PERSONALITY ATTRIBUTES AND CONSUMER PURCHASE DECISIONS OF TELECOMMUNICATION FIRMS IN METROPOLIS RIVERS STATE
Keywords:
Personality attribute, consumer purchase decisions, self-confidence, openness to experienceAbstract
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 correlation research design, and the hypothesis was tested with the use of Spearman Rank Correlation Coefficient (r), and was supplemented with the use of SPSS version 21.0. 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.