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PERSONALITY TRAITS AND BUYING BEHAVIOR FROM THE VIEWPOINT OF SELECTED SOCIO-DEMOGRAPHIC CHARACTERISTICS – PRELIMINARY FINDINGS

Tatiana Lorincová, Prešovská univerzita v Prešove, Fakulta manažmentu, Konštantínova 16, 080 01 Prešov, Slovakia, Ivana Ondrijová, Jana Kovaľová, Prešovská univerzita v Prešove, Fakulta manažmentu, Konštantínova 16, 080 01 Prešov, Slovakia, Prešovská univerzita v Prešove, Fakulta manažmentu, Konštantínova 16, 080 01 Prešov, Slovakia
2019 Selected Papers (part of ITEMA conference collection)   unpublished

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The aim of the study is to compare personality traits (extraversion, agreeableness, openness to experience, conscientiousness and neuroticism) and buying behavior among respondents from the Y and Z generations in the context of gender. The research sample consisted of 105 respondents aged between 18 and 65 years (average age: 32.34, standard deviation: 11.81). The sample included 57 women, 48 men, 32 respondents from generation Y and 41 respondents from generation Z. A shortened version of the
more » ... ig Five (Janovská 2011) questionnaire was used to explore the personality traits, which consists of 40 adjectives, where respondents answered on the scale from 1 -quite inaccurately to 8 -quite accurately. The Customers' buying behavior (CBB) authors' questionnaire consists of 7 items, where respondents rated by the Likert scale from 1 -doesn't matter at all to 5 -depends very much. The research results were processed in statistical program IBM SPSS 20.00 Statistics and assessed by T-test for two independent samples. Research results showed statistically significant gender differences in the level of extraversion, agreeableness and conscientiousness in favor of women. On the other hand, research results showed statistically significant difference in the level of extraversion between respondents from generation Y and respondents from generation Z in favor of respondents from generation Z. The limitation of research study is an occasional choice of research sample.
doi:10.31410/itema.s.p.2019.99 fatcat:nn6q25vz2zh6bnbtgl46fmgida
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Tatiana Lorincová, Prešovská univerzita v Prešove, Fakulta manažmentu, Konštantínova 16, 080 01 Prešov, Slovakia, Ivana Ondrijová, Jana Kovaľová, Prešovská univerzita v Prešove, Fakulta manažmentu, Konštantínova 16, 080 01 Prešov, Slovakia, Prešovská univerzita v Prešove, Fakulta manažmentu, Konštantínova 16, 080 01 Prešov, Slovakia. "PERSONALITY TRAITS AND BUYING BEHAVIOR FROM THE VIEWPOINT OF SELECTED SOCIO-DEMOGRAPHIC CHARACTERISTICS – PRELIMINARY FINDINGS." Selected Papers (part of ITEMA conference collection) (2019)