Impact of Personality Traits on Compulsive Buying Behaviour: With Special Reference to the Modern Trade Sector (Cargills supermarket) in Batticaloa district

Buying behavior

This study examined the research problem, to what extent does the Personality traits impact on Compulsive buying behaviour of supermarket customers in Batticaloa district. Quantitative methodology was applied for this research study and 200 questionnaires were administrated to collect data from the customers of four super supermarket in Batticaloa district. Further Descriptive, Correlation and Regressions analysis were performed for the analysis purpose. Major fining of this study revealed that there is a significant positive impact of Personality traits and Compulsive buying behaviour of supermarket customers in Batticaloa district. These findings of this study would be useful to marketers to concern on the dimensions of customer’s personality traits in order to understand their compulsive buying behaviour. This will lead to enhancement of sales of supermarkets whereas this will lead to the long-term survival of the supermarket chain in the competitive market.

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