PERSONALITY ATTRIBUTES AND CONSUMER PURCHASE DECISIONS OF TELECOMMUNICATION FIRMS IN SOUTH-SOUTH NIGERIA

Abstract

This study investigates personality attributes and customer purchase decision of telecommunication firms in South-South, Nigeria. The main objectives of the study is to find out the relationship between personality attributes and customer purchase decision of telecommunication firms in South-South, Nigeria. The population of the study is comprised of 400 consumers of business of mobile telecommunication firms in the area. The research design used was Spearman Rank Correlation Coefficient (r). The data was analyzed using SPSS version 21.0 AMOS version. The results were that there was no significant relation between personality attributes and consumer purchase decision of telecommunication firms in South-South, Nigeria. Recommendation was that the personality attributes of a consumer is a very strong determinant of the purchase decision among consumers. It is important that marketers understand this while planning marketing strategies.