Abstract:
Increasing global competition has made many marketers want to find more innovative
ways of promoting their goods and services. Personality traits are instrumental for
consumers and marketing, because it can create a procedure to differentiate among
various personalities and is a key determinant for Impulsive Buying Behavior. The
personality traits becomes a key concept at this point to establish closer and more
loyal relationships with the consumers or to be differentiated in the consumer's mind.
This research was conducted to examine the impact of Personality traits on Impulsive
Buying Behavior of lottery tickets consumers in Ampara district. Therefore Big Five
Personality test used to measure the customer's personality and reveal the relationship
between Personality and Impulsive Buying Behavior. According to Sri Lankan
context, there are limited researches on personality traits towards impulsive buying
behavior of lotteries. Therefore this research focus on the impact of personality traits
on impulsive buying behavior of lottery tickets consumers.
A survey design was used to collect the data and2l5lottery tickets respondents were
selected for the study. According to the study, primary data of the research was
collected through well-structured questionnaires. Secondary data was collected
through websites, books, articles and joules. The questionnaire consisted with five
point liker scaling questions. Convenience sampling method used to obtain data from
respondents. This study employed a quantitative research approach. The data were
analyzed using descriptive statistics, correlation, and regression analysis.
The findings indicate that there is a high level of personality traits and Impulsive
Buying Behavior of the lottery ticket consumers in Ampara district. And also the
results showed that there is a positive relationship between personality traits and
Impulsive Buying Behavior. There is the major findings indicates that there is; a
positive impact of Extraversion, Agreeableness, Conscientiousness, Openness and
Neuroticism on Impulsive Buying Behavior in lottery tickets consumers in Ampara
district.
