International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2025 Volume 13 Issue 4
Available Online: 3 May 2025
Author/s:
Ramirez, Mary Joy N.*
Divine Word College of San Jose, Philippines (maryjoyramirez233@gmail.com)
Macabata, Nancy S.
Divine Word College of San Jose, Philippines (nancy.santiago.macabata@gmail.com)
Limos-Galay, Jenny A.
Divine Word College of San Jose, Philippines (jennygalay05@gmail.com)
Lazaro, Neofe J.
Divine Word College of San Jose, Philippines (mharifel.javier.lazaro@gmail.com)
Abstract:
This study utilized a mixed-methods approach, which examined the influence of personality types and buying attitude on consumer purchasing decisions among the administrative employees of Occidental Mindoro State College-Main Campus (OMSC). There were 151 respondents who participated in answering the validated survey questionnaire to evaluate how Type A and Type B personalities affect consumer behavior in terms of habitual, limited, and impulsive purchasing decisions. Statistical analysis was employed using SPSS version 26 for descriptive data and WarpPLS version 7.0 for PLS-SEM. The study found that Type A consumers prioritize product quality, service reliability, and variety, while Type B consumers focus more on convenience, accessibility, and promotional discounts. Results also indicate no significant correlation between demographic factors and purchasing decisions. However, personality type and buying attitude significantly impacted buying behavior. The findings suggest that businesses tailor their marketing strategies to appeal to consumers’ psychological traits rather than just demographic characteristics. An intervention program was proposed to promote responsible consumer behavior through financial literacy initiatives, consumer awareness campaigns, and strategic retail practices. These efforts aim to encourage mindful purchasing decisions while maintaining business profitability. The study highlights the importance of understanding personality-driven consumer behavior in developing effective marketing strategies and fostering sustainable consumer practices. Thus, future studies can explore the impact of emerging digital shopping trends, such as e-commerce platforms and mobile shopping applications, on consumer purchasing decisions. Investigating how personality traits influence online versus offline shopping behaviors can provide valuable insights for businesses adapting to the evolving retail landscape.
Keywords: consumer behavior, personality type, buying attitude, product quality, promotional discounts
DOI: https://doi.org/10.5861/ijrsm.2025.25513
Cite this article:
Ramirez, M. J. N., Macabata, N. S., Limos-Galay, J. A., & Lazaro, N. J. (2025). Customers’ personality, buying attitude, and their influence on purchase decisions. International Journal of Research Studies in Management, 13(4), 185-201. https://doi.org/10.5861/ijrsm.2025.25513
* Corresponding Author