitate the emerging demands of customers today. Increase in number of customers for online banking as a matter fact is related to customer’s awareness in a geographical space. Many customers today are adopting online banking through internet for their financial transactions especially in the current COVID-19 pandemic situation, however, due to lack of awareness, expertise and connectivity resources, a majority of prospect customers still have not adopted this new mode of transaction in Pakistan. The main objective of this study is to know the customers’ perception regarding the usage of online banking in Karachi Pakistan. Most of the researchers so far have suggested that mostly the customers are unaware about online banking services and the reason, moreover due to lack of trust among customers on online banking services, customers are reluctant to adopt this medium for the financial transactions. This research project thus examines the customer’s trust, perception, problems related to online banking and suggests about online banking concerns especially in the context of Pakistan. This study explains that mostly customers prefer online banking services over branch banking due to its reliability, convenience, safety, speed and security, user-friendliness, and error less system. The findings of this study will provide the banks the answer to the questions that how they can provide online banking better services and what are the major issues that should be reduces in society to satisfy customers in a better way, so that they can compete their competitors in the industry and overall increase the number of online banking customers.
{"title":"Security, Perception, and Practices: Challenges Facing Adoption of Online Banking in Pakistan","authors":"K. Shehzad, M. Waqas","doi":"10.52633/jms.v3i1.67","DOIUrl":"https://doi.org/10.52633/jms.v3i1.67","url":null,"abstract":"Online banking is a contemporary mode and a technological channel to facilitate the emerging demands of customers today. Increase in number of customers for online banking as a matter fact is related to customer’s awareness in a geographical space. Many customers today are adopting online banking through internet for their financial transactions especially in the current COVID-19 pandemic situation, however, due to lack of awareness, expertise and connectivity resources, a majority of prospect customers still have not adopted this new mode of transaction in Pakistan. The main objective of this study is to know the customers’ perception regarding the usage of online banking in Karachi Pakistan. Most of the researchers so far have suggested that mostly the customers are unaware about online banking services and the reason, moreover due to lack of trust among customers on online banking services, customers are reluctant to adopt this medium for the financial transactions. This research project thus examines the customer’s trust, perception, problems related to online banking and suggests about online banking concerns especially in the context of Pakistan. This study explains that mostly customers prefer online banking services over branch banking due to its reliability, convenience, safety, speed and security, user-friendliness, and error less system. The findings of this study will provide the banks the answer to the questions that how they can provide online banking better services and what are the major issues that should be reduces in society to satisfy customers in a better way, so that they can compete their competitors in the industry and overall increase the number of online banking customers.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"122 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116839584","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The purpose of this explanatory research is to investigate the relationship of service quality with customer satisfaction. To examine the relationship, the study was conducted on students of the executive MBA program at a business school in Karachi, Pakistan. The research technique adopted for this study was probabilistic in nature. Both variables under consideration are observed through multiple dimensions. A chi-square test was performed to test the relationship between the qualitative variables. Findings indicate that service quality and all its dimensions have a significant and positive association with customer satisfaction at the university level. The education sector is a significant industry in Pakistan’s economy and has seen unparalleled growth and progression over the last decade. Therefore, this study has been explicitly conducted to look into the service quality phenomenon and seek credible scientific justification in this regard by studying service quality as one of the main influential factors towards customer satisfaction.
{"title":"Association of Service Quality with Customer Satisfaction","authors":"Syed Hassan Ahmed","doi":"10.52633/jms.v2i2.29","DOIUrl":"https://doi.org/10.52633/jms.v2i2.29","url":null,"abstract":"The purpose of this explanatory research is to investigate the relationship of service quality with customer satisfaction. To examine the relationship, the study was conducted on students of the executive MBA program at a business school in Karachi, Pakistan. The research technique adopted for this study was probabilistic in nature. Both variables under consideration are observed through multiple dimensions. A chi-square test was performed to test the relationship between the qualitative variables. Findings indicate that service quality and all its dimensions have a significant and positive association with customer satisfaction at the university level. The education sector is a significant industry in Pakistan’s economy and has seen unparalleled growth and progression over the last decade. Therefore, this study has been explicitly conducted to look into the service quality phenomenon and seek credible scientific justification in this regard by studying service quality as one of the main influential factors towards customer satisfaction.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123109722","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The purpose of this paper is to propose and test a model for getting a more comprehensive understanding of brand equity. It aims to analyze the effects of this construct on consumer’s responses using two European countries' data. SEM structural equation modelling was used through which the hypotheses were tested. Measurement invariance and stability of the model across the two national samples were fairly assessed by using multi-group confirmatory factor analysis. The results indicate that dimensions are inter-relatable to brand equity. There is a positive link between brand awareness which impacts brand associations and perceived quality. Brand loyalty is highly relatable by brand associations. At last, all of these are interlinked with brand equity linked to perceived quality, brand associations & brand loyalty. These possible findings link the positive impact of brand equity on the responses of consumers. The proposed general framework is generalized across all nations. Only a few differences were observed. A few in stock of a set of product categories, brands and countries were used. The practical implications of the study provide essential implications for brand equity management. These financial metrics can fit with consumer-based equity measures to better check brand performance over time against competitors to increase quality standards against others. Favourable feedback results in better branding. Moreover, the proposed model using data from a sample is used to study the limited international brand equity literature in two countries. It also enlightens the brand equity literature by empirically in-depth analyzing the relationships between consumer-based brand equity dimensions and their effects on consumers’ responses.
{"title":"Effect of Brand Equity on Consumer Buying Behavior","authors":"S. Ahmed","doi":"10.52633/jms.v2i2.5","DOIUrl":"https://doi.org/10.52633/jms.v2i2.5","url":null,"abstract":"The purpose of this paper is to propose and test a model for getting a more comprehensive understanding of brand equity. It aims to analyze the effects of this construct on consumer’s responses using two European countries' data. SEM structural equation modelling was used through which the hypotheses were tested. Measurement invariance and stability of the model across the two national samples were fairly assessed by using multi-group confirmatory factor analysis. The results indicate that dimensions are inter-relatable to brand equity. There is a positive link between brand awareness which impacts brand associations and perceived quality. Brand loyalty is highly relatable by brand associations. At last, all of these are interlinked with brand equity linked to perceived quality, brand associations & brand loyalty. These possible findings link the positive impact of brand equity on the responses of consumers. The proposed general framework is generalized across all nations. Only a few differences were observed. A few in stock of a set of product categories, brands and countries were used. The practical implications of the study provide essential implications for brand equity management. These financial metrics can fit with consumer-based equity measures to better check brand performance over time against competitors to increase quality standards against others. Favourable feedback results in better branding. Moreover, the proposed model using data from a sample is used to study the limited international brand equity literature in two countries. It also enlightens the brand equity literature by empirically in-depth analyzing the relationships between consumer-based brand equity dimensions and their effects on consumers’ responses.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116081247","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The rapidly evolving market conditions and intense competition between the firms and marketers to adopt competitive strategies to promote their product to the right customer. Recent developments in consumer behavior and marketing studies emphasize various elements which impose an influencing impact on consumers and persuade them towards purchase intentions. This study explores the impact of celebrity endorsement and the mediating effect of consumer attitude on consumer purchase intention in a developing country. The study employed a quantitative research design for which a self-administrated structured research questionnaire was administered. the data were collected from 100 university students as respondents. The findings indicate that there is a strong influence of celebrity endorsements on university students. The celebrity endorser who possesses attributes such as likability, attractiveness, credibility, and personality has a positive influence on consumer’s purchase intentions. Moreover, celebrity endorsements create a positive impact on consumers attitudes towards endorsed brands and products which stimulate the purchase intention. This research provides some useful theoretical and practical implications for researchers and marketers on the use of celebrity endorsers.
{"title":"Impact of Celebrity Endorsement on Consumers' Buying Behavior","authors":"Imran Hussain","doi":"10.52633/jms.v2i1.23","DOIUrl":"https://doi.org/10.52633/jms.v2i1.23","url":null,"abstract":"The rapidly evolving market conditions and intense competition between the firms and marketers to adopt competitive strategies to promote their product to the right customer. Recent developments in consumer behavior and marketing studies emphasize various elements which impose an influencing impact on consumers and persuade them towards purchase intentions. This study explores the impact of celebrity endorsement and the mediating effect of consumer attitude on consumer purchase intention in a developing country. The study employed a quantitative research design for which a self-administrated structured research questionnaire was administered. the data were collected from 100 university students as respondents. The findings indicate that there is a strong influence of celebrity endorsements on university students. The celebrity endorser who possesses attributes such as likability, attractiveness, credibility, and personality has a positive influence on consumer’s purchase intentions. Moreover, celebrity endorsements create a positive impact on consumers attitudes towards endorsed brands and products which stimulate the purchase intention. This research provides some useful theoretical and practical implications for researchers and marketers on the use of celebrity endorsers.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116327252","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This research study attempts to understand impulsive buying behaviour, which is defined as "an individual type of buying behaviour whereby consumers repetitively spend more than they should, based on financial considerations." The study identified that personality traits such as Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness to experiences are statistically significant variables in affecting impulse purchase. A quantitative approach was implemented, and explanatory designs were used to describe the factors. The study targeted buyers of different shopping malls in Karachi. Of the unknown size of buyers, 384 visitors were sampled through the non-probability sampling technique. The study data were collected through a questionnaire and analyzed by using explanatory methods. The study concluded that the personality traits extraversion, conscientiousness, neuroticism, and openness have an association between impulse buying behaviour, however, there is no association between agreeableness and impulse buying behaviour.
{"title":"IMPACT OF FIVE PERSONALITY TRAITS ON IMPULSIVE BUYING BEHAVIOR","authors":"Shahtaj Waheed Khan","doi":"10.52633/jms.v1i1.2","DOIUrl":"https://doi.org/10.52633/jms.v1i1.2","url":null,"abstract":"This research study attempts to understand impulsive buying behaviour, which is defined as \"an individual type of buying behaviour whereby consumers repetitively spend more than they should, based on financial considerations.\" The study identified that personality traits such as Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness to experiences are statistically significant variables in affecting impulse purchase. A quantitative approach was implemented, and explanatory designs were used to describe the factors. The study targeted buyers of different shopping malls in Karachi. Of the unknown size of buyers, 384 visitors were sampled through the non-probability sampling technique. The study data were collected through a questionnaire and analyzed by using explanatory methods. The study concluded that the personality traits extraversion, conscientiousness, neuroticism, and openness have an association between impulse buying behaviour, however, there is no association between agreeableness and impulse buying behaviour.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"8 2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121192452","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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