Volume 10 Issue 2 2014


Dr Zahid Ali Channar
Department of Management Sciences, SZABIST, Hyderabad, Sindh, Pakistan.

Reema Rajwani
MBA Scholar, ISRA University, Hyderabad.

Reena Rajwani
MBA scholar, ISRA University, Hyderabad.

Abstract Purpose: This study is conducted to find the impact of consumer personality on their satisfaction and loyalty and eventually on their repeated purchases which will automatically enhance the profits of the organizations. In this study consumer personality is a parameter of consumer behavior. Constructs of consumer personality are social affiliation and consumer relationship proneness. No any previous study is conducted to find the relation between different parameters of consumer personality on their Purchasing behavior. Methodology/Sampling: Primary data was collected from public & private universities of the Hyderabad & Jamshoro districts. Questionnaire was administered in 200 randomly selected samples; sampling frame was students from different classes i.e. MBBS, BDS & Nursing. Already established scales were used for measuring consumer personality, satisfaction, commitment and repeated purchases. Data was analyzed through correlation. Findings: It showed that if the product is aligned with the consumer personality then that has increased not only their satisfaction level but also loyalty with the organization, which ultimately led them to purchase repeatedly. Practical Implications: This research is useful for the top management & sales managers of the organizations in aligning their products with the personality of consumers.
Keywords Foreign direct investment; economic growth, Pakistan.
Year 2014
Volume 10
Issue 2
Type Short Report
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification -
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Manuscript Processing Blind Peer Reviewed
Format PDF
Paper Link
Page 168-174