Abstract

The purpose of this study is to assess the effect personality has on buying behavior among university undergraduate students. Personality was defined in terms of the big five personality traits, agreeableness, extraversion, openness to experience, conscientiousness, and neuroticism. A sample of 323 undergraduate students was drawn from the two universities in Cross River State using a three-stage sampling technique. Multiple regression analysis was used in testing the hypotheses. The study shows that personality significantly influences buying behaviour and agreeableness was the strongest of the five predictor variables while neuroticism was the weakest. The study also reveals that socio-demographic variables have significant moderating effect on the influence of personality on buying behaviour.

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