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A STUDY ON THE ROLE OF PERSONALITY VARY IN A CONSUMER BUYING DECISIONS WITH SPECIAL REFERENCE TO CHENNAI

Agnes Abi (132204017)

B.Com LLB (HONS)

Saveetha School of Law

Saveetha Institute of Medical and Technical Sciences(SIMATS)

Chennai-77

Email Id:abiagnes123@gmail.com

ABSTRACT:

Consumer buying decisions encompass a wide array of choices, ranging from routine purchases to significant investments. These decisions are influenced by multifaceted factors such as personal preferences, economic considerations, social influences, cultural norms, and psychological triggers. The study has been conducted using the empirical research method. The samples have been collected using the simple random sampling method. A total of 202 samples have been collected for the study. The independent variables are age, gender, marital status, qualification, occupation, annual income and the dependent variables are aware of consumer decisions, factors influencing buying decisions and factors affecting consumer satisfaction. This process typically involves several stages, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.

KEYWORD:

Social, economic, income, development, consumer