IB2

The purpose of the present study is to examine the influence of big five personality traits viz., extraversion, agreeableness, neuroticism, conscientiousness, openness on impulse buying behaviour of  consumers and investigate the mediating role of shopping enjoyment tendency. Employing structural equation modelling empirical data was collected from 326 consumers in India that revealed a statistically significant impact of four of five personality traits viz., extraversion, agreeableness, neuroticism, conscientiousness. However, openness did not have statistically significant relationship with impulse buying behaviour. The findings of the present study are expected to contribute in the form of offering essential insights to marketers and researchers. The present study stands out among scanty studies conducted on big five personality traits and impulse buying as we have taken shopping enjoyment tendency as mediator variable. This study is conducted in an Indian retail backdrop offering insights on a thriving and potential market of India. The outcomes obtained shall assist Indian retailers in carving marketing strategies as they demystify who are the impulse buyer and what personality traits are prominent in these consumers and accordingly formulate their advertising strategy and in-store strategy.