THE RELATIONSHIP BETWEEN PERSONALITY AND CONSUMER BEHAVIOR BUYING PATTERNS WITHIN THE AUTOMOBILE INDUSTRY

Lucinda Parmer and John Dillard

International Journal of Management and Marketing Research, 2015, vol. 8, issue 1, 1-13

Abstract: The automobile industry is an enormously competitive and complex landscape. Auto dealerships compete to gain new customers, and advertise heavily to retain existing customers for repeat purchases. Differing forms of advertising are used for dealerships to achieve an advantage over the competition including, television, radio, print, outdoor, and word-of-mouth communications. Persuading a customer to become, and remain brand loyal, to a specific make, or model of a car, is challenging, but this continued cash stream back into the dealership is a profitable source of revenue that derives from these repeat customers. This paper examines the Big Five personality traits taken from the Mini-International Personality Item Pool (Mini-IPIP) (Donnellan et al., 2006) within a 33-item automotive questionnaire that examines the overall buying experiences of the participants such as the likelihood to recommend a brand, the likelihood to repurchase a brand, type of ownership (purchase versus lease), and includes prior brand repeat ownership information. Demographic variables are additionally accounted for in the overall automobile buying experience, which includes age, gender, level of education, marital status, number of children, and the annual household income of survey respondents. Significant statistical analysis was found in all areas

Keywords: Consumer Research; Marketing; Brand Preference (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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