—The main objective of this research is to study the
impact of personality of consumers on consumer buying
behaviour, especially Generation Y’s females’ buying
behaviour on fashion. Five factors of personality of consumer
have been applied in this study. All five factors are motivation,
personal Value, personality, lifestyle and emotional. In terms of
consumer buying behaviour, four factors have been applied in
this study, which are psychology, socio anthropology, sociology
and economic. This study shows that personality has a
significant impact on their buying behaviour. Even, both factors
show a significant positive correlation.
—Consumer buying behaviour, generation Y’s
females, personality of consumer.
Chai-Lee Goi is with the School of Business, Curtin University, CDT 250,
98009 Miri, Sarawak, Malaysia (e-mail: email@example.com).
Cite: Chai-Lee Goi, " The Impact of Personality on Generation Y Buying
Behaviour: Perception of Females on Fashion," International Journal of Social Science and Humanity vol. 5, no. 1, pp. 6-9, 2015.